On July 8, 2011, Tencent's Vice President Cheng Wu put forward the idea of "pan-entertainment" centered on IP creation at the China Animation Film Development Summit Forum. This was also the first time the concept of "pan-entertainment" was put forward in the entire industry.
On March 21, 2012, at the UP2012 Tencent Game Annual Conference, Cheng Wu formally announced the launch of the pan-entertainment strategy, which was defined as a cross-field, multi-platform business expansion model based on IP licensing, game operation and network platforms.
The Pan-Entertainment Masters Advisory Group was also established at the conference: Tan Dun as the chief music consultant, Cai Zhizhong as the chief animation consultant, Yin Hong, executive vice dean of Tsinghua University's School of Journalism and Communication, as the chief communication academic consultant, Lu Chuan as the chief film and television consultant, Micheal Lau as the chief doll design consultant, and Korean fantasy writer Quan Quan Xi as the chief design consultant. The company also announced the establishment of Tencent's newest subsidiary, Tencent Literature, with the Korean fantasy writer, All Hee, as the chief literary planning advisor. The conference also announced the establishment of the Tencent animation distribution platform.
In the same year, Chen Kexin, Yuan Woo-ping and Xi Zhongwen announced at the Tencent Game Carnival that they would join the masters' advisory board of the movie online game "The End of the World" as the chief creative consultant, chief action consultant and chief art consultant.
At the 2013 Tencent Games annual conference, the Pan-Entertainment Masters Advisory Group was upgraded, with nine-dan Go player Guli joining the group, and Tencent Games also announced that it had entered into a strategic cooperation with authoritative arts organizations such as the China Chess Academy, the China Academy of Art, and the China Dancers Association. Also at the conference, Tencent animation distribution platform announced the upgrade to Tencent animation, becoming the second pan-entertainment entity business platform under Tencent Mutual Entertainment after Tencent games.
In the same year, Tencent Literature, the third entity business platform under HUE, was launched to the public, and the Tencent Literature Masters Advisory Group was established, with Nobel Prize-winning author Mo Yan, renowned writers Liu Zhenyun, Su Tong, and Ah Lai joining the group.
In April 2014, Tencent Hueiyu formally went to the front of the stage. At the annual conference of Tencent Hublot, Cheng Wu made a new elaboration of the pan-entertainment strategy, refreshing the definition of "multi-disciplinary **** birth based on the Internet and mobile Internet, to create a fan economy of star IP".
In the same month, the Ministry of Culture released the 2013 China Online Game Market Annual Report, which mentioned the concept of "pan-entertainment". This was the first time the concept of pan-entertainment was mentioned in a report by a central ministry.
On April 11, 2014, Luo Yumin, chairman of the supervisory board of Aofei Animation, said that in 2013, it spent more than 1 billion yuan to acquire other companies and integrate their businesses, in order to move toward the direction of the "pan-entertainment industry". Cai Dongqing, chairman and general manager of the company, said the company will build an animation film and television, media, toys and games business centered on IP content rights.
July 30, 2014, in China's game industry annual event - ChinaJoy Summit Forum, Ali, Baidu, Xiaomi, Huayi, Yi dynamic, interesting tour, Tong Yao and other company executives, all mentioned the company's "pan-entertainment" layout ideas and trends. "Layout ideas and trends.
In September 2014, Cheng Jun, deputy general manager of Xiaomi Hutong Entertainment, delivered a keynote speech on "how cross-border boutique IPs can benefit from hand travel under the trend of pan-entertainment" at the Third Global Mobile Game Developers Conference. Cheng Jun said the first big IP group of hand tour is literature, the second big IP group is the classic game class, the third big class is animation, the fourth is film and television, he thinks only the IP growth rate is faster, so millet hope and more film and television IP game cooperation.
In September of the same year, Tencent Hublot announced its formal entry into film and television, the establishment of the fourth business platform "Tencent film +", and announced the first batch of star IP adaptation plan, including the "God of War", "QQ Flying Car", "Everyday Cool Running", "Locker Kingdom", "Corpse", "QQ Dazzle Dance" and other Hublot games, animation,
Wang Zhonglei, Yu Dong, Ye Ning, Huang Qunfei, Li Li, Ding Yaping and many other heavyweights in the movie industry also showed up at the conference and discussed with Tencent Vice President Cheng Wu at the Tencent HootSuite Arts Summit the value of IP in the era of interactive entertainment and how to infuse movies with Internet genes.
Cheng Wu admitted that movie is a very hot industry nowadays, and it is also an art that can show imagination, and more and more companies have started to enter this field, including many large-scale Internet companies. "Tencent Movie+ is still a newcomer, and there is a lot of room for learning and growth. He hopes that Tencent Movie+ can realize the amplification of IP value through movies, and create characters and stories that are loved by everyone and known by all, so as to really bring some different perspectives and new vitality to the industry. He hopes that "Tencent Movie+" can realize the amplification of IP value through movies, create characters and stories that everyone loves and makes them a household name, and really bring the industry some different perspectives and new vigor.
