Recently, Sony has reported the adjustment of a number of movie schedules, including the live-action version of "Barbie" starred by Anne Hathaway. The film was adjusted from June 29, 2018 to August 8, 2018.
The live-action movie "Barbie" sets the story in contemporary times. The main character Barbie came to the real world from Barbie World. She used her personal skills to improve the lives of others while experiencing an adventure.
In 2014, Sony had an agreement with Barbie Toys Manufacturing Co., Ltd. and copyrighted Mattel to film a live-action Barbie movie. Afterwards, the project frequently encountered directors, screenwriters, and master evolution. Newcomer director Alesia Jones is determined to direct Barbie. Anne Hathaway also took over the starring position after Amy Schumer’s exit from the conflict.
Although Barbie came out as early as 1959, she was not enough on the big screen. She appeared in the "Toy Story" series as a supporting role, and also met the audience in the form of a short film. It was not until Sony cooperated with Mattel that Barbie’s big screen protagonist was late.
Sony and Mattel hope to make Barbie a series of movies, not only to attract young girls, but also to let the adults who have played Barbie dolls go into the cinema to remember their childhood.
Putting toys on the screen is nothing new. Before the vocabulary of IP in the past two years, the IP business of toy adaptation films proved to be a big market. The familiarity of the toy characters combined with the realism of the character's vitality in the movie has attracted a large audience.
When it comes to adapting movies from toys, the Transformers and Lego movie series are two examples of the past. According to the website filmonic, in the top ten global box office toy adaptation movie list, including four Transformers (top four) movies and two Lego movie series.
Paramount's "Transformers 3" and "Transformers 4" have also broken through the 1 billion global box office. "Transformers 3" is the second-highest box office in the world at the 2011 box office, second only to Harry Potter and the Deathly Hallows (below). Transformers 4 is the only one in the global box office in 2014 with a billion dollars. movie of.
Paramount and Warner Bros. also used the hot box office made by the screen to drive the performance of the two toy companies, Hasbro and Lego. The impact of toys and box office is two-way. Moreover, it is not important to have a toy and then a movie, or to appear on the screen first and then in the window. The key is that the business is connected to each other.
The Warner Bros. put Lego's image on the screen, letting the latter have a dedicated movie for the first time in 2014, and LEGO's operating income increased by 13% compared with the previous year. This is the reaction of the toy character to the toy company after landing on the screen. In 2016, LEGO's operating income reached US$5.38 billion, setting a record for the company since its inception in 1932. This year, Lego launched 355 new products, and the Millennium Edition in the Star Wars series is the most popular. This is the film that directly promotes toy sales.
Although Mattel maintains the title of the world's largest toy company in terms of operating income, its operating income has declined. This is related to the loss of Disney's resources. At the end of 2015, the Disney Princess and the "Frozen" series of toys terminated the contract with Mattel, and the owner reached Hasbro.
The ability of Disney movies to drive the sale of toys need not be described. The original product line favored the boy's Hasbro and has since greatly improved in the field of girl toys. The Transformers movie has gradually declined, and the independent female image has become more and more popular. In 2016, Hasbro gained the highest income since the company's founding in 1994.
In addition, in nine markets, market research firm NPD Group, Hasbro's toys sold best in December – Grand Theft Auto on December 16 added Hasbro's sprint at the end of the year. horsepower.
Hasbro even completed a counterattack against Mattel. In April of this year, Hasbro released its first quarter 2017 earnings report, with revenues reaching $850 million, which is much higher than Mattel’s $736 million. This is the first time that Hasbro has surpassed Mattel since 2000.
Judging from the toy company's strategy for film layout, Mattel is much slower than Hasbro and Lego. This time, "Barbie" will naturally be placed on the hope of opening the situation for the company.
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