Source: Meteorite Business Review (ID: libusiness), Wall Street Journalist
Introduction to meteorite
“The twisting products must be all right,” as the founder of the dramatic myth practices? Waterloo, the capital was thrown 600 million by the Chinese, IPO stuck, what happened to the happy turn?
Jin Mei |author
Comedy always has a natural resemblance in the market, no matter how times change, the desire for laughter is deeply rooted in our genes. From Zhou Xunchy's insensitive film, Kung Fu Jackie Chan's film, Ning Hao's “Mad” series, Xu Wei's “” series, Happy Turning has become another important label of Chinese comedy films in recent years.
Beijing Happy Twist Entertainment Culture Media Co., Ltd. (hereinafter referred to as Happy Twist) has been working on comedy for fifteen years. Now it has become the biggest IP comedy machine in China's entertainment industry, from Charlotte Trouble, Chad Water, the disgraceful iron fist "For the" rich man of Xihong ", some people even said that he was the king of the new generation of comedy in China.
In the vertical comedy area, Happy Twist has shaped its own unique style and creative process. "Twisted products should be fine products." How is bend quality control system produced? The new reputation of the Waterloo movie camera, the capital was thrown out by the Chinese 600 million, the IPO was stuck, a happy twist lately, a little happy about what happened to the “happy myth” that was honed after 15 years?
Can laughter be massive?
For happy turns, the dramatic business of the “old bank” is the main source of cash flow, and many people know the origin of happy turns. He sold only 7 tickets in Beijing for more than 4,000 games in more than 60 central cities across the country. It's hard to find a ticket. Happy Twist has accumulated almost 30 original works and unprecedented good reputation is growing against the trend when the theater is not performing.
Cultural products are different from industrial production. Due to the different characteristics of time, regions and audiences, it is difficult to achieve accurate production of assembly lines and control of precise effects, such as industrial products. In China, there is no big film company. Ways to ensure that each of their works is a boutique.
China does not lack a director with good work, but there is no organization of producing films with constant quality, for example, Hollywood and Marvel. It can implement an industrial and optimized content production system that can be quantified. Thus, the stock price of the film and television company is very volatile and not conducive to investors. The success of Happy Twist, although not a great commercial success, gave the domestic content market a strong shot, allowing people to see the possibility of team production and quality control of the content. How is happy perversion done?
In the early days, when no one was interested, Twisted Troupe used the bus to get people to watch the drama for free, and then used word of mouth to gradually improve the drama. “If you want to eat some twists and twists for you” was drawn into Se Nahe, then the drama is hired so that the troupe can make full use of high-quality resources to increase traffic. These marketing methods can give a moment of excitement, but even if a happy turnaround is an excellent product quality control system and its large-scale work.
The initial approach was a user profile and the creation of a theater quality controller. At each workplace there is a supervisor who is responsible for filling out a quality control report and recording the audience response for each package developed in advance. If the baggage point does not respond, the team will need to discuss the settings after the show, change the way the next show and repeat several times to find the most suitable performance plan.
The drama is in direct contact with the audience, allowing the happy turn to know the audience’s laughter, control the rhythm and, naturally, throw an effective stem at the right time. For example, when Liu Hongtao answered the question “How to evaluate the film“ Woo de Shui ”, he used the example of“ 178 laughs in the field of media university ”as an example. This constantly updated program ensures that actors can quickly get started and achieve productivity over the roadway, which allows large-scale reproductions to be made.
In the second half of 2012, at the suggestion of Zhang Chen, artistic director, Happy Twist formed an “artistic decisions committee” consisting of managers, directors, actors, etc., a total of 9 people consisting of company executives and several directors . They are basically all 80s. All content products must be approved by the Art Committee to enter the preparatory stage. At the same time, the project launched under the brand "Happy Twist" should also be comedy work, voted by the Committee on Art and controlled by Happy Twist. Individual preferences that avoid age interests at the decision-making level lead to decision-making errors.
This set of content quality control systems can be traced back to project creation and implementation, so Happy Twist not only guarantees the quality of an individual repertoire, but also significantly improves the success rate of replication products on a horizontal scale. Some of the typical examples that are active today in laughter have the characteristics of creating and polishing the masses. Dayun's cross-talk and Tukao Conference sections were polished and polished to the masses. Therefore, laughter and luggage are easier to tremble, and laughter is denser. As general manager Liu Hongtao said: “Many creators of the literary circle are popular under the word 'grounding gas', which means that you have to be with the earth, you have to be with the public."
