Research On The Influencing Factors Of The Investment Value Of Animated Film In China's Film Market

In the film market,animated films have a late start and slow development compared with other movie types,but they have a great potential for development.In recent years there are some animated films harvesting amazing box office,which makes it become the focus of attention of many investors in the object.How to determine the investment value of an animated movie through external factors,and how to understand what factors may affect the investment value of animated films in China's movie market are the key to success of movie investors,producers,and distributors.There are many researches on movie investment value at home and abroad,Most of them take movie box office as the research object,and analyze what factors may affect the movie box office.This paper take the number of audiences as a measure of the film's investment value.This paper selects 69 animated films which are shown in china mainland during 2015-2017 as sample,then construct multiple regression models to analyze what factors can affect the number of audiences of animated films through facet of filmmaking,film distribution and consumption.After analyzing the animation movie viewing behavior can be applied to Bass model,we introduce the Bass model to analyze the diffusion process of animation movie viewing behavior.In view of the model elements of Bass model,this paper further analyze what factors could affect the viewing behavior of animated movies.The Bass model can not only distinguish the animated movie audiences in the crowd "innovators”and"imitation",but also can depict the scale of the potential audiences.Thus,we can further analyzes the factors which will have impact on the "innovators”and"imitation" and the size of the potential market.Finally,we use the Bass model to construct the expression of investment value of animated movie,and explain how the investment value of animated movie could be affected by influence factors,using the expression We can also explain the investment risk of animated movie with the help of meaning of the Bass model.The results show that the impact of online word-of-mouth on the number of audiences is very obvious.There is a significant positive correlation between the online score of an animated movie and the number of audiences.So do the number of online score.In addition the peak of the volume of platoon,the ability of the producer,the adaptation based on the IP,and the comic elements can also affect the number of audiences obviously.After introducing the Bass model,we can find that there are two ways to make an animated movie successful One way is to make use of the predominance of word-of mouth to attract a large number of potential audiences to become "innovators".The other is to make more audiences become "imitators"thro ugh the discussion degree in the viewing crowd after the show.The second way is more applicable to the animated films that are not adapted for IP,and the first way is more suitable for animated movies that have been popularized before the release or are popular on the basis of the original well-known IP.The foundation of these two ways is based on a certain scale of potential markets.The potential market size of an animated film is closely related to factors such as online score,number of online scores,screening period,producer capability,whether or not it contains comic elements,and whether or not there are live-action stars participating in dubbing work.The innovation factor of an animated film is greatly influenced by the consumer's own behavior and it is difficult to analyze.What's more,it is difficult to predict the innovation factor of an animated film by external factors beyond the consumer.