Host:Research Institute of Chinese Film Derivative Industry, Beijing Film Academy
Organizer:Beijing Red Feather Film and Culture Co., Ltd.
Co-organizer:Viami International Art Center
Venue:Zijin Hall, Tianyuan Hotel, Xiamen
Time:November 27, 2020, 10:00-12:00
Film IP licensing and merchandise, an industry that became a gold mine over decades of development in the American film market, has drawn wide attention from Chinese filmmakers in recent years. On one hand, more and more film producers regard IP licensing and merchandise development as an important part of diversifying their revenue. On the other hand, in a new era in which everything is media, every content release is a lively form of marketing. As cultural consumption permeates every level of consumption, consumer brands with built-in content naturally gain more favor, and the emotional added value that culture brings to products is greatly amplified in the process.
As a result, more and more consumer brand clients hope to use the influence of culture to transfer audiences’ affection for film IP to their own brands, gaining traffic and attention while giving their products emotional attributes and helping brands reach consumers more effectively.
