Xinhua News Agency, Beijing, March 15th Title: Film and television IP "adds fire" to China's ice and snow fever

Xinhua News Agency reporters Xu Shihao and Li Li

In mid-spring, the "ice and snow fever" across the country remains unabated. The World Short Track Speed ​​Skating Championships are in full swing in Beijing, while many ski enthusiasts are still galloping on the ice and snow in the north and northwest. There are still new players ready to go, hoping to seize the tail of the snow season and "enter the pit".

On social platforms, topics such as "beginners in skiing" and "skiing tutorials" are still very popular. A netizen named "AppleTTT" said that she became interested in skiing after watching the TV series "Shhh, the King Hibernation". She has begun to search for suitable ski resorts and strive to experience it as soon as possible.

This is a ski-themed TV series that is currently on the air and has been launched on Netflix. It stars Yu Shuxin and Lin Yi, the hot young actors nowadays, and the Winter Olympic champion Wu Dajing joins the guest appearance, highlighting the elements of ice and snow sports. Under related topics, many netizens said, "I want to learn skiing after watching it." Some netizens also thoughtfully recommended indoor ski resorts in various places for the "newbies" in the south. The role of film and television IP and star effect in promoting ice and snow sports cannot be underestimated.

In recent years, the warming ice and snow economy has undergone a "chemical reaction" with other industries. The continuous launch of new ice and snow-themed film and television IPs can not only show that sports are gradually becoming the lifestyle of contemporary Chinese people, but also conform to the current new trend of "pleasing oneself" and "social consumption". "Ice and Snow Hot" provides more choices and reference materials for the introduction of film and television works, and excellent film and television IP in turn adds another fire to "Ice and Snow Hot", which further drives the development of the ice and snow economy. The mutual promotion between the two sides seems to be becoming a virtuous cycle.

Wu Dajing said that ice and snow-themed film and television works may be able to further promote the popularization and development of China's ice and snow sports, and he is willing to contribute to this.

On January 28, ski enthusiasts took a photo at the General Mountain International Ski Resort in Altay, Xinjiang. During the Spring Festival holiday, the special ice and snow tourism projects and ice and snow sports venues of scenic spots in many places welcome many citizens and tourists. Photo by Xinhua News Agency reporter Hu Huhu

Around the world, sports-themed film and television works have always been loved by the audience. "Rocky", which is based on boxing, is an eternal classic of sports movies; the Indian inspirational movie "Wrestle!" "Dad" achieved a win-win situation in both commercial achievements and social influence, and is also a successful case of sports-themed films. In China, successful movies such as "Hot Hot" and "In the Octagon" in recent years have also been deeply imprinted with sports.

"Support the development of new integrated immersive consumption scenarios such as combining film and television game creation with China's excellent traditional culture and characteristic tourism resources" "Actively develop the first-generation economy, ice and snow economy, and silver economy"... At the just-concluded National Two Sessions, many ideas and measures to boost consumption were written in the plan report submitted for review, and film and television creation and ice and snow economy were also mentioned.

Many film and television dramas have already targeted the elements of ice and snow. "My Altay" is a successful example of the domestic market. The popularity of this film and television work has made Xinjiang's tourism industry and ice and snow economy popular; and the filming locations of "Shh, the King Hibernation" in Hemujikpurin, Xinjiang and Beida Lake in Jilin have also been widely circulated on social media, and some people have even sorted out ice and snow travel routes with related topics, attracting many netizens to prepare for "check-in trips".

Experts believe that under the ice and snow economy boom, the number of film and television works with ice and snow sports as the theme is still limited, and this blue ocean has great potential. Excellent film and television IP has a great drainage effect and high social benefits. If it is deeply integrated with the ice and snow industry chain, it will add a few more fires to the development of China's ice and snow economy.