film expo call | the aesthetic iteration of the times, how to make a popular movie ip? experts discuss the development of film derivative industries
2024-10-01
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on the morning of september 29, the china film derivative industry conference and the 9th international film ip licensing and derivative industry development summit forum were successfully held at the canton fair complex. the "guangchuan audiovisual research institute" of zhujiang college of south china agricultural university was unveiled, and many guests gave speeches.
great results! experts discuss the development of film derivative industries
luo xiaoxing, founder of guangzhou roaming cabin culture technology co., ltd., gave a keynote speech on "china's film and television ip industrialization experience and overseas strategy". he shared that only good content will have fans, and content with fans is called ip. to make ip derivatives, in fact, we need to make products that adults can appreciate. its quality must be high, otherwise there will be no secondary market and no continuous industry cycle.
zheng yang, president of "popular cinema" magazine, delivered a keynote speech on "popular cinema journey". he said that "popular film" magazine was founded in 1950 and participated in the creation of the "popular film hundred flowers award", the first mass film award in new china and one of the three major chinese film awards. nowadays, traditional magazines are undergoing transformation and are targeting the interests and hobbies of "generation z" readers and trying to develop derivative industries such as concerts, offline movie groups, e-commerce live broadcasts, and the integration of culture and tourism.
gao erdong, associate professor at the school of animation and digital art at communication university of china, gave a speech on "digital future, new image experience", focusing on spatial computing and spatial intelligence to explore new ways of future image experience under digital reality. he concluded that it is necessary to transcend formal innovation and transform the simple expression of cultural elements into the reconstruction of patterns and cultural concepts, thereby affecting future creation and experience.
chen rui, founder of shenzhen popular sunday culture communication co., ltd., talked about "the influence of symbols of the times" from the perspective of trend art and ip-derived peripherals. he said that a good ip must contain information of the entire era. for example, cultural derivatives related to sanxingdui and bronze ware can read information about the times in the products. this is what a good product should have. products are built on the basis of social development such as economy, technology, and culture. trends are constantly changing, so the content and aesthetics of products need to be updated and iterated.
wu zongxu of beijing film academy presented the "project results of guangzhou film industry research", including research on the current situation of film transactions and expos in the guangdong-hong kong-macao greater bay area, creation of film ip, research on guangzhou film policies, and forward-looking research on film derivatives, etc.
what's the future? roundtable dialogue on the design of film ip derivatives
the roundtable dialogue at this event centered on "design of film derivative industries". zhang quanxin, vice chairman of the guangdong filmmakers association, zhang yue, a teacher at the school of fashion art and engineering of the beijing institute of fashion technology, geng zhongyin, chairman of the liaoning filmmakers association, and guangzhou academy of fine arts associate professor huang lusha, chief designer of guangzhou zhongjia design co., ltd. zhang qiang, and chairman of macau mage cultural and creative technology co., ltd. wang rui were guest speakers, and professor zhang jiejie of the academy of fine arts of beijing film academy hosted the event academically.
it is difficult to make movie derivatives, the cycle is short, time is tight, etc. why do you still want to do it? zhang qiang believes that derivatives can sustainably stimulate people's emotions and make the emotion and pleasure last longer. this may be one of the values of derivatives.
the clothing and accessories industry is a soft product among derivative products, and it is integrated into the acting roles in movies in a subtle and subtle way. zhang yue shared that costumes play three very important roles in movies:the first is to inform the audience of the film's historical background, the second is to highlight the character's personality and identity, and the third is to present the character's heart.
geng zhongyin, as the dean of the greater bay area film and television school of zhujiang college of south china agricultural university, said that the film and television academy came into being based on the demand for talents in the guangdong-hong kong-macao greater bay area, and looked forward to doing more for the guangdong-hong kong-macao greater bay area in terms of talent training. big contribution.
how to continue to operate ip+ cultural tourism projects well? huang lu shaconganalysis from the perspective of “gamification”, she believes that queuing is a pain point in cultural tourism projects, and gamification can be used to empower users with a better experience, such as adding good elements and interacting with dolls when queuing. further research is needed to find out the needs of users.
how can guangdong's film-derived industries empower the local economy and culture? zhang quanxin believes that empowerment is actually mutual. if a good work is produced, there will be derivatives, and guangdong's manufacturing industry can also better empower the development of guangdong's film derivative industries.
regarding macao’s cultural and creative industry, wang rui shared that “a-ma cultural and creative” is a macao cultural and creative brand that embeds intangible cultural heritage crafts into well-known ips to spread chinese culture internationally.
nanfang.com, guangdong study reporter zhu qilin
