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定位时代,随着“IP热”的到来,我国的电影产业快速发展,IP变现电影这一新的电影产业模式逐渐成熟。不过,相比较于美国好莱坞的超级英雄IP电影的整体制作方式,我国的IP电影产业还处于初级阶段。徐峥的IP就是由他创造的“囧”系列,从《人在囧途》到火爆院线的《泰囧》,再到之后的的《港囧》,还有已经立项的《印囧》。不知不觉,“囧”本身已经形成一种文化现象打入了受众心智,它专属于徐峥,是他人无法模仿的独有品牌。
In the era of positioning, with the advent of “IP hot”, the movie industry in our country has witnessed rapid development and the film industry model of IP realized movie has gradually matured. However, compared to the overall production of superhero IP movies in Hollywood, China’s IP movie industry is still in its infancy. Xu Zheng’s IP is created by him “囧 ” series, from “people in the embarrassing way” to the hot cinema “Thai embarrassed”, and then to the “Hong Kong 囧”, as well as the project has been “Indian 囧”. Unconsciously, “囧 ” itself has formed a cultural phenomenon into the audience’s mind, it is dedicated to Xu Zheng, is a unique brand that others can not imitate.