Rebirth In Hollywood

The morning light reflected into the bedroom through the curtains, Ryan woke up from sleep on time, and habitually touched his side, only to touch the hidden goose down quilt. The graceful body that was lying there last night disappeared. From the cold temperature, Charlize seems to have been away for a while.

Shaking his head vigorously, Ryan was completely awake. When he sat up, he couldn't help but feel a little backache. The two of them had been crazy for too long last night. Charlize seemed to have entered the most in-demand age group. Love to do pie, has become more and more unrestrained in the past year.

After putting on the clothes neatly stacked on the bedside table, Ryan walked into the bathroom and picked up the toothbrush, only to find a bright red lip print on his forehead through the mirror. He didn't need to distinguish it carefully, he also knew it was a South African beauty. The prank when drilled away.

Charlize took his Boeing plane to Switzerland early in the morning to prepare for an event about the World Cup held by FIFA in recent days. She is an important representative and image spokesperson for South Africa.

Although she became an American citizen a few years ago, she has dual citizenship by default. Charlize still has great enthusiasm for the cause of her motherland. The South African World Cup Organizing Committee invited her to participate in the event, as long as time permits, she will never refuse. .

Besides, it's also a great way to promote yourself and your brand.

Football fans, arguably one of the largest groups in the world.

Originally, the South African side, through Charlize, politely wanted to invite him to participate in several publicity activities, but Ryan refused. He didn't even bother to mix in his own club's affairs, let alone other people's affairs.

When it comes to football, Manchester United lost the Premier League title last season. After Wenger, Ferguson finally met a strong competitor. The utilitarian football thinking and bus tactics of the magic bird really troubled countless people.

This is not without its advantages. There is competition for development. Last year, Alex Ferguson once considered retirement. Now he has a strong competitor. Presumably this competitive old Scottish man will definitely look like his previous life. Keep doing that.

Should I wait for the old man to retire and sell Manchester United?

While eating breakfast, Ryan was still thinking about football, and Quan should have relaxed.

According to the development trend of the previous life, it is not difficult for Manchester United to sell more than one billion pounds, but he is not short of this money. Maybe he will retire in the future and can still focus on playing football?

Football or something, that's all for the future, Ryan rushed to the Disney headquarters in Burbank after breakfast and had a meeting in the morning.

This is a meeting jointly convened by Ryan and Robert Iger, mainly to drive the thinking of Disney's management, especially the publicity and marketing department, to gradually approach the Internet.

Of course, this transformation takes time and a process. Countless historical experience has proved that turning too sharply will only overturn the car.

Moreover, after Robert Iger took office, the Walt Disney Group in the previous life was successful in its transformation from marketing methods to product distribution. What Ryan did was just a little bit ahead of the process. After all, it really belongs to Internet marketing. The era has not yet come fully, and Disney has enough time to prepare.

In fact, since Ryan's entry into Disney, Disney's films and peripheral products have increased investment in Internet marketing, revoked 95% of the previously used public relations for film critics, and turned to other increased investment. into the Internet together.

The subsequent big sales of a series of films have also proved that this is an effective way of publicity. Several other major film companies are also increasing their spending on Internet marketing, and a lot of this part of the cost is paid to traditional film critics in the past. 's dividend.

In other words, Ryan played an active and leading role in this transition between the old and the new, and it is no wonder that in recent years, those veteran film critics have become less and less interested in his works.

After all he moved their cake.

It's a pity that they are just some people who are destined to be abandoned by the times. There is no good way for Ryan or the current situation.

The meeting was chaired by Robert Iger, with a typical Western corporate meeting style, concise, incisive, and straight to the point.

Robert Iger didn't say much. In addition to emphasizing the huge role that the Internet played in Disney's entire marketing over the past year, he focused on Walt Disney's performance in the last fiscal year.

Last year, the entire Walt Disney Group's turnover reached $45 billion, pre-tax profit was $9.62 billion, and net profit reached a record high of $6.2 billion.

Those numbers are a big jump from the previous fiscal year, and as the break-in period with Marvel, Jenkins and Pixar comes to an end, the entire Disney conglomerate is on the fast track.

You know, in Michael Eisner's last fiscal year, Disney's net profit turned into a loss from just $900 million the previous year! .

