When the light and shadow of art illuminate the colorful city, urban expression has a flexible and vivid outlet. From the popular drama "Crazy" in Jiangmen City, Guangdong Province, where the popular drama "Crazy" was filmed in the opening year, to "Go to a Windy Place" that made Dali Bai Autonomous Prefecture in Yunnan Province a "paradise" on the tourism hot search list, to the rise of landmark check-in fever in today's variety show "Macao Shuangxing Line"... In recent years, the cross-border integration of film and television to help cultural tourism is common, and many young people are looking for answers to tourism destinations from film and television dramas. With the empowerment of film and television IP, cultural and tourism integration is becoming a new way for many cities to attract tourists.
The diversified integration of "film and television + cultural tourism" brings a lot of imagination
At the beginning of 2023, with the hit TV series "Go to a Windy Place", Yunnan Province has become the first dark horse in the Spring Festival holiday tourism market. Known as the "Yunnan Tourism Promotional Film", this film and television drama is rooted in the simple and quiet natural scenery of Yunnan, showing a very poetic narrative space, which has also injected strong impetus into the recovery of Yunnan's cultural tourism market after triggering a ratings boom. According to incomplete statistics, "Go to a Windy Place" during the Spring Festival drove a boom in cultural tourism in Dali Bai Autonomous Prefecture, and the number of tourists received increased by 219% year-on-year. The huge driving effect of popular film and television dramas has become an important catalyst, driving urban cultural tourism consumption and realizing a win-win symbiosis of "drama" and "place".
In the diversified integration of film and television IP and cultural tourism industry, the city has become the intersection of creation and reality. Through the recognizable urban space, the film and television works have created a unique new connotation and new vision of video narrative, bursting out strong vitality and imagination space. On May 5, Wang Fan, director of the Digital Culture Center of Yunnan Provincial Cultural Center and general director of "Departure from Yunnan", shared his thoughts at the 8 Yunnan Culture and Tourism Public Service Product Procurement Conference held in Dali, Yunnan, Yunnan: "A cultural tourism worker is a storyteller, and local cultural tourism work is to tell stories in the local area, perceive, sort out and create in the local area. ”
The integration of "film and television + cultural tourism" originated from the unique urban charm adapted to local conditions. The location selection of each genre drama is inseparable from the comprehensive consideration of urban temperament and customs. For example, Northeast China is for "Long Season", Chongqing is for "The Silent Truth", and Dali is for "Going to a Windy Place". According to the local production of "dramas", film and television IP content reshapes the aesthetic space of cities and villages, so that the works reflect the unique charm of regional culture, and people are gradually not satisfied with the beautiful scenery on the screen, but choose to personally enter the wonderful world built by film and television works. In this "two-way rush" between film and television and cultural tourism, it not only reflects the "explosive effect" of cultural tourism using film and television to achieve efficient drainage, but also brings new opportunities for regional temperament and customs to empower drama production.
"Variety Show + City" explores cultural characteristics and finds a sustainable development model
Throughout the variety show market in recent years, a large number of cultural tourism variety shows integrating tourism, culture and experience have emerged, giving travel a new look. Domestic variety shows are constantly "seeking roots" in terms of materials, excavating the cultural characteristics of different cities, using the advantages of variety shows in life flow narratives, invisibly revealing the cultural depth, humanistic care and emotional healing of the city, finding a model that can continue to develop, and opening a new way for the development of variety shows. The large-scale food and cultural tourism reality show "Macao Shuangxing Line - Food Cultural Tourism to Check In" produced by China Central Radio and Television Station is just such a variety show, which shows the social fabric and humanistic style of Macao through the formation and dissemination of food symbols, bringing poetry and distant places together.
The program's deep cultivation of Macao not only shows the appearance of Macao's commercial distribution center at the "shape" level, but also grasps the core of regional culture at the level of "god". "Macao Double Line" uses two clear contexts to build a dual story field and expression context, combining Macao's cultural background and historical context, and weaving a real and three-dimensional picture of Macao in thousands of flavors, making this "cultural tourism" meal delicious and more beautiful.
Leng Huang, Secretary-General and Researcher of the World Media Research Center of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, said, "Macao Shuangxing Line, which uses a two-way contrast between exquisite ritual and human fireworks to build Macao into a big IP, which not only shows the unique significance of Macao as an important window for China's foreign exchanges, but also organically combines Macao's own 'small but fine' city image with the grand strategy of the development of the national bay area. From the perspective of food, "Macao Shuangxing" uses creativity and heart to paint a realistic picture of nostalgia and emotional belonging, personal growth and social progress, regional development and the take-off of the motherland, realizing the resonance of the meaning of multiple values, and creating a harmonious cultural symphony with film and television art. ”
Film and television and cultural tourism go in both directions, making the city more attractive
A city completes a drama, a drama brings fire to a city, and the linkage between film and television and tourism once again confirms the positive value of "film and television IP+ city" to cultural tourism. A series of film and television dramas with rich plots feed the urban temperament of the image space back to the geographical space of the real city. The continuous production of urban images in the new media pattern has made the originally abstract and monotonous place names concrete and vivid, and also activated the cultural efficacy and influence of the city.
The "Macao Two-Way Line" empowered by cultural resources with unique regional characteristics, allowing guests to experience and explore freely and easily, leading the audience into Macao's diverse cultures such as local cultural history, natural scenery, folk customs and customs, and each attraction is closely related to the fabric of the city. The show has not only become a film and television city business card in Macao, but also a treasure hunt for Macao.
Exploring the strong internal drive of "film and television city-making" is inseparable from the complementary advantages of "nesting" between the two: film and television content development in major cities and towns for filming, so as to achieve the saturation and richness of the picture; The IP of works with rich plots and pleasant scenery has become an alternative city promotional film, activating the potential cultural tourism dividends of the location with one click and opening up a broader audience market. The coordinated development of "film and television + cultural tourism" has also made urban culture no longer a shelved document, but has taken root through vivid film and television works, becoming a social hotspot for national discussion and participation. Through film and television works, the city characteristic business cards are created, which not only expands the city's influence and increases the city's popularity, but also shows the urban culture of hundreds of flowers blooming on the Chinese land, making the city more attractive and making China more dynamic.
At a time when consumption in the cultural tourism market is picking up, film and television creation accurately empowers the output of the city's image with visual film and television language, and natural and real scenes bring real cultural heritage and emotional resonance to the series, and the drama also injects vitality into the city from the level of cultural connotation, achieving a win-win situation in the two-way rush of film and television and cultural tourism.
(Reporter Niu Mengdi) (Source: Guangming Daily)