Cheng Wu said that for Tencent Hublot, it mainly hopes to explore some new possibilities based on its own advantages. This exploration can be divided into two levels: the first level is the exploration of the movie itself. The traditional movie industry has always hoped to better embrace the Internet, and Internet companies also hope to bring new changes to the movie industry like changing other industries. But in fact, we can see that, whether in Hollywood or China, the Internet has changed the movie more in marketing, and there should be no fundamental innovation in the movie creation itself. I believe that the future of the Internet will certainly have a huge impact on the film, just for an art, may not be purely because of similar big data such as pure rational means, but through the Internet's ability to connect, so that a variety of whimsical people, technical expertise to come together, so that new technologies like VR, so that the viewing public and cutting-edge thinking for the creation of films can be used in the subject matter, creative This will generate new forms in terms of subject matter, creative techniques, and movie-viewing methods. On the second level, in the entire pan-entertainment layout, HootSuite will explore a way to better integrate movies into the entire pan-entertainment ecosystem, and more efficiently synergize with literature, animation, games, and other businesses, so that an IP can quickly realize value-added.
Yu Dong, chairman and president of Bona Film Group, believes that China's movie industry may have reached a critical inflection point. When the difficulties facing the reform of the movie industry have not yet been fundamentally solved and the movie industry itself has not done well, the arrival of the Internet era and the era of financial capital will have a huge and revolutionary impact on the movie industry. As a content production platform company, it should be ready to meet the arrival of this era at the tip of the wind and waves. According to Wang Zhonglei, "Tencent Movie+" brings two parts of inspiration and change to the film and television industry, one is the richness of IP, with IP as the core, i.e., "content is king", IP is the core part of the film and television industry, and the Internet era allows IP to be transformed from a rigid idea into an innovative and innovative product that film and television companies can share with each other. The Internet era can make the IP from a rigid idea to a diversified emotional connection between the film and television companies and the audience, such as the game into a movie, fan interaction, etc. On the other hand, the traditional film and television industry used to be oriented to the audience with the creator as the center, but in the Internet era, it is the audience that is oriented to the creators.
Ye Ning, vice president of Wanda Culture Group, also believes that IP is the origin of the cultural and creative industry, which is very valuable, but the more important thing is the audience behind the IP, which is the root. The Internet era "forces" movie practitioners to think from the user's point of view, put down their ego and observe the audience. Referring to the experience of Hollywood entertainment empire, the most important value of IP does not lie in the movie itself, but in the penetration of other different platforms. As long as the IP in hand, it is possible to do offline theme parks or create other new ways of user experience, to understand the user to attract users, so that users are willing to pay.
Huang Qunfei, executive deputy general manager of Huaxia Film Distribution Co., Ltd. believes that Tencent and other Internet companies are already in the wind, and are most likely to become China's future six media empires. The reason is that the Hollywood movie through hundreds of years has done enough powerful and mature, the emergence of the United States Internet is also difficult to shake. China's Internet technology has been at the forefront of the world, and in the development of the traditional film and television industry is not strong enough to mature, Internet companies have joined the intervention.
In October 2014, at the China International Cyberculture Expo, then-Minister of Culture Cai Wu recognized Tencent's thinking and approach regarding its pan-entertainment strategy.
In November 2014, Ma Huateng, Tencent's chairman of the board and CEO, delivered a speech on the theme of "Exploration in the Age of Connectivity" at the first World Internet Conference. In the speech, Ma Huateng said Tencent is returning to the most essential, based on communication and social advantages as a connector, and focused on Tencent's emphasis on content, saying that over the past 11 years has been rooted in the game-oriented content area, and then hope to work together with partners with an open mindset, through film and television, music, animation, literature, games, and other interactive entertainment business to build an open intellectual property ( Intellectual Property (IP) new ecology.
Ma said that based on the two principles of connection and openness, Tencent is just a pure pipeline if it only provides the simplest connection, which can't provide enough value-added services. Over the past 11 years, Tencent has taken root in the field of content, especially online games. China's Internet has been developed for 18 years, from completely disordered does not pay attention to intellectual property rights to more and more attention to intellectual property rights, although it is not yet completely solve the problem, but the scripture is obviously improving, only then the whole Internet business model can be molded, can be extended from the field of film and television, literature, games, animation and music to constitute an intertwined, hierarchical new ecology.
December 2014, the General Administration of Press, Publication, Radio, Film and Television in charge of the 2014 China Game Industry Report clearly pointed out: Tencent and other companies "pan-entertainment" strategy to revitalize the game and other cultural industries integration and development.
In March 2015, Ma Huateng, a deputy to the National People's Congress (NPC), said at a media conference of the two sessions that "the deep integration of the Internet and the traditional cultural industry is becoming an organic ecosystem with a growing market value. Protecting network copyright and cultivating the concept of genuine consumption is conducive to stimulating the vitality of content creators, is the basis for promoting the revitalization of the cultural industry, and is also conducive to enhancing China's cultural soft power. I am very optimistic about China's cultural industry, which seems to be very small at present, but in terms of film and television, music, China will have a long development. The core of the content industry is copyright, and we are calling for the protection of intellectual property rights in many areas. Music, literature, and animation are all going to become more and more formalized, and I think that's promising."
In March 2016, Ma Huateng, a deputy to the National People's Congress (NPC) and chairman of the board of directors and chief executive officer of Tencent, put forward five proposals at the National People's Congress (NPC), including the "Proposal on Promoting the Development of China's Digital Content Industry Driven by Innovation", in which he said that the rapid popularization of the mobile Internet has driven the digital content industry, which uses the mobile terminal as a carrier, to enter a fast track to development, and that this will be a major opportunity for the revitalization of China's cultural industry. The development trend of "pan-entertainment" will be centered on high-quality IP and the synergistic development of a variety of interactive entertainment content forms. It is advocated to y explore the value of IP and systematically and comprehensively develop these IP industries. Realize the multi-angle development of IP, so that the value of IP has been truly valued and embodied.