作 者丨贺泓源 编 辑丨刘婧汐 骆一帆 腾讯视频的商务团队真给力。 他们开启了《长安的荔枝》的花式变现。据不完全统计，该剧投放品牌已超30家。从乳业 的"过饱和"投放，也能感受到市场对于《长安的荔枝》的热情。伊利、蒙牛、飞鹤都在疯抢 《长安的荔枝》。 今天，我们就来聊下，腾讯视频是怎么靠《长安的荔枝》疯狂带货的。 首先，我们欣赏下《长安的荔枝》招商盛况。投放该剧的都是大品牌，包括天猫、唯品会、 脉动、海底捞、五粮春、奥利奥、长安汽车、滴滴租车、百威、农夫山泉等头部广告主。 从乳业来看，更是夸张。包括飞鹤、爱他美、美赞臣在内的诸多婴配粉品牌，伊利旗下舒化 奶、甄稀 冰淇淋、安慕希酸奶、宫酪，蒙牛旗下每日鲜语等均在该剧有所投放。雷佳音在蒙 牛的广告还没播完，岳云鹏在伊利的广告就已经上线。 大量联名产品也卖得很好。 认养一头牛推出的荔枝风味发酵乳首发日销量突破10万瓶，茉莉荔枝风味鲜牛乳冰淇淋上市 一周全渠道出库量已超30万支。瑞幸联名的荔枝冰萃系列，上线两天一度被抢到断货。 甚至，茂名农文旅与《长安的荔枝》也有合作。 在剧集带动下，荔枝销售也确实越来越火。 在京东，广东荔枝成交额同比增长超560%。美团数据显示， ...

昨天下午在上海展览中心中央大厅举办的"文学之光、影视闪耀——最具转化价值文学IP推荐 会"上，一蓝一红两本册子意味深长。如果说蓝皮书代表过去一年文学IP对中国电影电视剧的支持，观 众和业界都在期待"最具转化价值文学IP榜单"中能够产生中国影视剧新的爆款和经典。 为什么在上海推荐"最具转化价值文学IP"？中国作协创研部主任何向阳说，在世界电影诞生130周 年、中国电影诞生120周年之际，上海不仅书写了中国文学与中国电影百年共生的传奇，而且有基础成 为未来岁月文学与电影双向赋能的有力见证。 "我拍的戏大概有一半是根据经典文学作品改编的，创作这些作品时，我特别有底气，因为这些作 品具有'核能'。"导演阎建钢拍过《尘埃落定》《人生路遥》等改编自中国当代文学经典的影视剧，在 他看来，文学改编不总是成功的，"真正优秀的文学作品提供给影视剧的不只是故事，还有作家的思 考，这种思考会穿越时间，经得起一代代人审视，不断焕发出当代价值。" "我想任何文学作品的影视转化都不能被简单理解成'IP改编'，而是文学与影视从业者深入感知时 代、感知社会、感知人，同时意识到两种门类自身发展的历史，并对时代中的种种变化作出自己的回 应。"上海 ...

Core Viewpoint - The event "Maoming Red Lychee Across Thousands of Miles" successfully showcased the innovative integration of transportation, live streaming, and cultural IP, significantly enhancing the brand value of Maoming lychee and opening new pathways for regional agricultural product branding [2][4][5]. Group 1: Event Overview - The event took place from June 10 to June 14, covering over 2000 kilometers from Baqiao Service Area to Xi'an Huaqing Palace [3][26]. - It featured a live streaming component that attracted over 100,000 online viewers, witnessing the journey of lychee from the orchard to consumers [30][39]. Group 2: Cultural and Marketing Strategy - The integration of the TV drama "Lychee of Chang'an" with the lychee marketing strategy created a unique opportunity for cultural and agricultural synergy, transforming the lychee into a cultural symbol [8][20]. - The collaboration with Tencent led to the creation of three themed gift boxes that incorporated elements from the drama, enhancing market engagement and expanding sales channels [13][20]. Group 3: Sales Performance - The innovative "direct supply + IP gift box" model effectively addressed consumer pain points, resulting in over 10,000 orders within a week [31][32]. - The event culminated in a cultural festival at Xi'an Huaqing Palace, attracting thousands and boosting both brand visibility and sales [40][41]. Group 4: Industry Development - The Maoming Agricultural and Cultural Tourism Group is focusing on extending the lychee industry from a seasonal product to a year-round offering by developing processed products such as lychee pastries and desserts [46][47]. - The group is also enhancing brand value through cultural initiatives, including collaborations with local artists and the creation of promotional content [48][49]. Group 5: Future Outlook - The company aims to continue leveraging cultural IP to drive innovation in the lychee industry, exploring the integration of culture, technology, and agriculture to elevate Maoming lychee to a broader market stage [55][56].

