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故宫日历:不费“心机”,何以成网红?

2018-10-24 14:38:58 来源:四川日报
竹雨 编辑:粟蓓
超变传奇网站 分析人士和交易者警告说,这一储备的建设不久后或将放缓,甚至结束。

  9月,2019年《故宫日历》正式发行。这本以生肖猪为主题的日历,首印即高达70余万册,令人禁不住咋舌。要知道,这些年日历已经渐渐淡出了人们的生活。而这个印数可不是凭空设定,《故宫日历》自2010年重新出版以来,备受追捧,年年都是网上爆款,2018年,销量达68万册。自然,这得益于故宫资源的独家性,但倘若自身没有点“心机”,年年“网红”加身,怕也是难的。

  《故宫日历》“心机”之一,可谓熟谙“Old is new”(旧即新)的现代审美。据介绍,《故宫日历》初版于上世纪30年代的北京。2010年版《故宫日历》以1937年版为蓝本,原汁原味的复刻,呼应了渐起的怀旧风,一下引起关注。但《故宫日历》对古老、传统的东西并不是一味的拿来主义,而是在继承的同时也尝试创新。自2011年起,《故宫日历》不再照搬旧版,而是从故宫藏品中另行选材编排。每年以生肖作为或隐或显的主题,编辑图文,之后升级为彩版。其实,潮流风尚不停变换,但传统文化的精粹,始终不会过时,关键是看你怎样去表达、阐释、传播。好的内容加上好的形式,传统文化也可以前卫、现实的内涵走进人们的生活。

  《故宫日历》“心机”之二,在于突破了简单的日历功能,将它打造成了一本具有实用和文化价值的读本。打开日历,左边是故宫藏品图片,历代书画、器物交杂穿插,每日一张,配以短小的文字说明。右边的日期,是从故宫收藏的古代楷书和隶书碑拓中选出的字体,可每日临摹习字。这样的日历,无异于介绍故宫藏品、传播传统文化的普及读物。而且日历充分照顾了现代人碎片化阅读的习惯,只需每日一瞥,便可在点滴间日积月累,感受传统文化的熏陶。

  《故宫日历》“心机”之三,在于小物件也凝聚大匠心。它每一页的内容、文字、图片都经过精心挑选,以呈现深厚的文化内涵。比如,2016年版全部选自故宫所藏书画作品,精彩华美,有很多作品是第一次呈现。2019年为己亥年,生肖猪,因此选取表现“福猪”与“富足”生活的文物藏品365件,每件藏品的注解,由故宫博物院三位专家花了2个月时间才编写完成。

  可以说正是十年来的深耕细作,才形成了《故宫日历》的品牌效应。如今,虽有多种文化日历跟风仿作,却未有步其后尘能出其右者。这些年,文创产品是热门话题,其实要说资源,省内大大小小的博物馆各有特色,比如四川博物院的张大千藏品居全球首位,而热剧《天盛长歌》里陈坤心心念念的蜀锦,原本就是我们身边的瑰宝。但从独家资源到畅销产品,我们仍有待发力:缺少专门的创意设计人才,文创大都只能用IP授权模式进行开发。至于宣传营销,更有待提升。一分耕耘一分收获,期待有更多的心思能投入到我们的文化创意工作,做出别样的文化风景。

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