"War Wolf 2" is equipped with a trailer to not detonate the "mouth"

At some time in the future, talking about movies in the history of the film, "War Wolf 2" is not negligible. It has surpassed the milestone blockbuster "Titanic" and "Avatar" and has become the single-box box office runner-up in the global single market. As of September 3, "War Wolf 2" in the domestic box office broke through 5.5 billion yuan, with one's own efforts to support the summer file 30% of the box office. From the time of the release, "War Wolf 2" has left many records of Chinese film history behind it, destroying 100 million in 4 hours, breaking the "Mermaid" 3.39 billion record in 12 days and becoming the first in Chinese film history... ... The film has decided to postpone "Wolf Wolf 2" to September 28.

The rare "Wolf Wolf 2" has produced a huge money-making effect. Only one of the guaranteed publishers, Beijing Culture, has a market value of 5.3 billion yuan on 9 trading days. Huachuang Securities roughly estimated that when the "War Wolf 2" box office reached 5.5 billion yuan, It will bring a gross profit increase of 189 million yuan to the company. This is equivalent to 38% of the company's 2016 gross profit.

"War Wolf 2" is a huge piece of interest cake, especially in the domestic film market that has been sluggish this year, and an industry competition has also broken out. During the film's hot release, four companies including Beijing Wanda Media Co., Ltd. and Focus Media Advertising Co., Ltd. jointly issued a statement letter stating that "War Wolf 2" forcibly carried 5 trailers in the film master without paying fees, seriously trampling The lawful rights and interests of the cinema advertising agency will be protected by legal means.

Who moved the cheese of "War Wolf 2", what kind of huge interest game is involved behind this? After the incident, every time the film and television (micro-signal: meijingyingshi) reporters conducted a two-week in-depth investigation, interviewed dozens of film industry, company related people, revealing the focus of this focus event behind the scenes. Every investigation by film and television reporters found that there are as many as 3 billion interest markets behind this.

Cinema advertising party joint complaint "Wolf 2" equipped with trailers do not pay

Every film and television reporter, Gaiyuan Yuan Du Wei, every film and television editor Wen Menghua

On August 9th, "War Wolf 2" refreshed the box office figures to 3.6 billion yuan. A circle of people's friends in the cinema industry circulated a statement of concern, pointing to "War Wolf 2". The statement was jointly issued by Beijing Wanda Media Co., Ltd., Focus Media Advertising Co., Ltd., Beijing Changyou Jingmao Film Culture Media Co., Ltd. and Times Advertising (Beijing) Co., Ltd. The date of the statement was August 1st. At that time, "War Wolf 2" was released at the 6-day box office of 1.56 billion yuan, but it has shown a trend of "explosive money".

The four companies that issued the statement said that "War Wolf 2" forced five trailers in the film's master disk without paying fees, seriously trampling on the legitimate rights and interests of the theater advertising agency. Every film and television reporter noticed that these four companies almost included the current pre-screen advertisements in the Chinese mainland market. Dadi and Wanda have the top two screens in the country, and their pre-screen advertisements are operated by their own company Times Advertising (Beijing) Co., Ltd. and Wanda Media. In addition, the pre-image advertisements are basically operated by Focus Media (002027), which is owned by Focus TV and Changyou Jingmao. According to the official information of these two parties, Focus TV covers more than 10,600 screens, and the market share is nearly 70%. Changyou Jingmao has more than 6,500 screens, accounting for 35% of the total advertising market share.

The four companies that control the advertising rights of Chinese cinemas have jointly called "Wolf Wolf 2". What kind of story happened in the end? Every time a film and television (micro signal: meijingyingshi) reporter conducted an in-depth investigation.

Not only not paying but also the longest period of the same period

The film master of "War Wolf 2" is distributed to the theater by the film distributor, and the theater will send the copy to its theater for screening. Every film and television reporter saw in the theaters of Wanda Cinema, CGV Studios, and Pacific Cinema. The five trailers of the "Wolf 2" master are the upcoming five movie trailers, "Spiderman: Return of Heroes". "Broken Bureau" "Shameful Iron Fist" "Hunting" "Second Generation Fairy".

One of the companies that issued the statement told each film and television reporter: "The master-equipped trailer has no relationship with Wu Jing and the producer. It is a problem for the issuer." There are 7 companies involved in "Wolf 2" because of Beijing. The two companies, Culture and MediaLink, jointly launched a guaranteed clearance of 800 million yuan at the box office. Therefore, Beijing Culture and MediaLink are the main players in the film's distribution.

