Research and Analysis of IP Adaptation in Film and Television

Market Development

Yirong Li

School of Culture and Creativity, Beijing Normal-Hong Kong Baptist University, Guangdong, China

Keywords: IP Adaptation, Film and Television Market, Cross-Media Development, Content Innovation, Market Trends.

Abstract: As the application of Intellectual Property (IP) adaptation in the film and televi-sion market becomes more

and more widespread, IP adaptation has emerged as a significant trend in the evolution of contemporary movie

and television industries. This study aims to explore the current circumstances and innovation trend of IP

adaptation and its advantages in the contemporary movie and television market, and to analyses the impact of

IP adaptation on the market and its future direction by combining typical cases. Through detailed case studies

of two works, Ne Zha's Descent of the Demon Child and Game of Thrones, this paper explores how factors

such as technological breakthroughs, content innovation and cross-media devel-opment have contributed to

the success of IP adaptations and the continuation of their life cy-cle. The study shows that IP adaptation not

only increases the market competitiveness of film and television works but also creates long-term value for

brands.

1 INTRODUCTION

In recent years, the global film and television market

has become increasingly competitive. As one of the

strategies to cope with this competition, IP adaptation

has steadily gained popularity. The term "IP

adaptation" describes how original intellectual

property is transformed (e.g. novels, comics, games,

etc.) into film and television works, to enhance the

market performance of the works through the existing

brand effect and audience base (Li, 2020). With the

development of technology and changes in audience

needs, the form and content of IP adaptations have

become increasingly rich. From the early novel

adaptation to today's multimedia cross-border

development, the ways of IP adaptation are becoming

more and more diversified.

Especially in China, in recent years, film and

television works adapted from IP have gradually

emerged as an important part of the film, TV series

and online content industry (Wu, 2021). As a typical

Chinese animation film, Nezha's Magic Boy

Descends, with its successful IP adaptation mode,

proves that works with market appeal can be created

through the combination of modern technical means

and traditional culture. And in the international

market, Game of Thrones not only successfully

adapted the novel into a high-quality TV series but

also expanded its market value through cross-media

development, becoming an important symbol of

global cultural export (Peaslee & Vasquez, 2020).

This paper's goal is to investigate the development

status, advantages and trends of IP adaptation in the

contemporary film and television market through an

in-depth analysis of IP adaptation, which not only

involves the level of content creation but also relates

to the operation of the entire industrial chain,

including investment, brand extension, market

expansion and other dimensions (Li, 2020). As digital

technology advances, the expression and influence of

IP adaptation are also increasing, hence, it holds great

significance to study the market strategy of IP

adaptation and its future evolution direction.

The case study method is employed in this paper

to investigate the actual operation and market

performance of IP adaptation by analyzing two works,

Nezha's Descent of the Magic Boy and Game of

Thrones. Firstly, it analyses the successful experiences

of these two works in terms of technological

innovation, content innovation and cross-media

development, followed by exploring the future trend

of IP adaptation and its market advantages considering

the current changes in the area of film and television

production. In addition, this study will refer to

industry reports, market data and relevant literature to

Li, Y.

Research and Analysis of IP Adaptation in Film and Television Market Development.

DOI: 10.5220/0013997300004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 625-629

ISBN: 978-989-758-778-8

625

comprehensively assess the extensive impact of IP

adaptation on the film and television industry.

Through case studies, two successful

productions,‘The Descent of Nezha the Demon Child’

and ‘Game of Thrones’, can provide the film and

television industry with practical experience on IP

adaptation, and help creators, investors and film and

television production companies understand the value

of IP adaptation and its market potential.

Regarding the research on IP adaptation, scholars

at home and abroad have made many contributions.

