"Shendu" is expensive again.
After the launch of "The Wind Rises Luoyang", Luoyang ushered in its own Renaissance. Topics such as "a drama brings fire to a city" and "how much the people of Luoyang love to drink soup" occupy the hot search of social platforms.
Luoyang's popularity is no accident. At a time when traditional cultural aesthetics are increasingly sought after, the series represented by "Wind Rises in Luoyang" spreads the mood of the times, connects every ordinary person who is proud of Chinese civilization, and presents the opening of a charming ancient city.
Today's young people in Luoyang, they both go to soup restaurants to drink soup, but also go to the block coffee shop to chat, meet good beans, can't help but say "medium"; they can go to Yingtianmen to watch Tang Le song and dance, they can also swing with music at Livehouse, they can walk the streets in Hanfu, they can also be a trendy man and woman in the Cultural and Creative Park, they can not only display their creativity and talents like a first-tier city, but also calmly taste the leisure life of the thousand-year-old city.
This is a two-way rush to the city marketing, "Wind Rises Luoyang" and Luoyang Municipal Bureau of Culture, Radio, Television and Tourism took advantage of each other, triggering more than 50 national mainstream media reports, including People's Daily, Xinhua News Agency, Guangming Daily, Sanlian Life Weekly, China News Weekly, Luoyang Daily, Dahe News and so on.
Xinhua
Set against the backdrop of ancient Luoyang, the drama "Wind Rises in Luoyang" tells a legendary story, depicts the brilliant picture of the history and culture of the ancient capital with light and shadow, and shows the cultural charm of the ancient capital for thousands of years.
Radio and television reviews
In the long history of China, Xi'an, Nanjing, Kaifeng, Beijing, Luoyang, etc., are all ancient capitals with strong historical and cultural atmosphere. Among them, Luoyang has been an important town in the Central Plains since ancient times, and thirteen dynasties have built their capital here, and the Silk Road connecting east and west began here. "The incense car poured out and alarmed the luoyang dust", the prosperity of the millennium has left a deep historical charm for Luoyang.
Guangming Daily
Luoyang City is a Central Plains "Water City" surrounded by mountains and the confluence of four waters. Therefore, many scenes that appear in "The Wind Rises in Luoyang", such as the waterway in Nanshi And the design of the pond in the Courtyard of Baili Hongyi, have restored the elements of "water" in Luoyang City. Luoyang is also a "peony flower city", so peony elements are also indispensable in the play, such as the "Hibiscus Peony Order" that appears in the second episode. The World Cultural Heritage - Longmen Grottoes is located in Luoyang City, so the "Xianju Hall" arranged for the empress in the play, the most eye-catching is a huge reclining Buddha, which provides an important visual fulcrum and artistic symbol for the picture scene.
Variety
Most of the architecture of Ancient Chinese metropolises followed pragmatism, and ancient cities like Luoyang, which were magnificent and full of oriental charm, were almost rare. This time, the film texture beauty carefully crafted by the professional production team deeply restores the Luoyang Dynasty Hall and the City Well of a thousand years ago, showing the oriental aesthetic texture with strong Chinese characteristics.
surging
Talking about the use of giant Buddha statue elements in "Wind Rises In Luoyang", Di Kun believes that one of the labels of Luoyang is grottoes, especially the Statue of Lushena Buddha in the Longmen Grottoes, which is said to have been carved by Wu Zetian according to his own appearance, and the Tang Dynasty worshipped Buddha, and put this image in the film and television drama also borrowed from the cultural background of the time.
New Yellow River
Luoyang's thick cultural heritage has given "Wind Rises Luoyang" the confidence to start broadcasting. The streets and alleys are lined with peonies, men, women and children holding peony flowers, roadside food stalls, liquor stores, steaming white gas, YingTianmen, Tianjin Bridge, Luoshui, Heaven and other architectural complexes are unveiled one by one. Ancient Luoyang's people's rivers and lakes, imperial temples, folk fireworks and splendid Chinese civilization shine together, showing in the details of the lens, blending into food, clothing, housing, customs and folklore, and literati elegance. The audience seemed to sit on a time machine and go back to more than a thousand years ago, seeing the prosperity and prosperity of the international metropolis of Luoyang, and also aroused their curiosity about Luoyang.
