The Creation Of Old Classic IP Movies Under The Background Of Net Born Generation Audience

In recent years,IP is very hot in the movie industry.Under such a market background,old classic IP based on traditional Chinese cultural resources is facing development opportunities.In this study,we selscted Ne Zha IP as the case of old classic IP movies.Using surveys and text analysis methods,and drawing on the foundation of the "level analysis model" framework of the emotional resonance of IP users,we measured IP recognition,IP identity,and IP authority of the net born generation to know the current emotional resonance situation about the old classic IP.The research also analyzed the efforts that Ne Zha made to enhance the relationship between the old classic IP and net born generation audience.Furthermore,the research provides corresponding suggestions and enlightenment for the creation of old classic IP movies in the background of net born generation.The study found that the net born generation can recognize the old classic IP in a considerable scope,but the recognition depth is not enough.The net born generation generally like the old classic IP,but this kind of like is not exclusive and cannot be converted into a direct consumption commitment.The net born generations' identity of the old classic IP is not high.In addition,most of net born generation do not trust the quality of old classic IP works,so the authority of old classic IP has not been established.Through a comparative analysis of the movies including Nezha,I am Nezha,and The New God of Nezha Naohai,we can find out whether the image,story and values of IP has been approved by the net born generation has an important impact on the success of the movie.On the basis of excellent movie content creation,the multiple interpretation and commercial realization of IP can further extend the chain of old classic IP as well as realize continuous creation and development.In the end,this article puts forward three countermeasures and suggestions:before the creation,select a good IP;in the creation,make a good IP;after the creation,manage the IP.