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近期爆火的IP究竟是怎么玩的?
時間:2016-01-23 09:05:19
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原創(chuàng)作者:未知
來源:互聯(lián)網(wǎng)

忽然之間,IP一詞成為人們關(guān)注的焦點。各大廠商爭相斥資幾千萬爭奪熱門IP授權(quán),《瑯琊榜》、《羋月傳》、《尋龍訣》等大量的IP改編影視劇和相關(guān)游戲?qū)映霾桓F,樂視視頻1月20日公布未來將投入70億元扶植資金打造超級原創(chuàng)IP。IP好像突然間就火了,聊天時不喊上兩句“IP精細(xì)化運(yùn)作”,“大IP影游聯(lián)動”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?

這里的IP不是我們很早之前接觸到的那個計算機(jī)技術(shù)名詞,我們這里要介紹的IP英文為intellectual property,其原意為“知識(財產(chǎn))所有權(quán)”或者“智慧(財產(chǎn))所有權(quán)”?,F(xiàn)在我們所說的大IP,廣泛意義上來講是那些被廣大受眾所熟知的、可開發(fā)潛力巨大的文學(xué)和藝術(shù)作品。然而IP不僅僅只包括簡單的影視形象而已,從宏觀意義上來看,IP可以理解成一個關(guān)于“心智創(chuàng)造”的法律術(shù)語。它可能是一個承載各種新奇想法的工具(比如樂高玩具),也可能是一種傳統(tǒng)(比如潑水節(jié)),更可能是一個組織或傳統(tǒng)(比如門薩俱樂部和美國童子軍BSA)。

存在意義和如何火起來的?

長久以來我國文化產(chǎn)業(yè)知識產(chǎn)權(quán)保護(hù)相對真空,國人文化產(chǎn)權(quán)意識還未扎根。而知識產(chǎn)權(quán)保護(hù)有利于激發(fā)創(chuàng)作者的創(chuàng)作熱情,讓創(chuàng)作者在從中受利,同時讓社會受益。正是有了這些法律保護(hù),才使得那些創(chuàng)作者的“心智創(chuàng)造”成為“無形資產(chǎn)”,讓創(chuàng)作者不用靠情懷吃飯。

至于IP是如何火起來的,這里要提到一個較為尷尬的中國特色:“盜版”。幾十年來,凡是在國內(nèi)公開發(fā)表的文學(xué),影視,音樂等藝術(shù)作品,無一逃脫得了盜版的魔掌。國內(nèi)傳統(tǒng)的文化產(chǎn)業(yè)逐漸從一開始的嚴(yán)厲打擊,發(fā)展到后來慢慢適應(yīng)盜版利用盜版的一種商業(yè)模式。而IP的火爆也許是國內(nèi)文化產(chǎn)業(yè)扳回局面的一個轉(zhuǎn)折點。盜版的優(yōu)勢就是可以讓一個IP幾乎零成本的積累的海量的粉絲,海量的關(guān)注度,海量的影響力。目前比較熱門的玩法是從文學(xué)、電影、游戲這三個環(huán)節(jié)中任意一個環(huán)節(jié)孵化出一個有影響力的熱門IP,然后依靠盜版積攢大量人氣,通過其他環(huán)節(jié)或者衍生品獲得巨額利潤實現(xiàn)變現(xiàn)。單看排名靠前的 《花千骨》衍生出來的相關(guān)手游,月收入超過2億人民幣,而IP運(yùn)營變現(xiàn)方式遠(yuǎn)遠(yuǎn)不止于此,這就解釋了為什么IP目前這么火,賣的這么貴。

如何運(yùn)作?

傳統(tǒng)的IP運(yùn)作大致按照小說-編劇-電影-電視-音像出版物-游戲-動漫-玩偶-周邊-明星-粉絲-社群的流程進(jìn)行,其中做游戲是快的變現(xiàn)方式,2015年前20的熱門IP幾乎都涉及了游戲。而目前比較標(biāo)準(zhǔn)的運(yùn)作模式是購買熱門IP、制造話題、拍劇變現(xiàn),如《太子妃升職記》。

(以上圖片源自網(wǎng)絡(luò))

泡沫or 機(jī)會?

近年來,我們周圍出現(xiàn)了一大堆熱門詞語例如:“大數(shù)據(jù)”、“互聯(lián)網(wǎng)思維”、“虛擬現(xiàn)實”等等。當(dāng)一個有故事可講的行業(yè)涌入了大量熱錢,它就會形成一個泡沫,“IP就是一個例子。IP一火,市面上雨后春筍般涌現(xiàn)出許多有關(guān)IP運(yùn)營的公司,那么IP只是一波熱錢的概念炒作還是未來一個必然的發(fā)展方向?

筆者認(rèn)為,真正優(yōu)秀IP能夠影響一代人甚至幾代人。大眾在娛樂的過程當(dāng)中,能夠從IP中得到知識、情感、道德等各種素質(zhì)的提升和滿足,并愿意一直跟隨下去。而一個成功的IP孵化不僅僅需要IP本身內(nèi)容優(yōu)秀,更需要專業(yè)的運(yùn)營。所謂專業(yè)首先需要真正理解消費(fèi)者的需求,其次有足夠的渠道資源把這個IP打造成為可以轉(zhuǎn)換為具有商業(yè)價值的載體(電影、電視、游戲、周邊)。目前大多數(shù)運(yùn)作較為成功的IP都是眼球經(jīng)濟(jì)下的產(chǎn)物,筆者認(rèn)為當(dāng)IP創(chuàng)作和IP運(yùn)營完全獨立開來,這樣的創(chuàng)作出來的IP才有更高的文化屬性和藝術(shù)價值,IP運(yùn)營這條路才會走得更遠(yuǎn)。

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