Domestic studies have focused more on market

performance and audience feedback of film and

television adaptations (Wu, 2021), while foreign

scholars have paid more attention to cross-media

development, branding effect and IP life cycle

management (Luan, 2024). Although a lot of literature

has explored the business model and technical aspects

of IP adaptation, there are relatively few in-depth

analyses of specific cases, especially studies that

combine the Chinese market and globalization

context. Therefore, this paper further explores the

operational strategies and market impacts of IP

adaptation based on existing studies and in the context

of specific cases.

There are five parts to this paper. The first segment

is the introduction, which introduces the background,

theme and significance of the study; the second part is

the case study, which mainly analyses two works, Ne

Zha's Descent of the Demon Child and Game of

Thrones; the third part is the market background and

development trend of IP adaptation, which focuses on

the historical background of IP adaptation, the

contemporary trend, and its market advantages; the

fourth part puts forward the suggestions for IP

adaptation, including how to follow the trend of the

times, cross-media guidance and other strategies; Part

V is the conclusion, which summarizes the main

findings of the study and looks forward to future

research directions.

2 CASE STUDY

2.1 Analysis of the Descent of Ne Zha

the Magic Boy

2.1.1 The Impact of Technological

Breakthroughs on Adaptation

As a domestic animated film, Ne Zha's Magic Boy

descends into the world, it is technically innovative in

many ways. The film uses the most advanced 3D

animation technology to modernize the traditional

mythological story while ensuring stunning visual

effects and a sense of immersion for the audience.

Compared with traditional 2D animation and early

hand-drawn animation, the use of 3D technology

makes the characters more three-dimensional and the

scenes more grandiose. This technological

breakthrough not only enhances the visual effect of

the film but also enables it to compete with other

animation blockbusters in the international market.

2.1.2 Updating and Creative Content

The Descent of Nezha successfully combines

traditional Chinese mythology with modernized

cultural elements to create innovative content. Ne Zha

in the film is no longer a mere ‘villain’, but a complex

character with humanity, struggles and growth.

Through the profound portrayal of the character's

personality and the modernization of the storyline, the

film not only resonates with the audience but also

breaks the limitations of traditional concepts and

promotes the rise of Chinese comics (Li, 2020).

2.2 Analysis of Game of Thrones

2.2.1 Cross-Media Development

As a successful case of IP adaptation, Game of

Thrones has fully demonstrated the great potential of

cross-media development by expanding from the

initial novel to the TV series, and then to the

derivative handheld games, comics and other multiple

media. Firstly, the TV series has successfully

attracted millions of viewers around the world,

making the IP, which originally belonged to literary

enthusiasts, quickly cross over to the mainstream

audience. Secondly, Game of Thrones has further

expanded the brand's influence and market scope

through secondary development such as handheld

games and comics, forming a complete business

ecosystem. This cross-media expansion not only

creates more revenue sources for the brand but also

enhances audience loyalty and engagement (Eder,

2015).

2.2.2 Life Cycle Management of IP

Game of Thrones also demonstrates the ability to

manage the lifecycle of IP. Initially, the TV series was

able to maintain long-lasting audience attention

through continuous content updates and cross-media

expansion, avoiding the problem of the ‘fading

popularity’ of many productions. At the same time,

while maintaining originality and depth, the producer

also adapts the content for different audiences to meet

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changing market demands. This flexible life cycle

management strategy is one of the key factors for the

success of IP adaptation (Fan, 2004).

3 MARKET BACKGROUND AND

DEVELOPMENT TREND OF IP

ADAPTATION AND ITS

ADVANTAGES

3.1 Historical Background of IP

Adaptation

IP adaptation, as an important part of the film and

television industry, began to receive attention as early

as the 1980s (Li, 2020). In the early days, the main

focus of IP adaptation is on adapting literary works to

film and television, such as the classic Harry Potter

series and the Lord of the Rings trilogy. With the

changes in digital technology and market demand, the

scope of IP adaptation gradually expanded to comics,

games and remakes of old classic films (Luo, 2020).

After entering the 21st century, IP adaptation has

gradually become the norm in the global movie and

television market, especially in China, with the

expansion of the market scale and the diversification

of audience demand, IP adaptation has shown an even

more vigorous trend.

