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厦门星云影业:剧本杀影视化,破圈生长!

时间:2023-07-21 13:53:41阅读:4156
剧本杀在国内的兴起应该归功于 2016年在芒果TV首播的《明星大侦探》,近两年,剧本杀综艺节目更是席卷各大视频平台,作为一种新兴的娱乐方式,围绕剧本杀主题的《我是谜》、 《百变大侦探》等线上游戏APP

剧本杀在国内的兴起应该归功于 2016年在芒果TV首播的《明星大侦探》,近两年,剧本杀综艺节目更是席卷各大视频平台,作为一种新兴的娱乐方式,围绕剧本杀主题的《我是谜》、 《百变大侦探》等线上游戏APP也受到欢迎。后疫情时代,不满足于线上语音互动的游戏体验,消费者开始转移到线下,剧本杀实体店迎来了生意高峰。

以推理为核心,加以还原、演绎的游戏模式,让剧本杀为年轻人提供了一种全新的娱乐体验和社交氛围。在良好的市场推广和曝光下,这一游戏在年轻消费群体中逐渐得到普及。

年轻人的新宠——剧本杀

相比狼人杀,剧本杀更接近社交演绎游戏的最终形态。它的灵活性,是其他刻板的桌游比如狼人杀,无法做到的。并且随时随地的聊天互动与设身处地的交谈可以更加刺激玩家的神经。而且剧本杀通过一定的角色演绎,对于缓解压力和克服社交恐惧有一定帮助,剧本杀可以在短时间内实现社交破冰,特别是剧本杀拼车模式可以创造出与陌生人游戏的机会,实现陌生人社交的平台。

而剧本杀作为互动机制游戏,不光是玩家之间的故事,也是玩家和作者的故事。剧本杀蕴含了社交性、互动性、情景性等因素,能够满足玩家的社交需求。

众所周知,剧本杀的主要群体以年轻代为主,根据艾媒咨询数据显示,剧本杀及密室行业消费者年龄分布中,83.36%为20-35岁的消费者;接近50%的90后体验过相关线下娱乐项目,00后则超过了55%。

“剧本杀+“模式——破圈浪潮

剧本杀本身的年轻化特质以及与年轻代的紧密链接性,是其获得品牌青睐的主要原因,但品牌在年轻化进程中如何发掘年轻代用户的同时,稳定固有用户人群也是值得考虑的重要一点,因此,“剧本杀+”模式应运而生。

“剧本杀+文旅”

首旅如家YUNIK HOTEL与沉浸式“剧本杀”体验店森林剧馆打造联名合作;开元酒店也与NINES推理馆合作推出沉浸式酒店“剧本杀”;社交娱乐品牌“惊人院”和有戏电影酒店改编的沉浸式实景剧本杀《红皇后的茶会》;浙江台州府城景区《林海十二时辰》;浙江天台山龙穿峡景区《 白鹤遇仙记》等。

打破地域限制,发掘文旅与剧本杀的潜在连接点,是剧本杀从年轻代群众圈层迈向其他群体的第一步。文旅是跨阶层、跨地域、跨年龄的娱乐性行为,结合剧本杀年轻化玩法,完美达成扩新和维稳。因而两者之间进行有效结合,实现流量引导和扩容,达成双方共赢。在市场经济的带动下,“剧本杀+文旅”这种多业态共荣的沉浸式产业建设,将会迎来更大的发展空间。

“剧本杀+品牌”

2021年,珠宝品牌I Do推出了剧本杀行业第一个品牌合作《开始的地方Yes,I Do》,抢占了品牌定制剧本杀的营销首秀。I Do通过定制围绕情感的剧本杀主题,再到品牌元素植入关键互动情节,期待与潜在消费者建立全新的沟通场景,达到占位体验营销新场景的目标。

如果有一个品牌能掌握剧本杀的精髓,将场景、道具、装置、个人角色完美结合,就真正掌握了这场沉浸式营销的密码,因为一场剧本杀体验结束后,让消费者留存和回味的就是这其中的内容,如果这内容就是品牌创造的,就是一个对品牌灌入式体验的过程。

在行业共建中,品牌依靠剧本杀这一年轻化玩法,或是实现破圈引流,或是提升品牌活力,或是深化了IP认知、打破行业边界。与此同时,剧本杀也实现了从小众圈层跳进大众视线的跨越,让自身的功能属性得到一定程度的扩充——从纯娱乐扩充到教育,某种程度而言这种多业态共建是一种互惠共赢。

目前,剧本杀行业正在结合其他技术、产业衍生出新赛道。与线上娱乐融合、“剧本+文旅”模式等实景娱乐、打造自身知名IP、打通影视、游戏IP、与VR/AR等技术结合......

厦门星云影业认为,剧本杀承载着许多对未来的想象空间,综合来看,剧本杀产业发展至当下,已经形成了一套内部运转的逻辑,但随着越来越多资本的入场、政策的关注和IP方、平台方乃至区域品牌的入局,都为这个行业带来新的机会与商机。

厦门星云影业也在不断挖掘剧本杀的商业价值,我们将盘点剧本杀与影视作品、品牌跨界融合,培养好的IP,通过对故事内核进行深度挖掘,以深厚功力进行再创作,融入影视化思考,让剧本杀焕发出全新光彩!