June 25，188bet online sports betting Huayi Brothers Media Co., Ltd. ("Huayi Brothers") faces another "storm"。

Today，188bet online sports betting Huayi Brothers announced，Chairman Wang Zhongjun、Vice Chairman and CEO Wang Zhonglei pledged equity again。Wang Zhongjun、Wang Zhonglei’s cumulative pledge ratio accounts for 91 of their respective shares.6% 、92.2%，A new high。At this time, on June 6, two people were close to a "clearance-style" pledge storm，Less than 20 days in the past。

Announcement Disclosure，The funds obtained from the two people’s pledges are used for personal financing needs，Intended to be used for project investment and equity investment, etc.。

Suzhou Movie World is considered or a “project” referred to here。188bet online sports betting Huayi Brothers in reply to questions raised by Zhihui，No comment，But it said that the investment in the project has reached 3.5 billion yuan。This exceeds the previously planned investment of 2 billion yuan and reaches 1.5 billion yuan。

As 188bet online sports betting Huayi Brothers188bet sports betting app download ，Behind Suzhou Movie World, Huayi Brothers competes with Disney、Universal Studios’ ambition，corresponds to the weight of pressure。

This project is facing the obsolescence of internal film IP、Operational challenges with worrying traffic flow，Also determines the size of 188bet online sports betting Huayi Brothers’ live entertainment territory，And whether Huayi Brothers can get rid of its dependence on the fickle film market，The possibility of growing the value chain。

188bet online sports betting Huayi Brothers expressed，Suzhou Movie World is expected to open this summer。Display of information obtained separately by Zhihui，The approximate opening time is expected to be in late July。

There is news，Opening in late July，Suzhou Movie World has issued a "death order"。

Issued a "death order" for opening a business

2015、2017、 March 2018，is the opening time of Suzhou Movie World given by 188bet online sports betting Huayi Brothers。

Zhi Hui recently visited Suzhou Movie World，Obtained different official opening time from different sources: July 21、July 27、Mid-July or end-July。There is another saying，Trial opening in July，Officially open in August。

Judging from the overlap of information，The predicted opening time is mostly July 21、July 27。

A staff member revealed，As early as more than a month ago，The top management of Suzhou Movie World issued a "death order" to the construction team，Officially opened on July 21st，And construction was completed the week before，Countdown has been set。

Suzhou Movie World Avenue of Stars Area

its disclosure，The movie "Detective Dee: The Four Heavenly Kings" will be released on July 21，Holding a premiere in the Avenue of Stars area of ​​Suzhou Movie World。The current public information is displayed，The movie is scheduled to be released on July 27。 

Many and uncertain statements，This may also mean that Suzhou Movie World has not released a specific opening time yet。

Also，The difference in time may also be related to the degree of openness，Is it open to some areas or the whole。Some staff said，The Avenue of Stars area may be opened on July 21，The opening hours of Tongtian Empire area have been moved later。The roller coaster in Taiji District is still in the assembly stage on June 22nd。Staff revealed，Roller Coaster August Debugging，Officially open for operation in October，The specific time is not yet certain。

188bet online sports betting Huayi Brothers replied to the favor，Suzhou Movie World preliminary project has been completed，In acceptance stage，Estimated to open this summer。

Zhihui’s visit and discovery，As of June 22nd，The overall building of Suzhou Movie World has been basically completed，Pavement construction (pavement hardening, etc.，Such as asphalt paving) and indoor engineering are the next main construction contents。The interior decoration of the palace in front of Tongtian Pagoda in Tongtian Empire District，Construction is also going on at night，It is said that it is expected to be completed in about 1 month。 

Reported by staff，The local government asked Suzhou Movie World to suspend operations for half a month last year，The reason is too much dust caused by construction，There are also some conflicts among the construction team。There are more than 30 construction teams on site，Belong to different companies or teams，In terms of the pre- and post-construction sequence of specific projects，Different opinions，Affecting construction。The rainy season weather has delayed some projects。

188bet online sports betting Huayi Brothers’ reply is,Suzhou Movie World project cycle is long，Because from planning and design to construction、Acceptance completed，There are many aspects of complexity：

1. The complexity of early planning and design for filmmaking: How to convert a movie IP into a live-action project，Content redistribution required。In-depth deconstruction from film works，Digging for materials that can be refined，From entertainment experience、Performing Arts、Catering、Business and activities from five angles one by one，Then integrate planning and evaluation，Last generated engine。So the early planning and design cycle is very long；

2. The complexity of construction and the complexity of creating a movie atmosphere: Suzhou project officially started in 2015，Because the project occupies a large area，Preparatory work for the start of construction is complicated，And industry special，The project is a multi-disciplinary comprehensive project，Construction is difficult，Civil engineering except general engineering construction、Exterior、Interior and exterior，Filmization is also a spectacle、Soft decoration、The scenery production requirements are very high，In order to authentically present a full range of movie immersion，Therefore, the project has been slower than the original plan during the advancement process。

