How to revitalize excellent traditional culture IP

　　The picture picture of the fourth season stills of "See the Word"

　　In the past two years, a series of cultural variety shows such as "Chinese Poetry Conference", "Seeing Words as Faces" and "National Treasure" have brought traditional culture back to the public's vision and witnessed the huge demand for traditional cultural products in the market. At the same time, however, many high-quality content in traditional culture has not resonated with young people in the new era because of the immutable form and inheritance. How can we revitalize traditional cultural IP?

Dig deep into the potential "superheroes" in cultural IP

　　In recent years, the country has always attached great importance to the development of the cultural industry, and cultural IP has become a hot topic among people. At present, overseas superhero IPs are in full swing. For example, Marvel and DC, two comic companies, have shaped Superman, Batman, Wonder Woman, Spiderman, Wolverine, and many other superhero images that are familiar to people. There are also many Japanese anime Comparable superhero images, such as Ultraman, Kamen Rider, Super Team, etc. These protagonists have both surreal ability settings and personality charms of "heroic characters", which are deeply rooted in the hearts of the people. With the overseas spread of cartoons, movies, and other literary and artistic works, these superhero IPs have not only become an important part of the cultural industry economy of the relevant countries, but also an important carrier for them to spread their values. Fan Wen, member of the National Committee of the Chinese People's Political Consultative Conference and chairman of the Yunnan Writers Association, pointed out: "Among all kinds of cultural IP, the hero's IP can best bridge the gap between countries, nations and cultures and is recognized by consumers around the world."

　　For a long time, the international cultural market has more impressions about Chinese cultural exports, such as "Kung Fu" and "Panda", but China has failed to create a Chinese superhero image that represents China's image and spirit and has global influence. In reality, however, as Pan Kaixiong, a member of the National Committee of the Chinese People's Political Consultative Conference and vice president of China Publishing Group Co., Ltd. said, "The Chinese nation is a nation where thousands of years of history and culture have survived. Our cultural resources are still very rich and endless. At the same time, certain points have had a certain influence in the world, for example, Americans also make Mulan." The early Shanghai Fine Arts Film Studio relied on the rich resources contained in traditional Chinese culture to dig up many Chinese hero images, such as the United States. Monkey King, Nezha, etc., also created the image of Brother Hulu and Sheriff Black Cat. In addition, in recent years, it has absorbed the essence of traditional culture, digging deep into the resonance of Chinese stories, and the boutique countries created on this basis have continuously emerged, whether it is "Nezha", "Under One" or "Fox "Little Matchmaker", "White Snake", etc., or the Forbidden City culture that has entered the Guoman market in recent years, these Guoman with Chinese stories as the core actually have the foundation to develop China's superheroes.

　　So, how can we draw on the successful experience of the operation of the world's cultural industry and build a superhero image of China with a modern industrial thinking? Pan Kaixiong pointed out, "The first is that everyone should pay attention to this matter consciously, that is, Chinese culture goes to the world and forms an important channel and important way of communication with the world. The second is that it requires certain strategic planning."

Inherit art classics through film and television works

　　In recent years, film and television works incorporating traditional culture have become a beautiful landscape on TV screens. These variety shows, rooted in traditional culture and innovative performance methods, can improve the connotation and depth by absorbing the nutrients of traditional culture, and also allow Chinese traditional culture to be inherited and carried forward in the process of program transmission.

　　The cultural and cultural exploration variety show "National Treasure" upholds a high degree of cultural awareness. By collecting the cultural resources of the top domestic museums, the boring and serious style of the previous cultural and cultural shows is changed, and the story behind the cultural relics is interpreted by the use of sitcoms. The cultural relics "live", this approachable program form allows viewers to feel the wisdom of ancient Chinese craftsmen and the spiritual connotation of the civilization and continuation of Chinese culture carried by cultural relics in a relaxed and pleasant viewing atmosphere. "If the National Treasure Can Talk" tells the creativity of the ancient Chinese through 100 national treasures, using a five-minute episode to tell the story behind each national treasure and the heavy culture it carries to the audience. And this light-weight, short and sophisticated form of communication adapts to the fragmented acceptance of the audience in the new media era, making the program easier to spread. Whether it is "National Treasure" or "If the National Treasure Can Talk", these two programs have become "big IP" and become an important carrier for spreading Chinese excellent traditional culture.

