The author | Guo Ji'an
"The current combination of the film and television industry and script killing is still too one-way blood transfusion."
"In the future, a big part of the script killing and IP marriage is the landing offline cultural tourism, there is demand, there are business opportunities, and the plate is large."
"The marketing awareness of the script killing is too weak, and some stores spent 600,000 on Douyin to spread, which basically caped the industry."
"Our store must be for the audience. A bad review on the public review of the audience needs 35 positive reviews to make up, otherwise it will drop the star. ”
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A few days ago, in the online live broadcast of the script kill held by Entertainment Capital, a group of big coffee contributed countless wonderful views.
In 2021, script killing has become a new outlet in the entertainment industry, and countless practitioners have targeted this new young people's consumption mode and offline market of tens of billions, trying to find the combination of script killing and entertainment track.
Previously, entertainment capital theory also targeted the field of script killing, analyzing the business opportunities and future of the script killing industry from multiple angles such as policy concerns, creative groups, red cultural tourism, IP value, and capital favor (for detailed articles, please pay attention to today's full-page or reply to script killing in the background).
At this week's online event, we invited Yuan Jialu, general manager of iQIYI's IP value-added business department, Yu Hangying, founder of Atomic Entertainment, Liu Hang, vice president of Xinli Media, Chen Jianyu, director of the Management Committee of Ningbo Film and Television Cultural Industry Zone, Liu Yisong, founder of Yishan Studio, and Yu Jiali, founder of Jili DuanJin Script Killing Store, to share various views on the "integration of entertainment IP and script killing offline" from the perspective of platform, content production company, local film and television cultural tourism institutions, script killing studios and stores.
What is the current stage of cooperation between Script Kill and the entertainment industry? Can a complete IP mutual transport link be formed in the future? Where is its commercial value? After reading this forum transcript, you may be able to find the answer.
Script Killing Empowering Entertainment IP:
Variety shows have become a scale, and film and television are still unknown
This year's most popular combination of script killing and entertainment industry is its extensive landing in the field of variety shows.
Five years after the broadcast of "Star Detective", in 2021, the multi-parent video platform has launched a layout for script killing variety shows. iQIYI launched the script killing series "Variety Theater" fan roundup season, of which "Detective Detective" and "Strange Script Shark" have been broadcast one after another; Youku's script killing variety show "Shining Detective Family" and "Play ticket big" are also in preparation.
As a popular form of offline experience for young people, script killing is regarded as a new content product direction by the field of variety shows.
"Script Killing has the basis for adapting it into a variety show, and first of all, its core is a social game. The biggest charm of reality TV is the relationship between the characters. The various characters in the script killing usually have intricate relationships of enmity and resentment, and in the process, they test each other, suspect, alliance, confrontation, etc., which are the core factors that make the show look good. At the same time, script killing is also a role-playing game, for example, some people are very introverted in life, but in the script killing, they can become very extroverted, showing a great contrast between people. This also provides a lot of grip for the expression of our variety show. Yu Hangying, founder of Atomic Entertainment and director of "Strange Script Shark", said.
It is with these elements in mind that Yu Hangying's team has the idea of making the script into a variety show. "In the past two years, the script killing has changed a lot of different books, our program is positioned in 'one net to kill all the ways to play the script', the first issue of our story "Qingcheng Dream" is a more classic push to restore the original, players restore the complete truth of the whole story by launching the murderer; the second period is based on the desktop game Avalon adaptation of the mechanism book, is a kind of story background board game interaction, characterized by interactivity, fun and strong; later we also launched the original, happy choice book and so on."
All the stories of "Strange Script Shark" are filmed in full live action, which is also related to the long-term experience of Yu Hangying's team doing location programs. In her opinion, the details in the real scene and the traces of life bring different temperatures to the work, and Yu Hangying hopes to highlight the realism of the show and bring higher immersion to the audience.
Of course, direct copying and copying of the offline script to the line will not work. Yu Hangying admitted that the process of operating "Strange Script Shark" was like a long translation work, during which three major difficulties were also encountered.
First of all, games and variety shows are two different language methods, offline script killing is a personal experience, players have fun on the line, the essence is the first perspective of the game. The variety show is a viewing experience, not only to watch the happy but also to understand, to use the lens to tell the story clearly, let the audience immerse themselves, feel the happiness of the player and the ups and downs of the story.
At the same time, from the text point of view, the script kills the single-person script story often thousands of words, there will be a lot of description of past and present lives, but if it becomes a variety show, it is difficult for the audience to quickly understand the character story in a short period of time, which requires the realization of image transformation from textual to visual.
The third difficulty comes from the script's multi-perspective offline experience. Each of them is the protagonist, and the story pays attention to the balance of the game, and there can be no marginal characters. But the program is a linear viewing content, need to tell a story, naturally there must be detailed, with a core driving force.