3.2 Trends of IP Adaptation in

Contemporary Film and TV

Markets

In recent years, IP adaptation has risen rapidly in the

global film and television market, especially in the

context of digitalization and globalization, IP

adaptation has shown the following major trends.

Cross-media development: with the

diversification of audience demands, the adaptation

of film and television works is not only limited to

films or TV dramas, but also covers multiple media

such as games, comics, novels and peripheral

merchandise. For example, Game of Thrones does not

just stay at the level of TV series but builds a

complete IP ecosystem through various forms such as

handheld games and derivative books (Peaslee &

Vasquez, 2020).

Combination of globalization and localization:

the development of the global market requires IP

adaptations to consider the characteristics of different

cultures. In this process, adaptations are often

promoted globally based on localization. For

example, ‘The Descent of Nezha the Magic Boy’ was

successfully launched in both domestic and

international markets, becoming one of the global

representatives of Chinese animation.

Technology-driven innovation: With the use of

special effects, virtual reality (VR) and augmented

reality (AR) technologies, IP adaptations are taking

on a more innovative look. Film and television work

have a stronger visual impact, bringing a stronger

viewing experience and immersion.

Diversified development of IP: With the

intensification of market competition, a single form

of IP adaptation can no longer meet all demands.

More and more production companies choose to carry

out diversified development of IP through multiple

channels and forms, such as the Marvel Universe,

which has successfully constructed a huge global IP

network through multi-platform linkage of films, TV

series and games (Brundige, 2015).

3.3 Market Advantages

IP adaptation has several market advantages, which

make it more and more important in the film and

television industry.

IP adaptation has a brand effect and an audience

base. Adapted works can quickly enter the market and

attract a large number of fans by leveraging the brand

effect of the original IP and the existing audience

base. For example, the Harry Potter film series has

ensured market success based on the huge fan base of

the original novels.

IP adaptations are market-proven and can reduce

risks: IP adaptations usually have a certain degree of

market validation, and the audience groups and needs

are relatively clear, which can effectively reduce the

creative risks. By analyzing the market response to

the original IP, the producer can optimize the

adaptation plan and increase the success rate.

IP adaptations can generate long-term revenue

and brand continuity: IP adaptations not only generate

short-term revenue through box office and TV series

broadcasting, but also create long-term brand revenue

through spin-offs, sequels, theme parks, etc. For

example, the Marvel Universe’ has generated long-

term brand revenue through its spin-offs, sequels and

theme parks. For example, the Marvel Universe has

created a continuous flow of profits through a series

of films, merchandise and other derivatives

(Brundige, 2015).

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4 SUGGESTION

4.1 IP Adaptation Needs to Keep up

with the Times

With the advancement of science and technology and

the changing demands of the audience, IP adaptation

should follow the trend of the times and fully

integrate modern digital technology and values of the

times (Li, 2020). In terms of content creation, film

and television work should not only convey classic

storylines and character charms but also keep pace

with the mainstream values of the current society. For

example, modern film and television works can

incorporate themes such as environmental protection,

gender equality, and scientific and technological

innovation to respond to hot issues in society, thus

increasing the social influence and cultural resonance

of the works. Through the deep excavation of the

background of the times, the connotation and emotion

of IP can be closer to the audience's real life and

enhance the audience's emotional identity (Li, 2020).

In addition, the use of digital technology has

become an important means to enhance the effect of

IP adaptation. Technologies such as virtual reality

(VR) and augmented reality (AR) can bring audiences

a more immersive viewing experience, while AI

technology can help improve the efficiency and

quality of scriptwriting, character setting and special

effects production. Therefore, film and TV

companies should actively introduce innovative

technologies to achieve excellence in visual effects,

production processes and other aspects, so as to stand

out in the competitive market. At the same time, it is

necessary to pay attention to the phenomenon of

‘magical modification’ in the process of IP

adaptation, as ‘magical modification’ in order to

attract viewers ‘attention and consumers’ attention

will trigger resentment from fans and viewers (Fan,

2004).

