Text/Ammi
Overnight, everyone wanted to go to Luoyang. Gluttonous eyes hungry water mat peppery soup, donkey friends yearn for the ruins of Longmen Mountain Se nanshi, suspense lovers have a big question mark in their minds, now buy a ticket to Luoyang, can you meet Miao Niang?
At the end of the year, a legendary drama of the ancient city of Huaxia called "The Wind Rises in Luoyang" swept the social networks, and the social spectacle of "a drama with a fire and a city" spread rapidly among young people.
Since its inception to the present, "The Wind Rises in Luoyang" has earned enough eyeballs by relying on the meticulous plot and sophisticated production. According to MyDramaList, the world's largest Asian film and television community database, the show received a high score of 9.3 points at the beginning of the broadcast, and is currently stable at 8.5 points.
According to the latest data from the People's Cultural Tourism Research Institute, the popularity of Luoyang Cultural Tourism has returned to the top of the new media communication influence list by taking advantage of the popularity of "Wind Rise Luoyang", successfully driving the local cultural tourism value of Luoyang City, and "Wind Up Luoyang" has also become the hottest entertainment content on the social platform and the most popular entertainment content for young people.
If the previous rounds of national tide and national wind and fever have proved that young people's love for traditional culture is written into the genes, then "Wind Rises Luoyang" revitalizes tradition and inherits the wind of culture, which makes the DNA of young people move.
Some ways to talk to young people
Script killing, turtle soup, room escape, contemporary young people's aesthetic pursuit of suspenseful brain-burning immersive experience can be seen in the increasingly diverse content categories. The story shell of the suspenseful detective case of "Wind Rises Luoyang" naturally has a unique attraction for young users.
The "Shendu Squad" composed of Gao Bingzhan, Baili Hongyi, and Wu Siyue is a camp step by step, the mystery of the identity of the "Sixteen Nights", the plot of the Spring and Autumn Road, the truth that is about to come out, the clues that want to cover up, telling a good story is the basis of communication and dialogue, first let the audience see it, and only then can it be possible to excavate the exquisite culture and taste the deep foundation.
In order to comprehensively display the magnificent atmosphere of the ancient capital of Luoyang, "Wind Rises in Luoyang" set more than 40,000 square meters, restored more than 100 scenes, more than 5,000 costumes and shapes, and more than 15,000 art props during filming. In the layout of urban construction, the crew reproduced and restored a large number of urban landmarks, and many details were referred to and studied in the real Luoyang public opinion map.
The "South City" in the play, from the art manuscript to the real scene construction, lasted 90 days to build to have an all-encompassing cityscape and a commercial grand scene of the coming of all countries. The "bad well" uses light and props to create an environment atmosphere that does not see the sun, which is in stark contrast to the bustling scene of the divine capital.
Even the picky "Flower of Gaoling", in the face of the examination of the beard, skirt, exquisite architecture, composition, it is difficult not to be amazed by the traditional cultural symbols that come alive in "The Wind Rises in Luoyang".
"Throw in the peach, repay it with Qiong Yao", the aesthetic power of young users comes from cultural self-confidence. "The Wind Rises in Luoyang" can catch fire, and the most important thing is to tell the Chinese story well. As a costume drama set in the ancient city of Luoyang, the drama integrates a large number of Chinese elements, but it is not just a stack of elements. At the same time, it opened a comprehensive Luoyang "planting grass" model, which gave wider dissemination and vitality to the ancient city IP.
At the same time that the series was popular, Luoyang Cuisine took the lead in going out of the circle and became a hot topic of discussion among netizens. In addition to the blackfish mentioned above, the Luoyang delicacies such as ice cheese, mutton soup, and water mats that appear in the play have made many young users eat their fingers, saying that they want to go to Luoyang to experience the happiness of Baili Erlang in person.
Young people's strong interest in traditional Chinese culture is a trend in recent years, and with the continuous improvement of China's soft power, more and more Chinese elements are being imitated and sought after by young people around the world.
"The Wind Rises in Luoyang" not only achieved extraordinary response in China, but overseas audiences were also shocked by the super high standard of the drama and named it "the best of the year". Bangkok, Kuala Lumpur, Jakarta's city center can see the "Wind Rises Luoyang" large-scale promotional film, the relevant topics have also been on the hot search list on the external network, foreign young people are infected by the Chinese cultural elements contained in the play, began to spontaneously study the shots, sound effects, editing in the play, become the "wild spokesperson" of "Luoyang aesthetics", so that the seeds of Chinese culture take root in the global land.
The new narrator of "Luoyang"
As part of the Luoyang IP, "The Wind Rises in Luoyang" is gratifying to have a head start in the field of dramas. However, looking at the entire film and television content field and even the pan-entertainment industry, how to maximize the value of IP is always one of the problems that are always new.
In the audience-led content market, the value is closely related to the audience's aesthetics, and it is even more important to take into account the social value and spiritual mission shouldered by the content.
The drama "Wind Rises Luoyang" has moved the cultural genes of young people, and more possibilities for looking for Luoyang IP can be formed. Shan Jixiang, the former director of the Palace Museum, once said that "history always welcomes new narrators", and for IP development, it may be expanded to "IP will never reject new content forms".
