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Alibaba Pictures bets on movie derivatives

By Ding Yining | 15:30 UTC+8 April 28, 2017 | Online Edition

ALIBABA'S movie division Alibaba Pictures is eyeing increasing income from movie derivatives after it established a partnership last year with Bandai Namco Entertainment Inc for the licensed merchandise of the popular arcade game and video game franchise PAC-MAN.

Jack Yi, senior director and general manager of consumer products at Alibaba Pictures, said the company aims to integrate digital resources within the Alibaba Group such as online shopping channels and online streaming services including Youku and Tudou to promote a wide range of derivatives works or physical products of licensed intellectual property works.

It also marks a new step for the company to embrace a new retail strategy put forward by Alibaba Group chairman Jack Ma last year, he told a media interview in Shanghai yesterday.

The company has launched an offline exhibition and interactive space for PAC-MAN in Value Retail's Shanghai Village near the Shanghai Disneyland.

Retail sales of licensed merchandise such as products bearing images from or references to TV shows, entertainment programs, movies or game characters, are quickly picking up in China and aggregate sales of PAC-MAN derivatives are estimated around 100 million yuan.

Derivatives of PAC-MAN including clothing and apparels, home appliances and decoration items are also available on Alibaba's retail channels Taobao and Tmall.

Consumer data and their preferences for products across Taobao and Tmall will be used to help Alibaba Pictures to build an integrated marketing plan that covers the whole entertainment industry value chain for various kinds of licensing partners, including Nintendo’s Pokemon.

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