CCTV News: According to online platform data, as of now, the box office of the movie "Nezha: The Devil Child's Trouble" (including pre-sale) has exceeded 9 billion, becoming the first movie in Chinese film history to have a box office of over 9 billion. As the box office hits new highs, the "Little Nezha" has driven the popularity of "Nezha Tour" in many places in China to rise. The cultural and tourism departments and the industry have followed the trend and have leveraged to expand resources.

"Nezha Hot" has brought new vitality to cultural and tourism resources in various places

Online platform data shows that since the release of the movie "Nezha 2", as of February 9, the number of tourism searches for hotels, scenic spots and other related to "Nezha" has increased by more than 5 times year-on-year. Searches for destinations related to Nezha such as Tianjin, Sichuan Yibin, Jiangyou and other places surged month-on-month. Among them, Yibin grew by 225% month-on-month, and Jiangyou rose by as much as 453%. Nezha's "traceability" has once become a hot topic on the Internet. Many places across the country have taken advantage of the situation to launch "Nezha" theme tourism routes, cultural and creative products, etc., combining cultural IP with tourism resources.

The surrounding sales of "Nezha 2" are hot, and many products are out of stock

With the popularity of the movie "Nezha 2", various "Nezha" derivative peripheral products such as trendy toys, toys, gold and jewelry have been sold out.

The peripheral toys are selling hot, and the production enterprises resume work and production early

The "hard to find a box" on the sales side also allows the production enterprises to resume work and production early. This company located in Hunan is an authorized manufacturer of 3D plastic food toys around the movie "Nezha: The Devil Child's Trouble". In the company's production workshop, more than 500 employees returned to the workshop early on the fifth day of the Lunar New Year to make products.

The company's head told reporters that in the past, they mainly rely on well-known foreign IPs to produce peripheral toys and export them. In recent years, as the attention to domestic animation continues to increase, they have also begun to deploy in the domestic market. As of now, the cumulative sales of the Nezha series of food and play figures online platforms produced have exceeded 200 million yuan.

Movie IP is providing more vitality to the cultural market

Industry insiders said that the success of "Nezha 2" is not only a victory in the film industry, but also a model of the deep integration of cultural IP and tourism economy. It shows the huge potential of film and television works in spreading culture and driving local economy, and also provides valuable reference experience for other cities to use cultural IP to achieve "out of the circle".