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中国的IP产业正进入爆发式增长阶段,而原创文学作为优质IP的源头,其改编而成的影视剧作凭借IP本身的高知名度与庞大的粉丝群体,成为了聚焦流量的“金字招牌”。
纵观近年来IP市场的电视剧作品,口碑两极分化明显。通过分析不难得出尽管IP剧沦为烂片的因素各不相同,成功的作品却有着一个共同点,那就是基于对粉丝文化的深刻理解与精准营销。换句话说,得粉丝心者得市场。
以网络IP大剧《将夜》为例,从中可见一二。
首先,是粉丝对于演员的认可。
成功的IP本身自带粉丝,其改编的影视作品有天然的观众基础。这部分粉丝叫做原著党。他们对于原著具有很高忠诚度和认知度,他们爱的是书中人物而非演员,他们看的不是一部电视剧,而是自我梦境的荧幕表现。原著党可以很轻易地看出电视作品与原著的不同之处,如果哪方面不尽人意,分分钟怼到你哑口无言。因此,IP作品的改编与拍摄都需要做足功课,这其中演员的选定更是重中之重。
从去年《人民的名义》的爆红到最近评分9.0的《白夜追凶》,不难看出演员知名度并非决定电视剧成败的关键因素。而演员与角色的契合度,才是粉丝所关心的。如同六小龄童之于《西游记》,周润发之于《赌神》,周星驰之于《大话西游》,梁朝伟之于《无间道》……所谓经典,不仅是作品成就了经典演员,更是演员造就了经典作品。
在曝光的《将夜》片花中,主角宁缺(陈飞宇饰)、桑桑(宋伊人饰)以及夫子(郑少秋饰)等主要角色惊艳亮相,均以高度符合原著的人物形象赢得了粉丝的好感和认同,体现了剧组在选角方面做足了功课。单从演员阵容来看,《将夜》能否成为经典尚不得而知,但起码走在了正确的道路上。
不可否认,当前一些IP剧作依靠当红明星的演绎阵容,确实能吸引不少个人粉丝的追捧,对于剧作本身而言,却让外界关注的重点偏离了方向。
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