Cold thinking in the era of super IP How can new clue films accumulate their differentiated competitiveness

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It is not difficult to see that the previous six works of the new clue film have not targeted the "super big IP" or blindly pursued the "IP dividend". Instead, they have adhered to the "typological difference" and improved concepts, new genres, and strong plots. The masterpiece has also opened up a unique path with few competitors. Since its establishment in 2014, New Clue Films has adhered to the development direction of "commercial typology". Under the leadership of founder Qi Ji and co-founder Huang Zhenfeng, New Clue Films has been developing in the genre film market...

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in the pre-Internet era, people didn't talk about IP. In the era of "Internet +", IP was deeply excavated and hot-fried by capital. After the first year of IP in 2015 and the crazy year of IP in 2016, 2017 has ushered in the era of "IP+": from a single IP to IP chain resonance, "pan-entertainment IP territory" and "IP ecology" have become hot words in the industry.

with the rapid development of IP commercialization, it's hard not to be ready for action.

however, how to avoid the homogenization caused by the pursuit of super IP is still a big problem. Also in the midst of the IP craze, the new clue film, which previously showed the image of an independent production company, put forward another voice: treat the IP craze rationally and actively seek "typed differences".

how to deal with the IP tide?

looking for differences.

Chinese films have a variety of genres, ranging from small and beautiful art films to super-produced blockbusters, but most of them are presented in genres that occupy the middle power. Since its establishment in 2014, the new clue film has persisted in the development direction of "commercial typology". Under the leadership of founder Qi Jie and co-founder Huang Zhengfeng, it has made continuous innovations and made repeated gains in the genre film market. invested in the production of the suspense film "I am a Witness", the thriller "hide and seek", the sci-fi film "reverse Rescue", the fantasy film "the Rebirth Elevator of wonderful things", and co-invested in the romance film "get out!" Mr. tumor "and the suspense film" Light Blue Amber "are a total of six films of different styles, and their production ability has won the best reputation in the industry and at the box office.

as to how to do IP, founder Qi Jun believes that "fitting the typed style" and "good quality of the work itself" have become the two most important factors in the new clue film, while whether it is a "super big IP" is not the first criterion to measure. In short, whether it's an original IP or a super big IP, a good story is the most important thing.

the first two new clue films to be released: "I am a Witness" and "hide and seek". Although they are all branded as "adapted from Korea," the original work is not a popular big IP among fans in China, and it is even slightly unpopular because of its unique subject matter. However, it also shows the unique perspective of the new clue film for film and television development. As we all know, Korean type films have a high degree of industrialization, but due to the limitations of realistic themes, it is very difficult to adapt. In Qi Yun's view, the interesting thing about "I am a Witness" is that it focuses on "a visible witness and an invisible witness", the character relationship is naturally contradictory, and the original story is a rare inspirational story in South Korean films. it is more likely to resonate with values. "hide-and-seek" tends to be social thrill. although the "localization" in the process of adaptation is not easy, the pressure and insecurity of urban life reflected in the story are very close to modern Chinese life, and the context is common. Viewers can more truly immerse themselves in the details of those images that are terrified. This is in line with the new clue to "do" the law of IP: there are types, there are stories.

the other two genre movies "get out!" "Mr. tumor" and "Light Blue Amber" belong to the joint investment of the new clue film. The former focuses on comedy love, adapted from comic book artist Xiong Dun of the same name, and earned a good reputation and 600 million at the box office after it was released in 2015 because of its positive energy. The latter is adapted from the famous writer Xu Yigua's novella Life of two hundred and four months, which was shortlisted in the venture capital unit of the 19th Shanghai International Film Festival and won the award for "Best Young Director Project".

it is not difficult to see that the previous six new clue films did not target "Super Big IP" or blindly pursue "IP dividends", but adhered to "typed differences", enhanced concepts, new types, and strong plots, and opened up a unique path with few competitors. After all, for the film market, there are many entrants, but it is difficult for those who break the game. Only by creating alienated works on business trips can we stand in the tide of IP fever. From the level of genre exploration, the process of trying and exploring new clue films is precisely the company that dares to eat crabs on the road of upgrading Chinese genre films.

how to meet the future?

head work with substance

for future film selection and production standards, Qi mentioned three goals: first, it must be consistent with the genre temperament of the new clue film; second, to achieve "substance"; and third, to do "head work". The new clue movies in the future will subdivide the products into different product lines according to the expanded areas and types, and "head works" will be created under each subdivided product line.

in the future "pan-entertainment" upsurge, the film and television entertainment industry may be fighting for IP and capital, but the new clue movies still insist on "typed differences" in the future IP visualization development, and the chosen IP temperament is even a little cold. In the project reserve list of new clue movies, the first visualized original literary IP include: literary genius Ma Boyong's original novel "White Snake's Disease" and the original literary screenplay "Sunset Japan", Douban won the top spot in the original novel list, "Love in our bed", and the starting point platinum author Angel Oscar's 10 million hits of the historical novel "Song Shi Gui" The original IP includes Gu Xiaobai's original IP Cage Beast, Zhao Wei's producer No Winter in Los Angeles, the Youth Quadrilogy of the wonderful Tale of things, and the film and television IP including: classic martial arts IP, Legend of Chu Liuxiang, and so on. It can be seen that the new clues pay more and more attention to the development of the original IP and the personalization of the types, and they do not refuse to embrace the super-large IP, but the big IP is not the only measure. "fit the typed style" and "the work itself is of good quality" is the most important factor for the new clues to select works.

talking about the idea of IP development, Huang Zhengfeng, co-founder of the new clue, said: "from a production point of view, there is no IP that cannot be done, just need to consider how resources match. The most valuable IP lies not in how popular it is, but in its extensibility and systematicness, and whether it has the energy to replicate itself continuously."

for new clue movies, the core competitiveness formed by the type difference makes it avoid homogenization competition to a certain extent, thus making itself irreplaceable. Although behind "popular IP" are thousands of avid fans and their spending power to be reckoned with, the new clue movies can rationally view the popularity of IP, giving priority to the fit of typed production and the differentiation of themes. And their differentiation advantage, because they do not waste a lot of time, energy and communication costs to cater to the mainstream of society, so they can focus on doing their own things, abide by the "content is king", and let the audience experience a variety of types of excellent works.

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