This article is the content of the 90th issue of the Tourism 100 People's Association's online salon "Hundred People Tea House"，Authorized by the Tourism Council of 100，Compiled and edited by Zhihui Zhou Qiyi。

TV、Movies have become an essential part of people’s daily lives，Tourism is also a consumption activity in the spiritual realm of people，The combination with film and television works forms a new form of tourism，This is called "movie-induced tourism" in the West。

In China，Behind the rise of this new force，How to promote the development of tourism while driving the development of film and television and other related industries，This will produce greater linkage benefits？This issue of Hundred People Tea Club specially invites senior media people、Planner、Oriental Cultural and Creative General Manager Yao Jianzhao brings "Cultural Industry and Tourism: Film and Television Shaanxi Army"。

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In recent years，Shaanxi Film and Television Army has become an important force in Chinese film and television。Relying on Shaanxi’s rich cultural resources，Actively promote film and television production、Investment、Photography、Production、Broadcast、Development of film and television derivatives、Cinema chain management、Photography base、A full film and television industry chain integrating film exhibitions。If the establishment of Xi'an Film Studio in 1958 is regarded as a symbol of the birth of the Shaanxi Film and Television Army，So to today，In the course of more than half a century of development，The film and television Shaanxi army has experienced a rise、Prosperity、The ups and downs of decline and revival，Worth looking back、Aftertaste。

Film and TV Shaanxi Army. Characters

Currently on the core platform of China’s film and television industry，Everything that involves controlling direction and policy，A large part of them have the imprint of the Shaanxi Army，They occupy the absolute core position on this platform。

Open the character chapter: Lexi，Former deputy director of Shaanxi Department of Culture，Current General Manager of China Film Group，China Film is the core organization of the entire Chinese film industry。Another one worthy of attention is Song Dai，Former general manager of Xiying Film Co., Ltd.，Later served as chairman 188bet online sports betting of the board of directors of Yindu Organization, a long-established Hong Kong film company，Currently working as the president of China Film Publishing House，In fact, this is also a core organization in the Chinese film industry，Wong Kar-wai's "The Grandmaster" was produced by Yindu Pictures。Another one is Zhang Pimin, Chairman of the China Film Foundation，Former director of Xiying Film。Zhang Hong is also the director of Xiying，Current Party Secretary of the China Film Association。These people are very active on the film stage，Also very important，Has core film and television resources。Although they all left Xi'an，Working on a larger platform，But they jointly carry the cultural gene of Shaanxi。

Here，What I want to emphasize is not to find the source from the film and television Shaanxi Army to prove anything，But emphasizes the process of engaging in tourism，If you choose cross-border film and television，We should pay attention to this group of people leaving Shaanxi，Understand their preferences，Their macro-control of the entire film industry，In order to better judge which themes and films will receive good policy support and market acceptance，This is the key。

Film and TV Shaanxi Army. Direction

Looking at the current industry trend，Institutions like China Film Group are more willing to focus on and invest in themes that represent Chinese traditional culture and big IPs，Ru Famen Temple、In the eyes of many film and television people，In the eyes of many film and television people，It’s a hot spot。If you look at the entire policy with reverse thinking，A very good opportunity for tour operators。

Scenic Spot “Electric Shock” + Variety Show

“Electric shock” in tourist attractions is a common topic，Including scenic spots in movies is nothing new，The earliest Crouching Tiger, Hidden Dragon and Chongqing Bamboo Sea、If You Are the One and Hokkaido、Avatar and Zhangjiajie、Tomb Robbery Notes and Changbai Mountain，There are countless scenic spots that appear in popular movies。Except these movies，Variety shows are becoming such a hot spot now。For example, Shaanxi Changyurina Castle Winery the year before last，As a 4A-level scenic spot，Previously promoted and publicized through various activities，Still not reaching the explosive flow of people。But since running the variety show Running Man，Both the traffic and word-of-mouth reached their highest peaks in history。After that, we relied on continuous innovation，Maintaining a steady and upward development trend。This also explains why daddy went、Variety shows such as Sisters Over Flowers are so closely integrated with scenic spots。

So scenic spots should realize that no matter it is a movie、TV series、Variety show，Once a large IP is formed，Then there will be several cooperation possibilities with the scenic spot、Imagination and imagination space。

Scenic Area “Electric Shock” + Theme Marketing

As for the cooperation model, 188bet app download it is specifically divided into venue cooperation and in-depth cooperation.