188bet online sports betting Huayi Brothers’ reply，It also partially revealed the official operation of Suzhou Movie World，The real challenges you may face。

First talk about IP.Real-life entertainment projects are IP-driven，It is characterized by building various gaming facilities around mature IP，Integrate IP images and backgrounds into various gaming experiences、Themed products and catering, etc.。

Suzhou Film World gathers "If You Are the One"、《Assembly Number》、《Tai Chi》、7 188bet online sports betting Huayi Brothers movie IPs including "Detective Dee: The Tongtian Empire"，Across more than 1,300 years of history。

But these movies were released five, six to ten years ago，Old IP。Of course this kind of IP can last forever，Form lasting attraction，Like Disney’s Mickey Mouse、Donald Duck，The first premise is that the IP is strong enough，The second is how to make something new，Persistent operation，Make the IP story rich and full，At the same time, new IPs are continuously introduced，Implementing iterative update of IP，The entry of new IP has its own halo effect，It also helps maintain the influence of old IP，Promote each other，In a large and powerful IP system or cluster，The survival and development cycle of a single IP is extended。

188bet sports betting app download Continuing with the Disney example.Feng Ying、Systematic IP innovation is the cornerstone for Disneyland Resort to remain competitive，It is also the key to profitability。Disney recently increased its bid to US$71.3 billion for most of the assets of 21st Century Fox，One of the purposes is to obtain many high-quality IPs owned by the latter，Increase available IPs in large quantities，If the acquisition is successful，Disney will own the most different types of IP copyrights in the world。

Looking from another dimension，Disney is a big IP concept， or IP system concept，Not all individual IPs implanted in the park are hits，But tourists are based on their overall perception of Disney，Make the adhesion between IPs stronger，There may be enthusiasm for consumption of IPs in the park。  

188bet online sports betting Huayi Brothers’ theme park has not formed the big IP of “Huayi Brothers”。It relies on individual IPs，The adhesion between these IPs is weak，Influences traffic diversion and more consumption in the park。

Take Suzhou Movie World as an example，Although the overall reputation and box office of the IP movies embedded in it are acceptable，But overall, the audience range is not very wide，Based on their respective themes，Not suitable for all ages，The accumulated audience base is not outstanding，IP attributes are slightly weaker，There are challenges in implementation。Especially the two movies "Tai Chi" only had box office of over 100 million，The audience and brand are relatively limited，The Avenue of Stars area is a “building built from the ground up”，Lack of persistent IP support。

In addition to the Detective Dee series, there are other works appearing，After other movies are released，These IPs have not been given continuous operation，Not solidified in the audience’s IP awareness，Plus other new movie IPs are constantly emerging，impact on it。

In this situation, the IP as a whole is more likely to change with time.After opening for operation，Suzhou Movie World will face the challenge of how to awaken old IP to attract traffic。

The external environment is not optimistic either。According to incomplete statistics，Direct or indirect competitors around 188bet online sports betting Huayi Brothers’ Suzhou project include，Disney in Shanghai、Happy Valley，Hengdian Film and Television City in Zhejiang、Songcheng Performing Arts、Fantawild Oriental Divine Painting、Xiangshan Film and Television City，Chinese Dinosaur Park in Jiangsu、Play Valley、Suzhou Paradise、Oriental Salt Lake City Tourist Resort、Nantong Adventure Kingdom，Wuhu Fantawild Adventure in Anhui, etc.。

Intensified competition，China’s theme park life cycle is shortening，Suzhou Movie World does not have the first-mover advantage，Can we catch up from behind?？

After diversion，How to implement scene creation based on IP，Achieve more consumption，Another challenge for 188bet online sports betting Huayi Brothers, the “newcomer” to the theme park。

One of Suzhou Movie WorldFeatures "movie-themed immersive experience"，Visitors here will transform into "actors" in the movie world，Experience the fun of being a "person in the play"，Includes different movie scenes、Storyline，And interactive entertainment、Experience of dining, etc.。

Zhihui learned，Each of the five major areas of Suzhou Movie World has three sections - a must-play when entering the movie、Xingyi Gift、Star Food，Respectively corresponding games、Shopping、Catering items。Incomplete statistics，There are 52 entertainment items，45 shopping items，26 catering items。

Public information display，The more prominent entertainment projects in the plan include the "Ghost Market Exploration" in Tongtian Empire District，Based on the background 188bet app download of the classic episode "Underground Ghost Market" in "Detective Dee: The Empire of Heaven"，Adopt dynamic cruise ship、Water Curtain、Various technical means such as fog curtain，combination of virtual and real，Created a thrilling ride in a dark river，Bring tourists into the movie situation。