Fortunately, in the end, after a large number of offline investigations, the program team decided to take "immersion" as the core of the program, supplemented by the combination of live-action shooting and a large number of NPCs, "Strange Script Shark" achieved these three transformations as much as possible.
If the script killing in the field of variety shows has become a "fragrant feast", then in the film and television track, a large number of creators are concerned about whether they can "reverse the transmission of IP" is still in the exploratory stage.
Liu Yisong, the founder of Yishan Studio, who is engaged in film marketing, believes that the script killing is still more of a circle game, and the overall view is relatively niche, and there is a lack of well-known big IP out of the circle, which brings difficulties to film and television adaptation.
Liu Hang, vice president of Xinli, said that there is no exclusion of script killing IP adaptations, especially well-known script killing IP, and there are many opportunities in the future. "At present, many people want to try to be less successful, because the interactive and multi-perspective narrative structure of the script is more complex than the narrative of the film and television drama. Just like before, from successful online IP to successful film and television works is not achieved overnight, due to different creative methods and forms of expression, necessary adaptations are indispensable. I think the script killing IP to change the interactive drama is a good attempt. "Ring of The Year" is doing this kind of adaptation, and I am also looking forward to it. Liu Hang said.
Film and television IP authorized script killing:
There is an urgent need for high-quality creators to enter the game and avoid making quick money in business
Compared with the exploration of script killing IP film and television adaptation, the well-known film and television IP authorized script killing development has become the new normal in the industry.
Yuan Jialu, general manager of iQIYI's IP value-added business department, said: "At present, when iQIYI is doing self-made film and television projects, the commercial end will reverse and ask the producers to ensure the script killing IP adaptation rights of the project and use it for offline development in the future. ”
In the past two years, more and more well-known film and television IP have launched derivative script killing products, and have obtained good sales feedback in the market, but the reputation of the works has fallen into a situation of disrepute and two references.
Yu Jiali, who opened a store across the line from an artist and personally served as a DM, introduced that her view of IP scripts has undergone changes, "The price of IP and the original book is not much different, and in the early days I will see it as content that attracts traffic, and buy it." But the longer the store is open, the more cautious it becomes. Because many players have high expectations for ip, once they experience it, they feel that it does not meet expectations, which may directly affect the reputation of the store. For example, dianping, if a player gives a bad rating to the store, it needs 35 positive reviews to ensure that the star does not drop. ”
Therefore, at present, in the procurement of IP books, Yu Jiali tends to personally experience or word of mouth to type out, and then choose to buy.
In Liu Yisong's view, behind the content that does not meet the expectations of players, is the uneven quality of creators in the entire industry, "At present, there are hundreds of new books in the industry every month, but there are very few boutique books." There are problems with the overall content level of the script killing industry, and the IP book is naturally included. The industry hopes to bring new users with IP, but it is necessary to consider that the current content level of the industry cannot be picked up. ”
And this is exactly what Liu Hang is worried about, in his view, the film and television licensing IP is still a "one-way blood transfusion" process. "Script killing is an emerging entertainment method, but if the reputation of the book is not good, it will damage the original IP, which is why many IP parties have not carried out large-scale authorization."
Liu Hang believes that the solution is to include more high-quality content creators into the script killing industry, "senior film and television screenwriters may not be the best choice, but they need to be good game producers or script killing deep players, with interactive ideas." ”
Yu Hangying revealed in the live broadcast that Atomic Entertainment is jointly launching a special project with million authors with Little Black Detective. "Millions is the income that a single script can achieve by the current script killing industry's head authors. We are doing this project in the hope of cultivating more high-quality creators. Bring together creators who build story structures and who can write core tricks to do courses and incubate more good scripts to kill authors. ”
Of course, the overall improvement of creators' standards does not happen overnight. There are also some basic methods for creating high-profile copies in the current IP adaptation process.
Previously, the script of "Fourteen Years of Chenghua" authorized and developed by iQIYI was killed, which gained high sales and high reputation in the industry. Yuan Jialu said that iQiyi will also carry out strong checks on content in the process of IP authorization.
"What we pursue is to use the script to kill IP to continue the vitality of IP, and occupy more user time offline." Mass is much more important than quantity. Therefore, in the process of IP authorization, we will give developers a protection period to avoid many centralized online confrontations at the same time, so that creators can also be patient in creating. ”
Liu Yisong also mentioned this: "When making IP books, each IP needs to reserve sufficient production time, and we start at least 6 months, so that we can give enough time to create, debug and modify." ”
At the same time, specific to the choice of IP, it is also important to select the appropriate IP for adaptation. "Generally speaking, the story is relatively small, and the rhythm is particularly tight, which is not easy to adapt. IP with rich world view and large pattern, IP with strong emotions or unique temperament are suitable for processing. ”
And in the process of adaptation, you also need to pay attention to the treatment of the original role. "In principle, we hope not to change the existing character design, do not destroy the temperament and pattern of the original IP. Complementarity is best. Yuan Jialu said.
