Network movie IP development is more standardized and refined.
Editor’s note: This article comes from the WeChat public account “IP Value Officer” (ID: IP-Valuer) author: left grapefruit.
After experiencing a “barbaric” development of online movies, the industry is changing from quantitative to qualitative changes. However, looking at the current online movie market, the disadvantage of poor storytelling still restricts its development.
Therefore, it is self-evident that the IP with a certain fan base and complete story structure can improve the online movies. The specification and long-term development of IP have become an important part of the creation of online movie content.
In addition, more and more original online movies, after gaining some influence, serialize and continuously develop the same brand to generate more derivative value, thus creating their own IP.
We always believe that IP stands for “good content”, and it is a kind of thinking, that is, the transformation of different dimensions of content, and the continuous development of IP value. This kind of thinking also has a profound impact on online movies.
Therefore, we have planned the topic of “Baimai” Online Movies. We hope to observe the current development and development of “IP” for online movies, and think about the value of IP to online movies with everyone.
Under the influence of the epidemic, the online movie ushered in a dividend period.
It can be seen from the February billing list of online movies released by the Tengaiyou video platform that there have been about 14 million online movie accounts on the three major platforms.
And this achievement has basically caught up with the achievements of the 15 online movies on the three major platforms in the first half of last year.
The types of works are also more diverse. On the one hand, online movies have been trying to incubate original IP to continue its brand influence and derivative direction; on the other hand, the online movie industry has never given up on the classic IP.
△ “Qi Men Dun Jia 2020” movie
In particular, the routine operation of using classic IP has gradually started to achieve high-quality development and linkage from a simple “heat”, and the effect of IP has also become prominent.
It can be seen from recent works that “Dragon Blowing Cave of the Ghost Blowing Lamp” is released simultaneously with the drama version, and the box office reached 12.26 million in 6 days. Qimen Dunjia”Accumulated accounts for about 23.82 million,” According to the God Demon King “accumulatively accounted for 15.73 million. These works are the backbone of online movie films in March and April. They are either adapted from classic IP works or based on classic traditional stories.
At the same time, we learned that the online movie “The Ghost Story: Human Love”, adapted from the 87 version of “The Ghost Story”, recently released posters and trailers, and the film will be released soon.
Classic IP carries the feelings of thousands of viewers, and reinterprets classic stories in the form of online movies, undoubtedly enjoying the favorable factors of the “fan” basis. However, restarting the IP is really cost-effective, just take advantage of the fisherman? Maybe not.
From “rubbing IP” to quality development
At the beginning of the online movie, there was an IP gene.
In 2014, iQiyi first proposed the concept of online movies.
“Taoist Goes Up the Mountain”, launched on iQiyi in 2015, is a representative of the early online movies. It actually took 8 days to shoot, cost 280,000 yuan, and earned 24 million yuan in revenue. Chen Kaige’s “The Taoist Down the Mountain” will even be released later than this time. Subsequent works such as “The Taoist Going Out of the Mountain” and “The Dao Gu Going Down the Mountain” appeared.
△ Stills of “The Taoist Goes Out of the Mountain”
This has almost become the standard for online movies in a period of time: low cost, low quality, and rubbing IP.
“Mermaid Prequel”, “Mermaid School Flower”, “Capture the Monster”, and “Pan Jinlian”, which is said to have up to 20 versions, are all a form of rubbing the blockbuster IP at different times. But apart from similar names, there is no substantial similarity in content.
The big IP certainly has the effect of attracting fans, but due to the lack of a complete copyright process, rough development and other reasons.
Let the public have the impression of inferior quality, vulgarity, piracy, etc. on online movies, and have also been criticized by many people in the industry.
And blindly looking for a video gimmick on the “Classic IP” web movie, do not sink into the heart to create excellent