IP "one fish and twelve food" Heluo culture "out of the circle" again
2021-12-22
Recently, the legendary drama of the ancient city of China "the wind rises in Luoyang" produced by iqiyi is popular. With excellent production quality and film and television poetic expression, it reproduces the prosperous age of Luoyang and the profound ancient capital civilization of China. The ending work at the end of the year once again pushed this year's "Heluo culture" fever to a climax. Many netizens have expressed on their microblog that they want to punch in Luoyang for the first time: "drinking a bowl of mutton soup or beef soup in winter morning sublimates the soul of dry rice." "After watching the wind rises in Luoyang, I really want to go to Luoyang! Da Ai, an ancient historical capital with full cultural heritage." Through the artistic display of the ancient city of Luoyang, "wind rises in Luoyang" not only revitalizes Luoyang, but also opens a new path for the integrated development of culture and tourism for "Luoyang IP". From "red" at the beginning of the year to the end of the year "Henan out of the circle" has become a cultural phenomenon in 2021. From the "Tang Palace Banquet" of the Spring Festival to the "Luoshen water Fu" of the Dragon Boat Festival, from the panoramic humanistic exploration program "coming! Luoyang" to the legendary drama of the ancient Chinese city "the wind rises in Luoyang", the frequent cultural explosion has made Heluo culture "red" from the beginning of the year to the end of the year. This time "the wind rises in Luoyang" is produced by iqiyi and CO produced by the film and television with blank space and Luoyang cultural protection group. In the play, it goes as far as the beautiful scenery of buildings and pavilions and bright lights, as far as the food with smoke and fire and the noisy voice. Each frame has a strong oriental beauty, which makes the audience feel the brilliance of Luoyang, the ancient capital of the thirteen dynasties, and reflects the unique charm of traditional culture. In the story, from a group of small people who protect their homes, defend the country and help the world, it seems that they can see the Jianghu people, temples and fireworks in ancient Luoyang. The play explains the feelings of family and country in Chinese traditional culture and revives the ancient capital Luoyang in an audible, visual and perceptible way. According to the report on the influence of new media communication of culture, tourism and government affairs in national key tourism cities (November) released by the people's Institute of culture and tourism on December 13, the government microblog @ Luoyang Tourism of Luoyang Municipal Bureau of culture and tourism won the first place in the current microblog communication influence through the popular drama. The role of popular IP in promoting the "out of the circle" of urban cultural tourism brand can be seen. Why Luoyang elements frequently "out of the circle" "If you ask about the prosperity and abolition of ancient and modern times, please only look at Luoyang City." Sima Guang's poems in the Northern Song Dynasty now have a new annotation. As an important birthplace of Chinese civilization and one of the cities starting from the east of the Silk Road, Luoyang, with more than 5000 years of cultural history, more than 4000 years of urban construction history and more than 1500 years of ancient capital history, is the city with the earliest capital construction time, the longest history and the most dynasties in China. It is the so-called "Hetu Luoshu Confucianism, Buddhism and Taoism". On this land that gave birth to the backbone of Chinese history, the cultural heritage of thousands of years is shining. Luoyang, the ancient capital of the thirteen dynasties, has rich cultural heritages. In addition to 6 world cultural heritages and 43 national key cultural relics protection units, 419918 state-owned cultural relics and 51914 non-state-owned museum collections in nearly 70 museums condense the thick history and splendid culture of Luoyang, and string the historical context of Luoyang, the Millennium ancient capital, like pearls. The "Luoyang element" rooted in traditional culture is frequently out of the circle. In the final analysis, it has a solid cultural history as its basis. Through the development of film and television IP, it has enabled the high-quality development of urban cultural tourism industry with remarkable results. "The wind rises in Luoyang" places the story in the ancient city and drives the audience to start a field visit. This new mode of online drama watching and offline live experience has enriched the surrounding business formats and tourism products such as theme hotels, cultural and creative derivatives and game experience stores, truly realized cultural empowerment, introduced tourists, and made everyone "stay and have a good time" through tourism product innovation. Luoyang IP linkage plan For Luoyang, which is located at the core of the Central Plains culture, it is not only a major opportunity to reshape the culture and tourism brand and promote industrial development, but also a baptism of Luoyang culture for young groups. The combination of traditional culture and modern trend through film and television plays makes the Heluo cultural story more popular. Under the big proposition of shaping urban character and cultural brand, based on the idea of "cultural confidence + creative expression + integration of culture and tourism", Luoyang, Henan, closely focuses on the inheritance of local culture to create a matrix platform for cultural innovation and tourism industry, so as to make Heluo cultural feelings close to life, popularize historical professional knowledge, endow cultural and tourism activities with soul, and truly make the sleeping culture "live" It is undoubtedly of positive and far-reaching significance for building a city image of "youth in Luoyang" and building a youth friendly city. In addition to film and television works, Luoyang cultural protection group and iqiyi also launched the first shot of IP development of "Huaxia ancient city universe series" with the "Luoyang IP linkage plan". "Huaxia ancient city universe" is an innovative model of "IP + ancient city" that breaks the barriers of characters, time, space and stories, and integrates knowledge and culture IP and representational urban IP. Through the implementation of the business model of "one fish and twelve food" for IP, 12 product forms of variety shows, dramas, games, derivatives, stage plays, animation, documentaries, comics, commercial real estate, VR full sense, film and literature are developed. Reproduce the ancient Luoyang culture in 12 artistic forms, so as to realize the unlimited extension of IP value and life cycle. Local governments make full use of Luoyang, a rich mine of traditional culture, and spare no effort in strengthening the top-level design, project packaging, brand building and industrial cultivation of culture, tourism and cultural innovation, promoting the visualization and activation of cultural relics, and creating immersive experience. A series of actions have laid the foundation for telling the story of Luoyang to the world, transmitting the voice of Luoyang, and constantly building Luoyang IP into a real super cultural IP. At the moment when traditional culture and national tide aesthetics are in full swing, the innovation of IP development in Luoyang once again leads the fashion of inheriting, promoting and activating the utilization of historical and cultural heritage resources in domestic cities, making culture out of the circle and becoming the best "spokesman" of the city. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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