Text | Zero One
In the past few years, discussions on the adaptation of web texts have been jumping back and forth between "demonization" and "deification". The "big IP failure" argument has emerged in the past two years as the effect of the "IP + traffic" model is no longer stable, but with the 2019 "Celebrating the New Year", "Chen Qingling", "Chang'an Twelve O'clock", and "Crane Huating" A large number of literary IP dramas such as "Once upon a time there was a mountain of spirit sword" and "Sword Dynasty" have been loved by the audience and become invisible.
In the eyes of Yuyu Jun, this is more like a process of turbulent influx of the industry to a gradual calm precipitation.
From "Chang'an" to "Celebrating Yu Nian", the value of network IP adaptation has been fully released.
2019 may be a watershed in the reputation of IP film and television adaptation. Prior to this, although there were also works such as "Langya Bang" that received double praise, , from the perspective of audience impression, the category of IP film adaptation was once labeled as "crude" . The polishing in the process of film and television was not taken seriously, but some IP adaptations tried to attract the public's attention with the influence of the original works and the stars. As a result, there were many adaptations criticized by the audience. "Lonely Fang is Not Appreciating", "Sweet Crit", "Reckless Desolation", "Phoenix Prisoner"... These IP adaptations with Douban scores of 3 or even 2 have greatly reduced the audience's IP adaptations. expected.
And in 2019, "IP + traffic failure" and a large number of IP adaptation works were touted together. On the one hand, "Shanghai Fortress" in the field of film has pushed the former argument to its climax. The characteristics of huge cost, high-profile, and traffic star starring have all hit the audience's resentment caused by failing works in the past few years.
On the other hand, the high-quality IP film and television adaptations in 2019 showed a blowout state:
"Chen Qing Ling" adapted from the novel of Mo Xiang Tong Chou, "Chang'an Twelve Hours" adapted from Ma Boyong's eponymous novel, and adapted from the novel of the same name by Mao Gu "Qing Yu Nian" Douban scores both reached 8 points, and at the same time became top hits on their respective platforms; "Crane Huating", "There was a Lingjian Mountain", "Sword Dynasty" and other literary IP ancient costume adaptations also have their own highlights At the same time, it has been well received by fans of the original work and by passersby. The adaptations of contemporary novels such as "All Very Good", "Dear, Loved", and "Little Joy" have sparked heated discussions on social topics. The box office of "Knowing whether it should be green, fat, red and thin" and "Zhu Xian 1" in the film field exceeded expectations. Since 2019, the literary IP adaptation of the drama can be said to have blossomed more and more. Statistics from various channels of
also support the existence of this substantive phenomenon. In the top ten of Yunhe Data’s 2019 "Public Opinion List" and "Effective Broadcasting" statistics, literary IP adaptations accounted for the vast majority, and only a small number of original scripts such as "Icebreaker" were shortlisted; search for "TV series" recently released on Baidu In the “Boiling Point List”, the top ten literary IP adaptations are from literary IP adaptations:
. According to the iResearch report, the proportion of literary IP adaptations of TV dramas in the creative sources of website self-made dramas has increased year by year, but the top ten in 2018. China is only 50-50. It can be seen that the value of literary IP has been more fully reflected than in the past 2019.
The rise of literary IP film and television adaptations in 2019 is not only reflected in the proportion of popular head works, the popularity of film and television has also contributed to the sale of original novels as a new format . The rise in popularity of some original works is remarkable: During August 2019, according to the data released by Shuqi Novels and Tmall Books, the number of e-book readers and paper book sales of "The Twelve Hours of Chang'an" rose by 818% and 862% respectively in one month; "Crane Huating" During the hit period, the number of readers of the original works on the Shuqi novel platform increased by 552% month-on-month. It is understood that Shuqi Novels has also increased the content reserves of original film and television novels on the site this year, and the overall number has increased by nearly 70% year-on-year.
Obviously, literary IP is still the absolute mainstream of content sources for film and television creation. The value of high-quality IP itself has never failed, and it has been more comprehensively displayed in 2019. With the industrialization of film and television and the refined adaptation, a large number of high-quality IP adaptations have emerged.
Regarding the emergence of a large number of high-quality IP adaptations this year, Duyu interviewed Rao Geng, general manager of the Internet and Cultural Department of the Book Banner Division of Alibaba Innovation Business Group. He mentioned: "Web dramas have developed rapidly in recent years.Whether it is serving the road or post-production, it shows the progress of film and television industrialization. Of course, judging from the effect of the adaptation of online novels, everyone has more experience and a deeper understanding, and learned how to add, delete, and modify. "
There are a large number of high-quality IP adaptations in 2019, and Mr. Yu Yu believes that it can be analyzed from three perspectives: 's domestic film and television industrialization level, accumulation of experience and changes in adaptation and creation, and changes in demand caused by changes in audience aesthetics. .