Happy Twist is becoming more stable in Beijing. To further develop the performance market, Happy Twist has branches and offices in Shanghai, Shenzhen, Guangzhou, Harbin, Tianjin, Nanjing, Shenyang and Chengdu. In the creation of a new branch, this system of internal training managers was widely implemented. The stage piece Happy Twist held more than 4,000 games in Beijing and the central cities of the country, which brought endless joy to more than one million viewers. After the quality control system of the drama is clear, the next step is a large-scale operation that allows the team to maximally break the geographical separation and cultural division, avoiding the “coffee” of the audience who do not like Zhao Banshan’s “garlic”. awkwardly. Happy Turning has become the country's most recognizable institution in the field of domestic drama scenes. Even countless young people are very fond of happy turns and become a social phenomenon.
Previously, the construction of the scale and quality control system allowed the team to take advantage of the opportunity that the Spring Festival Evening held and quickly expand production capacity. Synchronization was accompanied by a rapid increase in the market share of Happy Twist in the dramatic market.
Happy Twist became the creator of a dramatic myth, and this is not a happy old-fashioned drama, but an adaptation of film and television drama. The biggest obstacle to limiting the list of film and television companies is the instability of the project. A good movie can lead to a sharp increase in revenue. A bad movie can also drag a company. Can a happy turn in a quality control system get rid of this spell?
In 2010, Liu Hongtao, the founder of the university of the happy twisted founder Yu Kai, joined the happy turn and became general manager. In 2012, the comedy film "Thai" reached the top of the Chinese champion, which made Liu Hongtao see the power of the comedy film certified in the market. Happy Twist explores a multi-screen integrated development model and expands to the new media industry of film and television to enhance its reputation and influence.
From the era of a small theater, funny turns and plays are known as the point of laughter. In 2011, Happy Twist tried to combine his own comedy style with an essay. The essays created by them, The Fallen Leaves, quickly entered the audience’s vision through the platform of the 2011 CCTV essay contest and received a lot of noise. Since then, happy Twisted Rubber Products have been constantly present at the Spring CCTV Festival party, the Hunan Satellite Television Spring Festival evening party, Today's Happiness 1, Today's Happiness 2, Fu Bufu and other sketches have been made by Shen Dan , Ma Li and other famous actors. Twist became a frequent guest of the Spring Festival holiday and even became the most anticipated work of the Spring Festival evening party.
Under such a mass base, the introduction of films, this part of the people who love drama, it is easy to play the role of KOL, which contributes to the film about the growth of fermentation, helps marketing. Thanks to perseverance in art + business Happy Twist gradually builds a comprehensive entertainment industry, embedded in the stage comedy. Happy Twist wants to make himself a serious vertical comedy company specializing in comedy in the entertainment industry.
A film production group with a peak without a plateau is not a mature production group, just as a random test for 100 points cannot be considered the best student. It is impossible to talk only with the cash data. Truly mature film market is characterized by industrialization, standardization and standardization. Of course, all this can be coordinated with Hollywood. I am happy to make a film every year, and word of mouth is good thanks to its unique film quality control system.
The quality control system of a happy twist, first of all, has a unique advantage in adapting the drama to the film. First, the drama has been polished over the years, and the script is very mature, making up a short and rough period of writing the film script. Secondly, the actor was honed through hundreds of performances and almost integrated into the character. Once set up, it can be easily connected to the movie. Thirdly, the drama already has a certain audience base, and this part of the people who like the drama, it is easy to play the role of KOL, which contributes to the film's brownie and helps marketing. The film's popularity also returns to the drama. The second quality guarantee is to create an original “original” team. The writers and directors of the three films created by Happy Twist are all written and directed by the original dramatic version.
In the past, word-of-mouth work is a weapon for happy twisting films, and using word-of-mouth stray to get a long-term cash commission is also a common marketing tool. After the initial announcement, Charlotte Trouble, launched by a dramatic company without a star-line, did not cause a surge. Liu Hongtao decided to allocate 1 million marketing expenses and organized a group of 1.5 million Fans who have been happy for more than ten years. Examination events lasted 30 days, and word of mouth was fermented.
In 2015, the problems of Charlotte had a revenue of $ 1.4 billion at the box office, and the cost was only 30-40 million. Based on a ruddy film, Happy Twist made a profit of 126 million Yuan, an increase of 243.12% year-on-year. In 2016, Happy Twist's second film, “Chunde Water”, was less than 200 million at the box office, resulting in net profit of 74,799 million yuan, which is 43.43% less than last year, but the film gained a good reputation. In 2017, the Happy Twist “Shame on Iron Fist” was the first box office of the National Day last year, worth 70 million and a box office of more than 2.2 billion yuan. With this film, the company's net profit reached 390 million, an increase of 422.64% over the year.