Contract Signing Situation - The total amount of the signed contract is 372 million yuan, accounting for 50.65% of the company's audited main business income for 2024 [2] - The contract is a routine business contract and does not require approval from the board of directors or shareholders [2] Counterparty Introduction - The counterparty, Mango Film and Television Culture Co., Ltd., has a registered capital of 80 million yuan and is involved in various media-related activities [2][3] - The company has a good credit and financial status, indicating its ability to fulfill the contract [3] Main Content of the Contract - The contract grants Mango Film and Television exclusive rights to use the company's produced films and series, including rights to defend and sublicense these rights [3][4] - The contract includes provisions for revenue sharing based on the performance of the films on Mango's platform [4] Impact on the Company - The execution of this contract is expected to have a positive impact on the company's financial status and operating performance for 2025 and beyond [4] - The contract will not adversely affect the company's business independence or create dependency on Mango Film and Television [5] Contract Review Procedure - The contract has undergone the necessary internal approval processes as per the company's management system and does not require further board or shareholder approval [5]

Group 1 - The 27th Shanghai International Film Festival features over 430 films from more than 70 countries, highlighting the growing importance of the film industry in Shanghai [1] - Banks are increasingly supporting the film industry not only at the consumer level but also throughout the entire industry chain, indicating a shift in financial strategies [1][3] - Shanghai Pudong Development Bank is the exclusive partner for the festival, launching the "Light and Shadow Shopping Festival" with five key products to stimulate film consumption [2] Group 2 - The film industry faces significant financing challenges, with banks' traditional credit risk assessment systems struggling to adapt to the high-risk nature of film projects [3][4] - Many film companies have low registered capital and net asset scales, making it difficult to meet banks' credit requirements, compounded by a lack of fixed asset collateral [4] - The reliance on single projects and box office revenue by film companies increases their vulnerability to financial risks, necessitating better risk management practices [4] Group 3 - To address financing difficulties, a three-pronged approach is suggested: innovation in mechanisms, adaptation of financial tools, and risk sharing [5] - Encouraging banks to establish dedicated credit departments for the cultural industry and equipping them with professionals knowledgeable in film projects can enhance understanding and support [5] - Developing standardized financial practices and a credit evaluation system for the film industry can improve banks' risk assessment capabilities and foster a more supportive financing environment [5][6]

Group 1 - The Guangdong Provincial Film and Television Industry Policy aims to promote high-quality development in the industry through 15 specific measures, including the establishment of a film creation topic library and support for talent cultivation [2][5] - The policy is the first of its kind in China to cover various formats such as theatrical films, TV dramas, web dramas, and micro-short dramas, indicating a comprehensive approach to the industry [2][5] - Representatives from major networks and production companies view Guangdong as a land of opportunities for filmmakers, highlighting the region's rich cultural heritage and unique storytelling potential [3][4] Group 2 - The potential for developing Lingnan cultural IP is significant, with many companies expressing interest in collaborating to create content that reflects the region's historical and cultural depth [4][5] - Companies are eager to leverage Guangdong's high-tech enterprises to enhance cultural innovation in film and television, suggesting a trend towards integrating technology with creative content [4][5] - The Guangdong policy has attracted top industry players, leading to a surge in quality projects and innovative ideas being brought to the region [5][6] Group 3 - Companies like Tencent Video are actively developing projects in Guangdong, indicating a strong alignment between the region's supportive environment and the industry's needs for collaboration and innovation [6] - The successful implementation of projects in Guangdong, such as the web drama "Endless End," showcases the effectiveness of government support throughout the creative process [5][6] - The emphasis on local storytelling and real location shooting is seen as a way to enhance the cultural relevance of productions while also boosting local tourism [3][4]

《年会不能停！》导演董润年。 《破·地狱》监 制、导演、编剧陈茂贤。均为上海国际电影节组委会供图 正在进行中的上海国际电影节上，各路大咖都在主会场、分会场举办的多种类型论坛中，谈及自己对青 年观众、对青年喜欢的中式叙事方式的关注。他们正在尝试"读懂青年"。 创作的核心是寻找"情感共鸣点" 上影节红毯现场，青春励志片《逆风而行》剧组的演员倪虹洁努力与观众共鸣。她身穿一件紫色抹胸长 裙，手里拿着一朵明艳的向日葵。面对记者们的"长枪短炮"，她侧身一笑，上海话直接蹦了出来："一 定要来看阿拉新电影哦。" 她手中的向日葵，实际上是对高考学子的祝福"一举夺魁"。在电影《逆风而行》中，倪虹洁饰演的正是 一位高考生母亲。该片讲述的是高三女生黄登鱼的倔强逆袭故事。上影节期间正值高考结束等待出分阶 段，该片入围本届电影节金爵奖亚洲新人单元。 "我们的创作核心是寻找与观众的情感共鸣点。"《逆风而行》制片人任宁观察到，此前银幕上不乏关注 高考的优秀影视剧，但电影领域对这一题材的挖掘仍显不足，"高考备受全民关注，以此创作更能牵动 观众关于奋斗、选择与成长的集体记忆"。 该片导演程亮说，现在市面上的"热血电影"很多，但特别需要"真实的电 ...

