“Script kill” has become one of the most popular offline entertainment activities because of its fashionable and interesting game mode and unique sense of achievement in solving puzzles.
According to relevant data, among the offline trend entertainment methods preferred by consumers in 2021, “script killing” ranked third with 36.1%, second only to watching movies and sports and fitness.
In 2021, the market scale of “script killing” in China reached 17.02 billion yuan, and it is expected to reach 23.89 billion yuan in 2022.
At the national two sessions in 2022, this new business format has attracted unprecedented attention from many representatives and members.
focus on access threshold, copyright and content orientation…
The prosperity of the industry inevitably brings fierce market competition, and the problems of “script killing” are gradually revealed. This year, many representatives and members of the national two sessions put forward their own insights on the new entertainment format of “script killing”.
industry norms and market supervision
deputy to the National People’s Congress and deputy head of Minhang District, Shanghai: secret room industry has not been included in the list of business scope, and the business scope of industrial and commercial business license cannot be registered in a standardized manner. The industry access threshold is low and there is a lack of targeted provisions.
NPC deputy BIE Biliang: at present, China has no specific industry norms for the “script killing” industry, such as the proportion of equity distribution between script creation and distribution and offline stores, financial capital settlement, script content orientation, Wuxi Online Offline Communication Information Technology Co.Ltd(300959) business model, service standards, operation and maintenance rule system, ownership of original and adapted copyrights, etc. The listing of the new “script kill” has a blind spot in management from creator creation, publisher publicity and distribution to merchant procurement.
content control
don’t be bright: at present, the content audit of “script killing” mainly depends on the self-examination of publishers and the self-discipline of stores.
CPPCC member sun Baolin: violence and terrorism related scripts may have a negative impact on young people’s ideology, world outlook and values.
copyright issues
deputy to the National People’s Congress and vice chairman of Shanghai Writers Association: the spoiler phenomenon in industry is serious, and infringement and piracy squeeze the original market space. The rights and interests of authors and businesses who buy genuine scripts are infringed, and they lose the power to create and buy genuine scripts, which is easy to form a vicious circle in the market, resulting in the consequences of bad money expelling good money.
don’t be bright: some stores buy pirated scripts at low prices, causing harm to the use and dissemination rights of genuine scripts and the healthy development of the whole industry.
suggestions on the development of specifications
sun Baolin suggested: start with copyright and guide the healthy development of the new business form of “script killing”. Through the platform, the front-end copyright of “script killing” can be registered, including necessary review, and the transaction of “script killing” copyright can be made transparent, so as to solve the supply problem of script copyright.
biebiliang’s suggestion: on the basis of the original book number of the publishing house, the State Press and Publication Administration will add a new version number of “script killing” to the publishing house, put the offline boxed “script killing” under the publishing house’s publication management scope, and put the online “script killing” app and its distribution platform under the management scope of online games and online literature respectively. In addition, improve the work creation review process, content scope and evaluation system.
pan Xiangli suggested: strengthen the supervision and management of the “script killing” market, improve the management norms, crack down on infringement and piracy, and actively guide merchants and relevant studios to review the script. Establish relevant mechanisms suitable for “script killing” script content to apply for copyright protection, and unblock the channels for script writers to safeguard their legitimate rights and interests. In addition, the “script kill” script is regarded as a publication for supervision, and its publication is required to obtain the relevant publishing license.
Liu Yan suggested: market supervision departments should strengthen the supervision of business qualification, timely incorporate it into the industry classification of national economy, and focus on the supervision of false publicity, elimination or restriction of consumer rights, infringement of minors’ rights and interests. Different functional departments have established mechanisms such as clue transfer, information notification and joint inspection to realize the pre prevention of ports, and use regulatory forces to help the industry eliminate hidden dangers.
compliant operation is the general trend
On March 1, the Interim Provisions of Shanghai Municipality on the content management of secret chamber scripts (hereinafter referred to as the Interim Provisions) was officially implemented, and Shanghai became the first city in China to officially incorporate secret chamber scripts into the management.
The Interim Provisions clearly stipulates that the business unit shall file and register the self reviewed script with the local culture and Tourism Bureau within 30 days from the date when the script is put on the shelf; For the change of product content, it is clearly stipulated that only when the story background, plot, role, dialogue and other contents of the script change substantially, it needs to be re filed. If it is not a substantive modification, it does not need to be re filed; The business unit shall give a prompt at a prominent position or before the activity for the killing activities in the secret room that are not suitable for minors to participate, and shall not allow minors to enter.
listed companies are actively entering the board
At present, many listed companies have actively arranged the “script killing” business.
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On the interactive platform with investors, the company said that it continued to pay attention to the “script killing” and secret room industries, and was ready to use its VR and creative ability to empower the industry. At present, the company has developed the original VR + script killing content product “lost Dynasty”, explored the best combination point between such offline formats and VR by polishing the original script and self-made VR scenes, and has signed a contract with channel partners and put into trial operation.
\u3000\u3000 New Guomai Digital Culture Co.Ltd(600640)
On the interactive platform with investors, the company said that it had invested in VR “script killing” in the vertical field of game segmentation in 2021. At present, it has been put into operation test. In the operation test stage, it has signed a contract with 12 Partners in Hangzhou, Shanghai and Nanjing.
\u3000\u3000 Ireader Technology Co.Ltd(603533)
The company said that through multi platform distribution and IP derivative expansion, “script killing” is also one of the ways. Yuanlong, one of the company’s high-quality IP, has been authorized to adapt into “script killing”.
\u3000\u3000 Mango Excellent Media Co.Ltd(300413)
In May 2021, the first “script kill” store opened by mango TV was officially launched in Changsha. On the evening of November 12, 2021, Mango Excellent Media Co.Ltd(300413) announced that the first flagship live entertainment experience Hall of its brand “mcity” in Shanghai was open to the public.
\u3000\u3000 Shanghai Fengyuzhu Culture Technology Co.Ltd(603466)
Reach strategic cooperation with Suning studios, and actively carry out digital “script killing” and immersive light and shadow IP exhibition in combination with VR / AR virtual reality, digital virtual human, interactive and other digital technology application experience.
\u3000\u3000 Wanda Film Holding Co.Ltd(002739)
The company’s “script killing” business is being actively promoted as planned. “Script killing” adapted by Wanda film and television authorized “breaking through the sky and clouds” has been successfully distributed nationwide in a city limited way, and the first round of sales has covered more than 200 script killing stores in the city. At the same time, the “ten thousand shadow tracing immersive script Experience Hall” and “light and shadow script killing” businesses carried out in the company’s cinemas are expected to gradually expand their scale this year.
