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资本加速出海 电影产业“内容瓶颈”亟待破解

2016-11-11 10:46:44   新华网

“尝试过中美合拍,但没有什么成功的作品,不想再浪费时间。”华谊兄弟总裁王中磊表示,华谊的战略把对中国与美国的市场计划分开实施,分别寻找合适的作品。在美国市场,华谊与STX娱乐签约投资了多部中小型成本的作品,包括今年暑期票房黑马《坏妈妈》(Bad Moms)。

今年以来,探讨电影市场内容建设的热词已从“中美合拍”转变为“中国资本注入好莱坞”。通过资本注入的方式,在电影拍摄中成为主导方,在投资影片享有全球票房收益之余,同时致力于网罗好莱坞优秀人才和先进电影技术,以制造出“中国内容”精品,逐鹿全球市场。同时,好莱坞公司借助中资踏板走进中国市场。

以阿里影业为例,Amblin Partners和阿里影业通过整合资源、技术和人才,共同制作面向中国及全球市场的电影;阿里影业还将以联合投资的形式参与到Amblin Partners其他电影项目。阿里影业将充分利用其全产业链上各项业务优势,包括互联网宣传发行、在线售票、院线服务和影院运营及娱乐电商系统,成为Amblin Partners在中国地区电影项目的营销、发行及衍生品伙伴,并为Amblin Partners打通阿里巴巴集团4.34亿活跃用户的通道等。

合理利用好莱坞资源

在2016年中美电影产业峰会上,华纳兄弟影业国际部副总裁理查德·福克斯表示,中国电影市场的成长速度让人兴奋,华纳兄弟影业正通过成立合资公司等方式探索进入中国电影市场。

对于中国资本通过投资好莱坞等方式,以解锁国内影视作品面临的内容、人才、技术瓶颈等问题,分析人士表示,中国电影市场在发展过程中需要好莱坞的助力,加速市场机制成熟和电影技术发展。但解锁中国电影市场内容瓶颈效果和角度都很难把握,好莱坞也未必是“灵药”。

以《摇滚藏獒》为例,该片由华谊兄弟、漫动时空影业公司以及时代天骄文化传媒有限公司联合出品,由《玩具总动员2》的导演兼编剧艾什·布兰农历时多年打造,是首部由中方投资、采用中方IP、聘请好莱坞专业团队打造的动画大片。艺恩票房数据显示,该片在国内市场仅收获3961.9万元票房。

同时,国内资本投资好莱坞影视资产也难逃“高估值”怪圈。以恒信移动为例,4月16日,恒信移动与美国The Virtual Reality Company举行签约仪式。公司拟使用自有资金2270万美元购买VRC的19.20%股权,并成为其第一大股东。财务数据显示,截至去年底,VRC所有者权益合计为-133.51万美元,2015年营收和净利润分别为252.19万美元、-133.25万美元。

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