Can ipartment's trial and error break the ceiling of chinese fan films?

On August 10, the film version Love apartment "Fresh out, box office and controversy as hot as summer weather. On the one hand, the box office pre-sale exceeded 150 million, and the number of people who wanted to see exceeded 1 million. On the first day, the box office exceeded 300 million, exceeding that of the same day's movie" Meg "And" A good show "" the box office sum. On the other hand, the film has a polarized reputation, with a rating of 2.6 on douban.

As a milestone of Chinese youth sitcom, ipartment is a common growing memory of people born around 1990. No matter in a city or a small town, there is always someone who can smile for the macaron powder sofa in the "apartment". This is also the charm of IP, which carries users' emotions with scenes, elements and stories. However, the launch of the film version chose the way of genre integration and innovation to interpret the new story -- which made ipartment separate from the category of pure "fan film" and led to discussion. What rules should be followed for the innovation of IP film? How can Chinese films be diversified to meet the needs of users?

& have spent Why "love" is not "apartment"?

Ten years after its release, nine years after its broadcast, it has gone through four seasons with over 10 billion hits. Ipartment IP has already formed a solidified impression among fans, with the same apartment scenes, unchanged people, and unchanging emotional lines. Zeng yixian loves hu yifei, lv ziqiao loves Mika Nakashima, youyou loves gugu, Da Zhangwei is still a single dog Fans would like to see these unchanging elements continue in the film version, continue, in order to feel the emotion generated by IP. This is the hot foundation of the IP film series, and also limits the expansion space of IP.

Although ipartment IP is still young, even as one of the youth labels of the post-90s generation, the value of IP has reached a peak with the growth of the new generation of fans. Compared with the scenario style and main line trend of IP that the drama works need to continue, more innovative ways can be tried in the film to find new space for content presentation. There is a clear content separation between the well-known Japanese animation, the drama and the big animation film. The film mostly USES the animation protagonist as the label to associate IP, but the content and the plot take an innovative route, such as the crayon xiaoxin and the series films, which can effectively activate the core fans and give the audience a lower threshold.

The film version of ipartment is supposed to be a new way out. This time, in addition to ipartment IP, the film is more integrated into another national IP The Tomb Notes Break out of the familiar and join the adventure mode.

This has become a source of controversy. Some people understand the move as a way to grab users' attention, some consider it an emotional act to consume fans -- after all, some fans prefer to face familiar scenes, others find the innovation interesting and imaginative.

To make such a breakthrough, the main reason is that the main team is not happy. In the case of conventional IP films, the basic requirement of serving fans is a safe and secure choice, and the integration of dual-line IP itself is a huge challenge. In the face of skepticism, director Zheng Wei explained on weibo that he wanted to include "big movements, pictures, imagination and world view" in the content. From this, we can also get a glimpse of the logic of the main creative team -- at the same time, it can be higher than IP to give the audience different content feelings and make some big things.

& have spent Why does the word of mouth slip?

So far, the innovation of the "love apartment" is not successful, "love apartment" and "the Tomb Notes" with box let fans groups have a "broken dimensional feeling," there are fans can't accept it, but there are fans feel, from IP filters, romantic comedy and grave exploration theme is not abrupt, many critics say it's a "can make people laugh" products.

What is the content and form of a fan movie? The problem behind ipartment is actually a new exploration of IP film content innovation. At present, with diversified entertainment, it is more and more difficult for users' attention to be attracted by a single content, and movies are no exception. The importance of IP in movies also comes from this. Users have an emotional connection to IP content, which leads to consumption trends. However, the development of IP shows a curvilinear state. When users have emotions on single and solidified elements, they also enter the downward trend of emotional boredom. It's just that good IP tends to slow down this attenuated life cycle through different innovations.

Hollywood films have early clue, "007" series, for example, fashionable whole world as a series of spy film, after more than 50 years, six actors change, 26 films, the audience has complete memory to the agent bond's image, but also have a fixed to plot, rhythm and the direction of the cognition, the series into the classic film, but the reality of aging. There are no plans to restart the series after spectre in 2015. Marvel's decade of destruction is also a preparation for a new story.

For ipartment itself, content innovation in the film version is essentially a trial and error process. While having the basic fan disk, I hope to strengthen the attraction of IP by integrating different types and contents. The starting point is not wrong.

The reason for the existing word-of-mouth bias is firstly that it misestimates the difficulty of the integration of two strong ips. As different types of strong ips, the audience has a complete imagination of the type and is bound to be more sensitive to the content adaptation. When there is a clear gap between the cognition and the content of the film, the probability of "pink back step" is higher.

However, it is undeniable that ipartment is a bold attempt in the creation practice of domestic IP film, an exploration work that allows different voices to discuss. Its accumulated experience provides reference for the multi-dimensional innovation of IP film content, which is also a necessary attempt in the growth process of Chinese film content.

& have spent Expect more good work from trial and error

As of August 5, the total box office of China's 2018 films has successfully exceeded 40 billion yuan, nearly a month ahead of 2017. This shows that after a period of decline, Chinese films have entered a new development trend and are likely to surpass the United States as the world's largest film market.

But in terms of film content, Chinese films are clearly a step behind. Exports to the world from Japan, South Korea and India The thief family When films with good reputation and box office, such as "your name", "wrestling daddy" and "TheBurning", China clearly lacks genre films with universal aesthetic and commercial value. How to make more high-quality Chinese films can be produced continuously by virtue of the huge market and the advantages of users is a proposition for domestic film practitioners to think about.

In fact, the Chinese film market has also become more rational. As content consumption escalates, the predictable reality is that only really good content can draw viewers into cinemas. But that only constantly to develop, innovation content and in-depth cognition to the aesthetic of the stratified users, to foster to accept a variety of types of content users, can stimulate the market, it also needs the company of the film industry to invest and trial and error, have enough user data, content, and even the Internet company of capital, should be able to become the life-blood of content innovation.

China's film content is moving in the direction of high-quality production, not far away. Both users and markets may need to be a little more patient with innovation and take a longer view.