4.2 Cross-Media Guidance (Film Hand

Travel, Second Creation Such as

Legend of Zhen Huan)

Cross-media integrated marketing has become an

important strategy for modern IP adaptation (Li,

2020). The linkage of traditional media such as film

and TV series with emerging media such as hand

games, comics and novels can greatly enhance the

value of diversified IP development. For example, the

hand travel games adaptation of a classic film or TV

series can not only continue the story and character

charms of the original work but also enhance the

adhesion between the audience and the work through

interactivity and game mechanisms. The combination

of hand games, and movie and television works can

allow the audience to interact with the characters in

the virtual world, thus increasing the depth of

identification with the original IP (Yu, 2016).

In addition, secondary creations (such as ‘Legend

of Concubine Zhen Huan’ derived from a variety of

adapted versions) has injected new vitality into the IP.

Fans have shown strong enthusiasm for secondary

creation and independent creation of the original

work, which not only expands the audience of the IP,

but also promotes the cultural dissemination and

continuity of the IP (Peaslee & Vasquez, 2020). Film

and TV companies can guide the benign development

of the second creation works by encouraging fan

creation and holding creative activities and expanding

new profit channels for the commercialization of IP.

In conclusion, the success of IP adaptation is not

solely dependent on content innovation, but also in

the comprehensive development of a range of media

channels, through cross-platform cooperation and

marketing, to achieve the long-term value and

sustainable development of IP.

5 CONCLUSION

IP adaptation is increasingly becoming an important

creative trend in the film and television market, which

brings rich creative materials and huge market

potential to the film and television industry. Through

the research and analysis of IP adaptation, we can

conclude that a successful IP adaptation can not only

attract a huge fan base of the original work but also

attract more new audiences and expand the market

influence of the work through innovative adaptation

methods. Therefore, IP adaptation provides a win-win

opportunity for film and TV companies with both

cultural value and commercial potential.

However, despite its promising future, IP

adaptation still faces many challenges. Firstly, there

is the problem of ‘magical modification’, i.e.

excessive modification of the original IP content,

which is detached from the essence of the original

work. Although creative freedom and artistic

innovation are part of film and TV adaptation,

excessive ‘magic modification’ may lead to

dissatisfaction among fans of the original work, or

even trigger a boycott by the audience, which in turn

affects the box office and brand image of the film.

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Therefore, when adopting an IP film, creators should

fully respect the core values of the original film and

make innovations on this basis to find a balance point,

to avoid the negative impacts brought by ‘magical

modification’.

Secondly, the risk of IP adaptation also includes

the problem of market saturation. In the existing film

and television market, many classic IPs have been

repeatedly adapted, and the audience's expectations

have gradually increased. Too many IP adaptations

may lead to serious homogenization, affecting the

uniqueness and attractiveness of the works.

Therefore, film and TV companies need to be

rigorous in selecting IPs, focusing on original works

with long-term development potential and unique

charm, and avoiding the dilemma of ‘assembly line

production’.

Looking ahead, IP adaptations will continue to

play an important role in the film and TV industry as

technology advances and audience aesthetics change.

In the future, IP adaptation may not only be limited to

films and TV dramas, and cross-media linkages will

become more frequent, such as the combination of

games, comics, virtual reality and other emerging

media, which will provide more possibilities for the

development and dissemination of IP. At the same

time, how to innovate on the basis of respecting the

original work, how to reasonably use digital

technology to enhance audience experience, and how

to avoid the risk of ‘magical modification’ will be the

key to the success of future IP adaptations.

In conclusion, IP adaptation, as an important part

of the movie and television industry, has great

potential for development and faces complex

challenges. Only based on continuous innovation,

respect for the original work and prudent

management can IP adaptation gain a foothold in the

competitive market and achieve long-term

development.

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