1. Venue cooperation;

This is the simplest cooperation mode，Such as Shaanxi Bailuyuan Film and Television City、Hengdian Film and Television City、Wuxi Three Kingdoms Film and Television City and other themed scenic spots and industrial bases are combined，But this asset-heavy model cannot be copied infinitely，It is still necessary to consider the overall compatibility with surrounding areas and the integrity of the industrial chain。

2. In-depth cooperation;

This is the most interesting、It is also the cooperation model with the highest value conversion rate。What is depth？For example, Jet Li and Shaolin Temple，The password of Famen Temple photographed by Tsui Hark-he，This is a deep implantation cooperation。Talk about Dunhuang again，As far as I know，Currently many film and television companies are interested in Dunhuang as a piece of fat，For professional operators of this type of film and television，This will be a big IP for deep exploration，In the future, the film and television series and derivatives based on "Dunhuang Mural" will usher in new opportunities。

Return to the scenic area，It has a certain brand value，The key is how to open up、Deauthorize、Go and do in-depth implantation with film and television，This kind of crossover is quite challenging，Especially for people in the industry。Once it involves film and television，There is no such thing as small cost，The current investment in TV series is less than 60 million，If the film investment is less than 200 million，It has been difficult to form a big hot spot in the market。

Case Appreciation

The following is a classic case of commercial brand placement and marketing。

Jiang Xiaobai: As a pure e-commerce brand，Especially in a typical brand-oriented industry like liquor，Discovered in diversion resources through online channels，The most effective thing is the investment in film and television dramas，After matching user groups，Vote for "Mr. Good" respectively、"Hot Pot Hero"、"To Youth"、"Little Farewell" and other film and television dramas，Finally realize the entire transaction closed loop。

Huang Taiji: He has been playing soy sauce in film and television dramas for a long time。Launching theme packages in conjunction with "Pancake Man"，And promised to get a free pancake with the Pancake Man ticket stub；Cooperation with "囧"，No traditional movie brand placement，Instead, they launched a themed Hong Kong-style bento "Hong Kong's Four Treasures Rice"，Total sales reached more than 3 million；Introduced vampire pancakes in "Hotel Transylvania 2 Chinese Edition"、Vampire juice, etc.。

Film and TV Shaanxi Army. Derivatives

There are amazing similarities between film and television derivatives and tourism cultural and creative products。

1. Current situation of Chinese movie box office and derivatives

About 90% of China’s movie box office depends on box office revenue，The remaining 10% are derivatives。The 188bet online sports betting reason，On the one hand, there is a lack of influential IP products。International，such as the Lord of the Rings、Big IP such as Star Wars，Industrialization has already been formed，Or like the movie Alice in Wonderland，Collaborates with fashion brands such as Versace，Create a trend。

Take Wanda Cinema as an example in China，The overall quality of my films last year was not satisfactory，In addition, it is affected by the crazy influx of capital，Wanda movie box office revenue increased by around 23%，This result does not deserve applause。But its income from movie derivatives，But there are more gratifying results，From such an increase and trend, we can also see a development direction of the industry。

2. Current status of ticket revenue and cultural and creative products in China’s scenic spots

For tourism，The Forbidden City in Beijing is the most frequently chosen for benchmarking，Because it created sales of 1 billion yuan a year just by selling cultural and creative products、Profit of nearly 100 million yuan。But I personally pay more attention to the actions and layout of the Forbidden City in Beijing in 2016，Especially since the Forbidden City app has not been launched yet，What kind of fission will occur in the future，Worth looking forward to。My basic judgment is that the first half of 2018 at the latest，As soon as possible, it will be in the second half of this year，About cultural creation, especially the online part，The Forbidden City in Beijing will definitely issue a complete system。

For the achievements of the Forbidden City in Beijing in terms of culture and creativity，There is a basic argument，That is, derivative income is twice that of tickets，Only one can be called a master of transformation。Currently Forbidden City derivatives account for 67%，The remaining 30% is mostly ticket revenue，With the movie market，Especially in the mature Hollywood market，Very similar。

This raises a topic for the operation of scenic spots，Without limiting ticket revenue，Must diversify operations，Especially in the cultural export and cultural creative realization of scenic spots，To do it in advance，Instead of the postscript after a problem。In the process of connecting with large commercial organizations，Discover some general rules，For example, two comprehensive commercial buildings developed by the same developer，One is a complete purchase，The other one is self-built，Both locations are very good，But it has developed so far，Operation is not ideal，The reason is the lack of foresight in the early stage，Lack of overall matching operations and spatial planning in later development，Now I am relying on later words，It has been very difficult to revitalize。

