电影IP网剧化,能行吗?

2024-03-26 21:02:03 头条 阅读: 来源:新视觉影视

电影IP网剧化,能行吗? 作者  / 王大力 运营 / 小饼干 这边 “唐探宇宙”精神压力

电影IP网剧化,能行吗?

作者

 / 王大力

运营 / 小饼干

这边

“唐探宇宙”精神压力不小,林黑犬开局被扔进精神病院被骂降智,Crimaster排行榜上扎着五颜六色双马尾的亚洲黑客KIko在侦探界扛起了妇女的半边天,也没挡住陈导消费女性的口水仗;

那头“飞驰宇宙”水花动静不大,冲出赛道变了模样的张弛魂穿5年前的林臻东,飞驰人生秒变重启人生,涛声不一定依旧,来自白云黑土的著名台词“我这张旧船票能否登上你的破船”,先来了一把单曲循环。

这年头什么都讲究一个“跨界”,电影导演拍剧叫“下凡”,电视剧导演拍电影叫“飞升”,一个IP大小荧屏一起舞叫“一鱼多吃”。语文老师梦里都笑醒,中华语言文化的博大精深,难为营销策划们悟透了。

“剧影联动”或者“一鱼多吃”在行业里起伏十多年,到底是兼具市场和艺术效益的明智之举,还是竭泽而渔,甚至掩盖创作力枯竭的遮羞布?

做加法的影改剧

电影翻拍电视剧,从内容源头上细分为四种模式。

第一,电影是原创的,播火了之后开发电视剧,延展故事宇宙。其中比较有代表性的是《唐人街探案》和《飞驰人生》,这两部电影在大荧幕上延续了系列化,前者3部,后者2部。翻拍的电视剧是对原有故事宇宙的延展和扩容,偶有电影中角色人物作为“彩蛋”掉落,保障故事的连续性,也为粉丝提供情绪价值向的“售后”。

相比于后续即将提到的另外三种模式,kk在情感和理智维度都更站这种模式。毕竟它需要创作者有针对性地对情节、人物进行延展;构建故事宇宙的模式也在向世界接轨,毕竟漫威、迪士尼等高净值、长寿的IP基本是以故事宇宙的形式呈现;以及从目前国内的现状来看,先影后剧也给人才培养提供了一个“练手”的机会,比如后来执导电影《三大队》的导演戴墨就曾经参与导演网剧《唐人街探案1》。

一个隐忧就是不论“唐探”还是“飞驰”,在电影系列化的过程中已经呈现出“王小二过年一年不如一年”的态势,口碑的逐级递减可能短期内对票房的影响是有限的,但牵一发动全身,《蜘蛛夫人》凭借一己之力干废漫威基业的教训就在眼前。

第二,更接近于“一鱼多吃”的概念,电影电视剧都来自同一个大IP。《滚蛋吧!肿瘤君》,胎死腹中的电影版《三体》和《涉过愤怒的海》等,翻拍电视剧的动力在于IP本身价值 电影票房检验的双保险,“社交货币”的属性加持,对投资人有吸引力,对观众也是不错的营销噱头。

把120分钟的电影改成动辄24集的电视剧,这类翻拍无疑做加法。通常来说电视剧会保留电影原有故事线,并添加支线人物进一步丰富情节,“故事宇宙”由此形成。

网剧《唐人街探案2》中前两案的故事主人公仍是上一季的林默,后两案则挑出电影版戏份不多但给观众留下深刻印象的女侦探Kiko挑大梁,给了她完整的角色生命线,包括“王胜男”这个听起来和“招娣”“美腰”一样具有话题性的名字。因在电影中,Kiko拿钱办事,给唐仁、秦风提供线索,于是《黄金城》一案还特地设计了欲望和底线之间的张力来升华人物的弧光。

网剧《飞驰人生热爱篇》对于电影粉来说,回忆杀的“售后”同样受用。飞驰车队里张驰的领航员孙宇强、工程师记星,林臻东助手洪阔、叶经理等角色都沿用了电影版中的角色姓名。张弛在巴音布鲁克赛道发生意外,在日落时分飞出悬崖的场景也和电影版呼应。剧版“魂穿”“重启人生”的网感设定更符合电视剧的叙事逻辑。不知为何,kk在看剧版的张弛和林臻东时莫名有种“多年后我成了你”的宿命感,AU文它自己已经在写了。

第三,同一个素材剪成电影和电视剧两个版本,比如《回到明天》和《一出好戏》。如果说添砖加瓦把电影改成电视剧,还做了创造性劳动的话,这种过于简单粗暴的吃鱼方式实在是有点过于省事了。白人饭也得把面包肉饼菜叶子叠一起呢,这相当于端上一盘原材料直接给食客并洗脑:吃吧,吃进去就混合了。

第四,就更与时俱进了,改短剧。《消失的她》将推出衍生短剧讲述M剧团的前世今生,《孤注一掷》《刺杀小说家》的衍生短剧也在筹备,怎么说呢,就,整挺好?

