Original IP enters the era of "pan-entertainment" industry chain, how to develop IP well?

This year, IP products have emerged in an endless stream and been renovated, from film and television to game adaptation, to peripheral product development, forming a "pan-entertainment" entire industry chain ecosystem of text, film and television, games, and derivatives. Big IPs are being frantically robbed, bringing tremendous pressure to the downstream film and television drama industry. The industry knows well that large IP does not mean that it can bring good downstream works such as movies, movies, and games. How to develop them so as not to ruin good IP?

In 2016, IP products ushered in a blowout, and "super IP" was fired to tens of millions

. If 2015 is the first year of IP, then 2016 is the year of IP blowout. Original literary IP continues to be sought after, and new forms such as game IP, sports IP, film and television IP, and celebrity IP have sprung up like bamboo shoots after rain. There have also been certain innovations in capital intervention behind IP. For example, Li Xiang joined 360 as the president of entertainment, and Jay Chou served as the chief surprise officer of Vipshop... This new type of partnership allows companies to consume the IP value of stars, gain popularity and customers, while also giving stars more equity or money. Rewards will undoubtedly maximize the interests of both parties.

This year, IP products have emerged in an endless stream and been renovated, from film and television to game adaptation, to peripheral product development, forming a "pan-entertainment" entire industry chain ecosystem of text, film and television, games, and derivatives. Big IPs have been frantically robbed, and the price has gone from tens of thousands of yuan a few years ago to a maximum of tens of millions of yuan now, putting tremendous pressure on the downstream film, television and drama industry. The industry knows well that large IP does not mean that it will be able to bring good downstream works such as movies, movies, and games. How can downstream develop them so as not to ruin good IP?

The movie "Warcraft" relied on "feelings" to attract money in the China market, earning 1 billion yuan in the box office in five days after its release.

The influence of traditional original screenwriters is fading.

In recent years, IP has become increasingly sought after by the film and television industry and capital markets. Not only are products constantly moving from unit price to "new heights", but people are also overwhelmed in quantity. "Old Nine Gates","Fantasy City","Ghost Blows Out the Lamp","Jue Ji", etc. are all IP dramas.

In February this year, the box office of "Mermaid" exceeded 3 billion yuan, breaking the box office record in China's film history. "Mermaid" is directed by Stephen Chow, and the driving force for its high box office comes from the IP engine "Stephen Chow". In addition,"Smiling is Beautiful", which is simultaneously released by film and television and jointly broadcast by Internet and Taiwan, also provides a model for the all-media and entire industry chain development of IP products. Film and television companies and investors generally believe that having a large number of original fans and high-profile IP can save marketing costs, have low risks and high returns, and therefore have high investment value. This has led to the soaring price of IP transactions, and the value of the original author has also risen. Some "super IP" projects have been hyped up to tens of millions, and the works of some writers have been booked before they have even been written.

The "2016 China IP Industry Report" compiled by the "Media Blue Book" research group of the School of Journalism and Communication of Tsinghua University pointed out that in 2016, nearly 200 domestic IP projects in China's film and television market were included in the development plan, and even 100% of the films published by some film and television companies were IP projects. In the "China Super IP-TOP 100 Influential List", there are 61 online novels, accounting for 61%, and there are 29 traditional novels, accounting for 29%.

Zhang Hang (Ding Ding Zhang), president of Youth Light Media, is cautious about IP. He is also a best-selling author himself. He believes that the IP craze in recent years is mainly due to the influx of hot money in the film and television industry and the lack of content in film and television companies, so they are digging hard to compete for good IP.

As

an important part of the IP industry chain, game IP film and television "Wolf Comes" film and television works realize the realization of IP value and amplification of influence output in literature, animation and other fields. As a strong interactive node in the entire industry chain, games play a role in further exploring the value and influence potential of IP and creating deep interaction with consumers.

This year, the movie "Warcraft", adapted from game IP, was released with a box office of 250 million yuan on its first day and more than 1 billion yuan on its fifth day of release. Since 2005, the game "World of Warcraft" has accumulated more than 10 million fans, covering people born in the 1970s, 1980s and 1990s. For these gamers, Warcraft has long been a part of their youthful memories, and they will consume these IP products with a certain emotion. Behind this is Wanda's capital game to acquire Legendary Pictures, the film producer.

Coincidentally, Huayi Brothers, Gongfu Pictures and Netease Pictures recently announced that they will jointly adapt the phenomenal mobile game "Yin Yang Shi" to create a movie and drama series of the same name. Such a big move by Huayi Brothers has caused many film companies that are aiming at game IP film and television to shout,"The wolf is coming." People are still reminiscing about Huayi Brothers 'failure to acquire Heroes and Mutual Entertainment, and they are surprised to realize that Huayi Brothers had long had the idea of making games IP film and television. However, they did not know that at an earlier time, Huayi Brothers had already begun to layout Internet games.

How to develop IP well?

At the IP Industry Salon of the China Online Audiovisual Industry Forum held this year, Yang Chen, general manager of original content of Reading Group, said that at present, many companies only pay a lot of money to purchase IP, but they do not pay enough attention to how to develop IP. For example, IP adaptation must have three elements, including the popularity of the content, the potential for adaptation of the content, and whether it has a unique personality.

Relevant industrial chains are increasingly intersecting and integrated more closely. Wu Wenhui, CEO of Reading Group, said that it can be said that the IP industry has become the tipping point of the pan-entertainment industry cluster, connecting diversified cultural industries, and its commercial value has continued to explode. At the same time, the development trend and direction of the IP industry also directly affect the direction of the entire cultural industry.

Regarding how to develop IP in the film and television production process, Yang Wenhong, founding partner and chairman of Xingge Media, said: "There are three points that are particularly important. First, when developing, you should be loyal to the IP story itself and try your best to adapt the film and television. It fits with the original creation of IP. There is a phenomenon in the market now that everyone buys an IP, and then huge changes have taken place in the production. In the end, it is discovered that almost just the name is used, and a large number of clues behind it have undergone great changes. If you change the character and clues, what is the value of this IP? Second, you must satisfy the existing fans and the groups that attract non-fans. The non-fan group of the original text means that you don't stand on the opposite side of the original IP creation, you still have to be loyal to the original work. Develop. Third, when a good IP is in your hands, you still need to systematically plan its development, including future development of games, derivatives, etc., and try to maximize the value of these IPs."

Editor: yvette