The country’s first movie-themed live show “Weirdos Enter the Sky” is planned in Taiji District，Restore the moving prop "Troy" in the movie one to one，Fusing Tai Chi Kung Fu，Large mechanical props，High-altitude stunts，Special effects technology such as flood outbreak。The double-suspension flying roller coaster is known as the most exciting project in the movie world，Known as the first double suspended cyclone roller coaster in East China，Made based on the flying artifact driven by the protagonist in the movie。

Roller coaster in Tai Chi District

In addition, the assembly area has planned a VR RIDE track riding project，Through natural panoramic view VR helmet glasses，And Fengxue、Explosion and other special effects，Create a 360° panoramic immersive experience，Create a battlefield experience for tourists。

Tongtian Pagoda Sculpture in Tongtian Empire District

The 75-meter-high Tongtian Pagoda sculpture in the park，It is said that it is not like the setting in the movie，No trial projects yet，There will be no "collapse" scene in the movie。However, this information has not yet been officially confirmed by 188bet online sports betting Huayi Brothers。

Shopping as a revenue focus、Catering，Zhihui discovered it based on the information currently available，Most of them are reproductions of movie scenes，Such as Dali Temple、Yanzilou, etc.，It’s not clear what to buy (eat) yet，But you can find pastries、Pasta、Clothing、Ceramics and other specialty items or snacks。

It is not yet clear whether there are hotels and other accommodation facilities in the park，There is a building marked "Boutique Hotel" in Suzhou Movie World，But it is more likely to be one of the scenarios，not accommodation category。There is a dining and accommodation area less than 10 minutes’ walk from the park，There are many hotels (basically economical and fast hotels)。The park is less than 20 kilometers away from Suzhou North High-speed Railway Station，About 20 minutes by car，There are also four or five bus (subway) lines，Take anywhere from 80 minutes to 2 hours。Tourists are more likely to live in Suzhou。

Enter Suzhou Movie World from the Avenue of Stars Area (West Gate)，The North District is If You Are the One District (adjacent to Yangcheng Lake)，Southern District is the assembly number area，The middle part is Tai Chi area，The Eastern District is the Tongtian Empire District，The largest area，is 6.30,000 square meters。The five major regions on the timeline are Modern - Modern - Qing Dynasty - Tang Dynasty。

At the same time，There are tracks on the road in the park，Provide internal transportation by small train，Connect all districts simultaneously。

But this series connection is not enough。The five major regions belong to different movie IPs，In the landing scene、There are big differences in entertainment content and other aspects，Audience segments are also different，If a better series connection is formed，Even increase the adhesion between each other，will help form an IP matrix，Lengthen the visitor’s stay，On the contrary, it will look stacked or even messy。

For non-fan visitors，Tickets for many theme parks、Shopping、Food and drink are low-frequency consumption scenarios，He cares very much about product quality and service。Based on audience coverage perspective，Suzhou Movie World needs more incentives to attract this kind of tourists，This also requires it to form a deeper product、188bet app Scene connection aspect，Bring more incentives to tourists’ consumption，Even bring a certain emotional resonance，Enhance the intensity and density of emotional connections with tourists，Thus, in terms of tourists’ mental confirmation and consumption stickiness，Create more possibilities。

The complexity of project implementation may be one of the reasons for the increasing investment amount。

In 188bet online sports betting Huayi Brothers’ reply,The total investment in Suzhou Movie World is 3.5 billion yuan，Exceeding the 3 billion yuan mentioned in previous public reports，1.5 billion yuan more than the original budget of 2 billion yuan。However, Huayi Brothers did not clarify the reasons for the increase in investment。

Wang Zhongjun and Wang Zhonglei’s recent frequent equity pledges，Suspected to be related to this matter，The funds obtained may be injected into the construction of Suzhou Movie World。

188bet online sports betting Huayi Brothers replied，It is a personal act for major shareholders to raise funds by pledging their own equity，Not related to listed companies。The funds obtained by major shareholders are used for personal equity investment or incubation of other projects。Also known as，Suzhou Movie World’s current financial operations are normal。Huayi Brothers holds Suzhou project company 14.29% equity，Indirectly holds Suzhou project company through Reality Entertainment Company 11.57% equity。

The shareholders of Huayi Cinema (Suzhou) Co., Ltd. have changed many times。Industrial and commercial registration information display，From August 2015 to November 2016，The composition of its shareholders has changed four times， Changed again in January 2018。Media reports，Trust Plan、Famous stocks and real debts、Private equity and other methods have been the company’s methods of raising funds。However, these contents have no specific correspondence in the information officially disclosed by 188bet online sports betting Huayi Brothers。