Luoyang Municipal Bureau of Culture, Radio, Television and Tourism
"Wind Rises Luoyang" is adapted from the well-known writer Ma Boyong's work "Luoyang", and since its broadcast, the popularity has soared, the topic has continued, and it has been widely acclaimed. In addition to the luxurious cast, sophisticated behind-the-scenes production, and big-screen visual effects, the brain-burning and scheming, tightly paced plot, and clean and sharp fight scenes are also refreshing and addictive. As a Luoyang person, I can't help but marvel in my heart: the Luoyang elements in the play are really too much!
"How much the people of Luoyang love to drink soup", "After watching the wind, Luoyang wants to travel to Henan", the Weibo topic has been read more than 30 million, arousing the willingness of netizens to travel in Luoyang.
Globe magazine
"Wind Rises Luoyang" was launched on the video website for 22 hours, the peak content popularity exceeded 9,000, the number of Weibo topics read as high as 3.65 billion times, "follow the wind to luoyang" "How much the people of Luoyang really love to drink soup" and other topics have occupied the hot search of social platforms.
People's Daily political article
"Wind Rises in Luoyang" constructs an ancient style landscape formed by the convergence of traditional Chinese cultural symbols, and outlines a historical picture with strong oriental classical charm for audiences at home and abroad. Traditional textile techniques such as Aya luo silk and satin brocade are integrated into the shape of various character costumes, and the incense burner, pen and ink, and food utensils are transparent, and the shu rolls are as beautiful as ancient paintings. These bring together the symbols and landscapes of the traditional culture of the Chinese nation, and together create a credible oriental aesthetic space, providing an immersive scene for foreign audiences to feel the oriental aesthetics.
China Press, Publication, Radio and Telegraph
As one netizen left a message: "You will never know how proud I am when I see the comments of those foreign friends!" This wave of cultural output is really unexpected, seeing that they have a new understanding of Luoyang, as a Chinese, it must be a pride. ”
Vista sees the world
The original author, Ma Boyong, said that what he hoped to show was a vivid Tang Dynasty Luoyang City. "What is freshness? It's a living, truly human space, not a gorgeous, empty set. "Where is the "human touch"? It lies in the food, clothing, shelter, food, clothing, food, and clothing, food, drink, and lasa in the play. The more concrete and trivial, the more it can restore the atmosphere of life. This kind of triviality and freshness, placed in "The Wind Rises in Luoyang", may be the signature dish of The Yang Liquor Store, "Cold Spring Black Fish", and the Luoyang Water Mat purchased on the birthday of the county lord.
China News Weekly
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? 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.
Triad Life Weekly
In this era when entertainment is deeply rooted in our lives, a drama can bring fire to a city. In the past, the filming of film and television dramas only considered the production level such as whether the location was suitable, but now the relationship between film and television products and urban cultural tourism is the binding of value and significance. Luoyang's "red" again this time is enough to say that the deep promotion relationship between the two is also an affirmation of the value of Luoyang itself.
City Pictorial
The impact of the national tide topic is lasting. More and more young people come to Luoyang, just to wear Hanfu once, walk in the Sui and Tang Dynasties Luoyang City, Luoyi Ancient City, Laojun Mountain and other attractions, and live a retro addiction. Nowadays, on various social media platforms and short video platforms, you can easily see the costume blockbusters of men and women, some of which have imitated the makeup of the characters in the "Wind Rise Luoyang" drama, and some of which pay tribute to the ancients they like. Sui and Tang Dynasty Luoyang City, Luoyi Ancient City, Laojun Mountain and other well-known attractions are the background of high appearance rate. The topic of national wind and trend and Luoyang interact with each other, so that Luoyang no longer needs people to have a distance to look up to.
Luoyang Evening News
Nanshi is an important scene of the play, and the night market Baili Hongyi is the most frequent place to go. In the first episode, Gao Bingzhan said to Baili Hongyi while drinking sheep soup: "At the food stalls in Nanshi, you have eaten more than seventy, and only one is listed on the list. "Nanshi was built on the original Sui Dynasty city, the location has not changed, and the prosperity is still the same.
