LePar recruited, LeTV throws "Olive branch" to the cinema

At the Shanghai Film Festival in 2015, Zhang Zhao of LeTV Films appeared somewhat mysterious. He refused most of the activities and chose to stay in a hotel in the suburbs, “deliberately away from downtown.”


On June 17th, he appeared on a forum held by a theater manager to make suggestions for the theaters of the Internet age: “NBA Stadium sells derivatives on an area of ​​2/3, can cinemas also change?”

In his view, movies and the Internet are a huge "flow entrance." Instead of complaining about low prices, it is better to use the huge flow generated by e-commerce, increase the "non-viewing experience", and sell through derivatives, social activities, etc. Ways to increase revenue sources.

"I have too much resources on hand to serve the consumers of the cinema."

Zhang Zhao said that he threw out an "olive branch" to the big brothers of cinemas. If the theater can become a LePar (levision partner), he will not only have the opportunity to increase cinema revenue, but also gain profits from the capital market by holding shares in LeTV.com.

There was even media speculation at the scene. After Baidu invested 150 million in Star Beauty, does LeTV have to enter the cinema? However, according to the reporter’s understanding, LeTV is unlikely to enter theaters, but it is very likely that large-scale cooperation with cinemas will be launched in the future.

1 Cinema to change from "flow mode" to "scene mode"

"Is the movie ticket worth 9 blocks 9 or should I sell 30 yuan or 35 yuan? In fact, I care more about value, not price."

Zhang Zhao's point is that in the Internet age, cinemas would rather use O2O to "drain" themselves than resist "a movie ticket of 9.9 yuan," and then increase the revenue of theaters through "scene consumption."

He cited two examples:

1. When "Little Times" was released, LeTV Film Group organized a "Little Age Carnival" event on thousands of theaters across the country, turning the movie into a large party for high school girls;

2. Last year when the Mideast Festival "Death Squad 3" was released, LeTV Films launched the "Heavy Deck Crab" campaign. Each movie theater put a small scale and the family held together. After weighing 300 pounds, they could get free " Crab coupon."

In his view, future movies can be seen on mobile phones, on television, even on smart cars. At this time, movie theaters must highlight the "social" nature.

“When the “Little Times” was in the past, when the carnival was sold for 60 bucks, the supply was in short supply. What is the reason? So what is the fare? This ticket should be the value of the movie theater viewing scene, not the price of a movie. "Zhang Zhao said.

2 based on the scene, not just the image of the image design derivatives

It is in this line of thought that LeTV has begun to experiment with derivatives based on “scenes,” which is quite different from Hollywood’s focus on derivatives of film images.

For example, when “Where Did Daddy Go? 2”, LeTV’s first derivative is “Time Check”. It means that Dad took the child to the cinema and he must sign a check for the next 12 months to the child, promising that each What to do in the month, 50 yuan.

LeTV also made a glove that consists of three gloves. One is a big glove, one is a small glove, and the other is a glove that is connected together. In this way, the father and son walk in the street with red gloves and can shake hands without inserting their hands in their pockets. Dad's hand held his son's hand and walked up the street with his head high.

In Zhang Zhao’s view, China’s derivatives industry may not necessarily be the Hollywood way. If a movie theater is a place for watching a social family, the derivatives are not necessarily the dolls in the movie or the weapons in the movie. They can be This is a commemoration of social family.

“If they watch a movie in the mouth of their family, do you say that Daddy would like to not buy 200 dollars to buy a chance for a family of four to watch a movie? Do you have a memory? This is entirely its business logic. "Zhang Zhao said.

For the forthcoming "Little Times 4," LeTV Films has launched a special umbrella as a derivative. When the future movie is released, LeTV will share with the fans that everyone will hold the umbrella in the theater. After the movie is over, the “girlfriends” can take pictures with umbrellas. LeTV also thought of a Slogan for this event: “Being the best is the most beautiful beginning. It is the best ending”.

After the pre-sale was opened, the 119-dollar umbrella sold 20,000 pieces in 10 minutes. Li Wei, head of LeTV’s derivatives division, said: “We hope to create a ceremonial offline event through derivatives.”

3 "Two-thirds of the NBA Stadium is selling derivatives. Can a movie theater refer?"

"I went back to the United States this year to see the NBA and found that the NBA game has changed a lot. The past are all games, competitions, and now the number of venues and seats in the middle of the NBA, which accounts for less than a third of the entire stadium, is There are a lot of things built around it, just like the workers, and there are so many derivatives."

Zhang Zhao associates the film industry with the experience of the NBA. If you want to increase the non-ticket revenue, then can the theater's construction pattern be further adjusted and there will be more areas for non-ticket sales and non-ticketing experience? More areas become active areas?

In fact, some domestic cinemas have begun to adjust the layout of cinemas. Beijing’s individual cinemas can not only watch movies, but also eat, read books, and drink coffee. The VIP hall of cinemas can even become an occasion for art exchanges.

4 "OinO", watching sports games in a cinema, watching a concert?

In the future, can we organize "Little Times Carnival" in cinemas and even communicate with stars and fans on the Internet through smart devices?

Zhang Zhao proposed the idea of ​​"OinO" - whether he could put a super TV in a movie theater, broadcast the European Cup together with the cinema, broadcast the NBA live, and increase the experience beyond the movie.

The starting point of this idea is that the "playing method" of existing movie theaters is still relatively single. If smart equipment can be moved into a movie theater, it will undoubtedly make "limited shelves" become "unlimited shelves."

This is actually a need.

In Wu Yifan's "Return to 20", many fans will organize a group movie to turn the movie theater into a fan scene. On the night of the "I'm a singer" finals, Xiaoye went to a "couch movie theater" in Beijing with friends and watched the live broadcast.

According to Zhang Zhao, a movie theater can also be a part of the “Internet of Things” and connect to the world through the Internet. If this plan can be achieved, it is undoubtedly a "revolution of the Chinese film terminal screening industry."

5 Recruiting "LePar" to cinemas, will LeTV enter the theater market?

In May this year, LeTV and LeEco mobile phones cooperated with thousands of home appliance sales stores across the country to launch the "LePar Plan", turning these stores into LeTV's ecological display and sales experience stores.

This time, Zhang Zhao extended an "Olive branch" to the theater manager.

Zhang Zhao's strategies include:

1. Opened the music video member and theater member;

2. Let the cinema become sales venue for LeTV derivatives;

3, through the music as the ecology, to maximize the content of the theater's broadcast.

"As long as you build this LePar with me, and ensure that your cinema's revenue increases by several percentage points, I have this confidence." Zhang Zhao said.

Just last week, Baidu just invested 150 million Hong Kong dollars to invest in Sumimei Holdings, which owns 110 theaters. The reason why they are willing to accept Baidu's investment is precisely that the online traffic may bring more to the offline cinema. Imagination.

So, does LeTV have similar plans for investment in theaters?

The reporter was informed that it is not yet known whether LeTV will invest in theaters in the future, but it is highly probable that large-scale cooperation will be launched with the theater.

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