CATDOLL: Bilibili and SMG jointly established a two-dimensional film and television company specifically for those born in the 1990s and 2000s

A bullet screen rant website that publishes animation and game-related videos has been loved by many netizens. Its biggest highlight is the real-time comment function that allows users to send their comments above the video. The recent appearance of animated films such as "The Return of the Great Sage" and "Little Door Gods" has given us hope for the rise of domestic animation. Driven by the trend, I believe that various animation-related companies will continue to emerge. Even "Bilibili", which is well-known in the industry, can't help being lonely. Not long ago, at the strategic launch conference of Shanghai Oriental Media Group (SMG), SMG Shangshi Pictures and the video sharing website Bilibili Danmu.com officially announced that they would jointly establish Bilibili Pictures (Tianjin) Co., Ltd. to jointly create a two-dimensional content development and publicity position.

According to the data released by the Industrial and Commercial Bureau, the initial registered capital of this new two-dimensional film and television company is 10 million yuan, and it is committed to developing IP film and television resources for the post-90s and post-00s. At the same time, the company will give full play to the resource capabilities of SMG Shangshi Pictures in film and television drama planning and production.

This also means that Bilibili has expanded its reach from the previously niche two-dimensional video field to the field of film and television production.

Bilibili was originally defined as a video website for the second dimension. In six years, Bilibili has about 50 million users, 75% of whom are under 24 years old.

In November 2015, Bilibili received an investment of more than 200 million yuan from Tencent, and its valuation has reached 1.5 billion US dollars. The influence of this niche two-dimensional video website is becoming increasingly obvious. Bilibili's current business model mainly includes: game joint operation, advertising, e-commerce, peripheral tickets, games and offline activities.

With the increasingly active and penetrating IP operations in online literature, especially in the ACG field, it is estimated that the number of ACG users will reach more than 200 million by 2016. The consumption capacity, cultural attributes and preferences of the post-90s generation have gradually become the subject of industry research.

Tencent Vice President Cheng Wu also predicted at an industry conference on November 19 that the niche two-dimensional culture of "2D" will gradually transition to a popular "trendy" culture.

Bilibili has long been a testing ground for incubating film and television IPs. Taking the popular domestic animated film "The Return of the Great Sage" as an example, Bilibili has become the most economical marketing channel for the film company. In June 2015, the film company released the first movie theme song on Bilibili, and something unexpected happened. This 3-minute short video brought 200,000 traffic to Bilibili. Originally, fans who only planned to focus on the MV singer Kit Chan found that it had created a social network boom. Everyone was forwarding and commenting on "The Return of the Great Sage", and occasionally someone helped "The Return of the Great Sage" to be on the headlines of Weibo.

Bilibili's pursuit of the popularity of "The Return of the Great Sage" continues to this day, which is related to its two-dimensional anime cultural background. Bilibili is mainly composed of young users. The resulting butterfly effect allowed "The Return of the Great Sage" to complete a "reversal", with box office sales starting low and ending high, and the theater schedule also soaring from the initial 7.9% to 25.0%. The film later won the Best Art Film Award at the 30th China Film Golden Rooster Awards and the Best Animated Feature Film Gold Award at the 12th China Animation Golden Dragon Awards.

As the core entity of the SMG business group, the box office of films promoted and distributed by Shangshi Pictures has accumulated more than 2 billion yuan, with a three-year compound growth rate of more than 60%, revenue of 600 million yuan and profit of 80 million yuan.

In 2013 and 2014, the number of TV series for which Shangshi Pictures obtained distribution licenses was 10 series with 341 episodes and 5 series with 198 episodes respectively. However, under the impact of the Internet, as a window company of SMG, Shangshi Pictures is trying to find ways to communicate with younger user groups.

Shangying has also set its sights on young domestic audiences: it has reached a strategic cooperation with Fuji TV and will remake five Fuji TV dramas within three years; it has also planned to launch a paid barrage TV channel in Shanghai.