Luoyang Daily
According to records, at that time, Nanshi gathered rare treasures, spiced furs, brocade qiluo... A wide range of goods are available. "If only this Nanshi could be preserved, I would like to go to Luoyang for a walk!" "Ancient Luoyang is so charming, I want to go to Luoyang to see the beauty of Chinese civilization" ... "The Wind Rises Luoyang" has triggered many netizens' yearning for Luoyang. It is believed that with the broadcast of the series, the style of ancient Luoyang will be more fully displayed.
People's Cultural Tourism
In the context of the "14th Five-Year Plan" emphasizing the improvement of cultural soft power, the integration of culture and tourism industry will be the trend of the times, and film and television IP is a weapon to promote the integration of culture and tourism. The domestic mass tourism market is changing to a niche high-end market, and consumer demand for destinations not only stays in the visual "beautiful scenery", but also puts forward deep demand for offline experience and local culture. Make full use of film and television IP, so that content and cities can rush to each other.
Big River Newspaper
Luoyang was one of the most important cities in the Sui and Tang dynasties, and "The Wind Rises In Luoyang" pushed this propaganda to a climax. "The Wind Rises Luoyang" continues to exert its strength, which is bound to have a greater impact on the excavation of Henan's culture during the Sui, Tang, Wuzhou and Zhou dynasties. It can also be reflected from a film and television work that the most prominent thing in Luoyang is its cultural advantages, and it is necessary to continuously highlight this cultural advantage and promote the comprehensive development of the city with culture.
"Wind Rises Luoyang" under the big investment, super lineup, based on China's 5,000 years of historical civilization, with traditional culture as the core, the spirit of the city as a support for film and television works, so that the eyes of the national audience focus on Luoyang. The two-way empowerment of the "film and television IP" industry and the "cultural tourism" industry has also given contemporary young people a more convenient and intuitive way to see traditional culture, touch traditional culture, and identify with traditional culture.
Audiovisual radio and television
The win-win situation of "film and television + cultural tourism" makes urban culture no longer a document on the shelf, but takes root through vivid film and television works, and becomes a social hotspot discussed and participated by the whole people. Through film and television works to create a city characteristic business card, you can expand the influence of the city, increase the visibility of the city, but also can show the city culture of a hundred flowers in the land of China, make the city more attractive, make China more vibrant.
In the evaluation of "Sohu City 2021 City", Luoyang was elected as "2021 Internet Red City"
Media circles
From "Wind Rises Luoyang", it is obvious that iQIYI is trying to further build a "content universe", and the "Huaxia Ancient City Universe" is the object of experimentation, which is the first IP panorama created by iQIYI to fully extend the vitality of content and maximize commercial benefits. As a new attempt in the industry, if successful, the powerful energy released by the "Wind Rises Luoyang" episode is unimaginable, it will open up the last kilometer of cultural tourism, drive the online and offline groups to pay attention to the entire IP and even the ancient capital Luoyang, empower the ancient city of Luoyang, and realize the deep integration and development of the "film and television IP" industry and the cultural tourism industry.
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Some media commented that "Wind Rises Luoyang" is a "scheduled hit".
"Wind Rises Luoyang" pioneered the "IP + Cultural Tourism" marketing model, opened up the "Media + Cultural Tourism Bureau" joint communication collaboration model, through "big issues, small incisions", pay attention to ordinary people's clothing, food, housing and transportation, and implant brand awareness into public issues.
At the same time as the popularity soared, "Wind Rises Luoyang" has signed nearly 20+ derivative cooperation customers, including JK uniforms, Hanfu, handmade, VR full-sense movies, theme hotels, etc., providing users with a panoramic national tide lifestyle.
In the future, iQIYI will also take the five dramas of "Wind Rises Luoyang", "Wind Rises Longxi", "Dunhuang", "Two Beijing Fifteen Days" and "Guangzhou Thirteen Elements" as the IP origin to form a Chinese ancient city universe with the characteristic culture of the ancient city as the core, providing users with emotional value and continuous commercial development; and the series of urban marketing will also continue to iterate, and strive to drive the dissemination of traditional culture and offline consumption.
The ancient city of Huaxia universe was not built in a day, and Luoyang appeared, just the beginning.
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