However, Chen Chen, the director of Beijing Culture (000802), said in an interview with the film and television reporter that the matter has nothing to do with Beijing culture. "I have learned from the general manager of the "War Wolf 2" project that the main control is not our company. Do, because many of the above films (trailers) have nothing to do with the company, as to who is not clear. It may be related to the film."

Who did the trailer for the "Wolf Wolf 2" master disk, like a fancier. Every film and television reporter interviewed several insiders familiar with Chinese film distribution. They all said that the trailers that come with the master disk are generally related to the film or the issuer.

Every film and television reporter found that the masterboard trailer is not unique to "Wolf Wolf 2", and the film masters released in the same period as "Wolf Wolf 2" have trailers of other films of different durations, such as "Sansheng III." Ten Mile Peach Blossoms 1 minute 29 seconds, "Jianjun Daye" 1 minute 02 seconds, "Zhuzhu Chuan" 44 seconds. Former Deputy General Manager of Zhujiang Film Group and General Manager of China Film Southern Film Shinkansen, Zhao Jun, Chairman and General Manager of Shanghai Tangde Cinema Management Co., Ltd. told each film and television reporter that the trailer can be a new film that will be released by the company. It may be replacing resources with other companies. "Now many movies are equipped with trailers, and peers help each other to promote the film."

Every film and television reporter noticed that in the film of the same period, the 5 trailers of the "Wolf Wolf 2" master disk had the longest time, and the total duration was 2 minutes and 39 seconds. After the trailer was played, the dragon was released. "The standard", the film screening began. It was this 2 minutes and 39 seconds that the four advertising agencies condemned that the trailer eroded the advertising time that it was originally operating, but did not pay the advertising fee of 2 minutes and 39 seconds.

Squeeze the cinema for 10 minutes of advertising time

However, industry insiders hold different views on whether the trailer is infringing. Wu Hehu, general manager of Perfect World Cinema, said, "The five trailers of "War Wolf 2" are not advertisements, and the theaters should be played by default. If it is a commercial advertisement, it needs to sign a contract with the theater and divide it according to the broadcast time." But an important one The person in charge of the cinema advertising business in the ticket warehouse city told the film and television reporter that the trailer is the next advertisement to broadcast the film. It is a kind of commercial behavior. "The film itself is a commodity attribute, and the cultural goods are also commodities. The trailer can be shown, but it needs to communicate with the advertising agency because the advertising agent has bought out the time. If each movie is preceded by a trailer, then hundreds of films in that year, this time is obviously not enough."

The China Film Distribution Association and the China Film Producers Association jointly issued the "Movie Patch Advertising, Pre-Advertising Self-Regulation Rules" (hereinafter referred to as "Self-Regulation Rules") on September 26, 2011, stipulating that "playing movie advertisements" The time shall not exceed 10 minutes. Among them, the film advertisements of the film and the issuer shall not exceed 5 minutes, and the advertisements of the cinemas and cinemas shall not exceed 5 minutes. The cinema shall be screened according to the standard time of the ticket, and the cooperation shall be agreed by the copyright owner of the film. You can play a movie trailer of no more than 5 minutes before the movie release license (note: "Dragon Label") appears on the screen."

However, on November 29, 2011, the State Administration of Radio, Film and Television, and the Film Bureau of the State Administration of Radio, Film and Television formulated the "Guiding Opinions on Promoting the Coordinated Development of Film Production and Distribution Screening", one of which was "After the adjustment of the interests of the film production and distribution to a reasonable level, the cinema advertising display operation The right to gradually return to the cinema, the producers no longer operate patch ads."

It can be seen that the policy guidance of the Film and Television Bureau of the State Administration of Radio, Film and Television is to transfer the rights of the 5-minute patch advertisement from the film side and the issuer to the theater. The 10-minute movie advertisement period will all belong to the theater operation. This means that the trailer is played in accordance with the Self-Regulatory Rules, but once the trailer is equipped with a trailer, it is bound to squeeze the cinema's 10-minute advertising session. The trailers of the video master are all in front of the "Dragon Label", which is a more "golden" patch advertising time.

Seeing that the participants of "War Wolf 2" are sharing this capital feast, but the advertising time of their own operation has been eroded by the trailer, it is not difficult to imagine why the "Wolf 2" master is equipped with the same period of film. After the longest trailer, the four advertising agencies that control the voice of the national cinema market will have a strong rebound.

"War Wolf 2" is equipped with a 2 minute 39 second trailer. The Wanda movie broadcasts a 7-day advertising fee worth 32.3 million.

