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《择天记》引发热门IP冷思考 娱乐至死怪圈正在形成

2017-05-12 22:12:16   

由此可见,一个热门IP能够带来巨大的用户流量和商业营收。正是如此,以阿里影业、企鹅影业、乐视影业、爱奇艺为代表的影视公司,都希望利用自身雄厚的资金和资源,将热门IP打造成更具变现能力的商业项目。

不过,并不是所有IP都能成为企业所希望的热门。在连续两年多时间的IP炮制之后,审美疲劳临界点到来。越来越多的用户,对所谓热门IP的接受度和容忍度不断下降,如果剧情安排、人物设置不够精彩,即便是曾经火爆的网络小说IP,也会面临口碑扑街的尴尬。

说到这里,就不得不提到猫腻大神最近被改编的电视剧《择天记》。因为《人民的名义》的剧终,这部戏的收视最近终于有了起色。只不过,并不是因为电视剧有多么精彩,而是因为原著读者的疯狂围观:漠视原著的人设、故事情节和超逻辑等因素,变成网友全力吐槽的焦点。王思聪更是吐槽到极致,称这是他看过的电视剧里,唯一一部所有主角都不会演戏的作品。

实际上,这并非是第一部被网友吐槽的热门IP改编作品,之前的电影《爵迹》和《盗墓笔记》,电视剧《亲爱的翻译官》等等,都曾经掀起过吐槽热潮。不过,负面声音并没有阻挡投资方对IP的追捧,热门IP的价格近年来一直水涨船高。

据传,由腾讯影业、企鹅影业等联手打造的这部《择天记》,总投资高达4亿元,刷新了国产电视剧的投资纪录。值得庆幸的是,该剧的神(wu)奇(mao)特效,让观众的注意力成功地从总额投资上转移走了,围观群众在看剧的同时,火力大多倾注在了剧情和人设上。

另外,《择天记》投资高企,主要演员均为当下火爆“小鲜肉”也是原因之一。在这个看脸花钱的时代,“小鲜肉”们片酬越来越高,据@娱乐圈八卦指南文章所述,男一号鹿晗的片酬高达1.2亿元人民币,相当于《人民的名义》的总投资。对于原作猫腻来说,电视剧版权卖出也就与其无关了,但是这样巨额的投资,“宏大”的市场反馈,他想必也会一头黑线吧。

长期价值有待评估

回首两年前,《花千骨》热播现象引发投资方对IP再造的兴趣,合理的投入引发超值的回报,为今天的IP热潮埋下了契机。然而,如今热门IP的价值,已经发生了不小的转变。与其说投资机构是在再造热门IP,还不如说是在消费粉丝经济。

事实上,一个IP能否成为带来长期价值,先决条件是这个IP具有长时间的沉淀和粉丝积累。比如郭敬明的《小时代》系列,是很多人青春的印记,被翻拍成电影后就能创造出“未映先红”的现象。但综合来看,《小时代》实际上也是热门IP的反面教材。

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