Chinese animated movie "Nobody," a summer blockbuster, has seen the total sales of its intellectual property (IP)-licensed products top 250 million yuan (about 35.13 million U.S. dollars), setting an example for film IP management.
As the box-office champion of Chinese 2D animation films, the movie has been in collaboration with over 40 brands, with the licensed production and commercial operation involving over 800 kinds of derivative products across the catering, gaming, automotive and furnishing industries.
"We have developed or co-developed over 800 kinds of products. By merging our intellectual property (IP) with different cultural business forms, we can ensure a more complete extension of our IP," said Li Zao, general producer of "Nobody."
The strategy has seen great success, as the first-day sales of film merchandise at the Shanghai United Cinemas alone surpassed 7 million yuan (983,000 U.S. dollars).
"This is our first time to cooperate with a movie IP rights holder. In just the first three days after launch, sales exceeded 10,000 units," said Yang Ting, brand director of Wentongzi, a high-end plush toy maker.
According to experts, "Nobody" marks a major step for original Chinese IPs, moving from a single work to a structured product ecosystem, a comprehensive attempt to explore the "film-plus" model.
"The management of an IP should begin as an integrated system. When planning a film, even before the script is complete, IP management should be taken into consideration along with the character and theme design. Only then can a film truly evolve from a standalone entertainment product into part of comprehensive IP operation," said Si Ruo, professor with the Tsinghua University's School of Journalism and Communication.
Chinese blockbuster "Nobody" sees bursting derivative product sales
