China Television Entertainment Wang Chen: It is important to repeatedly craft IP to "migrate" the love of core fans

In Wang Chen's view, there are countless "iron fans" who support the survival of big IP. However, for IP adaptation, the existence of loyal fans is a "double-edged sword." "Loyal fans are bound to be the first wave of viewers of the craze IP adaptations, and their opinions are very important." Wang Chen believes that it is very important to win positive feedback from fans.

Original title Wang Chen, CEO of China Television Entertainment Investment Group Co., Ltd.: Adapting big IP loyal fans is a "double-edged sword"

In recent years, more and more popular novels have been adapted into film and television works, and some loyal readers have become loyal audiences. The remaking of original literature, online literature, even posts and stories into film and television works is because of the "magical effect" of IP. At the same time, the capital market and film and television industry have even blown a whirlwind of IP fever.

However, there are not many successful IP adaptations that are remembered by the public, and there are also a large number of "dead on the beach." The discussion on IP was once again moved to the discussion table at the 19th Shanghai International Film Festival.

On June 14, Wang Chen, CEO of China Vision Entertainment Investment Group Co., Ltd., shared the sweetness and troubles of IP adaptation."Judging from our past experience in adapting big IPs, the existence of loyal fans is itself a 'double-edged sword'." If you change it well, fans of the original book will successfully become fans of the movie, but if you change it badly, you will attract a lot of complaints.

The core of the IP to "migrate" the love of core fans

is the work itself, and the largest audience of the work itself is the fans. Every successful IP adaptation is based on grasping the core fans 'love for the products and transferring this love.

Successful fans are also fans, and defeated fans. In Wang Chen's view, there are countless "iron fans" who support the survival of big IP. However, for IP adaptation, the existence of loyal fans is a "double-edged sword." "Loyal fans are bound to be the first wave of viewers of the craze IP adaptations, and their opinions are very important." Wang Chen believes that it is very important to win positive feedback from fans.

Wang Chen's concerns are not without reason. IP has the characteristics of fast absorbing fans and strong fans 'stickiness. Cultural products with IP support can always be one step ahead of others. However, the domestic IP craze has brought it into a situation of barbaric production. Take the super IP drama "Tomb Robber Notes" as an example. After it was broadcast, fans nicknamed it a "Five Hair Special Effect". The plot was changed to only one name, and the Douban score was only 3.7 points.

"Every company faces the problem of trade-offs. How to win or guide core fans to send out the first wave of positive feedback and attract the second and third waves of viewers to enter the theater to send out positive word-of-mouth is very important." Wang Chen said.

The crazy box office of the current hit movie "Warcraft" also benefits from the huge number of fans of the "World of Warcraft" game.

It is important to repeatedly carve IP

. Wang Chen has a deep understanding of the hardships of IP adaptation. In her opinion, if you aim at a movie or TV series script from the very beginning of creation, the difficulty of filming will be much less. "When writing novels, my purpose is to let readers read these words with their eyes and feel the charm of the words. The difficulty of adapting them into another form is natural." Wang Chen said that this is also the importance of IP that needs to be refined repeatedly.

Wang Chen has a lot of experience in the carving of IP: "As a high-concept IP as" Step by Step ", if you make a movie with the popularity of the time, it would be an excessive consumption of this brand, rather than a regeneration and re-establishment. There is no need to hype up IP. The film industry should not be the terminator of IP, but should add value to IP so that the film and television industry can cycle positively."

In Wang Chen's view, the most critical thing is how the film and television company can transform good IP into an excellent film and television work. She revealed that the company will also convert more literary IPs into movies, and will even try heavy themes of economic figures 'history.

Not long ago, Ma Zhongjun, chairman of Ciwen Media, the IP developer of "Hua Qiangu", said in an exclusive interview with reporters,"Due to its interactivity, online literature has the inherent advantage of understanding user psychology, while its shortcoming is that it is particularly flattering. This is a 'double-edged sword'."

In this era of IP harvesting, which is eager for quick success and instant benefits, IP is often hyped up. A well-known screenwriter revealed that hyping up IP with mixed good and bad is like a game of beating drums and spreading flowers.

When selecting online literature worthy of adaptation, many industry insiders constantly remind the adaptors to stay sober. This is first and foremost a de-bubble movement. Originality should also be valued.

Editor: Nancy