文旅案例 | 從銀幕到現(xiàn)實(shí)：《瘋狂動(dòng)物城》的IP煉金術(shù)與文旅新紀(jì)元

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當(dāng)一只懷揣警察夢(mèng)的兔子朱迪與聰明狡黠的狐貍尼克在動(dòng)物城相遇，他們不僅締造了動(dòng)畫(huà)史上的票房奇跡，更催生了一個(gè)超越電影本身、具有強(qiáng)大生命力的文化符號(hào)。《瘋狂動(dòng)物城》自2016年問(wèn)世以來(lái)，其影響力早已突破銀幕邊界，成為一種全球性的文化現(xiàn)象。其成功的品牌IP輸出，精準(zhǔn)地捕捉了當(dāng)代社會(huì)的集體心理訴求，更為文旅產(chǎn)業(yè)的創(chuàng)新發(fā)展提供了教科書(shū)級(jí)的范本。

《瘋狂動(dòng)物城》IP成功的基石，在于其構(gòu)建了一個(gè)既奇幻又真實(shí)、充滿(mǎn)細(xì)節(jié)與隱喻的完整“世界觀”。這座哺乳動(dòng)物大都會(huì)，并非簡(jiǎn)單的動(dòng)物擬人化樂(lè)園，而是一個(gè)精心設(shè)計(jì)的、映射現(xiàn)代都市社會(huì)全貌的微觀宇宙。從氣候各異的地理區(qū)劃（如撒哈拉廣場(chǎng)、凍土鎮(zhèn)），到高度分化的職業(yè)生態(tài)（倉(cāng)鼠上班的金融區(qū)、大型動(dòng)物勞作的雨林區(qū)），再到無(wú)所不在的現(xiàn)代設(shè)施與物種偏見(jiàn)，動(dòng)物城是一個(gè)能讓全球觀眾瞬間理解并沉浸其中的“平行現(xiàn)實(shí)”。

更重要的是，這個(gè)華麗外殼包裹著一個(gè)極具時(shí)代精神的“價(jià)值觀內(nèi)核”：“任何人都能成就任何事”（Anyone can be anything）。這一核心主張，精準(zhǔn)擊中了當(dāng)代社會(huì)，尤其是年輕一代與家庭群體的深層心理訴求：對(duì)“多元包容與自我實(shí)現(xiàn)”的渴望：在階層固化、內(nèi)卷加劇的全球社會(huì)背景下，朱迪作為小型草食動(dòng)物突破偏見(jiàn)、實(shí)現(xiàn)警察夢(mèng)的故事，給予了觀眾強(qiáng)烈的情感慰藉與精神激勵(lì)。它滿(mǎn)足了Z世代及千禧一代對(duì)平等機(jī)會(huì)、憑能力而非出身獲得成功的理想社會(huì)的向往。對(duì)“復(fù)雜成人世界的童真解構(gòu)”：電影巧妙地將種族、偏見(jiàn)、權(quán)力、陰謀等嚴(yán)肅社會(huì)議題，包裹在可愛(ài)的動(dòng)物形象和偵探冒險(xiǎn)故事中。這既吸引了尋求娛樂(lè)的兒童，也讓成年觀眾在會(huì)心一笑中完成對(duì)社會(huì)現(xiàn)實(shí)的反思，實(shí)現(xiàn)了“全齡化”的情感共鳴。父母愿意為孩子消費(fèi)這個(gè)傳遞積極價(jià)值觀的產(chǎn)品。對(duì)“精致細(xì)節(jié)與幽默智趣”的審美追求：動(dòng)物城中數(shù)以千計(jì)的創(chuàng)意細(xì)節(jié)——從小倉(cāng)鼠使用的微型門(mén)、爪爪冰棍的品牌營(yíng)銷(xiāo)，到樹(shù)懶“閃電”的極致反差萌——滿(mǎn)足了當(dāng)下消費(fèi)者對(duì)內(nèi)容“彩蛋”、網(wǎng)絡(luò)梗和高質(zhì)量創(chuàng)意的熱衷。這種充滿(mǎn)智趣的細(xì)節(jié)設(shè)計(jì)，極大地激發(fā)了粉絲的探索欲、討論欲和二次創(chuàng)作熱情，是IP保持長(zhǎng)久熱度的關(guān)鍵。

When Judy, a rabbit with a dream of becoming a police officer, meets Nick, a smart and cunning fox, in Zootopia, they not only create a box office miracle in the history of animation, but also give birth to a cultural symbol that transcends the film itself and has a strong vitality. Since its release in 2016, "Zootopia" has long transcended the boundaries of the screen and become a global cultural phenomenon. Its successful brand IP output accurately captures the collective psychological demands of contemporary society and provides a textbook-level model for the innovative development of the cultural and tourism industry.

