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CITIC Building Investment: Movies and Television IP Value Relief AI empowerment, large game authorization space()

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更新时间:2024-02-28 01:04:36
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  News on December 11th,hot newsIt is pointed out that the vitality of film and television IP has a long -lasting vitality and the content is deeply rooted. With new technologies such as AI/Interactive drama and other new content formats, IP value is expected to usher in a valuation: 1) AI technology empowerment: AI video technology represented by Pika ushered in an inflection point, the cycle and cost of film and television drama production have been further reduced; 2), 2), and 2), and 2)Interactive drama and dynamic anomalous: new form of content expression, expand the scope of IP audience, and increase authorization income.

  | Movies and television IP value reorganization: AI empowerment, large authorization space

  Film and television IP vitality is durable and content is deeply rooted in people's hearts. With the development of new technologies such as AI and other new technologies, mini -games/interactive dramas, IP value is expected to usher in a revaluation:

  1) AI technology empowerment:AI video technology represented by Pika ushered in an inflection point, and the cycle and cost of film and television drama production have been further reduced;2) Games, interactive dramas, dynamics:New content expression forms, expand the scope of IP audience, and increase authorization income.

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  1. AI empowerment: film and television production cycle/cost reduction

  Recently, the AI+video explosion has been frequently released. For example, the PIKA 1.0 effect is better than Runway. Language understanding, video coherence, and quality effects are dazzling.According to product evaluations at home and abroad, Pika 1.0 can make "Pixar" -style animation effect videos. Various types of transit and interspersed video production effects are also more realistic and high -quality.

  For film and television companies with IP reserves, AI+video technology can accelerate the speed of film and television drama production and shorten the production cycle and cost of content.

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  2. Game, interactive dramas, and physical authorization: expand the audience and enhance authorization income

  byFor example, the two authorized mini -games have entered the forefront of best -selling, and the game monetization logic goes through.According to Tencent Games, as of December 7, the company's "Gourd Brothers" IP authorized 2 mini -game bestseller list ranked dazzling, XianxiaEliminate the game ""Battle" is ranked 32, and the competitive tower defense game "Tower Defense Elves" is ranked 27th. It is expected that IP authorization income will contribute income income to the company. Specifically:

  1) "Big Battle": The game is the synthetic tower defense+card development Roguelike mobile game, which is officially authorized by the "Gourd Brothers" IP. Taking the myth as the background of the story, players defeat the fairy through synthesis and strategy.According to WeChat games, the game has been located 30 before October. On December 6, the game APP version is launched, which is expected to continue the bright performance of mini -program games.

  2) "Tower Defense Elves":On December 5th, "Tower Defense Elves" X "Gourd Brothers" was officially opened. The Gourd Brothers IP Liencing Limited theme event was launched in the game. At the same time, many tower defense heroes will appear in the image of the gourd brothers.Since December, the game has entered the top 30 new best -selling list and currently ranked 27th.

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  IP operations are mainly responsible for the shadow culture of the holding subsidiary.according toThe company's IP matrix is owned by the shadow culture of the holding subsidiary.IP operation company Shangying and Yuan culture was established in October 2022. When it was established, the company controlledThe Group and Meiying Factory hold 65%and 35%of the shares.The Group and Meiying Factory transferred 30 exclusive IPs such as "Big Trouble", "Gourd Brothers", "Black Cat Sheriff", and "Nothing and Unhappy", "Magic Cube Building", "China Strange"Thirty non -exclusive IPs, including Tan ", have a license period of 10 years.In March 2023, the company intends to acquire 51%of the shares of Shadow Yuan from Shanghai Film Group with 61 million yuan, and officially completed the acquisition in May, incorporated the Shangyingyuan culture into the merger statement, and officially deployed a large IP development business.

  Shanghai Film IP is rich in reserves, mainly sources of classic film and television works.CompanyAt present, the 60 IPs operated by the film and awareness, including classic animation works such as "Big Tuning Tianshan", "Gourd Brothers", "Black Cat Sheriff", "Tianshu Qi Tan", "Women's Basketball No. 5", "Old Things of the City", "Furong""Town" and other film and television classics, and the original animation IP of "China Qi Tan", with an average Douban score of 7.9.

  Innovative IP "China Qi Tan" sequel will be launched next year.The traditional cultural animation short collection "China Qi Tan" was officially launched on New Year's Day in 2023. It has achieved 300 million playback volume and 5.795 million chasers on the independent broadcast platform, and 83,000 people scored 9.9 points;, Up to 9.6 points;Cumulative reading volume of platform related topics has exceeded 2.6 billion times.according toAt the press conference of the 2023-2024 State Creative Animation Work Conference, it announced that it will jointly produce the second season of "China Qi Tan" with Meiying Factory and Shangyingyuan, or will be launched in 2024.

