This forum was held in the Warner Fox World Theater. Because Duke was present in person, the routine-like Sino-US film forum immediately became extremely attractive. Not only media reporters, but also many directors, actors and producers here participated.

Duke and Scarlett arrived at the Song and Dance Theater by electric car all the way through the Warner Focus World attractions. However, their goals were not the same. At the media outlet in front of the theater, Tina Fei stopped with Scarlett to accept an exclusive interview with Chinese media. Duke entered the theater directly under the leadership of the staff of China Film Group.

There are not many people in the theater, but any one of them is a well-known figure in the Chinese film industry.

At the front seat, Duke saw many familiar faces, such as Yang Lan and his wife, the national film masters here, Jiang Xiaojun, Ge Guangtou, Feng Daya, etc., and even the mountain eagle appeared.

This is an oval musical and dance theater. The core characters of the forum sat around the center of the theater. In the discussion Duke participated in, only these people actually had the right to speak.

What sits here is not only the people who make movies, but also representatives of theaters, which are also an important part of the film industry.

The topic started from Yang Lan, who was hosting the forum, and slowly turned to free discussion. Duke was listening and basically didn't speak. He didn't know who started it later. The topic naturally turned to "Avengers", which is currently popular in China and around the world.

"I went to several theaters yesterday and found something very interesting."

The person who spoke was Jiang Xiaojun. He looked at Duke and said, "The best products sold in the shops and markets near the theater are two T-shirts, and the commemorative T-shirts of "Avengers" are 75 yuan per piece..."

He knew Duke could understand Chinese and said directly, "And there was a shortage of supply and related mobile phone cases, which were sold very popular."

Duke just smiled but said nothing. Because the relevant authorization of Marvel Comics here is still in negotiations!

Jiang Xiaojun showed some curiosity and asked, "Director Rosenberg, ask, what percentage of your videos' box office revenue accounts for? Oh, that's what percentage of the total revenue."

"Before 2000, it could account for about 30% to 40%, which depends on the type of movie."

Both sides placed on the table. Duke looked at Jiang Xiaojun and told the truth, "The current videos are basically between 20% and 25%, and rarely exceed 25%.

As soon as he said this, Jiang Xiaojun, Ge Guangtou, Feng Daya, Zhang Guoshi and Wang brothers all showed some strange expressions. Duke's film box office is rarely less than 500 million US dollars. According to the ratio he said, how much is the total revenue of that film?

Looking around, Duke sighed in his heart. In fact, what Chinese movies need most is not vague things such as innovation and creativity. After all, innovation represents huge risks. What Hollywood can circulate the whole world is not innovation in creation. What Chinese movies need most is industrialization and standardization.

But the latter... He looked at Zuoshan Diao and shook his head gently. The problem that Zuoshan Diao could not solve was not something that he, as an outsider, could explain clearly after a few words.

“How much does our movie box office revenue account for total revenue?”

After Feng Daya asked this, the scene was deserted. After a while, the eldest among the Wang brothers said. "On average, it is more than 95%.

Then, he added, "I'm talking about domestic box office."

"That is to say, the domestic box office revenue of a Chinese film will account for more than 95% of the total revenue!" Feng Daya asked everyone's voice, "Let's not talk about the unrealistic international market, where is our domestic derivatives market?"

He turned to Duke, "Director Rosenberg, can you tell me about the revenue of your video's derivatives in China?"

Duke would say some things, but things involving trade secrets are never within this ranks.

However, what he said was the real situation, "If any film market wants to mature, it needs a stage of development, especially the derivatives market."

After thinking for a few seconds, Duke looked at Feng Daya and said, "The development of Chinese film derivatives is basically in its original stage. Most film derivatives are arranged in cooperation with movie publicity activities. Film derivatives are an indispensable link in the film industry chain and a key to meeting the audience's cultural consumption needs. The development of Chinese film derivatives is still at a low point, which also means that the marketing and development of derivatives have huge market space."

As soon as Duke finished speaking, Yu Fatty nodded and took over, "The domestic derivatives market for films is not standardized enough, and the market development and sales channels are not perfect and smooth enough. The consumer market for derivatives also needs to be cultivated urgently. The domestic derivatives market still has a long way to go."

"Also, piracy is rampant, and genuine interests are eroded, resulting in a sharp drop in profit points."

