Luoyang Tang Sancai is really on fire! Recently, a fantasy video of iQIYI Huaxia Ancient City Universe "experiencing" twelve products of Tang Sancai has attracted the attention of the official media Guangming Network. "Interpret traditional culture with youthful thinking and increase the vitality of ancient city culture", Guangming Network official Bo directly sent this video and gave it an evaluation of the youth interpretation of ancient city culture. Using the way of the history and culture of the new ancient city, leveraging cultural relics to publicize the new solution products, Tang Sancai's "Cosmic Surprise Night" video presented the audience with a big stage that combines ancient city, intangible cultural heritage and culture.
Cultural relics can also be revitalized, and alternative forms of dissemination have attracted attention
When the noisy voices of the day receded, the cultural relics of the ladies jumped down and swam in the twelve product forms of dramas, variety shows, animations, documentaries, movies, derivatives, stage plays, comics, commercial real estate, VR full sense, games and literature developed by the "Luoyang of the Ancient City of Huaxia Universe" IP, Tang Sancai women crossed the barriers of time and space to try VR technology ahead of time and experienced a cross-era technology tide. The video staged a night of surprise at the Luoyang Museum, which accurately interprets the innovative connotation of the combination of ancient city and universe, intangible cultural heritage and science and technology. Using Luoyang Intangible Cultural Heritage to see the development of "Luoyang IP", so that tang Sancai, a cultural relics that integrated technology and art a few years ago, can listen to the words under the intervention of digital technology, so as to break through the limitations of time and space boundaries, so that the past cultural relics and the present science and technology can light up each other, which shows that although the antiquities are silent, the culture can still speak, only by building a good historical and cultural output platform and innovating the traditional cultural expression form can we achieve a new solution to the ancient city culture, which is the reason why the "Luoyang IP" has been vigorously promoting the Luoyang Intangible Cultural Heritage. iQIYI Huaxia Ancient City Universe uses Tang Sancai's perspective to "accept" the project of "Luoyang IP" development, throughout the development process of "Luoyang IP", from the elements of palace lamps and architecture used in dramas, animations, movies, and live-action movies, from the focus of historical themes selected by the documentary to the anthropomorphic and interesting videos of Tang Sancai, it is not difficult to see that the core of the development of "Luoyang IP" is to dig deep into the cultural heritage of the ancient city and become the medium for excellent traditional culture to enter the young circle again. "Luoyang IP" gives traditional culture and historical relics a reasonable imagination, from commercial development to cultural output as the core, this concept of non-genetic inheritance, inheritance of traditional culture coincides with the idea of Guangming Network's commitment to promoting intangible cultural heritage, and is also an important reason why the Tang Sancai video created by the "Huaxia Ancient City Universe" IP can be recognized by Guangming Network.
Guangming Network directly sent Tang Sancai promotional video to express recognition, and other Tang Sancai series materials officially produced are also very interesting. The "Tang Sancai Storytelling" video takes the sightings of the three sisters of Tang Sancai wandering in the streets of Luoyang as a clue, and connects "Luoyang IP one fish and twelve to eat"; "Tang Sancai Singing Rap" video takes the collision of trend rap and traditional Heluo drum music and thinking fusion as the main line, so that the intangible cultural heritage can be reborn through the form that young people like to hear; the posture of Graceful Tang Sancai, talking and laughing in ancient and modern times, Tang Sancai Twelve Eat poster places Tang Sancai in twelve product forms, taking the common things of ancient and modern times as the pen, and taking the rich fantasy imagination as the ink. It paints a wonderful picture that combines the impression of reality with the history and culture. Touching the branches of young people's lives and pursuing cultural elegance and customs, the poster has a similar creative core to The Tang Sancai series of videos. This creative method of blending fantasy and reality allows "Tang Sancai", which vividly imitates human behaviors such as eating melons, nagging, singing raps, and performing Heluo drums, with the help of "Woo Woo My Erlang!" Trendy terms and magic lines such as "beautiful man gene" and "CP DNA are moved" have strongly joined the social "group chat area" of young people, closely following the theme of youth Luoyang, and actively catering to the dual information needs of netizens who expect pan-entertainment and rich cultural connotations. Twelve single IPs are connected horizontally, and the second expansion deepens the brand impression of "Luoyang IP" in the hearts of netizens. Closely follow the pain points of user needs, let the charm of traditional culture reappear, shorten the response of young people, and eliminate the gap between traditional culture and young people. The Ancient City Universe of Huaxia tells the traditional culture in a young way, and the Luoyang Museum wants to convey the intangible cultural heritage Tang Sancai to young users through the young Internet language, and the two choose each other and achieve each other.
