China’s trademark database shows that Shanghai Phantom Information Technology Co., an affiliate of popular video platform Bilibili, applied to register a number of trademarks, including ‘BVideo‘ and ‘Bilibili Film‘, on March 3.
Bilibili Films Co, which was established in 2015, has been involved in the production of a number of films, including My name is MT: Yamaguchi Mountain War and Love Apartment. However, the company’s involvement has mainly focussed on films in the Anime, Comic & Games (ACG) category. The registration of trademarks is part of a move to expand the production of films and TV series, including into a broader range of genres, and will help the platform in its future branding.
The decision is symbolic of its shift from a niche ACG platform to a site with a wide range of content and over 202 million monthly active users. The company is planning to file for a second IPO soon.