List of cultural and creative developments in the Forbidden City in Beijing

Repair the inside and stabilize the outside

1. Pay attention to the "internal strength training" of the scenic spot

1.Movies tell stories better than advertisements；Film and 188bet online sports betting television development is currently stuck in a theme shortage，But tourist attractions are born with cultural genes，By refining and packaging existing culture，Turn advertising videos of tourist attractions into film and television works，Attracting film and television organizations to "pick it up"。

2.Competitions are always more effective than meetings；Scenic spots can launch script contests，Spend a small amount of money to develop big themes。The current practice of Shaanxi Film Association is to apply for some fees from the government，All entrusted to college students from professional colleges，Developed and created by them。

3.Anything you say is right if you have good looks；With the integration of the Internet，The consumption of beauty has changed from a girl’s face to all “materialized goods”，A scenic spot without good looks has no money。

2. Follow co-productions

Once the six Hollywood companies collectively enter the Chinese market，That will be a global marketing opportunity。Take the requirements for China Film co-productions as an example，Prefer international stories that take place in ancient China (this type of story was most popular in the Tang Dynasty)，And modern events with international influence。Current Silk Road-themed scenic spots and destinations，Most Popular。

This is for travel，Exploring the local area also lies in the improvement of cultural genes and highlights。Days ago，Henan Anyang is preparing for a co-production---Oracle，This concept became very popular as soon as it was introduced abroad，Because foreigners believe that words can best represent China，If everything goes well，Hollywood companies will bring big investment。

Three. Pay attention to movie placement

Hollywood has become very commercialized in implantation，With fixed publication rules，Published in the media (TV、Broadcast、Newspaper、Magazine、Online media、Price list for advertising on outdoor media。Although China has not yet formed a price system，It is still a free market for buying and selling，But large film and television organizations have already established advertising departments or marketing departments，In the early stages of film and television production，Looking for partners with a purpose，This brings great convenience to the integrated operation of the scenic spot，It also makes it easier for scenic spots to find relevant institutions that meet their requirements。Object selection，According to market needs，Not just a mainstream platform，There are also online movies，Online TV series also need attention and implantation，The platform for viewers to watch the drama has been moved，Currently invested in online TV series，Has become a trend。

IV. Pay attention to cultural and creative derivatives

Making movies and TV shows、Variety show theme marketing time，To plan in advance，Promote users’ secondary consumption，It is also necessary to avoid the homogeneity 188bet online sports betting of the development process、Problems such as single product design，This will be a step-by-step process。

5. Form Tour&Film Industry Alliance

China’s big film companies will soon have a monopoly，The shortcut is to cooperate with a film marketing company，Available for joint script development，Provide shooting location，If you meet a suitable director and subject matter，Can invest and hold shares，Including XD cinemas in scenic spots, it is also a business format。

China’s tourism resources are very powerful，What is missing is commercial decoding，Make them a popular form of cinematic expression，This is what I have always insisted on doing！

* Author of this article: Yao Jianzhao，Expert Author，Senior media person、Planner，Served as deputy general manager of Huashang.com、General Manager of Huashang Daily Fashion Culture Development Center，Once a very active front-line entertainment reporter in China，Witnessed and participated in the upgrading and transformation of China’s film and television industry from a media perspective，and development、Rise。Planning multiple large-scale performances at the same time、Cultural activities.Current General Manager of Oriental Cultural and Creative Industries，And preparing to establish the Xi'an Literary Youth Association, etc.，Get involved in film and television production，Launched Chinese Business Film Fund。

* The Tourism Council of 100 is a cross-administrative organization for colleagues in the Chinese tourism industry、Cross-ownership、Communication across the industry chain、Communication、Mutual assistance、Cooperation platform，It is a public welfare non-profit mutual aid cooperative organization，The goal is to become an EMBA in China’s tourism industry。"Hundred People Teahouse" is an Internet professional salon founded by the Tourism 100 People Association，Aims at mutual exchanges among tourism industry professionals，Share practical experience，Display research results，Discuss industry hot spots，Promote mutual assistance and cooperation。At this stage, "Hundred People Tea Club" is mainly based on Internet platforms such as WeChat，On travel related topics，Organize members of the Tourism Committee of 100 to share and communicate online，At the same time, the results of the exchange will be shared with the outside world for free，In order to promote the common development of the tourism industry。