Qilu Evening News reporter Shi Wenjing
After more than a year of development, digital collections are penetrating into all categories in the field of culture and art, and recently more and more film and television dramas, variety shows, music songs, etc. have begun to set foot in this new track. For example, film and television works such as "Shang Food", "Long Song Line", "I Want to Go to Your World and Love You", "Red Flag Canal", as well as variety shows such as "Star Detective" and "Thirteen Invitations", have launched various forms of digital collections. Behind the major platforms and film and television works have tested the water of digital collections, it is eyeing this new type of marketing method and consumption trend that is close to young people.
Film and drama are all focused on digital collections
The digital collections of major video playback platforms are generally based on their own IP creations such as TV series, movies, variety shows, paintings, music, etc., and the forms of digital collections include digital commemorative tickets, audio digital audio, IP images, 3D dynamics and other virtual digital products. Under the trend of "digital collection of everything", many popular film and television dramas have launched digital collections with different price points, different styles and characteristics, and even different ways of playing.
Recently, the producer of "Shang Food" and a platform launched the first digital collection such as Yao Zizhen's commemorative card, and 2,000 copies of the "Shang Food" character commemorative card were sold out online. The digital collection series of the second phase of "Shang Food" includes "3D wedding dresses", etc., and many fans are full of interest in this "tide play" digital collection full of artistic sense and design sense.
Not long ago, during the release of the youth love movie "I Want to Go to Your World and Love You" starring Shi Baiyu and Zhou, in order to present an exclusive love memorial to fans, the film producer launched a digital collection of movies on a large platform - a limited edition signed digital commemorative ticket. The digital commemorative ticket is actually the exclusive poster of the signed version of the film, but it will be more elaborate in design, so that this poster has symbolic meaning and expressive theme. Each piece of the digital collection has a unique serial number of the platform, which can be reserved in advance, priced at 68 yuan per piece, and limited to 2222 pieces, with a total of 3 regular models and 1 hidden model.
Dramas that have long been broadcast have also come to join the hilarity of the digital collection. Recently, on the occasion of the first anniversary of the broadcast of "Long Song Line" starring Di Lieba and Wu Lei, the producer jointly launched the first batch of commemorative digital collections, and the limited edition of 5 digital collections include Li Changge comic version 3D image, Haoyan CP hidden version of the wedding video, etc., the collection is limited to thousands to 10,000 copies, priced at 19.9 yuan, welcomed by drama fans and digital collection enthusiasts.
Previously, the hit drama "Wind Rises Luoyang" launched a themed digital blind box collection, priced at 49 yuan, and more than 6,000 pieces of collection were sold out in 7 hours. The collection includes six digital items and a collection of "bad well" scenes. In the future, the user's "digital identity" can also be allowed to hold or wear these props, and the space can be dressed up as the appearance of the "bad well" in the play, allowing users to experience Luoyang culture in the metaverse. This is considered to be the first time that the episodic IP has opened the curtain on the meta-universe. The second phase of the drama is already in development, and it is planned to sell 3 sets of costumes, one for each person in the "Shendu Squad", and the wearable function will also be launched as soon as possible.
In addition, there are many film and drama comprehensive sales of digital collections, such as "MoonFall", "Little Tiger Dun Big Hero", "Miracle Stupid Child", "Embrace You Through The Cold Winter", "Lion Boy", "Pleasant Sheep and Gray Wolf Basket Victory", "Fengshen Trilogy" and so on. Taking the "Fengshen Trilogy" as an example, the digital collection is based on real props in the film, featuring the "Zhenzang" version of cards. The interview program "Thirteen Invitations" is a digital collection of sound, containing a one-sentence digital audio quotation from Ang Lee, Chen Jiaying, Xiang Biao, Vogel and other guests.
Is the digital collection worth collecting?
Digital collection is a kind of digital cultural and creative products based on blockchain technology that can be confirmed and traceable, and these collections have unique digital serial number certificates, which realize true and credible digital distribution, purchase, collection and use on the basis of protecting digital copyright.
The reason why the film and drama variety show is popular to sell digital collections is because the popular film and television, variety show itself comes with its own traffic, and the unique customized starring posters, character cards and even props, costumes, etc. have a sense of freshness and scarcity, and also carry the enthusiasm of the fans, which are the benefits for the fans, so they are loved by young consumers. Most of the digital collections distributed by film and drama are priced at tens of yuan or tens of yuan, but each distribution is in thousands or even tens of thousands. These collections are generally marked as exclusive commemorative and highly collectible collections, but at present, they are more like IP products or derivative products tailored for fans and fans. In the eyes of fans and fans, these uniquely designed digital collections are very fresh, fun and trendy, but some non-drama fans think that they are "collecting IQ tax".
Because of sales, many film and television companies, video platforms, etc. have begun to lay out the digital collection industry based on their own IP such as film and drama synthesis, and some film and television companies continue to expand digital products, hoping to establish their own virtual reality ecology through IP empowerment. Many people in the industry believe that digital assets are constantly innovating the consumer experience of the entertainment industry and expanding the consumption patterns of the entertainment industry.
At present, the digital collection of film and drama is in the initial stage, and sellers and consumers may follow the trend and follow the trend, while the entire digital collection industry as a whole also has problems and loopholes such as speculation and follow-up. To this end, many large platforms have taken the initiative to oppose all forms of digital collection speculation, price malicious speculation, and oppose the financial productization of digital collections. The ultimate purpose of digital collection is still to collect, which is to recognize the cultural content. Whether digital collections are absolutely scarce and whether they have collectible value are also topics of discussion inside and outside the circle. Some experts suggest strengthening the copyright protection of digital collections, effectively supervising the distribution of digital collections, and establishing an access mechanism for digital collection trading platforms.