How to develop Museum IP

release:2018-01-26 16:44:11 publisher:ARTS coin_Global art digital asset trading


As the Spring Festival approaches, the scenic spots of "bundles" of cultural and creative products have also not been idle in recent years. Recently, the Summer Palace teamed up with an ecommerce brand to launch the Royal New year Festival. The Imperial Palace also announced the launch of a pastry gift box in partnership with a food company. Some industry insiders believe that the IP development of the scenic spot is still simply on the application of elements and is still far from the real IP development of content.

With the upgrading of domestic consumption structure, various scenic spots are facing changes in the past survival mode of relying on ticket income. IP development is a rare way out. What is IPP? That is, intellectual property, including copyright, patent rights and trademark rights, including an intangible cultural assets, such as well-known novels, games, animation and so on. IP development is around intellectual property "eat more chicken." Novels into movies, games into reality shows, animation derivatives.

Similarly, the museum is not only a scenic spot, its rich historical background, rich cultural value, can also be regarded as IPs, there are also a variety of "eat". The Imperial Palace sold Q version of the series products. Imitation of The Imperial Palace building color hand-woven bags, taken from the collection of black paint inlaid mother-of-pearl patterns of paper tape, and so on, all belong to this category. In 2017, The Imperial Palace Wen Chuang line income of nearly 100 million yuan. Taobao online store revenue near 50 million, the potential can be imagined.

But objectively speaking, the single development model of Wenchuang product is still different from the real IP development. Looking at the popular Wenchuang products on the market, they are some ordinary products borrowed from the museum, or reference to certain elements. Or borrow the name of the scenic spot, as for specific R & D and production, or outsourcing to the cooperation. The real IP development contains a large number of derivatives, such as the Hollywood film Batman "Superman". The toys around the cartoon Pig Page.

Disney is the most typical, its derivative of Mickey dolls, Marvel models, T-shirts printed with the Stormtrooper pattern, has become a classic case of industry textbooks. The biggest feature of this kind of IP development is that there are stories, content, and thus can be loved by consumers from the heart. And many of the use of scenic elements of the products, consumers are more for the creative pay. Pay for freshness.

Based on content and story based IP development, museums have inherent advantages. Each museum collection, behind each element, has a living story that is thicker and more unique. A lot of times, but not known; Even during field visits, it is easy for the audience to take a look because the publicity and explanation are not "approachable". All this is not the lack of charm of the collection, but the lack of a suitable way to develop it.

CCTV broadcast the "National Treasure", each issue selected a few pieces of the collection, by the star "guardian" interpretation of the collection story, both entertaining. It also gives people a new understanding of the cultural relics. For example, the Hunan Museum's "dish Fangzao", which was interpreted by Huang Bo and Wang Jia as "the winding road to return to the country", has caused countless audiences to cry. Another example is Duan Yihong's incarnation of Yue Wang Goujian's "Jian Ling", which interprets the cold "dead thing" in a different way. Facts have proved that the story of the collection is reproduced and the historical memory is recovered. It is also a popular way of doing IP development, which is not more popular than simply using certain elements on a product. Does it resonate?

IP development is a creative way of thinking, based on stories and content, and allowing consumers to understand it from the heart and love it. In the case of museums. We have a responsibility and an obligation to think about how to develop the IP industry from multiple perspectives, but we also have to be wary of the idea of developing for the sake of development. Sometimes, this is a very natural process. When we can use a variety of means, enough to tell the museum's story, the value of the museum will naturally be highlighted.

Source: Nanfang Daily