2024-06-30

Market·Insights|Popular Hits Abound, Literary IP Continues to Empower Drama and Film

 

FULL BLOOM, adapted from the namesake novel by Yi Shu, recently concluded with both high ratings and rave reviews, becoming “this summer's blockbuster hit”; BLOSSOMS SHANGHAI, adapted from Jin Yucheng's novel, was a “top-rated drama” early this year, injecting new vitality into urban cultural tourism; A PANORAMA OF RIVERS AND MOUNTAINS, a play adapted from Sun Ganlu's novel, recently completed its tour, perfectly blending literary writing with stage performance.

 

Literary IPs are a rich and inexhaustible resource, with diverse themes and forms. In recent years, the adaptation of literary IPs into drama and film has been on the rise. Many classic and outstanding literary IPs have been rejuvenated on the screen and stage, and numerous excellent online literature works have been empowered by drama. Literary IPs continue to make strides in new business forms such as film, drama, cultural tourism, and performing arts. During this year’s TV Festival, the Youku event titled “New Aesthetics, New Themes, New Expressions: Launch Event and Drama Innovation Symposium for the ‘Research Repost on Innovative Development and Aesthetics Diversity of Drama Series of China’” and the Shanghai Writers Association’s “Shanghai Literature, Theater, Film and Television Venture Salon” were held in the STVF Market. Writers, screenwriters, scholars, and industry experts gathered to discuss the transformation of literary works into films and dramas, as well as how film and drama feedback and empower literary works.

 

 

Literary IP Adaptations Yield Fruitful Results

 

Literary works have always been a primary source of creation for film and drama, and have garnered even more attention in recent years, leading to several “blockbuster hits”. The success of BLOSSOMS SHANGHAI and A PANORAMA OF RIVERS AND MOUNTAINS highlights the deep value of literary IPs. Ma Wenyun, Party Secretary and Vice Chairman of the Shanghai Writers Association, stated, “Transforming literary works into drama and film is not only a recreation of the literary pieces but also a deep excavation and widespread dissemination of their value, allowing them to blossom with new vitality on the stage, screen, and television.”

 
 

For a long time, there has been frequent interaction among literature, drama, and film, mutually empowering each other and yielding “abundant results”. "Shanghai is a city of literature, with countless famous literary works originating here, and numerous literary luminaries shining brightly. It holds an important place in the history of modern and contemporary Chinese literature. Shanghai is also a city of film, playing a significant role in the early days of cinema and the growth of the film industry after the founding of New China. Moreover, Shanghai is a city of drama, boasting a rich variety of art forms including plays, traditional Chinese operas, ballets, musicals, and folk arts. It has a vibrant performance market, with many art troupes and performing artists, holding a significant position in the national performing arts landscape," said Xu Haojun, Director of the Drama and Folk Arts Department of the Ministry of Culture and Tourism.

 

 

Whether it is the popular BLOSSOMS SHANGHAI or the much-discussed TO THE WONDER, these literary works have won wide acclaim from audiences with their profound thoughts, vivid characters, and rich emotional expressions, accumulating valuable experience for the adaptation of literary works. "Film and television need to draw nourishment from literature, mutually empowering each other and interacting bidirectionally", Ma Wenyun pointed out. "The transformation of literary, drama, and film works not only has enormous market potential but also profound social significance."

 

The Challenges of Secondary Creation of Literary Works

 

During the broadcast of BLOSSOMS SHANGHAI, screenwriter Qin Wen mentioned in an interview that she stayed with the production team throughout the filming process, constantly revising the script, highlighting the difficulties of secondary creation of literary works. "It requires us to deeply understand the essence of literary works, accurately grasp their spirit; it requires meticulous planning and ingenious conception to present the essence of literary works in the form of drama and film; and it requires respect for the original work and the audience, winning market recognition with sincerity and superb artistry," Ma Wenyun stated.

 

This year, dramas reflecting Shanghai’s era, cultural landscape, and industry features such as BLOSSOMS SHANGHAI and CITY OF THE CITY have achieved high ratings and viewer acclaim, becoming "blockbuster" hits through secondary creation. Yang Wenhong, chairman of Xingge Media and representative of the production company of CITY OF THE CITY, spotted the potential of the novel four years ago. She believes that the success of the IP lies in its characters. "The grayness of Zhao Hui and the upward aspiration of Tao Wuji form the backbone of CITY OF THE CITY, which is also a key reason for the drama’s success." To enrich the story, characters like Su Jianren and Miao Che were introduced in the secondary creation of CITY OF THE CITY, resonating more with the audience and laying the foundation for the drama’s popularity.

