发掘经典IP不能“炒冷饭”

Core Insights - The nostalgia trend in entertainment, characterized by the revival of classic IPs, is gaining significant traction, reflecting a strong cultural force driven by emotional consumption [1][2] - The audience for these classic IPs consists of a large, economically stable group of middle-aged and young consumers who view entertainment as both emotional expression and a means of social interaction [1] - Policy support from various regions aimed at stimulating cultural consumption is further fueling this trend in the entertainment industry [1] Market Data - A recent New Year's Eve gala featured classic IPs such as "Journey to the West," "The Lotus Lantern," and "Magic Phone," achieving a peak live viewership of 350 million and over 10 million real-time interactions [1] - The popularity of remakes of classic shows often leads to high viewership and online discussions, indicating a robust market for nostalgic content [1] Emotional Connection - The enduring appeal of classic IPs lies in their deep emotional connections, allowing audiences to engage with shared collective memories and providing a sense of comfort and identity in a rapidly changing world [2] - However, there is a caution against the over-commercialization of classic IPs, which could lead to emotional fatigue among consumers and diminish the reputation of these classics [2] Innovation and Originality - While adapting classic IPs carries lower risks compared to creating new original content, excessive reliance on nostalgia may stifle innovation within the industry [2] - A balanced approach is necessary, where classic works are modernized and original creations are encouraged, fostering a healthy cultural market that allows both classics and new works to thrive [2]