　　The recent "Handy Detective" produced by Hunan Satellite TV has insight into the aesthetic needs of people in the modern society on the spiritual level. Taking the entertainment form of variety as a carrier, it focuses its attention on a group of sinking hearts to create miracles with their hands in their respective fields. The craftsmen, through setting up immersive scene experience and screening confrontation game mode, three-dimensionally show the charm of handicraft skills, show the original intention of the “national craftsman” in the era background, and forge ahead, at the same time, guide the audience to pay attention to both hands. Have the energy and creativity. The program is both ornamental and artistic, opening a new development path for the variety show model. At the same time, it has successfully established a positive energy atmosphere of Chinese cultural confidence. Regarding the showmanship displayed by the show, many netizens said: "To pay tribute to the art ingenuity in the name of handwork, to inherit art classics by hand, this is probably the original intention of "Handy Detective"."

　　Pan Kaixiong pointed out: "The promotion of film and television to traditional IP is still very powerful. In a certain sense, its influence and the breadth of its audience can also surpass words, language, and barriers between different ethnic groups. These are some natural advantages of film and television works." Through film and television works, the cultural relics collected in the museum, the handicraft skills spread on the vast earth, and the spiritual connotation of the excellent traditional Chinese culture carried on them are constantly active.

Create "new cultural creation" and let traditional culture merge into the context of the times

　　With the rise of the Internet, especially the mobile Internet, China has become the world's largest digital cultural production, consumption and distribution market. China’s digital cultural industry has made innovative achievements in the “pan-entertainment” idea with Chinese characteristics and carried out practice, achieving solid results in cultural output. On this basis, on April 22, 2018, Cheng Wu, vice president of Tencent Group and CEO of Tencent Pictures, put forward the concept of "new cultural innovation" for the first time at the Tencent New Cultural Innovation Ecological Conference, that is, IP construction as the core The cultural production method aims at shaping Chinese cultural symbols with global influence. With the help of the Internet, traditional culture is more and more rejuvenated.

　　In 2019, Tencent and Yunnan joined hands again to jointly release the "Yunnan New Cultural Tourism IP Strategic Cooperation Plan", trying to use new cultural and creative ways to jointly promote the transformation and upgrading of Yunnan's tourism industry. Based on the episode "Our Southwest United University", the joint development of line products with the same name is one of the key projects of the plan. "Our Southwest United University" adopts the pre-integrated movie tour integration innovation model: on the one hand, to enter the drama with the scene, at the stage of the script planning, a rich movie tour linkage space is reserved in front of the episode; on the other hand , Based on the TV drama script and core actors, pre-sorted and counted the relevant sites of Southwest United University in Yunnan Province, and excavated 59 core POI points. At the same time, the development of the Southwest United University tourism boutique route has been Planning ten product matrices covering different needs of long, medium and short, which can meet the needs of different groups such as party building, study tours, city walks and so on. With the announcement and release of the series, these products will be sold to the outside world one after another. In addition, combining the characteristics of Southwest United University's IP, Tencent also invited Southwest United University to form an expert advisory group of Southwest United University. With the launch of the drama series and tourism routes, the expert team will continue to explore and interpret the value of the IP of "Southwest United University" through a series of planning, and truly build Southwest United University into a benchmark case for the integration of cultural tourism in the new era.

　　No matter how the times develop, the cultural nutrients and spiritual core in China's excellent traditional culture can always nourish our souls. Therefore, to activate the traditional cultural IP, we must continue to innovate on the basis of integrity, grasp the acceptance method of the audience in the new era and new context, and we must combine traditional culture with contemporary people's lives, aesthetics, and needs.

(Reporter Niu Mengdi correspondent You Huan)