The cornerstone of the success of the "Zootopia" IP lies in its creation of a complete "world view" that is both fantastical and realistic, full of details and metaphors. This metropolis of mammals is not merely a paradise for anthropomorphic animals, but a meticulously designed microcosm that reflects the full picture of modern urban society. From geographical divisions with diverse climates (such as Sahara Square and Permafrost Town), to highly differentiated professional ecosystems (such as the financial district where hamsters work and the rainforest area where large animals work), and to ubiquitous modern facilities and species biases, Zootopia is a "parallel reality" that enables global audiences to instantly understand and immerse themselves in.

More importantly, this magnificent shell encloses a highly contemporary "core of values" : "Anyone can be anything". This core proposition precisely hits the deep psychological demands of contemporary society, especially those of the younger generation and family groups: the yearning for "diversity, inclusiveness and self-actualization". Against the backdrop of a global society where social strata are solidified and competition is intensifying, the story of Judy, as a small herbivorous animal, breaking through prejudice and realizing her dream of becoming a police officer offers the audience strong emotional comfort and spiritual inspiration. It fulfills the aspirations of Generation Z and millennials for an ideal society where success is achieved through equal opportunities and ability rather than birth. The "childlike deconstruction of the complex adult world" : The film ingeniously wraps serious social issues such as race, prejudice, power, and conspiracy within cute animal characters and detective adventure stories. This not only attracts children seeking entertainment but also enables adult audiences to reflect on social reality with a knowing smile, achieving an "all-age" emotional resonance. Parents are willing to consume this product that conveys positive values for their children. The aesthetic pursuit of "exquisite details and humorous wit" : The thousands of creative details in Zoozoo - the miniature door used by the little hamster, the brand marketing of the Claw Popsicle, to the extreme contrast cuteness of the sloth "Lightning" - satisfy the current consumers' enthusiasm for content "Easter eggs", Internet memes and high-quality creativity. This kind of intellectual and interesting detail design greatly stimulates the fans' desire to explore, discuss and create secondary works, which is the key for the IP to maintain its long-term popularity.

迪士尼將《瘋狂動(dòng)物城》從IP轉(zhuǎn)化為文旅體驗(yàn)的過(guò)程，并非簡(jiǎn)單的場(chǎng)景復(fù)制，而是一場(chǎng)深刻的“沉浸式革命”，為全球文旅市場(chǎng)指明了新方向。

敘事空間的實(shí)體化與生活化：上海迪士尼樂(lè)園的“瘋狂動(dòng)物城”主題園區(qū)，是這一革命的集中體現(xiàn)。它超越了傳統(tǒng)以游樂(lè)設(shè)施為核心的園區(qū)設(shè)計(jì)理念，致力于打造一個(gè)“可生活的城市”。游客進(jìn)入的不是“樂(lè)園”，而是“動(dòng)物城”這座都市本身。從抵達(dá)“動(dòng)物城交通運(yùn)輸局”開(kāi)始，到漫步于遍布爪爪冰棍、長(zhǎng)頸鹿沙拉等電影細(xì)節(jié)的街道，再到與身著制服的“動(dòng)物城警察局”員工互動(dòng)，整個(gè)體驗(yàn)被構(gòu)建為一個(gè)完整的敘事。游客的角色從“旁觀者”轉(zhuǎn)變?yōu)椤芭R時(shí)市民”，通過(guò)空間漫游、細(xì)節(jié)發(fā)現(xiàn)和情境互動(dòng)，親身參與并延續(xù)電影的故事。這種“生活化”的沉浸，極大地提升了體驗(yàn)的情感黏性與記憶深度。

情感體驗(yàn)的深化與個(gè)性化：園區(qū)通過(guò)高科技手段與人性化服務(wù)，將電影中的情感觸點(diǎn)轉(zhuǎn)化為可體驗(yàn)的瞬間。例如，游客可能通過(guò)手機(jī)APP接收到來(lái)自“朱迪”或“尼克”的個(gè)性化任務(wù)；在“熱力追蹤”項(xiàng)目中，游客不僅是乘坐者，更是協(xié)助朱迪和尼克追捕逃犯的“臨時(shí)警員”。這種角色扮演式的互動(dòng)，讓游客從情感上“成為故事的一部分”，滿(mǎn)足了消費(fèi)者對(duì)個(gè)性化、參與感體驗(yàn)的強(qiáng)烈需求。消費(fèi)從購(gòu)買(mǎi)紀(jì)念品，升級(jí)為購(gòu)買(mǎi)一段獨(dú)一無(wú)二的“人生記憶”。