The launch of the product has caused a wave of discussion, and the products that have not been launched have received the expectations of netizens
"One fish to eat more" is full of color and flavor, and the online "five eats" is popular among netizens
Since the development of the "Huaxia Ancient City Universe" IP, it has successively launched dramas, variety shows, documentaries, comics, animations and other products, and the remaining product forms will also meet with netizens in 2022. As far as the products that have been launched so far, the drama "Wind Rises Luoyang" blows up the Luoyang gust, knowing that the opening score is 8.2, the Douban opening score is 7.1, the overseas mydramalist score is 9.3, and 11 consecutive peaks have reached the top of the Cat's Eye Network Heat Day Crown, winning a large number of high-level hot searches on multiple platforms, Guangming Network, Beijing News and other publicity media have issued affirmations, repeatedly brushing iQiyi's new highs. In addition, the steady serialization of comics has built a strong sticky traffic group, the variety show "Debut luoyang" has been reported by major media, and the popularity value of the documentary "Shendu Luoyang" refreshes the top 2 of the documentary heat value in the station. The online products caused a warm response from netizens, and received "fair" evaluations from the industry circle and user end, which invisibly raised the expectations of netizens for the products on the market. The entire "Luoyang IP" is using vibrant expressions to convey China's traditional culture and the thirteen dynasties of the ancient city of Luoyang to the younger generation and overseas.
The vertical development of the "Huaxia Ancient City Universe" IP will take Luoyang as the forward, and iQiyi will stand on the shoulders of the giant "Ancient City", grasp a cultural pilot for deep digging, effectively prevent cultural over-simplification, continue to extend the vitality of IP, meet the needs of multi-circle groups through episodes, variety shows, animations and other forms, improve user perception, and upgrade IP universality. Based on the foundation of traditional culture, we will absorb the positive values of traditional culture for film and television expression, and absorb the aesthetic elements in the historical trend to adjust the product form. The horizontal development of the "Huaxia Ancient City Universe" IP has expanded to Dunhuang, Nanjing, Beijing, Longxi, Guangzhou and other ancient cities, continuously expanding the coverage of the ancient city universe with a sound development process, and continuously increasing the IP volume with the number of ancient city development, so as to achieve the purpose of new cultural solutions and commercial benefits. The society is changing with each passing day, but the responsibility of The Pifu is unchanged, just as the "Tang Sancai Sings Rap" video sings "Luoyang you and go fast, other ancient cities follow behind", "Luoyang IP" with a multi-area horizontal expansion of the development of the scope of development orientation is worth encouraging. Regardless of horizontal and vertical direction, iQIYI's "Huaxia Ancient City Universe" uses the business model development of "one fish and more eating" to develop a "complete combustion" green development behavior that meets the needs of natural ecological development and digs deep into the cultural heritage of the ancient city. This behavior also promotes the derivation of three highlights of IP: replicable, sustainable and extensible, so that the "Luoyang of the Ancient City of Huaxia Universe" IP has certain reference significance in the field of IP development. As can be seen from the peeping leopard in the tube, Tang Sancai series of videos interpret traditional culture from the perspective of young people, "Luoyang IP" is developed based on traditional culture, and the ancient city universe of Huaxia has opened the first act in Luoyang, the ancient capital of the Thirteen Dynasties, taking the user first, taking culture as the first, taking history as the first, IP development naturally becomes more connotative!
Identifying the gap in social demand, exporting various forms of products, providing reference for IP development, and receiving affirmation from the official media, the development model of the "Huaxia Ancient City Universe" IP has gradually worked. Not forgetting the essence of ancient city culture, maintaining a reverence for ancient city culture, and enlivening ancient city culture with an attitude of seeking new breakthroughs are the reasons why iQIYI can bring a wave of new experiences to users this time. Here, we can expect the Ancient City Universe of China to develop other ancient city cultures and gradually light up the map of Chinese culture.