Repositioning Of Film Derivatives In The Context Of The IP

On the whole,the global film market development trend of increasing year by year,in the global box office of $ billion million,China film grossed billion million yuan,to record highs,the development of the film industry has reached a hitherto unknown historical height,while the IP concept is put forward and the development of the film industry chain will become the movie derivatives focus on relevant personnel,on the film industry forum and meetings,discussions and discussion about the movie derivatives never absent,on the development of the derivatives industry is calling for more out of their money.But the status quo of the movie derivatives industry is still in the stage of turbulence.Most of the market capitals are mostly waiting and testing,and the lack of theories and successful examples leads to the confusion of the relevant practitioners.From "the first year" to "Crazy",and then to the rational to fall,just a few years of practice,IP has become a topic of current development of the film industry is not open around,how to IP the prevailing culture environment,adjust their thinking,re positioning,seize the world film industry once again change the machine will create a new pattern.The domestic film industry is the direction of derivatives,the paper focuses on the content and research.This paper combined with the domestic development of IP concept and realistic environment,to re interpret the theoretical connotation of film derivatives,new film industry and in the IP as the core,to further improve the existing form of the product category,and enrich the theory of epitaxial film derivatives.At the same time comparative analysis will present market status of Chinese and foreign movie derivatives,summarizes China's movie derivatives problems and shortcomings,on the other hand,it introduces the successful experience of Hollywood movie derivatives in recent years and the future trend,and expounds the main mistakes in Europe in areas such as India movie derivatives development.Finally the problems and the status quo of China's movie derivatives,put forward countermeasures and suggestions from three aspects of product positioning,marketing mode,industrial structure,optimization of the overall environment of domestic movie derivatives,expand the space for development of domestic film derivatives,thus promoting the development of domestic film derivatives.