Recently, Guangming Network released a promotional video with the theme of "Tang Sancai" to rekindle the audience's "Luoyang fever", from the "Tang Palace Night Banquet" in the circle of friends at the beginning of the year with a beautiful dance posture, to the "Tang Sancai Storytelling" series of videos in the "Luoyang IP" of iQiyi's "Huaxia Ancient City Universe", Henan culture and Luoyang culture can be described as all over 2021!
When traditional culture meets young trends, what kind of collision will occur? In the "Tang Sancai Storytelling" series of videos, the exquisite and simple Tang figurines transform into a vivid, playful and delicate Tang Palace sister, on the historical picture scroll of the divine capital Luoyang, the "Tang Sancai" go shopping together, the sisters tao joke that IP has become the main color of the plot, the archeological blind box, VR glasses, Tang Palace handsome brother picture book, eating table food map is even more overwhelming...
Taking the crossing of time and space and the intersection of dimensions as the timeline, the "Tang Sancai Storytelling" series of videos stories and scenarios reproduce the beautiful rhyme of the divine capital of a thousand years ago, combining the most dazzling elements of Luoyang's history and culture with "Luoyang IP One Fish Twelve Eating", showing a fun "cosmic surprise night".
Cultural connotation "fun to" development
Exquisite and romantic shows the charm of the gods
Once you step into the picture scroll, you dream back to Shendu for a day. "Tang Sancai female figurines are alive", "Great Beauty Luoyang", "How many surprises are we don't know"... On major social media, the "Tang Sancai Storytelling" series of videos has triggered netizens to like it, reproduce traditional cultural resources in the form of art, and "anthropomorphize" cultural symbols such as antiquities, so that the dissemination and influence of excellent culture have been greatly enhanced, and a wave of "cultural killing" has been felt.
Guangming Network's attention to "Tang Sancai" also confirms its support and encouragement for the development of cultural connotation "fun". This also means that for content producers, actively exploring new forms of dissemination of traditional culture, and constantly realizing the innovation of project ideas and publicity methods have become the publicity paradigm of traditional culture in the new era.
Based on the Yellow River culture, the spirit of the Central Plains, and the charm of the thousand-year-old gods, the "Tang Sancai Storytelling" series of videos uses cultural relics to vertically connect history and reality, leading the audience into the unique aesthetic space of traditional culture, especially the video forms of "Tang Dynasty Painted Music and Dance Female Figurines" horizontally connecting all single IP, which not only shows a strong cultural heritage, but also fits the focus of young people's love of relaxed and interesting but not vulgar. As the storyteller, the "Tang Dynasty Painted Music and Dance Female Figurines" is an intangible cultural heritage classic born more than 1300 years ago, excavating the intangible cultural self-confidence of intangible cultural heritage, and the attention of the "Luoyang of the Ancient City of Huaxia Universe" to the intangible cultural heritage can be seen.
In the "Tang Sancai Storytelling" series of videos that iQiyi has released, Tang Sancai's maid sister quietly "woke up" in the slightly dim museum, holding the power of "on-demand" IP series, the drama "Wind Rises luoyang", the documentary "Shendu Luoyang", and the variety show "Debut!" "Luoyang" and other videos are on demand at will; calling friends and attracting companions on the street, luoyang city events come at hand, and one-click realization of "freedom of information" in the ancient times when the news was blocked...
A series of whole-time behaviors are very novel and interesting, such as the dispute between the hidden dragon and the crouching tiger and the strange gods; the game conflicts between the chaotang, the jianghu, the city and other forces; the competition between Luoyang delicacies such as peppery soup and wontons, so that the audience seems to return to that historical period and "immerse" in the extraordinary temperament of the gods. In particular, the plot points of the protagonists forming a group to abuse the villains of the Spring and Autumn Road show that different groups shoulder the mission of home and country, constantly pull at the two ends of selfish desires and justice, and finally undergo transformation and successfully guard the peace of the gods. Integrating youth, homeland feelings, and mission elements, the IP of "Luoyang of the Ancient City of Huaxia Universe" portrays the appearance of a group of enthusiastic young people a thousand years ago, writes their inspirational growth history, and closes the distance between the series of dramas and the growth of the current youth.
