Is the traditional industry hit by dimensionality reduction or transformation and upgrading
2021-11-30
Six or seven young people put down their mobile phones, sat around their desks and carefully looked at the paper script in their hands. Next, they had to start the "second life" according to the story in the script. Such a paper script has become the entrance for players to enter the story world. Therefore, the emergence of script killing is called the "Renaissance" of paper reading. If players compare carefully, they will find that a small paper script will be very different according to the different types of script stories. "The beige offset paper used has a more elegant sense of books than white paper and black words; the color picture is presented in coated paper, which has a more bright and full effect; the ancient script tends to choose offset paper, yellowing Beige paper and kraft paper, etc. opening the printed products with the same cover and story style can make the players immersed in it." Hao Yue, a staff member of Tianjin changrongyun Printing Technology Co., Ltd., said that the visual impact brought by art design needs to be reflected in the printed matter, and the quality of printing texture affects the presentation of script stories. The reporter found that many traditional printing business systems have increased script printing projects. Different from traditional projects such as paper books and business printing, in the process of contacting script printing, the inspiration brought by young groups is also boosting the innovation and development of traditional printing industry. Hao Yue said bluntly, "different from the original 'single fight' mode of receiving orders, there are more communication between peers, and everyone can learn from each other.". "When the appearance and design of script printing are very exquisite, the thoughts spent on the paper and color of art printing can not be presented by simple imitation." Hao Yue believes that good printing can also play a role in preventing piracy to a certain extent. The Yinniu digital printing center in Shanghai also entered the script printing earlier. Liu Nian, general manager of Yinniu digital printing center, introduced that they used to mainly print short print albums, hardcover albums, desk calendars, wall calendars, handbags, personalized customized photo albums, etc. after printing the script of "black sheep residence" for the first time, they found this market and began to undertake a large number of drama printing business. Now the script printing business has accounted for a quarter of its sales. Liu Nian believes that script printing has become a "icing on the cake" and this market segment has also been valued by more and more printers. He said: "We are also using industry experience, process standards, scene product application material selection, etc. to meet the demand for more types of products generated by the rapid growth of scripts and produce on demand. The market of traditional industries is more subdivided, and script printing can be more lean." Unlike the printing industry's rapid entry into the script killing industry chain, many practitioners in the traditional story industry believe that entering the field of script killing is a "dimension reduction blow". Kong Lingxi, co-founder of gravity, was deeply attracted by the first perspective story form of script killing, and led the film and television production team to join the "war situation" of script killing In his opinion, the important genes of traditional film and television and script killing all have stories, and stories are also long in human genes. No one doesn't love stories. Human story telling forms range from legend, literature, drama, film and television. Cultural consumers are watching stories. "Script killing is the story 2.0 era, and cultural consumers are participating in and changing stories". Kong Lingxi believes that different from traditional narration, script killing has its own narrative structure and audience aesthetic inertia. Script killing itself needs to be defined and studied as a new future oriented cultural and entertainment product. "Script killing is a carrier that can integrate with various industries. When some traditional social and entertainment forms are rigid, script killing can effectively fill this gap." 。 With his experience in content creation, film and television production and technology, Kong Lingxi hopes that the script will make a breakthrough in interactive narration. Because of its highly immersive and free story attribute, the ring screen vision can just present the story world through interactive narration. Based on the scene atmosphere described in the script, live shooting, CG production, visual reproduction according to the role growth process, and live NPC live shooting interpretation And so on. The visual presentation of the story can not only enhance the emotional expression of the story, but also alleviate the traditional story reading pressure of players. He believes that the innovation and development of different types of script works in the field of vision and technology through the ring screen is the future direction. At the same time, he also hopes to interpret the complex through the ring screen form The content presentation is standardized to reduce the difficulty of opening the store. "In this virtual story world, everyone can have a new identity. He is both a creator and a character in the story; everyone can participate in the story world, and everyone can create and change the story equally." Chen Kun, the person in charge of Shenzhen volcano Image Digital Technology Co., Ltd., which is in the content creation link of the industrial chain, tried to introduce digital vision into script killing and produce holographic script killing content. He hoped to make impressive excellent works and create a high-quality story world. "Creating stories in a variety and upgrading player experience is the direction for many traditional story industries to enter script killing" 。 It is not only the visual presentation of holographic and film and television screens, Odz design studio has also found its own way in the script killing industry - lighting design. Zhao Lei, its person in charge, told reporters that the venue, lights and props of script killing stores largely affect the player experience. Immersive bulbs, downlights and light bands, color, brightness and flicker... Compared with ordinary script killing The room has a stronger sense of substitution, and the intelligent lamp without networking also brings more convenience to the store. "Good characters and stories are interlinked in different forms of expression of cultural and entertainment products, and good forms of expression can help each other in different cultural and entertainment products." Kong Lingxi said that cultural and entertainment products and forms have commonality, and script killing is not a "thorn in the eye" of traditional industries , media industry practitioners can find intersection, enter the field of script killing, and collide with more sparks. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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