Arts Studies and Criticism

This paper takes musical theater IPs as the research object, and discusses their development process from stage performances to multi-scenario consumption from a systematic perspective. The paper emphasizes the reconstruction of the value chain, multi-scenario creation and development, platform integration, and risk diversification mechanism. This paper explores the industrial chain chain synergy and user data-driven strategy based on the industrial chain chain internal logic of regeneration of content, expansion of consumption, and fan building of musical theater IPs. The research findings show that only by building a diversified derivative development system based on users and platforms can the value of IP be fully mined and the operation be sustainable.