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近期爆火的IP究竟是怎么玩的?
时间:2016-01-23 09:05:19
文章发布:
原创作者:未知
来源:互联网

忽然之间,IP一词成为人们关注的焦点。各大厂商争相斥资几千万争夺热门IP授权,《琅琊榜》、《芈月传》、《寻龙诀》等大量的IP改编影视剧和相关游戏层出不穷,乐视视频1月20日公布未来将投入70亿元扶植资金打造超级原创IP。IP好像突然间就火了,聊天时不喊上两句“IP精细化运作”,“大IP影游联动”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?

这里的IP不是我们很早之前接触到的那个计算机技术名词,我们这里要介绍的IP英文为intellectual property,其原意为“知识(财产)所有权”或者“智慧(财产)所有权”。现在我们所说的大IP,广泛意义上来讲是那些被广大受众所熟知的、可开发潜力巨大的文学和艺术作品。然而IP不仅仅只包括简单的影视形象而已,从宏观意义上来看,IP可以理解成一个关于“心智创造”的法律术语。它可能是一个承载各种新奇想法的工具(比如乐高玩具),也可能是一种传统(比如泼水节),更可能是一个组织或传统(比如门萨俱乐部和美国童子军BSA)。

存在意义和如何火起来的?

长久以来我国文化产业知识产权保护相对真空,国人文化产权意识还未扎根。而知识产权保护有利于激发创作者的创作热情,让创作者在从中受利,同时让社会受益。正是有了这些法律保护,才使得那些创作者的“心智创造”成为“无形资产”,让创作者不用靠情怀吃饭。

至于IP是如何火起来的,这里要提到一个较为尴尬的中国特色:“盗版”。几十年来,凡是在国内公开发表的文学,影视,音乐等艺术作品,无一逃脱得了盗版的魔掌。国内传统的文化产业逐渐从一开始的严厉打击,发展到后来慢慢适应盗版利用盗版的一种商业模式。而IP的火爆也许是国内文化产业扳回局面的一个转折点。盗版的优势就是可以让一个IP几乎零成本的积累的海量的粉丝,海量的关注度,海量的影响力。目前比较热门的玩法是从文学、电影、游戏这三个环节中任意一个环节孵化出一个有影响力的热门IP,然后依靠盗版积攒大量人气,通过其他环节或者衍生品获得巨额利润实现变现。单看排名靠前的 《花千骨》衍生出来的相关手游,月收入超过2亿人民币,而IP运营变现方式远远不止于此,这就解释了为什么IP目前这么火,卖的这么贵。

如何运作?

传统的IP运作大致按照小说-编剧-电影-电视-音像出版物-游戏-动漫-玩偶-周边-明星-粉丝-社群的流程进行,其中做游戏是快的变现方式,2015年前20的热门IP几乎都涉及了游戏。而目前比较标准的运作模式是购买热门IP、制造话题、拍剧变现,如《太子妃升职记》。

(以上图片源自网络)

泡沫or 机会?

近年来,我们周围出现了一大堆热门词语例如:“大数据”、“互联网思维”、“虚拟现实”等等。当一个有故事可讲的行业涌入了大量热钱,它就会形成一个泡沫,“IP就是一个例子。IP一火,市面上雨后春笋般涌现出许多有关IP运营的公司,那么IP只是一波热钱的概念炒作还是未来一个必然的发展方向?

笔者认为,真正优秀IP能够影响一代人甚至几代人。大众在娱乐的过程当中,能够从IP中得到知识、情感、道德等各种素质的提升和满足,并愿意一直跟随下去。而一个成功的IP孵化不仅仅需要IP本身内容优秀,更需要专业的运营。所谓专业首先需要真正理解消费者的需求,其次有足够的渠道资源把这个IP打造成为可以转换为具有商业价值的载体(电影、电视、游戏、周边)。目前大多数运作较为成功的IP都是眼球经济下的产物,笔者认为当IP创作和IP运营完全独立开来,这样的创作出来的IP才有更高的文化属性和艺术价值,IP运营这条路才会走得更远。

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