How a drama brings fire to a city

Image courtesy of iQiyi

□ Henan Daily reporter Guo Ge correspondent Li Yajuan

"Through 12 product models such as dramas, games, variety shows, stage plays, documentaries, derivatives, and full-sense VR, 'Wind Rises in Luoyang' has realized the business model of 'One Fish and Twelve Eating' and created the Luoyang IP of 'Huaxia Ancient City Universe'."

On January 7th, at the seminar on the online drama "Wind Rises Luoyang" sponsored by the China Television Arts Committee, representatives of the producers, main creative representatives and industry experts of the drama discussed and exchanged views on "Wind Rises Luoyang", providing useful reference for the launch of more high-quality masterpieces.

After the start of "The Wind Rises in Luoyang". The social model of "a drama with a fire and a city" is popular among young people. As of press time, the peak popularity value of the "Wind Rise Luoyang" broadcast platform exceeded 9,000, receiving more than 5 million likes, and the main topic of #Wind Rise Luoyang #Weibo was read by 4.38 billion and discussed by 10.044 million, and Luoyang won the first place in the list of "National Key Tourism City Government Affairs New Media Communication Influence".

Create a city IP to empower the cultural and creative industry of cultural tourism

At present, cultural tourism consumption has become a common demand, showing a trend of continuous upgrading, and the development potential of cultural tourism cultural and creative industries is huge. Luoyang this time to take advantage of the "Wind Rises Luoyang" to achieve cultural tourism and film and television "two-way rush", to create a unique luoyang city IP, thereby forming a "traffic" of cultural and creative integration development, attracting more "retention", providing a new path for industrial development.

The Eleventh Provincial Party Congress clearly put forward the integration of cultural tourism and cultural creation as one of the ten strategies of anchoring the "two guarantees", and the main leaders of the Luoyang Municipal Party Committee required to deeply study the new needs of new formats and new formats in the new stage, grasp the new changes in the cultural tourism industry, fully explore and utilize cultural resources and cultural tourism IP, and strive to create a new cultural tourism format with subversive creativity, immersive experience, and young consumption, and truly transform the advantages of historical and cultural resources into the advantages of high-quality development of the cultural and creative industries.

Under the proposition of shaping the city's character and cultural brand, based on the idea of "cultural self-confidence + creative expression + cultural tourism integration", Luoyang closely focuses on the inheritance of local culture to create a matrix platform for cultural and creative tourism, so that the sleeping culture can be "alive" and beautiful, which undoubtedly has a positive and far-reaching significance for creating a city image of "in Luoyang, positive youth" and building a youth-friendly city.

It is reported that Luoyang will work with "Wind Rise Luoyang" to create a theme hotel of "Wind Rise Luoyang" in Luoyi Ancient City, a large-scale immersive script killing, and a VR full-sense movie. In the future, when you come to Luoyang, you can drink a bowl of hot lamb soup with the same style of "Wind Rises Luoyang"; you can also "cross" into the story of "Wind Rises Luoyang", stay in the theme hotel, and become a witness to the plot.

Innovative expression to do a good job in Luoyang brand

The new linkage of traditional culture and film and television works leads the collision of history and new tide to produce the "national tide aesthetics", so that "new" people fall in love with the old tradition, so that the old city always has new stories to tell. "Elderly" Luoyang is constantly looking for ways to talk to young people and trend labels.

The high-scoring variety show "Debut! "Luoyang" shows the charm of Luoyang culture to the vast number of young audiences from the perspective of youth from the earliest 8 themes, such as The Earliest China, Roselle Futu and Oriental Aesthetics, and Roots in Heluo.

The "Luoyang element" frequently comes out of the circle, and in the final analysis, it has a solid cultural history as a basis. On the basis of respecting history and culture, the combination of history and art dissemination has been realized, and the audience's inner love and awe for traditional culture has been continuously stimulated.

In order to comprehensively show the magnificent atmosphere of the ancient capital Luoyang, "Wind Rises in Luoyang" set more than 40,000 square meters during filming, restored more than 100 scenes, more than 5,000 costumes and shapes, and more than 15,000 art props. In terms of urban construction layout, the crew reproduced and restored a large number of urban landmarks.

In the stage of the creation of the play, the Luoyang Municipal Bureau of Culture, Radio, Film and Television and Tourism organized expert discussions to sort out the resources of Luoyang cultural tourism, implanted Luoyang cultural tourism elements in key plots, triggered topic discussions in new media, and promoted the output of Luoyang cultural brands to young people. Hu Dapeng, secretary of the party group and director of the bureau, said that in the next step, it will strengthen the thinking of urban operation, find the direction of operation, better adapt to the new trend of cultural consumption and social development, improve the level of integration of culture and tourism, and tell the story of Luoyang to the world and convey the voice of Luoyang.