The improvement of the industrialization level of domestic film and television is reflected in many aspects of the film and TV drama industry. The top two hits of the movie in 2019 are "The Wandering Earth" and "Nezha: The Devil Boy Comes into the World", a science fiction theme and an animation Movies have not been the mainstream of domestic movies before. The relative difficulty of producing science fiction and 3D animation has been prohibitive for practitioners in the past, but the two major hits are not inferior to Hollywood blockbusters in terms of visual level and other hard power, which proves that the film The improvement of the level of industrialization. The level of service in the field of
dramas and the improvement of the later level are also obvious to all. This is reflected in the "Chang'an Twelve Hours"-in addition to the performance above the standard line and the polishing of the plot rhythm, " The aesthetics of the Tang Dynasty shown in "The Twelfth Hours of Chang'an" has become the biggest and most unique highlight of the series. From the costumes, scene architecture, lines, to the director and photographer's careful polishing of lens composition and tone, the overall appearance Exceed the audience's expectation of "exquisiteness." Based on the improvement of industrialization level, chooses IP suitable for film and television, and then "how to modify" is obviously the main point that affects the adaptation of IP film and television.
Rao Geng believes that no matter what it is Themes all have their own suitable forms of adaptation. Not all novels that are popular are suitable for film and television. For example, there are many novels that are not suitable for adaptation in the form of TV dramas. He said of "Qing Yu Nian", "From the perspective of the novel itself, It belongs to the setting of low military and high-mindedness, with full characters and twists and turns. From these perspectives, it is very suitable for adaptation of TV series. Moreover, historical themes have a lot of hits and dramas in the history of Chinese TV series. Mass Basis. As long as you read and understand the book carefully, you will naturally succeed. "
In addition to selecting the literary IP suitable for adaptation, the specific adaptation method for film and television creators to "understand the original" is also very important. Many of the stalks of the original novel audience, such as "fighting horses", are basically still The creators lack a deeper understanding of the original work.
Yuyu Jun believes that this year's successful IP adaptations all have at least one particular outstanding characteristic, which can achieve the ability to attract genres of audiences-"Chen Qingling" transcends the original circle. Extraordinary attraction to young women; the all-round aesthetic characteristics established by "The Twelve Hours of Chang'an"; the plot reversal of "Cracking Huating"; the impact of modern ancient thoughts in "Celebrating More Than Years" and the rare light comedy section of the same theme ; "Full-time Master" game CG plot production breakthroughs in the form of expression, etc.. Even if can not achieve perfection from all angles, but on the basis of a thorough understanding of the original work, a breakthrough presentation from a certain angle has become a common feature of these successful works.
In addition to the progress of the film and television industry itself, changes in demand caused by the improvement of the audience’s aesthetics obviously also affect the adaptation creation all the time. From the bad reviews of "Shanghai Fortress" and the different treatment of other excellent IP adaptation works, we can see that the audience's harshness It will urge the content creation to become more refined. The role of
literary IP here is not simply "can it work", but too much trial and error and accumulation in the adaptation creation have an impact. This year's adaptation of the drama also It proves that IP has never failed. The value of IP as the source of content creativity and attracting the first group of basic audiences will even continue to magnify as the production level of the film and television industry improves.
Conclusion
2019 is about to pass. At the end of the year, audiences are also receiving a large number of high-quality IP. Surrounded by adaptations, such as "Crane Huating", "Celebrating More Than Years", "Once upon a Time There was a Mountain of Spiritual Swords", "Sword Dynasty" plus the recently broadcast "Da Ming Fenghua", the trend of chasing dramas in winter will continue.
If from an industry perspective Looking forward to the future, what direction will the web-text IP adaptation develop? Rao Geng believes that in the adaptation direction, "it must be based on the characteristics of the text itself to select the appropriate form of adaptation, rather than blindly pursuing adaptation because of the popularity of the novel itself. "At the same time, he also believes that more young people will join in the specific creative techniques, and moreContent creators join in the adaptation, from contentization to industrial production led by content people to produce more adaptations that fit the spirit of the original.
In addition, Yuyu Jun also believes that IP operating companies with derivative ecological capabilities will have more advantages in the future. From this year’s example, it is not difficult to see that powerful IP has the diversified development value of literature, film and television, animation and even games. The diversified content form of the head IP brings a richer business realization model. At the same time, various content forms complement each other and promote The overall value of IP. The
term "IP failure" lost its meaning with the emergence of high-quality IP-based film and television works that continued to emerge this year. Yuyu Jun believes that for the film and television industry, it is more important to analyze the possibility of adaptation of each IP and refine each production detail than a concept of "labeling". After all, IP is only the source, and how to choose the right "raw materials" and how to make "raw materials" into a "big meal" is the ability that needs to be continuously polished and strengthened.