Taking the unique aesthetic tastes of this generation of young people as the starting point, iQIYI did not let go of the preferences of every circle of users when developing upwards, and carried out vertical development of the whole industry chain around Luoyang IP, covering twelve fields of subdivision and development of literature, comics, dramas, variety shows, online movies, animation, games, documentaries, stage dramas, VR full-sense movies, derivatives, and real estate, to build an entertainment ecology of "one fish and twelve eats".
In this entertainment ecology, traditional culture has found the power point of the second dimension, including the comic book "Wind Rises Luoyang's Rotten Grass as Fireflies", the animation "Wind Rises Luoyang's God Machine Boy" and the animated movie "Wind Rises Luoyang's Twin Pursuit", and the live-action movie "Wind Rises Luoyang's Yin and Yang Realm", all of which are stories about youth and growth that young people like. Placed in the grand mystery of Luoyang City, coupled with the themes of ancient style, fantasy and sadomasochism, all of them are the hot spots that attract young people at the moment. In addition, the male protagonist of the series, Pei Kun, is the master of Baili Hongyi, the protagonist of "Wind Rises in Luoyang", which is undoubtedly another benefit for fans.
Traditional culture has discovered the symbiosis of science and technology and history. Let young people more directly perceive the traditional culture of the documentary variety show "Debut! Luoyang" and the documentary "Luoyang of the Divine Capital". Both are professional and entertaining, and are an excellent way for young people to shape their views of history and culture. "It's here! Each issue of "Luoyang" takes an important historical event, person or allusion to a popular population in the history of Luoyang as a starting point, and carries out a journey of exploration with different themes through the national treasure-level cultural relics in the museum, and explores history from the perspective of contemporary people.
Traditional culture is also exploring the foothold of landing life. When IP meets cultural tourism, it adopts the form of escape room + VR experience loved by young people, and in the future, there will be a series of immersive novel experiences around Luoyang IP, such as theme hotels, script killing, and VR game experience stores, so that every young person can find their love in the "Luoyang Universe".
Under the all-round mining and development of traditional cultural value content, the success of the "Luoyang Universe" can be almost perfectly predicted. The success of Luoyang IP is not the end, iQIYI will also create a complete "Huaxia Ancient City Universe". That is, by excavating the cultural core and using cutting-edge innovative scientific and technological applications, we will break the barriers of time, space, characters and events in different stories, and reproduce the course of Chinese Chinese civilization for global users, so that users can feel as if they are in the history of Chinese civilization and experience a different life of clothing, food, housing and transportation. Luoyang is the first launch of the ancient Chinese city universe, and more works with distinct regional cultures will join this luxurious camp after that.
A microphone and amplifier for Chinese stories
From the integration of Hanfu and Tang costumes into daily life to the current Luoyang aesthetics sweeping the world, the "Z generation" has adopted and inherited traditional culture far more than the public imagines. Among them, since the beginning of the new century, literary and art workers have vigorously excavated and carried forward the essence of culture, and have been endowed with the new solution of the times that keep pace with the times, and the nourishment of culture has been imperceptibly absorbed.
Many content creators have found this out when creating historical stories, and one of the biggest problems is that modern people have no interest in ancient people and stories. However, what really moves the reader is never the people and things of antiquity, but the common denominator that the reader finds in these people. The modernity of historical literature is the most important, and it is necessary to let the audience see their own confusion and life experience in order to truly touch contemporary young people.
Just like the world view of the "Luoyang Universe", on the surface it tells the story of a group of capable people guarding Luoyang City and saving the people of Shendu, but in fact, the core is a Luoyang version of "The Journey of Little People Guarding Justice".
If you want to attract young people, you must grasp the essence on the basis of a deep understanding of traditional culture, combined with the grasp of popular culture in the new era, and under the collision and integration of the two, you can produce a traditional culture that is popular with contemporary young people. Tradition, under the clever hands of the creators, appears with a new look.
Based on the vision of globalization, traditional culture must not only take root in the minds of young Chinese people today, but also spread. Looking back at the spread of Chinese culture, "Liang Shanbo and Zhu Yingtai" and "Romeo and Juliet" shine together, bruce Lee, Jackie Chan and other figures such as "Chinese Kung Fu" are famous all over the world.
When the Marvel Universe, the Disney Universe, and the Harry Potter Universe become the leaders in the Polai culture and become part of the growth of a generation, how does traditional culture enter thousands of households as a carrier, and how to cross the ocean to light up the five continents? This is also the value pursuit and purpose of the "Huaxia Ancient City Universe", a multi-form panoramic content of entertainment forms, through the diversified business development of a series of IP stories, to reproduce the history of Chinese Chinese civilization for global users.
Finally, here are a small spoiler, "The Wind Rises longxi", "Guangzhou Thirteen Lines", "Two Beijing Fifteen Days" and "Dunhuang" and a series of dramas with hot plots and luxurious casts will join the "Huaxia Ancient City Universe", and everyone can look forward to the new way to open their hometown.
This article represents only the views of the author and does not represent the position of the journal.