| Currently,with the application of modern technological elements such as artificial intelligence,big data and VR,there is a trend that cultural industry is gradually integrating with digital technology.Meanwhile,cultural consumption demand is constantly changing,and people have higher quality requirements on cultural entertainment content.and in recent years under the "entertainment" cultural development concept,blindly pursuing economic benefits of the cultural while ignoring the social impact brought by cultural products and services themselves,as well as the problems of IP development and IP infringement that do not seek for quality,making people from all sectors of society realize that the modern cultural industry and market system need to be transformed and upgraded.At the UP2018 Tencent NEO Culture Creativity Conference held in April 2018,Cheng Wu,vice President of Tencent Group,proposed the concept of "NEO Culture Creativity" for the first time:to promote the mutual empowerment of cultural value and industrial value through a wider range of subject connections,so as to achieve more efficient digital culture production and IP construction.This is another innovative development concept for the development of cultural industry since the concept of "pan-entertainment" was proposed in 2011.The reinterpretation of the concept of IP by "NEO Culture Creativity " highlights the inheritance of IP cultural value and diversified expression of content,and emphasizes the brand communication and influence of IP itself.Yin Hong,a professor at Tsinghua University,described the development trend of domestic animated films in 2019 as "breaking the cocoon and becoming a butterfly".During the Spring Festival in 2019,the Boonie Bear series film Boonie:Primitive Times grossed 717 million yuan,and the film industry market value created by the animation IP of Boonie Bear has reached 2.5 billion yuan annually.In July 2019,the domestic animated film NE ZHA:I am the destiny was released,breaking the gross record of domestic animated films with a total more than 5 billion yuan,becoming the second highest-grossing film in the history of Chinese films and a milestone in the history of domestic animated films.In addition,there are excellent domestic animated films such as The Origin of the White Snake and The Legend of Luo Xiaohei,which have achieved good performance and public praise.Under the favorable market and public praise of these animated films,the audience’s views and concepts on domestic animated films are also gradually changing,from "low-age films with insufficient appeal" to "excellent shock,worthy of expectation".Under the developing concept of "NEO Culture Creativity",domestic animated films have ushered in new development opportunities.In China,domestic animation film in China representing the more popular subject type on the market rencently has an significant role in the cultural heritage and the film market,etc.As the core of content creation,animation IP is the basis of measuring animated movies influence and realizing industrialization operation.It includes the shaping of cartoon characters,the arrangement of story plots,the interpretation of theme style and other elements,and it is the basis for the current market development of animation films.How to better select and develop domestic animation film IP and improve the production level and influence of domestic animation film is an essential part of cultural industry development in the era of"NEO Culture Creativity",and also a concrete embodiment of the cultural construction policy of "adhering to cultural confidence and carrying forward the national spirit".With the bright prospect of the vigorous development of domestic animated films,the existing problems and challenges are increasingly prominent.There are few excellent domestic animated films that can realize IP in the film market.A large number of domestic animated films are unable to win the favor of the market due to film positioning,audience orientation and other factors.In addition,due to the long time of the film development and operation cycle of IP,there are certain risks for domestic animated films to realize IP in the film market with strong commercial atmosphere.Based on the current domestic research results and combined with the development of domestic animation film,this paper takes domestic animation film IP as the research object.From environment,content,channels and audience several levels,this dissertation usesbthe example analysis of domestic animation film IP cultivation,operations and present situation.Secondly,it summarizes the deficiencies in IP incubation,operation and maintenance,etc.Finally,combining with the characteristics and direction of the development of the era of "new cultural innovation",it puts forward reasonable suggestions for the practice development of domestic animation film IP,so as to provide reference and thinking for the development of domestic animation film IP. |
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