国产热热热精品,亚洲视频久久】日韩,三级婷婷在线久久,99人妻精品视频,精品九热人人肉肉在线,AV东京热一区二区,91po在线视频观看,久久激情宗合,青青草黄色手机视频

Culture

Movie merchandise the next big step for entertainment industry

By He Keyao ( chinadaily.com.cn ) Updated: 2016-04-19 20:49:47

Movie merchandise the next big step for entertainment industry

Batman movie merchandiseis on display. [Photo by He Keyao/chinadaily.com.cn]

IP development and protection

What makes China lag in the film merchandising is not its manufacturing capacity, which China is very good at, as the world’s biggest manufacturer.It is the content and ideas that matter, specifically, IP, or intellectual property.

"Not all films are suitable for merchandising product development. It has to be a very successful and popular film with a real good IP, which can be repeatedly and systematically developed," Ye said.

In fact, international entertainment giants from Hollywood are very selective in film merchandising. Image building is critical and many of the classic characters, such as the Superman, Batman, the Snow Queen and recently,thebunny police officer Judy from Zootopia, are fully developed into a wide range of products, from small toys to theme-park shows.

"We provide 20 films for world audiences each year and only choose two to three films for further product authorization and development," said Li Wanting, managing director of consumer products for Warner Bros, who echoes Ye’s opinion.

Chinese filmmakers do have high-quality IPs with strong cultural connotations, and they are making progress very fast. For example, last year, domestic films such as Monster Hunt, Monkey King: Hero is Back and Mojin - The Lost Legend,broke recordsat the Chinese box office and their merchandises are popular among movie fans.

However, pirated items from popular movies and a lack of copyright protection and enforcement strongly deter the development of the film merchandising industry in China.

Take Monster Hunt for example. Once the film became a sensation,unauthorized toys portraying Wuba, one of the key characters, went viralin the market. Those privately produced toys, haphazardin looks and quality, put huge pressure on the film company to develop its own merchandising items.

"Compared with Hollywood, Chinese companies don't have a well-established system for copyright authorization, which leads to the chaos of the mixture of fake and real, genuine products in the market," said XieDongjun, managing director of Zeke (International) Trading Company Ltd.

The calls for improved copyright protection and legal environment are strong among industry heavyweights.

 
Editor's Picks
Hot words
Most Popular
 
...
隆德县| 广东省| 育儿| 辽阳县| 泰安市| 平阴县| 铁力市| 历史| 舟曲县| 祁阳县| 中牟县| 汪清县| 精河县| 孟州市| 彩票| 陆良县| 长葛市| 手机| 三亚市| 灯塔市| 申扎县| 德清县| 甘谷县| 余江县| 会宁县| 泰和县| 康定县| 神池县| 临沭县| 曲靖市| 平泉县| 长沙县| 中宁县| 大同市| 固始县| 资阳市| 双江| 象山县| 武胜县| 苗栗市| 逊克县|