Hollywood legendary director

The communication with the brand has been done since the film was completed, but progress has been slow.

In his previous life, Lehman went to an authorized co-branded store around Marvel's genuine product. There are hundreds of dazzling image products in it, which all show how much money Marvel IP can be.

Keychains, mugs, T-shirts, shoes, dolls, wall lamps, moving head dolls, dolls, and even electrical appliances such as waffle machines, ovens, and even Coca-Cola, snacks and other products that are profitable and all link the image.

Of course, most of the authorized Marvel can get a low percentage of profits.

But think about it, Marvel only provides image enthusiasm. The production line is the manufacturer’s, the channel is the manufacturer’s, and even the sales operation requires the manufacturer to pay. This way, it seems that there is nothing that cannot be satisfied. After all, Marvel did not spend much energy. It paid off.

But at this moment, before the value contained in Marvel’s IP has not been recognized by too much capital, most of the brand owners are holding a wait-and-see attitude, even refusing to cooperate, thinking that the effort is not proportional to the gain.

For example, Lehman would like to find a clothing manufacturer to jointly launch the same style of Iron Man. Children's clothes and couples' clothes can be made. It is nothing more than adding a little Iron Man element to the clothes and printing a head portrait. It is easy to do, and Marvel only takes 10% of the profit.So, there is still no response from the manufacturer.

Lehman understands the store's concerns.

He himself has experienced this kind of plain cutting behavior many times. Which time does he need to make a good calculation?

After all, even if they don’t launch the same style jointly, the manufacturers’ clothing still has a certain share in the market. If the new revenue does not exceed the profit from the meat cutting after agreeing, then there is no use to such cooperation?

In other words, if you don't make any income, go to Marvel?Are you kidding me?

In other words, the biggest problem in Marvel’s peripheral market development is how to convince the brands that cooperation is a win-win, not a thankless effort. Some operations give the authorized party so much money but not much money. .

For these Lehman, I also have a rough idea, because market data will never lie. Tonight, the sales data of Iron Man figures and models are the best bargaining chips to prove that Marvel's image can be valuable.

For the rest, even if one talks about the market and puts an excellent performance table on the table of the brand, it is the most touching.

......

After Liam came, he brought some good news to Lyman.

One is that HOTTOYS has agreed to undertake high-detailed simulation toy products with the image of Iron Man and Marvel series-this company is well-known in Hong Kong, but in the model industry, it is famous for its pursuit of realistic details and small-scale manual production. Manufacturers, the business route is relatively high-end, so the price of HOTTOYS products is much higher than similar products.

And the reason for cooperating with them is that Hasbro takes the volume, HOTTOYS is the finest, and Marvel’s own toy factory takes the local tyrants customized models to satisfy audience fans with different needs.

After all, HOTTOYS's products are all movable. Exposed internal fine structure parts, apart from being equipped with mobility, the most special thing is their magnet device, which can imitate the scene of armor attacking the enemy in the movie. Once sold, it will definitely be a favorite. The best choice for collection, and the general price is thousands of dollars, Marvel draws 40%.

Maybe someone asks why they smoke so much and why they are willing to do it.

But the profit distribution around the movie depends on the weight of the image. Figures, dolls, dolls and the like are completely restored to the character image, so they smoke a lot, and the clothes and keychains are borrowed at best. A bit of image element, the market core is still their own product selling point, so the authorized party is not emboldened to bid too high prices.

Furthermore, HOTTOYS itself is a manufacturer with a very serious premium. The value of the product is very dependent on the popularity of the character image. They will not produce the unknown ones because no one will buy them. What they eat is fan money, just like Hasbro. With great cause, Marvel only takes 22%, isn't it?It all depends on how different the needs of the two parties are.

The second is small items. Manufacturers such as LIGHTFX are all actively preparing to develop joint products. It is estimated that they have seen the buying desire and consumption of fans.

All in all, with the cooperation with Hasbro and the proven market enthusiasm of the movie itself, it has attracted those waiting and watching manufacturers to reap the wallets of Marvel fans in all aspects.

Liam's happy expression has not been put away when reporting on the progress of the peripheral development, because the comic adaptation project is indeed easy to explore the peripheral value, and Lehman's clear and thorough consideration in advance is simply horrible.

On the side, several veterans of Marvel Entertainment continued to praise Lyman in their hearts.Avi Allard is really in the past.

Before this one took over, Marvel had such a glorious, so profitable, and it was more valuable to be busy.

It is even said that the planning is too perfect, giving people an unreal feeling, but it happens to be racing on the road to success.

No one in the company will worry about the project's failure, because they all know that when other products enter the market, "Iron Man" said that it would not be too much to make money on a daily basis.

This wave can be considered to have established Lyman's prestige within Marvel, and even Kevin Fitch has a lot of respect for him and admires him.

But in fact, every step of the development of "Iron Man" by Lehman can be attributed to the successful routines of previous Marvel and other product development experience and analysis.

After all, isn't his biggest golden finger is the vision and market sense he cultivated in his previous life? It's not a big deal to make a little diligence on the basis of copying with the answer.

But the more modest Lehman is, the more people admire him.

Cow, real cow.The market for billions of projects is so calm, you can't learn.

Well, you can't be too excited, too excited, and lose the boss's face as if you have never seen the market.

However, right now, there are too many businesses that need to be followed up, and I really cannot be immersed in it. The veterans of Marvel Entertainment still have extraordinary feelings for Marvel, and they all want to make Marvel better and stronger. People praised.

So after a short meeting, these high-level promotion teams led their employees to contact each other by phone, and waited for the next day to sign the authorization terms early in the day.

Anyway, the next two or three months will almost never be idle, running around, negotiating, collecting data, researching the market are all they want to do, and they have to divide resources in advance according to market trends at any time to verify revenue.

Not far away, the Marvel comics department, which is only a few floors away, is equally busy.

Just like "Spider-Man" is very popular and the little spider book is very popular, after giving out 500,000 sets and matching the price discount, the comics department led by Joe Quesada also benefited.

"...Okay, add 2,000 copies, right, send it tomorrow, OK, OK, keep in touch."

"Hello. Oh, you want 1,000 copies over there, right? Okay, I'll take it down."

The customer service staff kept answering the phone, and the orders for the order continued. Although it was a lot worse than the busy scene in "Spider-Man", it was a godson. This is a son. Is it comparable?

With enthusiasm and gratification, everyone entered into a state of combat readiness early and worked overtime, nothing to mention.

Because under the stimulus of the performance and salary increase, what happened to Franklin's struggle for the green Franklin? Fortune Daily to find out.

In other words, when I think about the possibility of getting a salary several times higher than the basic salary this month, no one can squeeze a little motivation, and not everyone’s family conditions are very good, and I don’t worry about houses and cars. I don’t feel much about money. Interest is pretending to be deep.

Moreover, such opportunities are not always available. The more you understand the market, the more you know you don’t try to make money while the film is still being shown. When the film is released, the popularity is low, and sales of peripherals and comics will be affected. Great influence.

This is like DVDs always sell best in the first half of the year, and sales can account for more than 70% of the accumulated revenue in the next three years.

The movie business has a huge market, but it has always been necessary to remain competitive to make money. When this wave passes, other movies will take the lead and the situation will be different.

After all, to make money, apart from considering the spending power of fans, how to attract their attention is more important.

Slowly, it was late at night.

At about one in the morning, Liam strode into Lyman's office.

"Coming out early?" Lyman asked.

"Well, 9.36 million."

This result is not particularly good, but it is also very good, Lehman thought: After all, it is Marvel's pioneering work, and the heat accumulation is just like that.