During this Spring Festival season, the Chinese animation giant "Ne Zha: The Demonic Children Roar in the Sea" has broken the box office record in Chinese film history with unstoppable momentum. From "second brush" to "third brush", from "must see for children" to "essential needs for the whole nation", Nezha also stepped out of the cinema, demonstrating impressive "money" abilities, and even giving rise to the concept of "Nezha economics". At present, far more than just food, drink, and peripheral toys are receiving this wave of traffic, and cultural and tourism consumption is also stepping on the "wind and fire wheel". Data shows that since the release of the movie, the search volume for the location of Yibin has increased by 225% month on month, while the search volume for Jiangyou has increased by as much as 453%. "Follow Zha'er to check-in" has become the most fashionable travel item. In an era of information overload and attention scarcity, "Nezha Economics" provides the answer to what a good movie can bring. Box office, as the most intuitive data, has always been regarded as the only indicator defining the film industry. In recent years, from the popularity of peripheral sales sparked by "Big Fish and Begonia" to the popularity of fitness boxing with "Hot and Spicy Hot Pot"; From "The Wandering Earth 2" breaking the pre-sale record for assembled models in China, to the current cross-border linkage between mythology and cultural tourism ignited by "Ne Zha: The Demons of the Sea", more and more people realize that the economic significance brought by the film industry is far more than just box office. Since its inception, movies have had dual attributes of commodity and culture. The process of audience consumption of movies is also the starting point for a new round of cultural reproduction and consumption. Through the form of "movie+", food, cultural and creative industries, tourism, and intangible cultural heritage have successively emerged, repeatedly proving the powerful spillover effects behind movies. Some institutions estimate that a movie ticket worth tens of yuan will drive 5 to 10 times more consumption or even more, which shows the positive interaction between sound, light, art, and social economy. From the perspective of world-famous projects such as Universal Studios and Disney, it has been proved repeatedly that it is a mature business model to transform box office into theme parks, cultural tourism projects and further activate the long tail effect of movies. The key to successful operation is' whoever obtains the IP wins the world '. From this perspective, Nezha is rooted in ancient Chinese mythology, and the story script is suitable for all ages, with the possibility of creating a big IP. Of course, deep development of IP is a systematic project, and as a latecomer in this field, China still needs time to accumulate and settle. However, as director Jiao Zi said, "What is the most important thing to come out and make a living? The first thing is to 'come out'." Faced with the collective concerns of the film and television industry in the past year, some filmmakers once asked, "Are movies outdated?" "Do audiences still need movies?" The success of "Ne Zha: The Demonic Children of the Sea" once again proves that "film and television winter" is a false proposition, and audiences have never abandoned movies. They only reject shoddy and insincere clich é d works. Nezha Economics "further illustrates that culture and economy are merging across borders, and an excellent cultural work can drive the upstream and downstream of the industry chain, demonstrating the comprehensive benefits of" culture+"in the dimensions of the industry chain and value chain. We believe that the 'strongest Spring Festival in history' is just the beginning, and there will be more 'Nezha' born in the future, opening up more imagination for 'movie+'. (New Society)