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  Short-term perspective: Shanghai Film IP, authorized mini-game revenue calculation: can contribute 2-5 billion income each year.

  1) The number of authorized mini -games:In order to avoid competing with each other with IP games, assuming that in the same time, one IP only authorizes only one mini -game, and only considers the exclusive IP of Shadow Yuan, then authorized at most 30 mini games at the same time.

  2) Monthly flowing water:According to the "2023 IAA WeChat Mini Game Ecological White Paper", 70%of the WeChat mini-game in 22 years exceeds 10 million, and the average monthly flow of mini-games is 10 million-20 million, equivalent to 1.24 billion/year.

  3) IP authorization party sharing ratio:According to industry practices, the game IP authorization can obtain the guarantee fee of the guarantee+game flow division, and the share ratio is generally 5%-10%.byFor example, the IP authorization of "Three Body" is used for game development.

  Based on the above assumptions, the single-month authorization fee of a single IP is 50-2 million yuan/month, equivalent to 0.06-024 billion/year.Considering the authorization of 20-30 mini games at the same time, the IP authorization income of the small game is 2-5 billion yuan/year.In the middle and long term, it is expected to expand from games to movies, interactive games and other fields.

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  Long-term perspective: Some classic IPs in Shanghai Film, authorized game revenue space: 15-3 billion yuan.

  Classic IP audiences such as "Nezha" and "Big Tuning Tiangong" are widely wide.

  Classic IPs such as Douro Mainland, Dou Breaking the Sky, Flower Thousands of Bone, Mortal cultivation, etc. After obtaining a wide range of influence through online texts and film and television works, the corresponding IP mobile game explosion is frequently produced. Taking Douro Mainland as an example, 2011Over the past 10 Douro Mainland IP games, IPs are launched. According toAs of August 22, the total flow of over 10 billion yuan, of which"Douro Continent: Soul Master Duel" was launched in July 2021, and the 40 -day flow of 40 days exceeded 1 billion.

  We believe that the classic IPs such as "Nezha", "The Great Palace", "China Qi Tan", classic content, high degree of attention, long -term viewing is expected to marked Douro Mainland IP.50-10 billion, based on the above analysis, with a 5%-10%IP authorization fee, IP authorized game income space is 15-3 billion yuan.

  1) "Nezha": With the potential of explosive models.my country's first large -scale color wide -screen animation long film has won many awards on major film festivals at home and abroad. Domestic animation participating in the exhibition."The Demon Boys of Nezha", the theme transformed from the original "cut meat to the mother, and the bone is returned to the father" to "I can't help me" to provide a window for young audiences.Yuan.

  2) "Bagua Tiangong": The story of the story is wide.The materials are taken from the Journey to the West. The previous episodes and the next episode were completed in 1961 and 1964, respectively. The combined animation and traditional Chinese art were highly praised by audiences at home and abroad.Published by the British Movie and Photography magazine praised the film as "the most sensational and lively movie in the London Film Festival in 1978".

  3) "China Qi Tan": Innovative IP, the sequel to further expand its influence.We expect that after 2024 "China Qi Tan 2" is launched, it is expected to continue the bright performance of "China Qi Tan 1" and achieve the IP influence from 1 to N.

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  The three -pronged approach of Shanghai Film IP Development Business has significant results.In addition to the IP authorization game, other IP authorization scenarios will be rich in space:

  1) Commodity authorization:Authorized goods includeKFC and Bipyo, Nestle coffee, milk tea brand under Yumsung (China), Leisure snack king Xiaolou, etc., cover, Clothing, shoes, hats, trendy toys, and home life, such as in September, with the Chinese trendy clothing brand Beaster, launched the seven -color gourd sweater; the classic IP "Big Tissue Tiangong" and "Black Cat Sheriff" and other launch of the limited edition of dinosaur girls.

  2) Game linkage:This year's summer season has a variety of IP into mobile game characters to start limited activities, including "China Qi Tan's Goose Goose Goose" X -turn RPG "Shanhai Mirror Flower", "The Summer of the Little Monster in China" X Tencent National Wind SimulationManagement of "There are people in the depths of Taoyuan" and "China Qi Tan" x"Eggs", "Black Cat Sheriff" X "Moore Manor" and so on.

  3) Marketing authorization:According to the company's announcement,During the promotion of the platform "618", it carried out multi -dimensional cooperation with "The Summer of the Little Monster in China", launched large movies, diversified online channels, and exclusive IP derivatives. The entire network exposed exceeded 230 million.Among them, the brand promotional film "JOY and Pig Demon" is produced by Meiying Factory and Jingdong, and presented in the upper shadow Yuan. It tells the story between the BOE mascot Joy and the little monster around the birthday gift.

  We believe that the cooperation of "Summer of Little Monster" X Jingdong "618" is a typical case of the company's IP authorization authorized by the pronged material and creating expansion to the content.

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