Study On Transmedia Storytelling Of Intellectual Property Movie Under The Background Of Media Convergence

With the development of the digital internet technologies in recent years,the media fusion has been driven to go deep from the technological level to the cultural level.As the technological innovation frees the imprisonment of information transmission with the individualized and diversified revolutions at the production of contents,the changes such as the pursuit of commercial interests by the media companies as well as the transition of the discourse power are now reconstructing the ways of“story-telling” of media industry at the internet era.Trans-media Storytelling is born at the right moment as the advanced concept of content creation under the background,which becomes the high-profile theory in the development of IP in national films and television.This paper starts from the aspect of trans-media storytelling and makes the practices of trans-media storytelling in IP of national films and television as the breakthrough point.And then,the causes of the rising of trans-media storytelling of IP in films and television including the era background of the fast development of internet are concluded.The nation encourages the macro-policy direction of the development of cultural and creative industry and the consuming demands are changed because the audiences are young and individualized.In addition,the commercial demands of the industry chains of “Pan-entertainment” by the media companies still make a contribution.The typical case of IP trans-mediastorytelling in the domestic films and television is chosen and it depicts the operations of the current domestic trans-media storytelling through analyzing the unified coordination and the unique contribution in each link of the industry chains.Based on the things stated above,the issues in the IP trans-media storytelling of our national films and television are analyzed,which reflects the development dilemma of IP trans-media storytelling of our national films and television.After that,the series of works of MARVEL studios are made as the reference objectives,analyzing the practices of storytelling of MARVEL studios.Finally,the strategies of the development of trans-media storytelling in the IP development in our country are concluded based on the successful experience of MARVEL in trans-media storytelling;in the production of the contents,the story world and the unified value concept of high completeness is forged,using the multimedia linkage synergia of Yingyou to encourage the audiences to participate actively.And the IP values are prompted with the effects of the fans,completing and improving the Intellectual property protection system.This paper analyses and discusses the issues and experience of IP trans-media storytelling operations in the films and television both at home and abroad to expect the enlightenment it will give on the practices of trans-media storytelling of our films and television industry in the future.