"In the process of adaptation, we will also avoid using the protagonists in the original as much as possible. Otherwise, the player will have a high and low distinction between the characters when choosing, and those who do not choose the protagonist may have a psychological gap and affect the experience. Liu Yisong introduced.
"In fact, the core is that the two sides are based on respect for IP, and they patiently achieve high-quality creations with each other, and cannot make quick money for the purpose, otherwise they will not be able to produce good works." Yuan Jialu said, "This is also an important criterion for iQIYI to select partners: willing to pay for a long time." ”
The future: entertainment scripts kill the industrial chain to open up, landing cultural tourism to seek high commercial value
For the future of the combination of entertainment IP and script killing, many guests believe that this will be a process of gradual opening up the industrial chain.
"In the future, to improve the industrial chain, it is necessary to complete the opening of the industrial chain in the sharing model, including the original script killing creation team, IP creators, IP licensors, and offline stores, all of which need to collaborate with each other and share benefits in this industrial chain." Liu Hang said that only when each link in the chain can operate fairly and transparently and distribute the benefits reasonably, can the two-way linkage between IP and script killing be realized in the true sense. Only when the market scale expands, it is possible for the film to use the script to kill this product to achieve the dissemination of movies and dramas, and the continuation of popularity.
Yishan Studio is also currently making such an attempt: that is, using the film IP script to kill and empower movie marketing. "The Assassination of the Novelist script of the same name that we created was launched before the release of the film, and there was a simultaneous ticket sales campaign. Relying on script killing products can attract more interested players into the theater. At the same time, the launch of script killing at this stage can also realize the opening up with the film publicity resources, and do a new trick in the script killing marketing stage. ”
All along, script kills in the marketing port have lacked sufficient budget and action. "The script still relies on its own excellent quality and word of mouth. Generally speaking, as long as the player plays and feels that the experience is very good, he will spontaneously spread in the circle of friends and various social channels. Yu Jiali said.
However, the lack of such a marketing port will also cause the script to kill the audience trapped in the circle layer, the speed of the growth of the broken circle is greatly reduced, and it is difficult to play the maximum traffic effect of the IP.
From the perspective of more realistic commercial value, many guests believe that the combination of entertainment IP and script killing in the future and the joint landing of cultural tourism projects will be a new channel.
According to Yuan Jialu, iQIYI's S+ drama project "Wind Rises Luoyang" has reached a deep IP licensing cooperation with Luoyang's local scenic spot Luoyi Ancient City, including the theme hotel of "Wind Rises Luoyang", the large-scale immersive script killing of "Wind Rises Luoyang", and the VR full-sense movie of "Wind Rises Luoyang", "This cultural tourism direction script killing will be a two-day and one-night immersive, which will be combined with the entire ancient city to do real scenes, and will broaden the user's experience in time and space." The entire project will start a soft opening with the launch of the drama project. ”
A corner of the ancient city of Luoyi
It is reported that the set in the ancient city of Luoyi is quite similar to the lively "South City" in "Wind Rises Luoyang", after the design is completed, in the scene full of episode elements, players can become a member of the Datang crime team, or they can join the BOSS camp to complete the task through their own actions and change the direction of the story.
The arrangement of the "bad well" in the series will be supplemented in the VR interactive movie, which integrates the capabilities of the real scene, positioning and spatial geography systems, and will also join the live-action performance part, creating a deeper sense of immersion through technology and content, and also reaching an effective series with the script killing experience.
On the other hand, the offline landing of the "fan season" is also in negotiations, Yuan Jialu said that this variety show project has set up a possible commercial landing form from the early stage of construction. Whether it is the theme offline store of "Strange Script Shark" or the offline cultural tourism cooperation of "The Last Winner", it is in the process of promotion.
Chen Jianyu, director of the Ningbo Film and Television Cultural Industry Zone Management Committee, said that at present, Xiangshan Film and Television Base is also trying to organically integrate role playing and script killing to create offline immersive tourism projects.
"At present, many live-action scripts are killed in confined spaces, so its incubation ability is not as good as our film and television studios and studios." When we set up the scene, it is completely in accordance with the level of movies and TV series, and these supporting facilities are very complete, and we can configure them in a short period of time. Chen Jianyu said.
But he also frankly said: "The biggest drawback of offline film and television bases in doing script killing cultural tourism is that there is a certain distance from the city, and users with such consumption habits are mainly in first- and second-tier cities, so users can only play during long holidays and small long holidays." So as far as our base is concerned, for a long time in the future, we need to package the script killing products into a concept element with strong attraction to attract young people. ”
On the whole, the script killing industry has developed to the present, and has formed a set of internal operation logic, but with the entry of more and more capital, policy attention and the entry of IP parties, platform parties and even regional brands, they have brought new opportunities and business opportunities to this industry.
"In the future, it may be that the script will also be integrated with different formats, such as catering, shopping, etc., and there will be more innovative developments in the form of presentation, but the unchanged core will be an interesting immersive experience." Yuan Jialu said.