In the second half of the year, the TV screen IP boom is fierce, IP has given rise to a complete film and television industry chain

In the past, the industry relied on a single work or product to win the market, but now the industry is thinking more about how to sustainably use existing works, how to have more chemical reactions with the market, and how to achieve branding. The development of the entire industry chain around IP has spawned a complete industrial chain of "literature-film-television-music-games". With IP as the core content, all links in the cultural industry chain have been opened up.

Last year and the first half of this year, the popular TV series "Hua Qian Gu","Nirvana in Fire","Legend of Mi Yue","Ode to Joy" and "Dear Translator" are all popular IP dramas adapted from online novels. In the second half of the year, many IP dramas adapted from novels, such as "Fantasy City","East Palace" and "Smile", appeared, and related games, music, and derivatives have been launched. Why is IP adaptation so hot? What role does IP play in the film and television industry chain? The reporter recently interviewed a number of screenwriters and producers in Shenzhen.

The

craze for popular IP dramas adapted from online novels or novels has continued from last year to this year. In the first half of this year, the TV series "Dear Translator", adapted based on Miao Juan's original novel, achieved a 26-day reign. Outstanding results for 26 days. The TV series "Ode to Joy", which is adapted from Anai's novel of the same name, has always enjoyed high ratings. Based on the work of well-known writer Liuliu, the TV series "Women Are Not Strong and Heaven Don't Accept" reproduces the living conditions of women in the workplace in the new era and has achieved good ratings. The TV series and online series "The Best of Us", adapted from Chang 'an's novel of the same name in August, firmly hit the nostalgia of a large number of people born in the 1980s and 1990s.

In the second half of this year, IP dramas have continued to be popular. "Fantasy City", as Guo Jingming's famous work and debut work, has been selling well to this day. The TV series "Fantasy City" adapted from this work will soon appear on the TV screen. The online game "Smiling is Beautiful" based on Gu Man's novel of the same name has been launched, making the show popular before it can be broadcast. "The East Palace" is another extremely popular novel written by The Bandits I Think of Survival. This time, Fan Bingbing not only starred, but also acted as a producer together with Yu Zheng. In addition, there is "Three Lives of Life and Three Lives of Peach Blossom" adapted from the novel of the seventh prince of Tang Dynasty, and "The Beautiful Beauty of the Year" adapted from the novel of the same name.

Regarding the reason why the IP adaptation is so fierce, Shenzhen screenwriter Sun Haifan told reporters that investors all hope for a safer return. From the intuitive large traffic on the Internet, they can predict that this work will be popular after its adaptation. Che Taiji, chief producer of Shenzhen Mirren Media, also believes that popular IP dramas are relatively safe for investors."Before these works became film and television works, they already had an audience, and the quality of the works has been tested by readers and fans. Nowadays, investors are keen to purchase and adapt popular IPs. They also see the commercial value and fan base of IP dramas themselves. These fans can be converted into traffic and consume TV dramas in the future, so it is reasonable that IP dramas will become popular."

Dong Jun, founder of Zhonghui Film and Television and one of the top ten producers in the country, believes that online literature is interactive and provides a good mass base for investors. It allows us to know what audiences like. This is also the reason why online literature can suddenly grow. In addition, the directors, actors, etc. who filmed TV series are all IP points, which can contribute to the "popularity" of this work.

IP opens up multiple links in the film and television industry.

Reporters found that in the past, the industry relied on a single work or product to win the market, but now the industry is thinking more about how to sustainably use existing achievements and how to interact with the market. More chemical reactions and how to achieve branding. The development of the entire industry chain around IP has spawned a complete industrial chain of "literature-film-television-music-games". With IP as the core content, all links in the cultural industry chain have been opened up.

Che Taiji told reporters that the company bought an online novel "Shenzhen Has No Courage to Love Again" at Tianya Forum in 2014, which tells the story of young people in Shenzhen's entrepreneurship and emotions. Now the online click rate has reached nearly 120 million, and filming started at the end of this year. "With the IP of" Shenzhen Has No Courage to Say Love Again ", we need to build a complete industrial chain, and movies, TV dramas, and online dramas will be launched. The adapted movie" Deep Love "will be used as cultural consumer goods and derivatives, and will do some naming and authorization for clothing and shoes; in terms of music, musicians are also being sought to create theme songs."