Stable polyhedra "panoramic" IP picture scroll
Extend the vitality of your content
Burning incense and ordering tea, hanging pictures and flower arrangements, fangshi streets and alleys, food and food... In the "Luoyang of the Ancient City of Huaxia" IP, twelve art forms such as dramas, variety shows, animations, documentaries, movies, derivatives, stage plays, comics, commercial real estate, VR full sense, games and literature constitute a "panoramic" picture scroll, presenting these unique cultures that flourished in Luoyang.
Luoyang is an important birthplace of Chinese civilization, as the founding work of iQIYI's "Huaxia Ancient City Universe", Luoyang Ancient City provides a strong cultural heritage for IP extension, and diversified IP also brings new perspectives and vitality to the ancient city, leading the audience to explore the "hidden charm" of the ancient city together. Under the current realistic background of seeking breakthroughs in the development of ancient cities and urgently needing innovation in inheriting culture, the organic combination of promoting the rejuvenation of ancient cities and cultural development also conforms to the development trend of the times and effectively stimulates the internal momentum of the thousand-year-old city.
Taking the story as the guide and tracing the source of Chinese culture, the IP of "Luoyang of the Ancient City of Huaxia Universe" continues to enhance the depth of cooperation with the Luoyang Government and the Luoyang Museum, showing the style of the ancient city from the perspective of combining culture and commerce, detailed information, abundant emotions, and exquisite pictures, leading the audience into the picture of history, multi-dimensional understanding of the cultural atmosphere of the ancient capital, and tracing the ideological and cultural origins of the Chinese nation in the spread of the series.
In the various art forms of the "Luoyang of the Ancient City of Huaxia Universe", dozens of rich scenes including Lijingmen, White Horse Temple, Laojun Mountain, and Longmen Grottoes, traditional customs such as the Old And New Heaven and Earth Lantern, the Lantern Bufu during the Lantern Festival, and the Housewarming Happy Stove Public Lantern "cross time and space" to the audience, showing a dialogue that spans the long river of time. The portrayal of many details such as the city, food, customs, and national style makes the sleeping ancient city of China enter our lives from parallel time and space. Here, the things witnessed and inherited by each city are displayed one by one, and the diversified display forms give more cities the opportunity to express themselves, and also give all viewers the right to experience and understand history on their own.
At present, Luoyang, as the pioneering work in the "Ancient City Universe of China", has achieved many eye-catching achievements since its launch. First of all, the humanistic variety show "Debut! "Luoyang" took the lead in completing the high reputation with a score of 8.0, and then the "Wind Rises Luoyang" that can be called "a drama drives a city, a city becomes a drama" was launched on the line, not only with the heat value of 9257 to refresh the popularity of iQiyi station to set a new high, but also won the maoyan full network heat day crown for 13 consecutive days, maintained the first place in the lighthouse full network positive film broadcast market for 12 consecutive days, dominated the top of the bone full platform heat index for 12 consecutive days, and even the documentary "Shendu Luoyang" Soon after its launch, it rushed into the top three of the popularity of the documentary in iQiyi Station, and the IP of "Luoyang of the Ancient City of Huaxia Universe" became a veritable "happy planet" for suspense lovers.
The thickness of the divine capital Luoyang is already difficult to present its full picture with a product form! At this stage, the IP development of "Luoyang of the Ancient City of Huaxia Universe" has taken the first step in diversifying and extending the vitality of content, and it is very successful, and the overall improvement of quantity and quality has shown victory in the audience field. The depth, breadth of form and accuracy of the content are more exciting than imagined, so that the audience is more looking forward to the art form that is ready to go online.
There is something to be done in the present, and the future can be expected. With a new cultural interpretation, diversified communication methods to leverage the love of young people, continue to bring fresh and pleasant high-quality entertainment consumption experience to the young people of generation Z, iQIYI's "Huaxia Ancient City Universe" IP has established a strong connection between traditional culture and audiences, in the future, a richer and more diversified industrial cluster is about to emerge, it will bring more attempts and breakthroughs, supporting the value of iQIYI as a head platform, making people sincerely expect.