 

 

Youku’s Vice President Xie Ying also has insights on choosing literary IPs. She attributes the platform's success in the first half of the year to the methodology of "good content + excellent creators + suitable actors." She stated that for ancient romance dramas, Youku prefers "growth-type IPs", while for suspense dramas, they stick to original scripts and employ film directors to explore the niche of short yet refined productions.

 

 

Adapting literary works into films and dramas is not easy, and the same goes for theater adaptations, which face many uncertainties. "The play adapted from Wang Anyi's novel EVERLASTING REGRET has been performed for 21 years, and the newly launched Shanghai dialect version is still very popular. We adapted THE CODE OF THE DYNASTY into a play, which had great box office results, selling out in 10 seconds even after adding extra shows," said Yu Rongjun, Vice President of SMG Live  and Artistic Director of Shanghai Dramatic Arts Center. "Today’s audience might be keen on watching Douyin and short videos, but they still need various types of stage works and films. Some may prefer commercial genres, while others might enjoy more classic works." Yu Rongjun believes that secondary creation for theater is like climbing higher on someone else’s shoulders; it’s either a greater success or a bigger fall. "When adapting a novel into a play, the adaptation must have the characteristics of theatrical expression. The original work is often a trap for the adapter. The more classic the original, the bigger the trap. So, we need to be prepared with a rope, ready to climb out of the pit at any time."

 

Innovative Expressions for Online Literary IPs

 

 

CITY OF THE CITY focuses on the financial industry, A PANORAMA OF RIVERS AND MOUNTAINS is a spy thriller, and FULL BLOOM centers on female growth. Where is the next blockbuster literary IP? What kind of stories will captivate audiences? On the same day, Qi Ming, Content Director of Shanghai Rongmai Film and Television Media Co., Ltd., introduced the work of Lu Ming, a contracted writer of the Shanghai Writers Association, titled MEMORIES OF THE DINGHAI BRIDGE. "It can be considered the Shanghai version of A LIFELONG JOURNEY, revealing the historical trajectory of Shanghai's industrial development and the tremendous changes in Chinese society." Liu Yan from the Shanghai Literature Creation Center recommended Tang Ying's novel LADY, which delves into profound and thought-provoking themes, exploring love, friendship, family, career, and various social phenomena.

 

While serious literary works are gaining attention, many high-quality online literary IPs are also emerging. Qimao Chinese Network recommended four online literary works: THE COMPANION, COURT MYSTERY IN PROGRESS, THE FIRST BEAUTY, and THE NOBLE JOURNEY, covering modern urban and currently popular ancient fantasy themes. In recent years, Youku has been dedicated to uncovering high-quality online literary IPs and promoting their adaptation into films and dramas. This year, REGENERATION and THE DOUBLE, both adapted from online literary works, received critical acclaim and commercial success. Xie Ying, Vice President of Youku, stated, "Innovation is the 'lifeline' of long videos. Online audio-visual platforms must actively seek new changes, enhance users' aesthetic abilities, and vigorously develop content productivity."

 

Regarding the increasing trend of adapting literary IPs into films and dramas, Yin Hong, Vice Chairman of the China Literature and Art Critics Association and Professor at Tsinghua University, believes that "current series are showcasing three main trends: human-centric, societal issues, and cinematic quality." Rao Shuguang, President and Researcher of the China Film Critics Association, acknowledged that innovation in series has surpassed that of films, entering an era where series now feed back into films. The experts at the meeting agreed that the continuous empowerment of film and drama creation by literary IPs has made series more diverse. Platforms are actively promoting innovation and encouraging the expansion of thematic and artistic boundaries. This not only motivates creators to produce high-quality works with social relevance and realism but also offers audiences a rich and diverse audio-visual experience.

 

 

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The 29th STVF is hosted by the National Radio and Television Administration, China Media Group, and the Shanghai Municipal People’s Government, and organized by Shanghai Municipal Administration of Radio and Television and Shanghai Media Group, with co-organization by the Administration Committee of Lin-gang Special Area of China (Shanghai) Pilot Free Trade Zone, and special support from Shanghai Lingang Special Area Investment Holding (Group) Co., Ltd.

 

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