The reporter saw from the 2016-2017 film list released by Zhonghui Film and Television that there are 33 IPs in 7 major categories, 16 of which are being adapted into movies, TV series and online series. Dong Jun shared his experiences in IP development with reporters, namely,"youth, sense of participation, vitality","industrial chain, clustering, high value","big vision, new pattern, internationalization".

Dong Jun gave reporters an example based on the online novel adaptation "A Journey to a Past Life" that was being developed,"We will make this IP into an industrial chain, including books, games, music, derivative products, etc. There is a spirit bird in it that is shaped like an owl., we may authorize the production of toys, clothing, bags, etc. In the United States, derivative products will contribute 70%-80% to projects, so it is important to use IP as industrial chain development."

IP terminal to game is a dream.

Reporters saw in data released by the State Administration of Press, Publication, Radio, Film and Television that the total revenue of the game industry in the first half of 2015 reached 60.51 billion yuan, an increase of 21.9% over the same period last year; the total box office of movies in the first half of the year was 20.36 billion yuan, which is only 1/3 of the game industry. In other words, many IP terminals are games. Dong Jun said that the scenes of "A Journey to a Past Life" alternate between ancient costumes and modern times, which is very suitable for developing games. Game development does not mean that the game will be considered after the script is completed, but that when the script is adapted, the scenes and plot of the game must be integrated into it. This way, it is not stiff.

Sun Haifan said that from IP terminals to games is the dream of many filmmakers and TV people. Every developer hopes to have as many derivative products as possible from his work, but the question is whether this condition is met at the beginning."At present, we can refer to the Hollywood model. Their Star Wars, Superman, and Captain America are all derivative characters from anime. Comics are the most original IP. Comics become movies, and comics become games when they move."

Che Taiji said that there are many types of IPs. Generally, only Xianxia and Magic IPs are suitable for developing games. There is no way for modern dramas such as "Shenzhen Has No Courage to Love Again". They can only authorize lifestyle products such as movies, TV series, and online dramas.

Incubation, packaging and re-launch

IP Today, the IP adaptation craze continues, but it often exposes problems such as eagerness for success and poor quality. Che Taiji said that it is good to buy popular IPs, but don't be too eager to develop them. Whether it is adapting TV series or movies, making games or derivatives, you must give IP enough time to incubate and package them."Special film and television products are comprehensive projects. Whether it is from screenwriters, directors, actors, or post-promotion and distribution, it is important. Some companies produce their works in a hurry, and the results are often not good. For example,"Three-Body" had previously released a movie trailer, which was criticized by many people. As a fan of "Three-Body", I also want to see them process this work well, otherwise I may feel nervous when it is actually presented."

When talking about how to incubate and package IP, Che Taiji said that when a novel is adapted into a script for a movie or TV series, from the words to the pictures, it cannot be divorced from the original IP too much. During the screenwriting process, it must be sublimated; selecting a director is also very important. Each director is good at different types, and people who understand and understand this IP should be found to be the director; actors do not mean that they have a schedule or are cheap to choose, but should be suitable for this IP, or interact with fans and let fans recommend it.

Sun Haifan believes that in the production process of TV dramas, the picture processing and actors have made great progress, but the China style and national character of the works are not strong now. He hopes to create a stronger original and higher-quality IP with China characteristics and national characteristics, and integrate themes such as peace and fraternity. This will also help the works go global.

IP, which means Intellectual Property, literally translates as intellectual property. It can be a story, an image, a piece of art, or a kind of popular culture. It more refers to film and television literature, games and animation, etc. suitable for secondary or multiple adaptations and development. IP dramas refer to film and television dramas created and adapted based on the themes of domestic original online novels, games, and animations based on a certain number of fans.

Editor: Nancy