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2016年上半年,国产片共上映了160部,其中票房过1亿元的12部,整体票房去年同比下降了5%。IP没有取得应有的成绩,原因在于影视行业在用一种机械化的思维去生产IP,IP的价值应体现在其品牌文化主张,而非资本。这是个好时代,也是个坏时代。何为好?影视产业获得了空前的发展机遇,人才、资本、市场需求、商业价值等充分发挥;何为坏?票房市场赌徒失意和天价IP“独守空房”。
In the first half of 2016, 160 domestic-made films were released, including 12 at the box office amounting to 100 million yuan. The overall box office sales dropped 5% over the same period last year. IP did not get due results, because the film industry is using a mechanistic thinking to produce IP, IP value should be reflected in its brand culture, rather than capital. This is a good time and a bad one. What is good? Film and television industry has been an unprecedented opportunity for development, talent, capital, market demand, business value and give full play to; What is bad? Boxer market gamblers frustrated and astronomical price IP “Conservatism ”.