| In recent years,film and TV program adapted from various IP have emerged in China’s film and television industry.However,due to the attraction of profits,the competition for IP resources caused the film market to be chaotic.After several years of competition of good and bad,the development of China’s IP movies become better from chaos.At present,the domestic IP movie development environment is good.National policies support its development,the “Pan Entertainment” layout led by BAT(B is Baidu Company,A is Alibaba Company,T is Tencent Company)has been gradually completed,and domestic high-quality IP movies have also begun to show their prominence.How to make the IP film into a high-quality IP series film and become an international IP film while going abroad,the Marvel model that has made a huge impact worldwide can provide some reference.The third phase of the “Marvel Universe Movie” series officially ended in 2019.“Avengers 4” pushed the superhero trend to the climax.Before the rhyme had dissIPated,the fourth phase of publicity had begun.From its definition,concept and characteristics,Marvel movies are IP movies adapted from cartoons.From its box office,influence,number of fans and its complete industrial chain,Marvel Movies has clearly become a successful model for all IP movies.From the perspective of the value chain,one of the five major connotation chains in the industry chain,this article analyzes the industry chain model of Marvel movies,and proposes an optimization strategy for China’s IP movie industry chain based on the common characteristics of China’s IP movies and Marvel movies.The first part of this article defines the relevant theories about IP film,industry chain and the current development status of China’s IP film industry chain.At present,high-quality IP films in China are gradually emerging,so it is beneficial for China’s IP film market to learn from other successful IP film models.The second part introduces the development history and background of Marvel films.The construction of Marvel’s entire industry chain is more complete than that in China.Different background environments are also the reasons for the different constructionconditions of the film industry chain.The longer history of film development and the relaxed market environment of USA are historical conditions for the booming development of Hollywood films.A sound copyright policy and international protection measures are the guarantee for American films to open up the international market.Compares to China’s complex political and historical background,although the film has also gone through a glorious period and occupied a seat in the international market,due to political and historical reasons,the growth process of the film has been ups and downs.Moreover,the late start,poor growth of the copyright policy and strict market methods have also stirred up the sound development of the film market.In addition to the background environment,this article compares the main links of Marvel Movies with the domestic IP film industry chain,so as to learn from each other and promote the construction of the domestic IP film industry chain.The third part describes the advantages of each link of the Marvel film industry chain and the inspiration for the optimization of the construction of China’s IP film industry chain.In the upstream of the film industry chain,Marvel’s advantage is that Marvel Comics has many heroes,a large number of fan audiences and fixed and rich IP resources in the 20 th century.Although the reserves of IP resources of China’s movies are large,the quality is the mix of good and bad.Due to the confusion of plagiarism and fusion,the workload of IP development in the early stage has increased.Even an excellent traditional culture requires deep cultivation.How to screen or create an excellent IP is the key to the success of a movie.There are still a lot of IP movies that ignore this problem,causing it to become a low-quality movie with fast production and quick sales.In the middle of the industry chain,Marvel’s distribution,marketing,and brand management are worth learning from.The expansion window distribution and localized distribution strategies also affect the final box office of the movie.Strategic publicity and marketing attract fans’ curiosity,plus focus on building its own brand,so that Marvel gets its fame and fortune.At this stage,what China needs to make up for is to improve the abuse of hype,false marketing and propaganda operations,as well as illegal box office frauds and the arbitrarily selling of copyrights that damage brand reputation.The focus of the construction of Marvel’s entireindustrial chain is the downstream of the industrial chain,which is also the weakest section in China.According to Marvel’s development strategy for derivatives,China should develop derivative varieties,focus on R & D quality,combine online and offline activities,and publicize and strengthen the downstream of the industrial chain.And it should gradually spread the pillar benefits from the box office to the middle and lower reaches of the industrial chain.In general,the successful development of IP movies mainly depends on hard content,coupled with effective operating methods and follow-up products,the success of the Marvel model can be replicated. |
