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    當前位置: 首頁 > 新聞 > 業界動態
    近期爆火的IP究竟是怎么玩的?
    時間:2016-01-23 09:05:19
    文章發布:
    原創作者:未知
    來源:互聯網

    忽然之間,IP一詞成為人們關注的焦點。各大廠商爭相斥資幾千萬爭奪熱門IP授權,《瑯琊榜》、《羋月傳》、《尋龍訣》等大量的IP改編影視劇和相關游戲層出不窮,樂視視頻1月20日公布未來將投入70億元扶植資金打造超級原創IP。IP好像突然間就火了,聊天時不喊上兩句&ldquo;IP精細化運作&rdquo;,&ldquo;大IP影游聯動&rdquo;好像就不算是文化圈里的人。那么IP到底是何方神圣?

    什么是IP?

    這里的IP不是我們很早之前接觸到的那個計算機技術名詞,我們這里要介紹的IP英文為intellectual property,其原意為&ldquo;知識(財產)所有權&rdquo;或者&ldquo;智慧(財產)所有權&rdquo;?,F在我們所說的大IP,廣泛意義上來講是那些被廣大受眾所熟知的、可開發潛力巨大的文學和藝術作品。然而IP不僅僅只包括簡單的影視形象而已,從宏觀意義上來看,IP可以理解成一個關于&ldquo;心智創造&rdquo;的法律術語。它可能是一個承載各種新奇想法的工具(比如樂高玩具),也可能是一種傳統(比如潑水節),更可能是一個組織或傳統(比如門薩俱樂部和美國童子軍BSA)。

    存在意義和如何火起來的?

    長久以來我國文化產業知識產權保護相對真空,國人文化產權意識還未扎根。而知識產權保護有利于激發創作者的創作熱情,讓創作者在從中受利,同時讓社會受益。正是有了這些法律保護,才使得那些創作者的&ldquo;心智創造&rdquo;成為&ldquo;無形資產&rdquo;,讓創作者不用靠情懷吃飯。

    至于IP是如何火起來的,這里要提到一個較為尷尬的中國特色:&ldquo;盜版&rdquo;。幾十年來,凡是在國內公開發表的文學,影視,音樂等藝術作品,無一逃脫得了盜版的魔掌。國內傳統的文化產業逐漸從一開始的嚴厲打擊,發展到后來慢慢適應盜版利用盜版的一種商業模式。而IP的火爆也許是國內文化產業扳回局面的一個轉折點。盜版的優勢就是可以讓一個IP幾乎零成本的積累的海量的粉絲,海量的關注度,海量的影響力。目前比較熱門的玩法是從文學、電影、游戲這三個環節中任意一個環節孵化出一個有影響力的熱門IP,然后依靠盜版積攢大量人氣,通過其他環節或者衍生品獲得巨額利潤實現變現。單看排名靠前的 《花千骨》衍生出來的相關手游,月收入超過2億人民幣,而IP運營變現方式遠遠不止于此,這就解釋了為什么IP目前這么火,賣的這么貴。

    如何運作?

    傳統的IP運作大致按照小說-編劇-電影-電視-音像出版物-游戲-動漫-玩偶-周邊-明星-粉絲-社群的流程進行,其中做游戲是快的變現方式,2015年前20的熱門IP幾乎都涉及了游戲。而目前比較標準的運作模式是購買熱門IP、制造話題、拍劇變現,如《太子妃升職記》。

    (以上圖片源自網絡)

    泡沫or 機會?

    近年來,我們周圍出現了一大堆熱門詞語例如:&ldquo;大數據&rdquo;、&ldquo;互聯網思維&rdquo;、&ldquo;虛擬現實&rdquo;等等。當一個有故事可講的行業涌入了大量熱錢,它就會形成一個泡沫,&ldquo;IP就是一個例子。IP一火,市面上雨后春筍般涌現出許多有關IP運營的公司,那么IP只是一波熱錢的概念炒作還是未來一個必然的發展方向?

    筆者認為,真正優秀IP能夠影響一代人甚至幾代人。大眾在娛樂的過程當中,能夠從IP中得到知識、情感、道德等各種素質的提升和滿足,并愿意一直跟隨下去。而一個成功的IP孵化不僅僅需要IP本身內容優秀,更需要專業的運營。所謂專業首先需要真正理解消費者的需求,其次有足夠的渠道資源把這個IP打造成為可以轉換為具有商業價值的載體(電影、電視、游戲、周邊)。目前大多數運作較為成功的IP都是眼球經濟下的產物,筆者認為當IP創作和IP運營完全獨立開來,這樣的創作出來的IP才有更高的文化屬性和藝術價值,IP運營這條路才會走得更遠。

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