Every film and television reporter, Gaiyuan Yuan Du Wei, every film and television editor Wen Menghua

Whether it is industry self-discipline or the policy guidance of the State Administration of Radio, Film and Television, the rights of 5-minute placement advertisements belong to the film, the issuer, or belong to the theater. There is no clear legal provision at present. Therefore, the 2 minutes and 39 seconds trailers on the "Wolf Wolf 2" master disk are infringing on the interests of cinema advertisements, and the issuers and theater advertising operators are still fighting.

This battle is essentially a battle for cinema screen advertising resources. Every film and television (micro-signal: meijingyingshi) reporter found that the cinema pre-screen advertisement is a huge interest cake, if the "Wolf Wolf 2" trailer is a national patch advertisement in Wanda Movie (002739), put a cycle (6 10,000 games) will generate an advertising fee of about 32.3 million yuan.

With the rapid growth of the number of Chinese movie screens, China’s pre-show advertising revenue in 2016 is close to 3 billion yuan, and is expected to grow by 25% in 2017. Since there is no legal “broken case” patch advertisement, the smuggling of the film, the issuer and the cinema party has never ended.

"War Wolf 2" trailer is equivalent to the value of 10 patch ads

"War Wolf 2" master disk is equipped with a 2 minute 39 seconds movie trailer, close to the "Dragon Standard", this is a more golden patch advertising time in the movie screen advertising segment, according to industry self-discipline regulations, The placement time is 5 minutes. Industry insiders familiar with movie screen advertising operations tell every film and television reporter that in general, screen ads are served in a 15 second or 30 second format, with 15 seconds of advertising.

It seems that if a 15 second ad is placed, the trailer of "Wolf 2" master 2 minutes and 39 seconds is almost 10 pieces of 15 seconds long. What is the equivalent of advertising value? Every time a film and television reporter got a copy of the advertisements that Wanda Media is currently implementing in the survey, Wanda Media is also one of the four companies that claimed the infringement of the "Wolf 2" trailer. The theaters operated by Wanda Media are basically the cinemas owned by Wanda Films. Wanda Movies has ranked first in the cinema market in recent years. Wanda Media's patch advertisements are classified into super blockbusters and popular blockbusters. Super blockbusters generally refer to imported sub-ledgers.

If "Wolf Wolf 2" is regarded as a popular blockbuster sequence, the price of the posters that are pushed backwards from the "Dragon Label" is not the same, and the price of the "Down One" position close to the "Dragon Label" is the highest. The trailer length of "War Wolf 2" basically covers 10 15 second ad slots of "down one" to "down ten". Every time a film and television reporter roughly estimates, from the average price of “down one” to “down ten”, a 15-second advertisement costs about 3.23 million yuan, and 10 15-second advertisements cost nearly 32.3 million yuan. Wanda Media used 60,000 games as a launch cycle. During the "Wolf Wolf 2" hot release, according to the time network professional pro show, Wanda movies from July 27 to August 2 a total of 62189 days in 7 days. This means that "War Wolf 2" is shown in Wanda Cinema for about 7 days, and its 2 minute 39 second trailer is equivalent to nearly 32.3 million yuan in advertising value.

The above is just a reference to the advertising value of the "Wolf Wolf 2" trailer on a cinema line for 7 days, and there are currently as many as 48 city theaters in the country. Since July 27th, "War Wolf 2" has been released for one month, and the film also decided to postpone the key to September 28th. The "advertising effect" produced by the motherboard's own trailer in the national theater is evident.

The film and the theater party contend for the patch advertising rights

The 5-minute placement advertisement is closest to the time when the movie is being played, the ad arrival rate is higher, and the advertising value is higher. The self-discipline of the industry promulgated in September 2011 “the 5-minute patch time belongs to the film and the issuer”, but the “Guiding Opinions on Promoting the Coordinated Development of Film Production and Screening” issued by the State Administration of Radio, Film and Television at the end of 2011 also pointed out that “to be produced” After the distribution screening benefits were adjusted to a reasonable level, the cinema advertising screening operation rights gradually returned to the cinema, and the producers no longer operated the placement advertisements.” Since the relevant policy guidance did not specify the time, the ownership of the placement advertisements was still in a vague zone. Therefore, "War Wolf 2" produced a strong and sustained money-making effect, and thus broke out the tongue-and-shoulder dispute of trailer trailer infringement.

