Traditional cultural IP "landed and blossomed"

In recent years, a number of audiovisual works with traditional culture as the subject are moving from the screen to the off-screen, effectively expanding cultural dissemination and new business model development in the diversified linkage.

Henan Satellite TV's "Chinese Festival" series of programs out of the circle, driving a series of cultural and creative products of the Henan Provincial Museum to become "net red"; because of the hit of the drama "Wind Rises Luoyang", luoyang city, Ying Tianmen correspondingly lit up the theme light show, so that the audience was dazzled...

In recent years, many audio-visual works with traditional culture as the subject are moving from the screen to the off-screen, from "online" to "offline", carrying out diversified linkage attempts, and achieving good results in promoting cultural dissemination and new business model development.

Program: Extending the multiple values of "Culture +"

Extending IP development to offline is an effective attempt by literary and art programs to broaden the coverage of cultural dissemination.

Some traditional cultural programs have carried out diversified and rich offline exploration: derivative cultural creation, offline cultural theme scenes... The idea of "culture +" provides a broader stage for the program to spread culture.

Since the launch of the "National Treasure" of the Central Radio and Television Corporation for three seasons, it has developed a number of cultural and creative products such as "Datang Women's Group" hand-made, and the related network mall "Hello Historical Flagship Store" has been in full swing; Beijing Satellite TV's "Shangxin • Forbidden City" has also received high attention through cultural and creative linkage, and the program derivative cultural and creative product "Forbidden City Pajamas" crowdfunding project was launched less than a month ago, and the number of people who subscribed to the project exceeded 17,800 people and raised more than 10 million yuan; affected by Henan Satellite TV's "China Festival" series of programs. Henan Provincial Museum's first 3D version of the digital cultural creation "Women's Good Owl Zun" was launched in seconds...

"Datang Women's Group" hand-organized (Source: Interface News)

"Hello Historical Flagship Store"

Other programs have opened up offline cultural theme scenes, thus practicing the concept of content communication. On January 25, 2022, the special exhibition of cultural relics "Why China" and "National Treasures" organized by the Central Radio and Television Corporation, the National Cultural Relics Bureau, the Palace Museum and 29 museums across the country opened in the Forbidden City. In addition to the main exhibition, the derivative group exhibition of "National Treasures and Performance Season" launched by the Literary and Art Program Center of the General Station was simultaneously exhibited; "Readers" set up reading booths in 81 humanistic attractions in 13 cities across the country to promote "reading for all"; Zhejiang Satellite TV's "Miaomo Chinese Heart" set up a "Miaomo Appreciation Workshop" on the west lakeshore to hold offline exhibitions of calligraphy works, exhibiting calligraphy works created by many calligraphy masters such as Jin Jiancai, Wang Dongling, Chen Zhenlian and other calligraphy masters and guests of Qian Wenzhong, Wu Fan, Li Yugang and other programs. It has become a punching place for calligraphy lovers and calligraphy aesthetic education; during the broadcast of the third season of Shenzhen Satellite TV's "Poetic China", the customized Dongpo theme experience store offline has become a new local cultural landscape.

Reading booth set up by The Reader

The third season of "Poetic China" set up a Dongpo theme experience store

The offline extension of "Culture +" not only expands the communication efficiency, but also sometimes feeds back the content creation and expands the narrative space of the program.

Before the broadcast of the third season of "Readers", the program team set up "one square meter" reading booths in the National Library of China in Beijing, Sanyang Square in Jiangtan, Wuhan and Music Square on Huandao Road in Xiamen, and made the stories in the reading booth into special activities for live reading and disseminated on the new media end, realizing the linkage feeding of large screens and small screens.

In the first episode of "Miaomo Chinese Heart", the content of the program was discussed by the "Miaomo Appreciation Workshop", and in the test of the preference of the works of the book in advance in the "Miaomo Appreciation Workshop", the "Second Line of the World Book" "Sacrifice Nephew Manuscript" was rarely favored; back to the studio, the interpretation of this work became an important part of the current period.