Such as Suzhou Industrial Park Yangcheng Lake Peninsula Development and Construction Co., Ltd.、Suzhou Guangda Investment Group Co., Ltd. and China Minsheng Trust have withdrawn one after another。The first two are enterprises affiliated to the local management committee、Local real estate developer。

As 188bet online sports betting Huayi Brothers’ first and currently only asset-heavy live entertainment project，Suzhou Movie World will examine the influence of Huayi Brothers’ film IP、Drawing ability and revenue ability, etc.，The success or failure will directly determine the confidence of the partners in the light asset project，It also directly determines the imagination space and future success or failure of other light asset projects，Even the size of the real-life entertainment territory。

188bet online sports betting Huayi Brothers 2017 Annual Report Display，As of the end of the reporting period，Its brand licensing and real-life entertainment contracts have accumulated 18 projects，Many of these projects have entered the status of under construction and started one after another。

According to media reports,Currently, the total investment involved in Huayi Brothers’ live entertainment projects may have exceeded 50 billion yuan (mostly asset-light projects，Huayi Brothers mostly only participates in shares)，The land reserves involved can be found across the country or nearly 1.40,000 acres。

Mentioned in media reports in early December 2014，Wang Zhonglei said that the real-life entertainment projects developed by real estate developers will be launched in 20 cities in the next 4 to 5 years。 

188bet online sports betting Huayi Brothers has tasted the benefits of asset-light projects。As shown in its 2017 annual report，During the reporting period, the brand licensing and live entertainment segments achieved revenue 2.5.8 billion yuan，Increased by 0 compared with the 188bet online sports betting same period last year.61%。The rising business trend gave Huayi Brothers the confidence to expand its territory。Can be switched to heavy time，It’s hard to describe how easy it is。 

The Suzhou Movie World is going through a difficult time，The outside world questioned the use of land for real estate development in the name of live entertainment。 

To this，Wang Zhonglei said in a recent interview with the media that he “cannot play real estate”，It is difficult to gain everyone’s trust in the early stage of Suzhou Movie World’s model，You have to work hard，Including the possibility of larger investment。But asset-light must be 188bet online sports betting Huayi Brothers’ final plan，Because it is a cultural export company，It is an asset-light company，But at this stage, I have the right to "heavy"。

But this right is currently under considerable pressure。188bet online sports betting Huayi Brothers’ layout in Suzhou except Suzhou Movie World，Also supporting real estate projects，Huayi Brothers Artist Village、Huayi Brothers Art Hotel (Banyan Tree Resort)，All in Yangcheng Lake Peninsula Tourist Resort，The two face each other，About 7 kilometers from Suzhou Movie World，About 10 minutes’ drive。It is difficult to say that the situation of the two is optimistic at present。

188bet online sports betting Huayi Brothers Artist Village

188bet online sports betting Huayi Brothers Artist Village is a group of art villas on a 247-acre lake island，Developed in three phases。A total of 112 households (units) in the first phase，Building area is 86 square meters、113 square meters、116 square meters three types。

Recently disclosed by field sales staff，There are only a few units of 113 square meters left、116 square meters，The former is priced from 3.9 million yuan per set，The latter set costs 4.8 million yuan。188bet online sports betting Huayi Brothers replied，The first phase of the artist village opened in October 2016，The current contract signing rate is close to 70%，Steady decomposition；The second phase of housing will be launched in the near future。Salesperson said，The second phase of housing is expected to be launched in early July，Phase 3 has not yet been developed。

Suzhou Industrial Park Management Committee official website information display，The cooperation agreement between 188bet online sports betting Huayi Brothers Banyan Tree Resort Hotel was signed in 2012，Under construction in September 2017。

Zhi Hui recently discovered，The hotel is under construction，Only the hotel building frame work has been completed as a whole，The construction site is overgrown with weeds。

188bet online sports betting Huayi Brothers Art Hotel (Banyan Tree Hotel)

For hotel downtime、Reason、Amount of investment and resumption of work、Opening time and other issues，188bet online sports betting Huayi Brothers did not reply。

So in the layout of "Suzhou Movie World + Artist Village + Banyan Tree Hotel"，The funds collected from the sales of Artist Village may serve as Suzhou Movie World、Support funds for the construction of Banyan Tree Hotel。Calculated based on an average of 4.35 million sets，The current funds withdrawn from the Artist Village are less than 400 million yuan，Limited help。The second phase project with larger single unit area and more units，Maybe have high hopes。

Funds are under increasing pressure，The early opening of Suzhou Movie World will bring revenue，Maybe it is also one of Huayi Brothers’ urgent demands，But operational pressures will follow。

A person close to the top management of 188bet online sports betting Huayi Brothers once revealed，Suzhou Movie World’s goal is to be profitable in 3 years，3 million annual tourists。

This is a goal that seems to be debatable at present.