In fact, the tug-of-war between the filmmakers, the publishers, and the theaters on the patch advertisements has never stopped. Every film and television reporter learned through interviews with industry insiders that the current patch advertisements mainly focus on import-selling large-scale films, and the patch advertising rights belong to Zhongying or Huaxia, and the two are just the issuers of the imported sub-ledgers. Moreover, the large-volume patch advertisements are generally more expensive. Every time a film and television reporter sees the advertisements obtained from advertisers, the "Special Agent: Ultimate Return" released in February this year, a 15-second patch advertisement, is released nationwide. The price of 60,000 theaters in key theaters is 3.6 million yuan.

In addition, in some specific domestic films, there will also be patch advertisements. The industry insiders said: "This kind of patch is a domestic film or distribution party to find relevant advertising agencies to implement. In general, advertising in movies. The implanted brand will consider making a placement advertisement.” It can be seen that the film or the issuer has not given up the rights to the placement advertisement.

In fact, when the number of screens in the Chinese film market has not reached a certain scale, the placement advertisements are basically controlled by the film and the issuer. The most typical one is to open the "Hero" of China's commercial era. It was released in 2002, and the film's posted advertising revenue reached 20 million yuan, which made the outside world realize the golden value of movie patch advertising for the first time.

However, after the release of the “Guidance Opinions” of the Film and Television Bureau of the State Administration of Radio, Film and Television, the theater operators believe that the placement advertisements will be operated by cinemas. According to the investigation by film and television reporters, most of the filmmakers and issuers of domestic films have not posted commercial advertisements on the master disk. However, there are still movie trailers of different durations in the master disk, which occupy some of the placement advertisements. Let the theater operators have nothing to do.

In such a chaotic situation, He Wenjin, the general manager of the new film company, said very thoroughly in every interview with the film and television reporters: "There is nothing wrong with advertising. The contradiction between the two sides is that the advertisement is paid, and the trailer is not paid. of."

In 2016, China’s pre-show advertising revenue was close to 3 billion yuan.

The placement advertisement has a higher value, and the pre-screen advertisement to which it belongs is a larger market cake. Currently in the Chinese movie advertising market, the 10-minute advertising time before the film is released includes a 5-minute pre-screen ad and a 5-minute ad ad. The advertising industry collectively referred to these 10 minutes as pre-screen advertisements. Since 2012, the Chinese screen has grown rapidly, forming a scale, and the value of pre-screen advertising has also been gradually explored.

According to the Yi En Consulting Report, the advertising revenue of China's pre-show in 2016 was close to 3 billion yuan, a year-on-year increase of 33%. In the context of the decline in traditional advertising, Yingying Advertising led the Chinese advertising market with a 44.8% increase in advertising expenditures. In the first half of 2017, China's overall advertising market rose by 0.4% year-on-year, and advertising revenue before the show increased by 19% year-on-year. It ranked the fastest in the nine categories of media, ranking first. GF Securities Research believes that advertising will increase by 25% in 2017.

In this company that denounced the infringement of the "War Wolf 2" trailer, Focus Media (002027)'s Focus Crystal, Changyou Jingmao and Wanda Media are the giants in the pre-screen advertising market. Pre-imaging advertising revenue is an important growth point in all three companies. Focus Media and Changyou Jingmao are the main advertising companies, and the pre-image advertising sector is an important source of income for the company. Take Focus Media as an example. In the first half of 2017, cinema media revenue was 1.01 billion yuan, accounting for 17.83% of total revenue, up 13.61% year-on-year, and gross profit margin was 51.86%.

Wanda Media is a wholly-owned subsidiary of Wanda Films. Wanda Films is a listed company focusing on film screening. Zeng Maojun, president of Wanda Film, proposed that he would increase the proportion of non-ticket revenue to 50% in the next two or three years. Advertising is the focus of non-ticket revenue. In 2016, Wanda’s movie advertising revenue was 1.69 billion yuan, accounting for 46% of Wanda’s non-ticket revenue. In the past two years, the gross profit margin of Wanda Movie's advertising revenue remained at a high level. In 2016, the gross profit margin of advertising revenue reached 66.59%. In the first half of 2017, the gross profit margin of advertising revenue was 63.53%, far exceeding the gross profit margin of the viewing revenue.

In the first half of 2017, Wanda’s movie advertising revenue was 1.09 billion yuan, a year-on-year increase of 58.73%. At the investor exchange meeting in April this year, the company said that advertising revenue will become a new growth point in the next three to five years, and maintain rapid growth every year. In the eyes of theater operators, the advertising revenue of Chinese cinema still has a large room for development. Yu Xin, general manager of the Land Cinema Group, said in an interview with the film and television reporters: “The media value of the theaters in the past has not been fully reflected, even now The proportion of advertising budget is still very low, but its accuracy and high rate of achievement have been recognized by advertisers and have great development potential."