The online and offline linkage also allows some traditional cultural programs to play a social value in public welfare attributes and industrial collaboration.

In the process of visiting, Zhejiang Satellite TV's "Ten Thousand Miles of Walking Single Ride" designed to gather an audience with a total age of 5,000 years old and launched a World Heritage public welfare activity; Guizhou Satellite TV's "Favorite is China" and local physical bookstores jointly held activities such as "Knowledge and Love Walking Together" and "Sinology Charity Week"; before the finals of the second season of Guangdong Satellite TV's "Chinese Music Ceremony", the program team held an offline concert to increase IP influence.

"Chinese Music Ceremony" offline concert

Online creation, offline dissemination, the two parallel formation of intertextuality, a series of literary and artistic programs attempts, but also for the content creation of a new methodology.

Drama: The localization of culture and real scenes

Film and television works have driven tourism fever, which is not a new case in today's entertainment market. After a number of film and television dramas have been widely disseminated, they have naturally promoted the coordinated development of other industries such as cultural tourism, which is more obvious in many film and television dramas with traditional culture as the theme.

During the hit "Twelve Hours of Chang'an", the style of "Datang City That Never Sleeps" also had a strong driving force for the audience. According to the relevant data of the tourism portal, driven by the drama, the popularity of tourism in Xi'an has risen by 22%; the audience's attention to the drama has also attracted the attention of the local cultural and tourism bureau, and the tourism gastronomy route has been launched in line with the trend, so that the connotation and extension of film and television tourism have been extended, driving the development of surrounding industries.

Based on this, there is a more distinct direction in the offline linkage of traditional cultural film and television dramas - the exploration of live entertainment.

At the 2021 iQIYI World Congress, iQIYI revealed that it will use "Wind Rises luoyang" as a model to explore the IP development strategy of "one fish and 12 eats" and seek the "public multiple" of the value of IP resources, including offline real scenes. At the end of 2021, during the broadcast of "The Wind Rises in Luoyang", the prosperous Datang Dynasty presented in the play more than 1300 years ago landed as a large-scale real scene in the scenic spot of Luoyi Ancient City in Luoyang City. In addition, including the "Wind Rises Luoyang" theme hotel, "Wind Rises Luoyang" immersive script killing, "Wind Rises Luoyang" VR full-sensory movie, "Luoyang" stage play and so on have been launched.

"Wind Rises in Luoyang" Line Sinking Immersion Experience Project (Source: Luoyi Ancient City)

This is not just an isolated case, "Do you know if it should be green fat red skinny", "Chang'an Twelve Hours" and so on have been explored in the field of live entertainment, in the form of shopping mall flash mobs, escape rooms and so on.

Relying on the ancient city, backed by tradition, young expression, and ecological development, traditional culture and film and television IP development are being empowered in both directions - traditional culture can give unique advantages to industrial linkage because of its heritage and connotation, and film and television IP development can expand the influence and coverage of traditional culture. As Ma Boyong, the original author of "The Twelve Hours of Chang'an" and "The Wind Rises in Luoyang", once said, "The ancient city reflects China's long and profound historical and cultural heritage. From Chang'an to Luoyang, there will be a series of ancient cities to meet the audience, and each ancient city is a good IP story. ”

With the launch of the "Wind Rise Luoyang" series of IP and the formation of the "Luoyang Universe", iQIYI is making efforts to build the "Huaxia Ancient City Universe", and IP such as "Wind Rises longxi", "Guangzhou Thirteen Lines", "Two Beijings and Fifteen Days", "Dunhuang" and other IPs are also steadily developing.

From these cases, it can be seen that based on the traditional Chinese culture that Chinese can be truly felt, the exploration of the sinicization and localization of live entertainment is carried out, or a path that can be considered. At the same time, allowing traditional culture to achieve the contrast between history and reality, not only in history itself, but also in the current realistic scene, is also a useful practice to promote the creative transformation and innovative development of China's excellent traditional culture.

Source: Capital Radio and Television