消費(fèi)場(chǎng)景的生態(tài)化與衍生創(chuàng)新：動(dòng)物城的文旅消費(fèi)被完美地融入敘事生態(tài)。消費(fèi)行為本身成為體驗(yàn)的延伸：在“大象甜品店”購(gòu)買(mǎi)冰淇淋，在“露露精品店”選購(gòu)由“黃鼠狼”經(jīng)營(yíng)的“贓物”（正版商品），在“警局裝備店”置辦裝備。商品不再是孤立的logo印刷品，而是來(lái)自動(dòng)物城“本地企業(yè)”的“特產(chǎn)”。這種基于世界觀的衍生品開(kāi)發(fā)思路，使消費(fèi)具備了敘事合理性和情感附加值，極大地刺激了購(gòu)買(mǎi)欲望，實(shí)現(xiàn)了IP價(jià)值的高效變現(xiàn)。

The process by which Disney transformed "Zootopia" from an IP into a cultural and tourism experience is not merely a simple scene replication, but a profound "immersive revolution" that has pointed out a new direction for the global cultural and tourism market.

The materialization and life-like nature of narrative space: The "Zootopia" theme park in Shanghai Disneyland is a concentrated embodiment of this revolution. It transcends the traditional park design concept centered on amusement facilities and is committed to creating a "livable city". What tourists enter is not a "paradise", but the city of "Zootopia" itself. From the moment you arrive at the "Zootopia Transportation Bureau", to strolling along the streets filled with movie details such as Claw popsicles and giraffe salad, and then interacting with the staff of the "Zootopia Police Department" in uniform, the entire experience is structured into a complete narrative. The role of tourists has shifted from "onlookers" to "temporary citizens". Through spatial wandering, detail discovery and situational interaction, they personally participate in and continue the story of the film. This kind of "life-like" immersion greatly enhances the emotional stickiness and memory depth of the experience.

Deepening and personalization of emotional experience: The park, through high-tech means and humanized services, transforms the emotional touch points in movies into experiential moments. For instance, tourists might receive personalized tasks from "Judy" or "Nick" through a mobile phone APP. In the "Heat Tracking" project, tourists are not only passengers but also "temporary police officers" who assist Judy and Nick in chasing fugitives. This role-playing interaction enables visitors to emotionally "become part of the story", satisfying consumers' strong demand for personalized and participatory experiences. Consumption has upgraded from purchasing souvenirs to buying a unique "memory of life".

The ecologicalization and derivative innovation of consumption scenarios: The cultural and tourism consumption of the zoo has been perfectly integrated into the narrative ecosystem. The consumption behavior itself becomes an extension of the experience: buying ice cream at "Elephant Dessert Shop", selecting "stolen goods" (genuine products) operated by "Weasel" at "Lulu Boutique", and purchasing equipment at "Police Station Equipment Store". The products are no longer isolated logo prints, but "specialties" from "local enterprises" in Zootopia. This derivative product development approach based on a world view endows consumption with narrative rationality and emotional added value, greatly stimulating the purchasing desire and achieving efficient monetization of IP value.

思路借鑒：為中國(guó)文旅IP開(kāi)發(fā)注入“動(dòng)物城式”智慧，《瘋狂動(dòng)物城》的文旅實(shí)踐，為正處于IP開(kāi)發(fā)熱潮中的中國(guó)文旅市場(chǎng)提供了極具價(jià)值的借鑒思路：

從“符號(hào)嫁接”到“世界觀先行”：國(guó)內(nèi)許多文旅項(xiàng)目對(duì)IP的運(yùn)用仍停留在形象授權(quán)、雕塑擺放的層面。《瘋狂動(dòng)物城》啟示我們，成功的IP文旅化，核心在于移植其“靈魂”——即獨(dú)特而完整的世界觀與價(jià)值觀。在開(kāi)發(fā)本土IP或引入IP時(shí)，首要任務(wù)不是設(shè)計(jì)設(shè)施，而是思考：這個(gè)IP構(gòu)建了一個(gè)怎樣的世界？它的核心精神是什么？如何讓游客相信并愿意進(jìn)入這個(gè)世界？例如，在開(kāi)發(fā)一個(gè)神話(huà)題材IP時(shí)，應(yīng)著力構(gòu)建其獨(dú)特的仙界/妖界社會(huì)規(guī)則、生態(tài)體系和價(jià)值沖突，而非僅僅建造幾座宮殿雕塑。