自2020年以来，中国内地电影市场的票房构成结构发生了巨大变化。《中国经营报》记者从灯塔专业版 获悉，2020—2024年，进口影片票房占中国内地电影市场总票房的比例分别为16%、16%、15%、 16%、21%，在此之前则一直在36%以上。其中，好莱坞影片的占比则分别为13.5%、12.9%、12.7%、 12.1%、15.1%。可以说，过去几年，在中国电影市场发生巨大变化的同时，进口影片的产地也日益从 过去好莱坞一家独大变得丰富多元。 同时，东南亚市场的潜力也引发中国电影从业者的关注。记者从猫眼获取的数据显示，截至6月18日， 《哪吒之魔童闹海》（以下简称"《哪吒2》"）的海外票房为5514.1万美元，其中，北美市场贡献2097.6 万美元位列第一，排在第二位的则是上映时间相对较晚的马来西亚市场，产出票房1184.6万美元，这也 是《哪吒2》在出海过程中斩获超过1000万美元票房的两个海外市场。 记者在今年的上海国际电影节（以下简称"上影节"）期间采访时发现，本届组委会分别为日本、东南亚 地区、"一带一路"电影节联盟共建国家等国家与地区开设专门的论坛、市场推介活动，从国家数量与丰 富度上，较以往更加多元。 ...

6月19日，中国电视剧制作产业协会（中制协）联合优酷、腾讯视频、爱奇艺三大视频平台召开媒体通 气会，聚焦影视行业盗版治理问题。正值"剑网2025"专项行动重点针对视听作品的网络侵权行为展开整 治之际，本次媒体会就当前行业盗版现状、维权难点及治理思路进行了深入交流，并发布了多个近期典 型案例。 案例3：近期《藏海传》《折腰》等热播剧也难免盗播之灾。一男子以营利为目的，在互联网搭建上百 个盗版影视网站，非法采集未授权的影视作品，累计违法所得数十万元，目前已被刑事拘留。 案例4：某短视频平台侵权《庆余年》案，二审法院认为该平台主观侵权故意明显，侵权情节严重，适 用惩罚性赔偿，判决其赔偿964万元，是少见的采用惩罚性赔偿的案例。 案例5：腾讯诉安博电视盒子侵权案，美国德州西区联邦法院作出终审判决，判赔8475万美元（人民币 约6.16亿元），其中《长相思》获赔1170万美元（人民币约8527万元），这是国内企业在海外视频维权 的最高判赔，同时也为类似案例判决提供了有力借鉴。 案例1：优酷与爱奇艺共同起诉短视频侵权案，法院一审判偿80万元，这是两大平台首次联合作为原告 的案件，具有标志性意义。 案例2：《狂飙》短视频平 ...

Group 1 - The three major indices experienced a significant adjustment, with the Shanghai Composite Index down 0.79%, the Shenzhen Component down 1.21%, and the ChiNext Index down 1.36%. Over 600 stocks rose, with a total trading volume of approximately 1.25 trillion yuan [2] - Oil and gas concept stocks surged, with Shouhua Gas rising by 20%, Tongyuan Petroleum up over 11%, and other companies like Junyou Co., Zhongman Petroleum, and CNOOC Services also seeing gains. The rise in international oil prices is attributed to the conflict between Iran and Israel, with potential U.S. intervention leading to further price increases [2] - The film and television industry saw strong performance, with companies like Baina Qiancheng and Ciweng Media rising by 20% and 10% respectively. Baina Qiancheng signed a film authorization contract worth 372 million yuan, which is expected to significantly boost its 2025 performance [2] Group 2 - The semiconductor and PCB sectors also showed strength, with Juxin Technology rising by 13.8% and Nord Shares by 10%. A recent report from CITIC Securities highlighted the challenges in obtaining advanced manufacturing and packaging capacity overseas, indicating a strong demand and weak supply situation in the domestic semiconductor industry [3] - The previously popular sectors such as controlled nuclear fusion, rare earth permanent magnets, and digital currency saw declines, with companies like Hezhong Intelligent and Hailian Jinhui dropping by 10% and over 7% respectively [3][4] - Other sectors including non-ferrous metals, healthcare, real estate, and securities also weakened, with companies like Dongfang Caifu and Vanke A experiencing declines [4]