The Wang brothers have obviously studied this aspect. "In recent years, many domestic manufacturers have used genuine products as prototypes to quickly produce pirated derivatives during the film schedule, and rely on wholesale markets and the Internet to release and ship them, and have formed a complete pirated industry chain. Pirated products compress the profit space of genuine products, occupy a large amount of market share, resulting in increased competitive pressure on genuine operators, and also produce a reverse crowding out effect, restricting the development and growth of China's just-starting film derivatives market. The governance of pirated products urgently needs corresponding policy support."

At the end, many people's eyes swept over the side of Zuoshan Diao.

Although he is not an official in charge of copyright, Zuoshan Diao is the only official here.

Unlike those big names who are always mysterious, Zuoshan Diao has been immersed in this industry for decades and also hopes that Chinese films can develop.

He coughed lightly and said, "The awareness and ability of derivatives development are insufficient. This is the most important problem faced by all domestic filmmakers."

As soon as these words were said, many people looked at Jiang Xiaojun again, and Jiang Xiaojun could only smile a little bitterly.

Last year, a movie called "Let the Bullets Fly" made him "make money by standing" and was envied by everyone. In fact, Jiang Xiaojun himself understood that there was a lot of money he had not made, and the most important thing was the development of movie derivatives.

The development of derivatives requires deep prototypes and visionary derivative market developers. Many domestic movies only have the right to publish and do not have the original authorization, so they do not have the conditions to develop derivatives; or they have the authorization but do not have the awareness of developing derivatives; or they have the awareness of developing but do not have the ability to develop independent development...

Since it is a movie forum, Duke will still say a few words as long as it does not involve commercial secrets and his own interests. Even though he had figured out the so-called "position" and "identity" decades ago, his inner tendencies are inevitable.

"At present, most of the traditional Chinese film derivative products are low-end and junior, and they can't even get on the table."

Although this is not nice, Duke's personality and his work and lifestyle over the years have not been beaten around the bush.

Of course, he would not mention so-called innovation and creativity at all. As long as anyone with a little understanding of the film industry knows that innovation and creativity have never been the foundation for the development of this industry.

And there are so many examples of good ideas being made into bad movies, so numerous that they are countless.

If a country's film industry wants to truly develop, industrialization is an inevitable path.

"Chinese films must first pass the quality, establish a brand, and establish their own cultural influence after serialization."

After a few seconds of silence, Duke said to the microphone, "Abandon the idea of ​​temporary development, OEM production and making quick money, fully study the market and develop what audiences like at the age level of the film. Furthermore, clarify the copyright ownership, establish a fixed network and sales channel for derivatives; establish a special consumer product company, cover different price positionings across all aspects of consumption, and the most important thing is to spend a period of time patiently cultivating the audience's habit of consuming derivatives."

"Movies should be an industrial chain, and the works we usually see in cinemas are just the locomotives of this industrial chain."

Jiang Xiaojun, Ge Guangtou, Zhang Guoshi and others were nodding. To them, Duke's not-so-listening words were far more sincere than those Hollywood directors who came to China to praise Chinese movies.

Yes, they can feel his understanding of Chinese films and sincerity in helping Chinese films in Duke's words.

This sincerity is very limited, but it is already very rare for such a foreigner.

"At present, most people's attention to movies is still focused on box office, and they ignore the important stage of the development and utilization of film derivative products, which is exactly the important difference between modern and traditional film industries. As far as I know, China currently lacks professional license companies and does not have industry norms, so it has led to the fact that China's film derivatives market has always been an undeveloped deposit."

Duke's words have never stopped, "In Hollywood, derivatives revenue is as high as 70% of the total movie revenue, which is far higher than the movie box office. According to my understanding, more than 95% of the movie revenue in your country comes from domestic box office and implantable advertising, and the derivative revenue of many movies is actually zero."

Speaking of this, Duke listed some real data so that these people can more intuitively understand the huge impact of derivatives on the film industry.

"For example, the Star Wars trilogy's total box office revenue was $1.8 billion, but its derivatives accounted for more than $20 billion."

Duke's speaking speed is not fast, and his Chinese is a bit stiff, but it does not prevent him from becoming the most eye-catching one in the venue. "Disney's animated film "The Lion King" invested only US$80 million in the early stage, and earned US$800 million in box office, but its derivatives revenue is as high as US$3 billion. Some people even joked that the money printing machine built by Disney in "The Lion King" was not completed.)
Chapter completed!