IP生意成解药，是哪吒带给光线传媒的“幻觉”

Core Viewpoint - The article discusses the challenges and strategies of companies in the film industry, particularly focusing on Light Media's efforts to leverage IP (Intellectual Property) for sustained revenue generation through various derivative products and business transformations [2][5]. Group 1: Company Strategies - Light Media is actively extending the popularity of its IP "Nezha" through various derivative products, including toys, games, and theme parks, aiming to create a long-term revenue stream [2][3]. - The company plans to transform from a "high-end content provider" to an "IP creator and operator," establishing new subsidiaries focused on anime, games, and merchandise sales [3][5]. - Light Media's chairman indicated that the revenue from derivative products related to "Nezha" could potentially exceed hundreds of billions of RMB, highlighting the significant market opportunity [3][4]. Group 2: Industry Challenges - The film industry has faced significant revenue volatility, with Light Media's revenue fluctuating dramatically from 14.92 billion RMB in 2018 to 28.29 billion RMB in 2019, and experiencing substantial declines during the pandemic [5][6]. - The overall film market has shown signs of decline, with ticket sales and audience numbers dropping by 22.7% and 23.1% respectively in 2024 compared to previous years [10]. - Many companies, including Light Media, have previously attempted to diversify their revenue streams through various ventures, but these efforts often resulted in limited success and did not significantly impact overall performance [11][12]. Group 3: Market Trends - The rise of emotional consumption in recent years has created a favorable environment for film companies to monetize their IPs through various channels, including merchandise and collaborations with other brands [4][12]. - Historical examples show that while some IP monetization efforts have been successful, many have failed due to poor product quality or misalignment with audience preferences [14][15]. - The sustainability of IP-driven revenue is uncertain, as the popularity of IPs can be fleeting, leading to potential mismatches in production and market demand [17].