做减法的剧改影

有的壁,在专业人士眼中是不存在的,只要头铁,就能破壁。

电视剧翻拍电影的难度,可比电影翻拍电视剧大多了。电影起码是面向C端的,票房是一张票一张票卖出去的,相对于评价体系混乱的电视剧而言,火不火的体感可靠性还高些。电视剧则不同,且不说评价体系不一,受众更是隐匿度高。有时候互联网上炒得沸沸扬扬,现实生活查无此剧,搞不好就弄出个“微博限定热剧”或者“粉丝限定爆剧”。

抛开干扰元素,大刀阔斧地删减也是同样必不可少,难免伤筋动骨。如果只是看个“浓缩版”,请问为什么要花动辄四五十块钱去电影院?这边建议不如直接变短剧,删掉过场戏重新剪辑只保留高潮反转,2块钱1集可能卖得更好?

今年初,分账剧《一闪一闪亮星星》改编的同名电影搬上大荧幕,“张万森,下雪了”到电影浪漫的“下雪场”,确实给足了粉丝仪式感,但也引发了“大面积退票”的舆情。电影版的《花千骨》也同样难再造胜景,导演出来道歉也没有挽救一泻千里的口碑和零星票房颓势。

《何以笙箫默》《三生三世十里桃花》《爱情公寓》《北京爱情故事》等等一众曾经的年度“剧王”,几乎都没有逃过跨界即熄火的命运,对比更是在先入为主的体感惯性中加剧,反响远不及剧版。

有一类特殊的IP,“剧改影”确属摸石头过河的妙招,就是动漫和科幻。比如《异人之下》和《三体》。这类IP在本体状态下受众粘度高但“小众”(防杠:这里的大小众是个相对概念,小众不是指数量小,而是全民范畴的比例低),直接拍电影风险大、成本高。这时候先以剧集试水,在故事层面摸底大众的接受程度,积累经验取长补短再投入电影拍摄。

被薅秃的IP

不论是影改剧还是剧改影,资本和观众关注点都在IP本身,这毋庸置疑。本应皆大欢喜的“双向奔赴”,这两年却屡屡出现“我把你当盼头,你把我当棒槌”的倒错,IP本身的价值也在低于期待的过度开发中被损耗。

IP的全产业链开发,从商业逻辑上来说是资源利用的最大化。一个优质的IP,本身具备转化为电影、电视剧、广播剧甚至短剧的潜力,关键看开发这件事怎么干。

第一关是观众期待值。影改剧或者剧改影,很大一部分的“联动”在开发层面实际上是同步的,只不过因为电影和电视剧制作周期的差异,所以有时间差,像《三大队》《三叉戟》几乎是同期由不同团队操刀进行开发。

前作一炮打响,观众自然会对后续的翻拍作品保持高期待,压力给到后者,如果不能超出观众期待值,就会被扣上毁IP的帽子。

第二关是IP和改编载体的匹配度。譬如脍炙人口的《封神榜》或《西游记》,它本身的体量远超一部电影能够承载的信息量,这就意味着如果考虑“一鱼多吃”,剧集是最适配的载体,改编成电影,要么进行系列化处理,要么就截取原作中的故事片段进行改编,本质上都是“分割”,才能保证有的放矢。如果IP本身只是一个十几万字或几十万字的体量,做电影相对是更好的呈现方式,情节浓度高、烈度强。如果硬要扩容成剧集,就不只是“注水”那么简单,要延展人物关系、扩充情节枝干,才能撑起一部至少24集中等体量且适宜当下观众观看习惯的剧集。

但显然,比较遗憾的是大伙儿都铆足了劲分IP这杯羹,不管三七二十一先囤了再说,要么就是揠苗助长,在IP还没长成大腿的时候已经在盘算怎么薅羊毛实现利益最大化,最后只能落个长不过三季的结果。

且不说漫威、迪士尼的海外成熟“故事宇宙”做范本,kk合计国内也不是没有“长寿剧”当榜样,TVB的系列剧就一大堆,再不济看看《老娘舅》和《乡村爱情故事》呢?先把IP本身养肥了,再想着薅羊毛的事能行不?

图源:微博、豆瓣,侵删。

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