《疯狂动物城2》，意料之中地，爆了。 截至12月23日，《疯狂动物城2》累计票房已突破38亿元，成为2025年度国内市场电影榜TOP2。与此同时，这一影视作品迸发出了强烈的IP效力，仅内地 市场与《疯狂动物城》的联名就达到了70+，覆盖了快时尚、餐饮、珠宝、日化等全品类消费。 无独有偶，一场史无前例的IP争夺战也在海的那边进行着。 12月5日，Netflix宣布计划以827亿美元收购华纳兄弟及其旗下电影和电视工作室、HBO和流媒体服务。 联合Netflix的内容野心和线下乐园计划，不难看出这其实是对DC 漫画、《权力的游戏》、《哈利波特》等一众IP争夺。 而就在大众以为收购板上钉钉，感慨流媒为王、制片厂没落之际，美国娱乐和媒体业巨头派拉蒙抛出1084亿美元的收购方案，正式参与这场决定好莱坞未 来格局的"千亿争夺战"。 到了2025年，头部资本在"IP是财富基础"这件事上，达到了高度的统一。 一边，泡泡玛特依旧一骑绝尘，凭借对内容电商趋势的精准把握，即便处于阶段性沉寂期，依旧收获不俗业绩；反观其他多数 IP，虽以东南亚为核心阵 地密集铺设快闪店面，IP 影响力却始终未见显著提升。 另一边，完全放弃IP效力的短剧 ...

Core Viewpoint - The article discusses the collaboration between the company and Universal Studios Singapore to launch a themed attraction based on the web novel "Dao Gui Yi Xian," highlighting the potential for future developments in immersive entertainment based on Chinese IPs [2][3][9]. Group 1: Themed Attraction Details - The "Dao Gui Yi Xian" themed attraction is part of the "Halloween Horror Nights 13" event at Universal Studios Singapore, running from September 26 to November 1, with long queues on opening day [3][5]. - The attraction features four different IPs, including the Chinese "Dao Gui Yi Xian," a Thai IP, a Singaporean IP, and Netflix's "Stranger Things," with "Dao Gui Yi Xian" having the highest number of NPCs at 50 [5][9]. - The design of the attraction includes various scenes from the novel, such as a hospital setting and a "refining elixir room," utilizing props and effects to create an immersive experience [5][7][12]. Group 2: Cultural Significance and Market Potential - The project team chose "Dao Gui Yi Xian" due to its popularity and the strong cultural elements it incorporates, making it relatable to Southeast Asian audiences [9][10]. - The attraction aims to provide a different experience compared to Western horror styles, focusing on psychological and subtle fear elements inherent in Chinese horror [10][12]. - The global theme park market is projected to grow from $56.4 billion in 2024 to $81.2 billion by 2033, with a CAGR of 4.13% from 2025 to 2033, indicating significant market potential for such themed attractions [20]. Group 3: Future Prospects and Strategic Direction - The project represents the company's first attempt to adapt IP for overseas physical entertainment, moving beyond traditional methods like translation and animation [13][14]. - The author of "Dao Gui Yi Xian" expressed hope that the attraction would spark interest in Chinese culture among foreign visitors, potentially leading to greater awareness of Chinese web literature [14]. - The company is actively expanding its presence in offline experiences, including partnerships for pop-up stores and immersive experiences, aiming to enhance global engagement with its IPs [20].

Core Insights - The collaboration between Reading Group and Universal Studios Singapore has led to the launch of a themed attraction based on the web novel "Dao Gui Yi Xian," which is part of the Halloween Horror Nights event running from September 26 to November 1 [1][3] - The attraction features a high level of detail and immersive experiences, including 50 live NPC actors, making it the largest in terms of NPCs among the four haunted houses in the event [3][8] - The project aims to introduce Chinese horror culture to a broader audience, leveraging the unique elements of the novel that resonate with Southeast Asian cultural foundations [9][10] Company Strategy - This marks Reading Group's first attempt to adapt its IP for overseas live entertainment, moving beyond traditional methods like text translation and animation adaptations [12] - The project is part of a broader strategy to enhance offline engagement with IPs, including collaborations with various cultural entities and the establishment of its own merchandise brand [24] - The immersive experience is designed to create a deep connection between global audiences and the IP, complementing online content [24] Market Context - The global theme park market is projected to reach $56.4 billion by 2024, with an expected growth rate of 4.13% from 2025 to 2033 [24] - The project reflects a growing trend in the entertainment industry to create immersive experiences that blend cultural storytelling with interactive elements [24]