Oriental Media Building, Zhang Heng is sitting on the boss's chair in his office with his eyes closed, yesterday sent Zhao Yazhi back and nothing happened as expected, Zhang Heng shook his head and drove Zhao Yazhi out of his mind, and began to think about the next move of Times Media, now the Literary Bookstore, Literary Publishing House, South China Morning Post, and Oriental Daily under the Times Media Group are all on the right track, and there is no need to think about anything for the time being, but ATV has just started, and Times Entertainment Pictures is an empty shell.

Thinking of movies and TV series, Zhang Heng thought of a very famous word in later generations, that is, IP, the concept of IP is not yet available, but it is not new in later generations, IP usually refers to film and television literature, games and animations suitable for secondary or multiple adaptations and developments, from the film and television of literary content to the adaptation of games, derivative development, etc.

Zhang Heng remembers that many movies and TV series in later generations are adapted from popular IP, and the popular IP has a large number of original fans and high-profile IP resources, which can not only save marketing costs, but also have the characteristics of low risk and high return, and have high investment value.

The adaptation of IP has been successful on the screen from the popular "The Wrong Sedan to Marry the Right Lang" in 2001 and later "Why Sheng Xiaomo", "Hua Qiangu", "The Legend of Miyue", "Langya Bang", "A Smile is Alluring" and a series of TV series adapted from online novels, which can prove the importance of a popular IP.

And Zhang Heng found a problem, the youth urban genre and costume dramas are the best

Come to the youth city stream "Shanshan is Coming", "Why Sheng Xiaomo", "Meet Wang Lichuan" and costume dramas such as "The Legend of Zhen Huan", "Langya Bang", "The Story of Shepherd Clouds on the Sea", "Step by Step Shocking" and other costume dramas are applauded and popular.

At the same time, Zhang Heng thought of movie IP, and the movies adapted from popular best-selling novels in later generations, such as the "Small Times" series, the "Ghost Blowing the Lantern" series, "The Scorching Sun", "Left Ear", "Why Sheng Xiaomo" and other films, are all based on the project development of "IP", and there are many IPs themselves, but Zhang Heng believes that IP should have a brand, and only by becoming a brand can it become meaningful, so as to produce derivative products around it.

In Hollywood, some high-grossing and popular film works will create sequels one after another, deriving "series movies", and the story content and key characters in them can be called IP, and the commercial value generated around classic IP can be repeatedly developed in different fields.

For example, Marvel Comics created "Captain America" in 1941, and the story created around this image is still active on the screen today, and has become a real person of flesh and blood, and has won countless fans around the world. This character image has become a classic IP that can continue to tap commercial value.

Compared with Hollywood movies, Chinese film content does not seem to have a classic IP like "Captain America".

And in stark contrast to the boom in the domestic film market, Chinese films have been dismal in overseas markets. For a long time, only Hollywood movies have come to the domestic market to dig gold, and few domestic films have gone to overseas markets to make profits. On the one hand, Hollywood's film production capacity is unrivaled by one of the world's largest films, and on the other hand, it is also due to the lack of overall industrialization level of the domestic film industry and the lack of content and teams with a global vision.

In fact, Zhang Heng does not think that domestic IP is worse than foreign IP, what domestic IP lacks is the resources that can be packaged in an international way and distribute it with global distribution channels, as well as the original intention of making good content.

Unlike the simple storylines of Hollywood films, which set up universal values such as the pursuit of freedom and the strengthening of the strong, Chinese films usually have a longer time context, a more complex historical and political background, and more diverse ethics and values, which are difficult to be accepted by audiences in overseas markets at once, which has caused a dilemma in the dissemination of the subject matter.

On the other hand, however, this oriental mysticism is precisely what is lacking in the international market, and because the lack also brings curiosity and affection. If you can use the story setting of Chinese elements to package a story of universal values, you will naturally have a lot of bargaining chips to gain international discourse.

After the familiar martial arts themes in the West, Eastern magic and fantasy adventures are another type of story that is easy to be packaged. Whether it is "Journey to the West" or "Notes on Tomb Robbery", this kind of story with elements of oriental elements, fantasy adventure, mysticism, personal heroes and other elements is easier to transcend cultural boundaries and be recognized.

When Zhang Heng thought of movie IP, he thought of a very popular saying in later generations, that is, "Music IP is a big gold mine." ”

Who would have imagined that just a song could be adapted into a movie, but such a thing is not a fantasy, and it has become a trend to go to the theater and find the charm of the song on the screen in later generations.

"The Brother Who Sleeps on My Top Bunk", "Tomorrow I'm Marrying You", "Your Backpack", "She Came to Listen to My Concert", "The First Experience of Love", "Little Apple", "Little Love Song", "Three Years and Second Class", "Special Love for Special You", "My Future Is Not a Dream" and other familiar song names have appeared in the filming bulletin board of the State Administration of Radio, Film and Television.

When "You at the Same Table", a movie fermented from campus songs, received a box office of 455 million with an investment of less than 30 million, it caused a very big shock, and it is said that the four words "You at the same table" are worth 100 million yuan each, which shows that the "IP" movie is focusing on the cultural accumulation, creative possibility, and commercial value behind the name.

"You at the Same Table" cried at you and me who are young and no longer young, which proves that music IP is the best way to access the soul, and it also proves the value of music IP.

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Thinking of this, Zhang Heng paused for a moment, and pulled his thoughts from the new century to Xiangjiang in the 70s, to say that the current popular IP of Xiangjiang is martial arts novels, when it comes to martial arts novels, Zhang Heng thought of Jin Yong, Gu Long, and Liang Yusheng, the three three great masters of Chinese martial arts novels, their novels such as Jin Yong's "The Legend of Deer and Ding", "Tianlong Babu", "Smiling Proud Jianghu" and "The Condor Heroes"

Gu Long's "The Legend of Chu Liuxiang", "The Legend of Lu Xiaofeng", "The Peerless Double Pride"

Liang Yusheng's "The Legend of the White-Haired Witch", "Seven Swords Under the Heavenly Mountain", "Yunhai Jade Bow Edge"

These novels are still popular even after 30 years, and some have even been remade many times.

Zhang Heng checked and found that in addition to them, there are many famous writers, such as Wen Rui'an, who is known as one of the four great masters of new martial arts (Jin, Gu, Liang, Wen), Sima Ling, a representative of Taiwanese variety chivalrous martial arts novels, Xiao Yi, a writer of Taiwan's new martial arts novels, Wo Longsheng is one of the "Four Heavenly Kings" and "Three Musketeers" of Taiwanese martial arts, and was known as "martial arts master" before Gu Long.