Ne Zha reflects China’s IP value and reconstructs the box office myth.

　　Nezha, a thousand-year-old mythical figure, has become a hot IP under the operation of the domestic animated film Ne Zha and the team. Since the film was released on July 26th, it has won the single-day box office champion for more than 20 days in a row. On August 21st, Nezha was released for 27 days, and the box office surpassed Avengers 4, ranking third in China’s film history.

　　In recent years, the concept of IP has been hot, and the energy that people continue to pursue and pay has burst out. There are many versions of Nezha’s film and television works. Why is it that only Ne Zha is on fire? How can the creators operate the traditional IP to revitalize it?

　　Classic IP releases new vitality

　　Behind the popularity of Nezha is the re-creation of traditional IP in China. Most of the IP cultural products in the early stage restore the original works in a proper way, which belongs to a simple text film and television reproduction. Nowadays, film and television works pay more attention to the new connotation, redefine the role image, and tell their own stories through the shell of China IP.

　　"I think this film is about the importance of family of origin. Only parents who don’t give up their children and always have hope for their children can have Nezha ‘ My life is up to me ’ The bottom spirit. " Xiao Feng, a Nanjing audience, told reporters that when Nezha said, "My dad told me that I am what others say I am," she cried with many audiences in the cinema. "It is really difficult to break and tear down the stereotypes and labels in people’s hearts. It takes much more effort than ordinary people to really break stereotypes, and Nezha in the film paid his life. "

　　After seeing the film, Ms. Bao, a primary school teacher, thinks that the story of Nezha is all newly edited, which can only be said to use a symbol of China elements. However, such an adaptation, she said, is acceptable. "It reflects the blending of Chinese and Western cultures. I think this is a phenomenal film and a meaningful breakthrough."

　　"Some people say that traditional IP innovation is ‘ Fried cold rice ’ , but IP can be accepted as long as it is done well, and should not be opposed to ‘ Cold rice and fresh stir-fry ’ 。” A senior industry insider said that Kung Fu Panda and Disney’s Mulan are all major adaptations of traditional IP. The box office of Kung Fu Panda 3 in China is RMB 1 billion, and its income outside the box office has reached RMB 1.5 billion, exceeding the box office itself. In his view, "this is the influence of IP, which has surpassed a movie and become a long-term brand. This is a way for IP to become a carrier of pan-entertainment and extend to retail in the era of pan-entertainment."

　　High-box office movies were born like this.

　　In fact, before Nezha, there were other works such as The Big Fish Begonia and The Return of the Great Sage, which were also deeply rooted in the classic IP. Behind the success of these films, the behind-the-scenes creative team works day and night.

　　Walking into Nanjing Yuanguang Digital Technology Co., Ltd., which is located on Software Avenue, the reporter saw that in a big office, computers were next to each other, and the staff were nervously operating in front of the computers. Zhao Yuanyuan, deputy general manager of Yuanguang Digital, said that during the production of Nezha, the staff worked here day and night, and basically only slept for four or five hours a day.

　　Nanjing Yuanguang Digital Technology Co., Ltd. is a local animation company in Nanjing. In April this year, the company received the task of rendering, special effects, synthesis and 3D transformation of the film "Nezha". The company formed a special team of 21 people, which took more than a month to complete all the work. "In the movie, many people were deeply impressed by the scene where Nezha was born from a bath fire. The director had very high requirements for the special effects of this scene. We only revised seven or eight versions of the flame," Kong Linghui, the producer of Yuanguang Digital, told reporters.

　　The other company participated in the whole production process of Nezha, and its wholly-owned subsidiary, Red Whale Film and Television, is located in Suzhou High-speed Railway Xincheng Film and Television Culture Industrial Park. This animation company, which was established in 2017, has been involved in the production of Nezha since its inception. The company has more than 160 employees, about 80% of whom participated in this project. Judging from the film, all the scenes in Nezha, such as the seaside beach and Dragon Palace, as well as the parts in Chentangguan and Flame Lotus, are animated by red carp.

　　"We are committed to this industry with a little dream. Every time a good film appears, it is like injecting fresh blood into the industry." The operation manager of another Nezha production team, Dream Journey Culture Communication (Suzhou) Co., Ltd. told the reporter that at present, all domestic animations are fired by old IP, and new creations with old IP have higher awareness and higher success rate. But at the same time, he also said, "There is still a long way to go in the future, and we also want to make new things to continuously inject vitality into the industry."

　　Guoman is about to usher in a "highlight moment"

　　The success of "Nezha" also means that the domestic animation industry has experienced extensive and explosive growth, returned to the present rational development stage, and began to pay attention to quality improvement. Taking Nanjing as an example, its animation industry is currently in a leading position in China, and well-known enterprises such as Crystal Stone and Force Animation are working hard.

　　Nanjing Animation Leading Enterprise — — Force Animation created an original animated film "Mama Miya" last year. Recalling the hardships, Zhao Rui, CEO of Force Animation, said with emotion: "What is more difficult than finding investment is to find a good script. In the choice of IP, we prefer the traditional cultural stories of China. At present, the Force is adapting the well-known IP "The Big Monster in the Forbidden City", and several original projects are in the preparatory stage. " Zhao Rui said that it is more important to establish a healthy business model in the future, because IP itself is risky and its chances of success and failure are equal. Therefore, it is necessary to select some IPS that are most likely to succeed and have a certain audience base.

　　In the past, domestic animated films were mainly aimed at young audiences, such as Bears, Pleasant Goat and Big Big Wolf, etc. However, in recent years, adults prefer to watch White Snake and Nezha, which is a trend and a market opportunity. Wang Debate, full-time Deputy Secretary-General of Nanjing Animation Industry Association, said that Nanjing is vigorously developing cultural and creative industries and comprehensively promoting the integration of culture and technology. In addition to paying attention to the quality of works, it will also give key support to the projects of the animation industry chain and the public technical service platform of the animation game industry, which will promote the high-quality development of the animation industry. Guoman has a profound cultural heritage and looks forward to better original works coming out in the future. (Xinhua Newspaper All-Media Reporter Cai Yi Zeng Wei Intern Pi Yining)