從“視覺(jué)奇觀”到“細(xì)節(jié)敘事”：動(dòng)物城的魅力在于無(wú)數(shù)令人拍案叫絕的細(xì)節(jié)。中國(guó)擁有深厚的歷史文化底蘊(yùn)，其IP開(kāi)發(fā)更應(yīng)深耕“細(xì)節(jié)敘事”。一個(gè)唐代主題的街區(qū)，不僅要有仿古建筑，更應(yīng)有符合歷史考究的市井聲效、店鋪招幌、人物稱(chēng)謂、甚至當(dāng)時(shí)流行的美食與游戲，讓每一塊磚、每一種氣味都在講述故事。細(xì)節(jié)的密度與精度，決定了沉浸感的真實(shí)度。

從“被動(dòng)游覽”到“角色賦能”：借鑒動(dòng)物城讓游客成為“臨時(shí)警員”的思路，文旅項(xiàng)目應(yīng)設(shè)計(jì)更多讓游客擁有“角色”和“任務(wù)”的體驗(yàn)。在一個(gè)古鎮(zhèn)中，游客可以領(lǐng)取“古代商隊(duì)”任務(wù)，通過(guò)解謎與互動(dòng)，了解當(dāng)年的貿(mào)易歷史；在一個(gè)紅色文旅基地，游客可以扮演“情報(bào)員”，在特定路線上完成信息傳遞體驗(yàn)。通過(guò)角色賦能，將線性游覽轉(zhuǎn)化為非線性探索，將歷史知識(shí)轉(zhuǎn)化為親身經(jīng)歷。

從“單一園區(qū)”到“全域生態(tài)”：動(dòng)物城的成功在于其IP影響力覆蓋電影、樂(lè)園、商品、游戲等多個(gè)維度。中國(guó)文旅IP的發(fā)展，應(yīng)著眼于構(gòu)建“全域生態(tài)”。一個(gè)成功的區(qū)域文旅IP，其形象、故事和世界觀應(yīng)能滲透到當(dāng)?shù)氐某浴⒆　⑿小⒂巍①?gòu)、娛全鏈條，甚至賦能當(dāng)?shù)剞r(nóng)特產(chǎn)品、城市形象，形成“IP+產(chǎn)業(yè)”的融合效應(yīng)，讓IP成為帶動(dòng)區(qū)域發(fā)展的文化引擎。

Idea reference: Injecting "Zootopia style" wisdom into the development of China's cultural and tourism ips, the cultural and tourism practice of "Zootopia" provides highly valuable reference ideas for the Chinese cultural and tourism market, which is currently in the midst of an IP development boom

From "symbol grafting" to "worldview first" : The application of IP in many domestic cultural and tourism projects still remains at the level of image licensing and sculpture placement. Zootopia reminds us that the core of a successful IP cultural tourism lies in transplanting its "soul" - that is, a unique and complete worldview and values. When developing local ips or introducing ips, the primary task is not to design facilities, but to consider: What kind of world does this IP build? What is its core spirit? How can we make tourists believe and be willing to enter this world? For instance, when developing an IP with a mythological theme, efforts should be made to establish its unique social rules, ecological system and value conflicts in the immortal or demon realm, rather than merely building a few palace sculptures.

From "visual wonders" to "detailed narratives" : The charm of Zootopia lies in its countless astonishing details. China boasts a profound historical and cultural heritage, and its IP development should focus more on "detailed narrative". A street district with a Tang Dynasty theme should not only have ancient-style buildings, but also have the sound effects of the market that conform to historical research, shop signs, names of people, and even the popular delicacies and games of that time, so that every brick and every smell can tell a story. The density and precision of details determine the authenticity of the immersive experience.

From "passive sightseeing" to "role empowerment" : Drawing on the idea of zoo parks that turn visitors into "temporary police officers", cultural and tourism projects should design more experiences that allow visitors to have "roles" and "tasks". In an ancient town, tourists can take on the "Ancient Caravan" task and learn about the trade history of that time through solving puzzles and interacting. In a red cultural tourism base, tourists can play the role of "intelligence agents" and complete information transmission experiences along specific routes. Through role empowerment, linear sightseeing is transformed into non-linear exploration, and historical knowledge is turned into personal experience.

From "single park" to "all-domain ecosystem" : The success of Zootopia lies in the fact that its IP influence covers multiple dimensions such as movies, theme parks, commodities, and games. The development of China's cultural tourism IP should focus on building an "all-domain ecosystem". A successful regional cultural tourism IP should have its image, story and worldview permeate the entire chain of local food, accommodation, transportation, sightseeing, shopping and entertainment, and even empower local agricultural and specialty products as well as the city's image, forming a fusion effect of "IP+ industry", making IP a cultural engine driving regional development.

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