In 2018, the summer film “The richest man in Xihong city” was sold with a box office of more than 2.5 billion yuan. Happy Twist also made a big profit on 40 million investments, but this film is a bit special for a happy turn. This is the first "non-speech adaptation film" Happy Twist. The idea of “the rich man of Xihong city” does not come from any of the reasons for the drama, but Universal Pictures is allowed, which will be adapted from the 1985 film “Brewster’s Millions Money”. Because it is directed by Yang Fei, Peng Damo and Yang Dan in the lead role from the independent operation with the film happy twist-system, therefore it is not officially defined as the fourth film of the happy turn.
On the one hand, the success of this film expanded the “footpath” for happy turns and found many opportunities for success. However, this was indeed recognized as the fourth film, Aunt Li Chai, met Waterloo on National Day. The story, the plot, the design of people, the theme, etc. Almost collapsed, and the ticket office and reputation were very gloomy. For a long time I sang happy turns.
Happy turns that can not be happy
Happy Twist faced difficulties in the battle for the big screen: the main control options are limited, and the risk of participation is too great. In 2017, “Happy Twist” also began to vote, “Demon Bell” Wu Unlu collected 360 million box office, “disciple Zhou Xunchi” “Master of the World” Lu Zhenyu also received 101 million box office. However, from the point of view of word of mouth, besides his quality control system, the works involved are far from the three jobs that he previously controlled. This to some extent blocked the road of happy twisting. In addition to “stage play” and “film”, the study of audio content, such as “Happy Twist Theater” and “Jianghu College” in an online drama, was not very stimulating.
To increase production capacity, Happy Twist decided to take the IPO path, hoping to get more funds. According to the “Happy Turn” 2017 IPO prospectus, Happy Twist’s IPO plans to raise 700 million Yuan, in addition to 150 million Yuan in addition to liquidity, the rest will be used to invest 6 drams and 6 films. Among them are four films adapted from the classic stage game Happy Twist, Li's Tea Aunt, Oulun Mountain Count, Prison Friends, and Romantic French Food. After the end of the adaptation of the classic "pressure box bottom"? For an audience and a market that has already experienced aesthetic fatigue, how should a happy turn in the future go?
“Aunt Li Chai” was not scattered in the stalls of the National Day, and getting out of the corner shareholders came to the fore. The word-of-mouth exchange and the exchange of state capital of the investment fund of the Chinese cultural industry on an official basis made everyone think about it. People’s eyes returned in March of this year, prepared for the first episode of the drama with pleasure, but after preparing for almost ten months, they withdrew an application for an IPO and prepared to change the ownership structure. A twist that seems smooth and slick seems to be difficult to walk.
Some people say that this is a high school student who will be beaten every day with a high ball. Are all the nerves of all too sensitive and too demanding? In the face of the fall in Happy Twists films, the story and people are gradually becoming clear, the innovation of the lines is less innovative, the main artists are independent, the new and old actors are obviously broken, and the content creation is weak. Obviously, everything is embarrassing – this is not a job loss, but a panic caused by the failure of the quality control system in the absence of innovation.
In public consciousness and a happy twist can in principle attract the same amount of Shenteng, Marie is a happy twisted subscriber artist, but in a happy twist does not hold stocks, and the way of cooperation with a happy turn is to participate in their company in a happy turn. The risk of losing the main artist is still very high, but enough power for performers trained by the company is not enough, so the crew of the third “artist-broker” outside of drama, film and television will not work. From the company's financial report, this part has very little effect on the company's performance, does not make money and does not earn players on seeds, a happy turn is really a small problem.
Ending an IPO is not good for Twist, but it's nice to lose a horse in the face of frustration. Although twisted film and drama are inseparable from different people, film and drama are inseparable. The closed loop formed by these two is the basis of the turn. The maturity and improvement of the quality control system is the basis for the long-term success of the twisted railway industry.
On the one hand, if the film is removed from perfection and the preparation of a quality control system, it can be like “aunt”, and now the turn cannot be erroneous. С другой стороны, в головах Shen Teng и Ma Li главные актеры ушли, а после римейка классического репертуара повороты, возможно, вступили в неловкое положение Цзян Ланга.
Придерживайтесь стратегии бутика, придерживайтесь качества и ритма сцены на экране, делайте более стандартизированные попытки и инновации в системе контроля качества и улучшайте возможности производства фильмов на основе сокращенного цикла индустриальной регенерации репертуара, сценариста, режиссера и актеров. Чтобы расширить влияние, вместо того, чтобы слепо снимать работы, ищущие воздействия, не могущественные, а чтобы ослабить систему контроля качества, на которую можно положиться.
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Оригинальное название «Happy Twisting Ups and Downs | Rocks»
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