Hollywood legendary director

In the preparations before the official start of the comic show, in addition to convening the main creators to appear on the stage and adding stars, Lehman also summoned dealers from all over the world to communicate in advance in the name of Marvel Entertainment.

On the morning of July 5th, there were about 100 representatives from all over the country who received news and gathered. From the overall scale, it can be seen that the market share of Marvel's authorized toys in the IP field has been successful in recent years.

Of course, some of these dealers are built by the previous Marvel leadership, and some are merchants that have come to contact when the sales of authorized products such as "Iron Man" and "American Team" are hot, and the rest are It is the distribution channel operated by Hasbro and the emerging e-commerce platform.

As we all know, production and sales are two links. In terms of production, there are not many manufacturers that Marvel needs to deal with, and Hasbro is in charge of the big head. Therefore, Marvel Entertainment spends the most energy from high-level employees to recruited employees. Suppliers negotiate the supply of goods. This principle is similar, from selling mobile phones like Apple to sending agricultural products to the market.

The fact that these people are willing to leave for Marvel headquarters certainly shows that these dealers are very optimistic about Marvel's prospects in the authorized market.

Inside the venue.

Marvel has already arranged everything here. When the projector, flower clusters, and mineral water are properly arranged, and the promotional albums of Marvel’s products are on the table, the core management such as Lehman and David Messau Waiting at the door to greet everyone.

The dealers were also very polite. When they saw Lehman, the chairman of Marvel, they all acted like this, and they greeted enthusiastically. Of course, this is what they did, but what these old fried dough sticks might think is: nothing to do. Why, we have to make such trouble and let us take a trip.

But it's all here, just listen to it, make money, don't stumble.

Like Hasbro, which has a closer relationship with Marvel, the participants are familiar with Lehman, and will take the initiative to talk a few more words, deliberately taking care of the relationship between the two parties.

After all, the Firefly led by Lehmann slowly gained a place in Hollywood's production map. After becoming a studio that cannot be underestimated, it did not steadily compete in the original production field. Instead, it made an amazing move to acquire Manga. Wei Step into the larger and more complex IP comic market.

This decision certainly didn't hesitate for Lehman, but in the eyes of dealers, Marvel, which has been in charge of almost dusk, can be said to be based on strong confidence in its courage and ability.

Just look at today’s Marvel’s output value. I can revitalize the garbage assets that have been divided up like this. I am a famous international leader. Even if some of them don’t know the film and television industry that much, they admire a little. ——Compared with DC, this kind of IP assets that are fully controlled by Warner has once been brilliant, and it has not been able to realize it well. The difficulty can be seen by a fearful counsel all day long.

In other words, what happened in the past few years has given the merchants who run the store an extra source of purchase money, which is not a miracle.

...

Hasbro's representative Qiolman found his seat and sat down.

Hasbro is a major distributor. The seat is at the front. After flipping through the information given on the table, Ziolman quickly closed it again.

People like them don't care about these fancy brochures, and all corporate social concepts are imaginary. They only look at actual results and output benefits.

However, he has some thoughts about the so-called team value in it-the New York battle printed on the booklet, the setting of deepening the sense of camp, and the market feedback that the edge role such as Eagle Eye cannot be sold, inexplicably make Ziolman Somewhat familiar.

You know, he has personally witnessed how Hasbro's classic toy series "Transformers" has exploded through the amplification effect of film and television entertainment.

Of course, even if he has worked for a large toy manufacturer like Hasbro, which operates its own stores, for more than ten years, and has a better understanding of the market demand for the rise of the fan economy, he does not quite understand what this booklet is about.

Until the projector on the stage was turned on, Kevin Feige took the lead to display and explain the output value of each series of works on it, and asked why they are also superheroes, and the market sales that each character can obtain are usually very single, and the overlap rate is not High-the overlap rate here refers to the consumption direction of the audience.

Hearing Qiorman’s ears, he nodded very touchingly—take "Transformers" as an example. Some people like Bumblebee and only buy Bumblebee peripheral products, which magnifies the audience’s love level. There is no preference for consumption, which is why there has always been a term in the authorization market called "role economy", that is, the production of assembly lines, and the role value of some images will be higher.

So, how to make the role of low economic value also have a development market?Kevin asked another question, and there was silence underneath.Everyone is listening carefully.

"So, one thing we want to do next at Marvel is to blur the attributes of individual characters. Think about it. When Iron Man, Team Beauty, Thor, including Hawkeye, Black Widow, and Hulk, act as a team as the savior. , Heroes, will the fan’s love spread from a single character to other characters? We are not completely changing our preferences, but reducing the sense of distance between characters..."

On PPT, one circle leads to another circle, and finally forms a complex connection. As a whole, the line of the boundary also connects other independent roles in this process...

"Can this really be done? Will the arrangement and positioning of the film be not clear enough? Will the audience buy it?"

Countless questions popped up in Ziolman's mind, but apart from doubting, he was also thinking that it could be done, and that Marvel's value was different.

Originally, the role IP field is very similar to the head field of web texts. Only a few of them have high enough value. Most of them have no controllable business development background, just like the original Marvel, holding more than 5,000 Characters, but they are not valuable in the eyes of outsiders. People with traffic like Spider, X-Men, and Fantastic Four have all been bought, but now someone suddenly says that the reason why these more than 5,000 characters are worthless is because The realized flow is not enough. Since the flow is not enough, use the flow system that has been developed to bring it.

In fact, there is nothing wrong with this kind of cause and effect itself. Who doesn't know that the audience's attention value can be realized in the era of traffic, but everyone also understands that traffic is so easy to change?If it's so easy, DC needs something to hold on to Batman and Superman's wool?Do you not let go if you are bald, is it because you don't understand the importance of opening up?

Of course not. It's just reality telling Warner time and again that the audience of DC's other role projects don't like to watch, they don't have a foundation, they won't spend money, and the project is a risk.

What Kevin wants to express now is: We at Marvel have found a model to expand the role economy, which is like using the audience’s trust in the Marvel brand to secretly stuff private goods, and constantly bring the old to the new. With the freshness brought by the new characters, the head flow is increased.

Prior to this, Ziolman was also as difficult as many people to understand why Marvel kept developing new characters and the actions were really "radical"—compared to other subjects in the same field, after 3 years, only shooting It’s a big hit sequel, and the others are new projects. Are you afraid of playing it badly? It's so reckless.

Now I gradually understand that what everyone is concerned about is not the same thing. Marvel is playing with the nature of series. They hope that the more complicated and the bigger the structure, they just keep adding to the original system, and they have to be careful to defend the city wall not to collapse. ...