The day before yesterday, the summer tour of the second season of the musical "Yin and Yang Division" "Chapter of the Great Rivers and Mountains" qianqiu le ended perfectly at the Beijing Tianqiao Art Center, ending a summer tour of 35 performances in 9 cities in nearly two months. Even if bad weather delayed or cancelled some planes and high-speed trains to Beijing, the performance site was crowded with Yin and Yang Division players from all over the country. As early as the ticketing stage, the Qianqiu Music Venue was already a ticket in various ticketing platforms, and the performance was even more full after the performance began; and judging from the explosive word of mouth on the Internet after the performance, the second season of the "Yin and Yang Division" musical has completely conquered the audience who are picky.
The second season of the highly acclaimed "Yin and Yang Division" musical is one of the latest works in the pan-entertainment IP ecology of "Yin and Yang Division". The construction of the IP ecology of "Yin and Yang Division" can actually be traced back to the end of 2017. At that time, "Yin and Yang Division" announced its pan-entertainment plan, and quickly made more efforts from comics, animations, musicals, offline experiences, virtual idols, derivative games, physical peripherals and other categories, and gave birth to excellent works and products.
The first derivative work launched by "Yin yang division" is the official comic of "Yin yang division", which has now exceeded 800 million hits on the whole network and won the bronze award of the Golden Dragon Award for the most popular online adaptation comic. In addition to the official manga of "Yin and Yang Division" that tells the main plot, Yin yang division also launched a serial manga "The Tale of Chongtian Gaoyun Monogatari" featuring the SP-style god of Shaoyu Daitengu, which was loved by many Big Tengu fans in the circle.
As soon as the bubble noodle fan "Yin Yang Shi • Peace Story" was broadcast, it won the domestic audience's hot support, ranking first in the B station Guochuang District for many weeks; the protagonists in the bubble noodle fan, Qingming and Kagura, won the titles of the 2018 B Meng Burning King and the Meng King, respectively. In addition to "The Tale of Peace", the fan-licensed adaptation of the bubble noodle fan "The Yin and Yang Division's Family" has impressed the players because it hits the player's pain points and is full of intimacy, and the fandom animation "Hundred Ghosts Kindergarten" has also been favored by the Yin-Yang Division players and other fans of the National Comics because of its warm and cute painting style and funny plot.
The musical "Yin and Yang Division" ~ Ping An Painted Scrolls, which was released last year, has carried out a total of 34 tour performances in China and Japan, and has won unanimous praise from audiences at home and abroad due to its high degree of restoration and excellent production. And this year, with the blessing of more professional partners, the musical "Yin and Yang Division" ~ the chapter of the great rivers and mountains ~ finally handed over a satisfactory answer sheet.
Jia Haimo, senior marketing director of NetEase Games, revealed, "As early as the testing stage of the game, we found that the first batch of test players had a very high degree of recognition of the world view of "Yin and Yang Division", including the game plot, art style setting, the bondage between characters and the deep recognition of the character's psychological level. This recognition is the foundation of any IP to build an ecology, so the brand awareness and derivative preparation of "doing pan-entertainment IP" have actually planted seeds very early.
According to gamma data in early 2018, the IP value of "Yin and Yang Division" reached 46.8 billion yuan, and as of that time, it has created more than 10 billion yuan in revenue, and now this data is still growing, and "Yin and Yang Division" has built a very large and mature pan-entertainment IP ecology.
If there is a blockbuster under an IP, it is easy to be attributed to luck; but if there are acclaimed and popular boutiques in many different fields, it means that the producer has found a replicable method. Whether it is the comics, instant noodles or musicals of "Yin and Yang Division", in terms of the quality of the work, the audience reputation and the sales data, it is beyond the industry average.
In fact, the secret of success is also very simple, the "Yin and Yang Division" team has revealed that in the production of IP derivative works will adopt an open and flexible operation mode: netease takes the initiative to organize the pan-entertainment content of different content forms, selects the professional creative team in the subdivision to cooperate, upholds the concept of "let professional people do professional things", and ensures the production of high-quality works that exceed industry standards.
Taking the second season of the musical as an example, in the preparation process of this musical, Purun International, which is deeply involved in the domestic stage drama market, was introduced as an investor, and it was responsible for the whole operation. Among them, Li Kun, CEO of Purun International, served as the producer, relying on his rich experience in the distribution and operation of musicals, so that the tour of the "Yin and Yang Division" musical in many cities across the country can be promoted smoothly and orderly, thus presenting a complete and wonderful stage performance for the audience. In terms of the creation of works, it is still led by the Nilke Group, a professional Japanese 2.5-dimensional musical theater production company. The professional production team ensures the best stage presentation effect, even the "Yin and Yang Division" players who are very familiar with the content and world view of the original work and are quite critical of the quality of the derivative works are impressed by the song and dance interpretation, costume props, and stage effects in the play.
For a game, launching a variety of pan-entertainment derivative works is a common means of IP operation. Launching a variety of different types of IP works and forming a vertical industrial chain can attract more different target groups and comprehensively expand the commercial boundaries of game IP.
For IP operation, it is really not an easy task to gain insight into the user circle, lay content suitable for the tastes of different audiences, ensure the degree of reduction and high quality of the work, and consider the unity of the world view and human design.
In this regard, Jin Tao, the producer of "Yin and Yang Division", has a unique set of thinking logic. In an interview, he once told the media: "Games are suitable for combining visual storytelling, TV animation is suitable for flow experience stories, movies are suitable for plot iteration three-part stories, bubble noodles are suitable for passing the time in small paragraphs, comics are suitable for stories with full plots..." Different carriers have different characteristics, and each branch is the brick and tile that perfects the "fantasy peace world" he built; even fan comic works that are slightly different from the original world view are also more full of re-creations that make the world more full.
Of course, in the development process of all official pan-entertainment works, the Yin-Yang division team will supervise the revision as the copyright owner to ensure that various development forms can present and expand the IP original works to the greatest extent.
The 2.5-dimensional stage drama that combines the world view of the two-dimensional works and the three-dimensional stage performance form actually has a special significance for the IP ecology of "Yin and Yang Division". Due to the large investment in stage plays, the long production cycle, and the fixed time and space of performances, the viewing threshold is high, whether at home or abroad, only extremely successful national IP will make corresponding attempts, such as "Sailor Moon", "Prince of Tennis", "Naruto", "Sword Dance" and so on have launched their own stage plays.
The excellent reputation of the second season of the "Yin and Yang Division" musical confirms NetEase's strength in the trading IP ecology, and we can also see NetEase's patience and determination for the operation of game IP; judging from the difficulty of obtaining a ticket for performances in various places, it is the first report card handed over by the IP pan-entertainment of "Yin and Yang Division" this year.
As its producer Jin Tao said: "Once the brand is built, it will become a permanent existence beyond the form." "The sword point is to build "Yin and Yang Division" into a brand culture that can be engraved in people's hearts. Although the road to pan-entertainment in "Yin and Yang Division" is still very long, the future it depicts is already coming.