After the heads of several important departments briefly introduced the development and planning of their respective businesses, Ryan used a concise and powerful speech to remind everyone of the importance of the Internet to the development of the group company.

"The Internet is not only a tool or a technological advancement in the industrial age, it should be regarded as an independent age, and the biggest subversion of the current era is the subversion of the industrial age by the Internet age!"

Perhaps the current Internet has only had a certain impact on traditional industries, but Ryan, who has experience in his previous life, knows what kind of era the future will be. After the force, he continued, "Looking back at history, when all the old and new eras alternated, the old era was all the one that failed miserably."

"Actually, our real competitors are not Time Warner, not Viacom, nor News Corp or Comscat."

These Disney executives all laughed and seemed to guess what Ryan said below, and what Ryan said was not much different from what they thought, "Our real opponent is the entire era! The era of the Internet."

"In the past three years, we have increased our spending on Internet marketing." Ryan's voice was not loud, but it clearly reached everyone's ears, "The Hunger Games, Pirates of the Caribbean 2, etc. released this year. For film projects, the Internet marketing expenses have exceeded one-third of the full amount, and the big sales of films and related derivatives have also proved that our investment is completely worthwhile."

"So!" Ryan slightly strengthened his tone, "The film industry will become the first batch of traditional industries to be subverted by the Internet. In the future, it will follow some rules of the Internet. For traditional film and television companies, the opponents are not only Other big companies and small teams are not video websites, online ticketing websites, nor advanced management and industrialization systems. In fact, their opponents are the entire era!”

In recent years, there have been more and more cooperations with Internet companies, and Disney management, who also has a huge network layout, obviously has more personal experience.

The failure of several films that mainly rely on traditional marketing methods has actually sounded a wake-up call to Hollywood producers and distributors. Although the Internet is getting more and more attention, there are still quite a few Hollywood company management. Thinking is still arguing over the "feelings" of the past, not realizing that this is actually a quiet arrival of a sex.

In a few years, those traditional blockbusters that do not have Internet genes have only one way to go, leaving traditional film and television companies that do not know how to keep up with the changes of the times in a mess.

There are three levels of disruptive innovation in the Internet age. The lowest level is product-to-product subversion; the next level is the category-to-category subversion, or the industry-to-industry subversion; the highest level of subversion is the subversion of the era.

In terms of products, the traditional films produced by Hollywood have bid farewell to the era of extensive growth of money grabbing, with more and more losses; in terms of industry competition, they will also face cross-border competition in the Internet industry of BAT, video sites, and online ticketing sites. In fact, these are not the most terrifying, the most terrifying subversion comes from the fact that the traditional era in which one is living begins to turn the page, and the new Internet era has arrived.

In the future, let alone the entire traditional industry being subverted one by one, even within the Internet industry, traditional Internet companies are gradually being subverted.

This can be said to be a disruptive innovation, it will always make people think that it is a breakthrough new technology, but on the contrary, disruptive innovation is not a breakthrough technology at all, it is characterized by degrading the original performance at the beginning Indicators, are usually more convenient, simpler, and cheaper.

The most typical example is the online pre-sale mechanism that enables "The Hunger Games" to set a miraculous pre-sale record in North American film history. More than half of the crazy pre-sale of more than 110 million US dollars came from the internet. Book a ticket!

The Internet is not only subverting the film industry in terms of channels, but also in terms of content, it will gradually subvert outdated traditional content production, and the market share of traditional blockbusters that do not adapt to the Internet era will inevitably shrink sharply.

For Disney, which was founded nearly 80 years ago, it has experienced too many storms and waves. The entire group has survived crisis after crisis with wisdom and experience, but now this era is really different.

Because Walt Disney's most important competitors are not individuals or groups, but the entire era.

In this era, the previous experience, wisdom and resource advantages are suddenly useless, because many times the rules of disruptive innovation are just the opposite of the original market rules.

This is also the reason why Ryan emphasized the importance of the Internet at Disney's high-level meetings several times. The entire group must make steady and appropriate changes, otherwise it will inevitably be eliminated in the future.

He still remembers Nokia's famous saying - we didn't do anything wrong, but somehow we lost! R1152