"Star Wars 9" box office hit the streets, "The Mandalorian" can keep Star Wars fans？
By Candy
January 17th, 2020
The 42-year-old super IP "Star Wars" has planted a big heel on the road to attracting gold. "Star Wars 9: Skywalker Rise" encountered box office Waterloo. The expiration crisis of "Star Wars" IP has begun to erupt. While Star Wars 9 encountered media and Star Wars fanfare, a Star Wars derivative drama was spreading across the United States.
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"The Mandalorian" Rotten Tomatoes' freshness has remained above 90%, and has topped the national TV drama popularity chart for two consecutive weeks. The director of the series, Jon Ferruo, has even become a popular candidate for the director of Star Wars 10. Why "Star Wars 9" box office hit the streets, "The Mandalorian" is hot all over the United States, can the big IP derivative drama really help the movie retain fans?
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The Mandalorian restore Disney's face
"Star Wars 9" has become the lowest rated work in the "Star Wars" series of films. "USA Today" claims that the film's character portrayal and plot expansion are too pleasing to fans. Compared to the final chapter of the new trilogy of "Star Wars", which was questioned by word of mouth, the first Star Wars spin-off series, "The The Mandalorian", pinpointed the true core of the Star Wars IP and completed inheritance in innovation. In Star Wars Episode V: The Empire Strikes Back, the short appearance of Mandalorian bounty hunter Boba Fett is impressive, but he dares to challenge Star Wars classic villain Darth Vader. Although he was defeated in "Star Wars: Return of the Jedi", due to his popularity, he later "revived" in Star Wars novels and Star Wars comics.
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In 2012, Disney and Lucas film re-planned the Star Wars system and began to create a spin-off series, The Mandalorian. Before the episode was launched, it was not particularly optimistic about the market, but the episode has become the most popular episode for two consecutive weeks after its debut, and its popularity is on the rise. Star Wars fans are mostly attracted by this new drama. Film critics said that the spin-off drama to some extent restored the face that Disney lost in "Star Wars 9".
Derivative drama helps advance IP overseas expansion
In recent years, the status of derivative dramas has been significantly improved, and its importance in the IP system even surpasses traditional derivative dramas such as "SHIELD Agents". Agents of SHIELD cannot be integrated into the Marvel Cinematic Universe, and are mostly unilaterally forced to interact with the Cinematic Universe. This situation changed in 2015. After Marvel Pictures officially separated from Marvel Entertainment and became an independent department, it began to comprehensively plan all IPs under Marvel, and derivative dramas began to leverage Marvel Movies.
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Today, a large number of Marvel second-line superheroes have independent episodes. Unlike "SHIELD Agents", these TV series will become the main line of the Marvel movie universe. Among them, "Wanda Vision" and "Rocky" are scheduled to start broadcasting in August 2020. Marvel screenwriter Christopher Marcus said that the timeline of "Rocky" will seamlessly connect with "Avengers 4". Derivative dramas are increasingly becoming an important piece in the hands of major Hollywood producers such as Disney. If the hot IP is stopped for too long, the fan enthusiasm will be difficult to continue. The development of derivative dramas will become a transitional period of continuation and attract new fans without excessive consumption Good way for IP.
In addition, derivative dramas also help to solve the problem of overseas expansion. Star Wars IP entered the Chinese market late, and the content system is too complicated to form a Marvel-style cultural brand. How to attract new fans has become a major problem. As "The Mandalorian" gradually became a phenomenon-level star wars derivative drama, many domestic audiences began to be attracted by the grand worldview reflected in the episode, which not only means that the drama has the opportunity to expand the pattern of derived universe stories, but also It may help Star Wars IP to take root in important overseas markets such as China.
Success can be tapped for freshness
However, the success of "The Mandalorian" does not prove that "derivative dramas must succeed". On the contrary, the classic big IP derivative dramas generally lose more or less. For example, Agent Carter in "Captain America" has gained high popularity due to the character settings and beauty of independent women. Marvel launched two seasons of "Agent Carter" spin-offs in 2015 and 2016, but they were applauded. X-Men's spin-off drama "Talent" has lost more than half of its audience after the end of the first season, and the second season's ratings have deteriorated.
The important reason for the success of this The Mandalorian is the strong financial guarantee. The production cost of a single episode is as high as 10 million US dollars, which is the same as the epic drama "Game of Thrones". The high production costs brought cinematic visual effects and luxurious production lineups. The directors of The The Mandalorian include Jon Firru, director of the Iron Man series, and Taiga Vidi, director of Thor 3 Mention
In addition to ample budget and luxurious staff, another reason for the success of The Mandalorian is that it has developed its own style. The retro texture and western science fiction style of The Mandalorian made the audience feel familiar and refreshing. After the failure of several Star Wars movies, Disney desperately needed a successful work to restore the slump, and "The The Mandalorian" gave Disney a peace of mind and laid the groundwork for the next stage of Star Wars. The routines and feelings in the derivative dramas are inevitable, but only by discovering freshness from IP can there be success.
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