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the two-way movement of film, television and cultural tourism has given birth to one drama after another and made the city popular.

2024-10-02

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as the integration between film and television and local culture and tourism has become closer and closer in recent years, "one drama can set a city on fire" is no longer an isolated case, but has gradually become an industry phenomenon in which culture, tourism, film and television develop together in a coordinated manner. recently, a roundtable forum with the theme of "one tv series brings fire to a city—the two-way convergence of film and television content and cultural tourism economy" was held in beijing. as one of the key exchange activities of the 2024 beijing lido international film and television week, film and television creators gathered in this forum to review the creative process of works such as "my altay" and "go where the wind is", and jointly explore the depth of film, television and cultural tourism fusion, "how a drama can set a city on fire".
find the spiritual core that supports creation
at the forum, qi kang, head of iqiyi canran studio, first shared the creative process of "my altay". preparations for this drama began in 2018. it was originally a collection of essays recommended by director teng congcong and was attempted to be adapted into a movie. the adaptation process was full of challenges. qi kang said frankly that the text of "my altay" is simple and meaningful, and the optimism about life shown is very touching. however, from the perspective of film and television adaptation, it has no narrative main line, no strong plot, and no so-called strong genre framework. it can be followed, but lacks many technical pivots. when the production company and producers had no confidence and could not see the future, director teng congcong developed it herself from the perspective of a creator and bought the copyright with the meager royalties from her first film "send me to the clouds" .
at the time, qi kang was developing "moses on the plain," which was the first mini-series explored by iqiyi. with the support of the company and the persistence of the team, "my altay" was finally innovatively made into an 8-episode miniseries. qi kang said that during the creation process of "my altay", there was no deliberate pursuit of commercial elements. instead, it started from the original intention of the creator and found the spiritual core that supported the creation, which was a review of ideals and pursuits. "at that time we we are thirty-four or five years old, and we encounter a lot of confusion in our pursuit of ideals and careers. during the creative process, we are thinking, why is this love possible? who moved us? shaped us? this is the narrative thread we found during the adaptation process. this emotional mapping and resonance inside and outside the play is actually the most fundamental motivation that supports us. "
in qi kang's view, the theme expression of "my altay" reflects how to find pure ideals and values ​​in a fast-paced life. this is an important reason why the work has gained an audience. "we live in big cities, and the impact of various values ​​and rainbow bubbles can drive our energy and desires wild, making us very anxious. in fact, sometimes we are really confused about where to go in this fast-paced life. "so we want to remove some meaning from life and find pure ideals and values, so that we can become less anxious and calm, optimistic and understanding, and many conflicts can be resolved," qi kang believes. good works must find the most fundamental spiritual core. it is not that "one drama makes a city popular", but that a city and a piece of land give birth to a drama and a good story. cultural and tourism interaction is not a simple business transaction. it is more about the exchange of culture and civilization.
qi kang said that with the support and guidance of the state administration of radio, film and television, "my altay" cooperated with xinjiang's cultural and tourism departments to explore an innovative path for the integration of film and television and culture and tourism, including refining cultural symbols, co-raising ecological funds, the five aspects of co-establishing a dedicated travel line, co-building a membership mechanism, and co-organizing cultural activities have given a short drama a relatively long publicity cycle, and also allowed altay to be seen and liked by more people.
only by taking root in life can we touch people's hearts
jia yao, deputy editor-in-chief of huace film and television group, took "go where the wind is" as an example to explain the two-way connection between film and television and cultural tourism. he believes that in film and television + culture and tourism, film and television come first. only content that touches and attracts people has the possibility of dissemination, so the core essence is still content. the two-way integration of film and television + cultural tourism not only makes a tv series popular in a city, but also the elements of local cultural tourism, humanistic value and natural scenery, which can give tv series more creative inspiration and materials. "so i think it's a two-way street. we didn't create many of the fire-inducing elements in the play. we were just refiners, extracting and displaying the potential emotional elements and some values. excavation and presentation are the mission of film and television creators.”
jia yao said that many experts will be found in dali, and many new dali people travel and live in dali for various reasons. everyone's psychological state and story are different. yunnan is a multi-ethnic province with diverse cultures. the "go where the wind is" team conducted research in dali and interviewed a large number of local residents, intangible cultural heritage inheritors and new dali people. "a large number of interviews make the characters in the play very vivid. the heroine xu hongdou can stand up wherever she is placed, because the characters have a lot of material. our millions of words of interview material contain the stories of many people superimposed, and these emotional interactions in fact, it’s all true.”
jia yao gave an example: there is a "windy racecourse" in the play. the hero and heroine's relationship warmed up for the first time because they witnessed the birth of a pony together. "we only learned about witnessing the birth of life when we saw the pony being born locally. at that moment, people will naturally get closer, and their feelings will definitely heat up. in fact, you can only feel the charm of that emotional flow if you have truly experienced many things yourself. "
"go where the wind is" gives "wind" many connotations, such as the wind of warmth and healing, the wind of rural revitalization, the wind of intangible inheritance, etc. during the production process, the team upheld ingenuity and traveled all over dali, choosing to build a "windy courtyard" next to the ancient city of fengyang, which has historical and cultural texture and bai architectural beauty. at the same time, "go where the wind is" has also made many intangible cultural heritage popular, such as tie-dyeing, bai embroidery, wood carving, milk fans, making flower cakes, etc. jia yao shared his experience in cultural tourism, including converting a "windy courtyard" into a cafe and b&b, building a "windy horse farm" on the edge of erhai lake, and developing the same catering style in the drama, etc., which effectively promoted local development.
yang meixiu, deputy director of the dali prefecture bureau of culture and tourism, started from cultural tourism data and introduced the tourism changes brought to dali after the broadcast of "go to where the wind is". after the drama became popular, tourism in dali continued to be popular, with the number of tourists and total tourism expenditure increasing significantly. yang meixiu emphasized the importance of producing and filming dramas based on the local area in the two-way development of film and television + culture and tourism. at the same time, she sincerely invited film and television companies to come to dali for creation, filming, and investment cooperation.
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