On March 15th, Yunteng plans to officially launch the iQiyi platform on the theme drama "Big Zhou Little Iceman". The play is jointly produced by A8 Film and Television and iQiyi Literature. Sun Wenji is the producer, Guan Jianxiong is directed, and Li Man is the screenwriter. It mainly tells the story of "Little Chili" Yan Ruyu who was forced to hereditary "official media" because of his father's disappearance and formed a pair of happy friends with the "private media" Shen Shu who is humble mouth, arrogant but honest and kind in heart. During the half-month hot broadcast, "The Little Iceman of Big Zhou" was praised by netizens for its unique "new costume" theme, and its reputation was very good. "Finally is not a palace fight" and "Every character is very hard." , "Happy, relaxed and super happy", "I am looking forward to the third season"...
gongdou traverses one after another "folding the halberd", the reform of the web drama is imminent.
The first thing Sun Wenji mentioned was the history of online drama. According to existing data, web dramas can be traced back to the "Hip Hop Quartet" in 2009, but in fact, from 2009 to 2013, web dramas have not developed much, and less than 20 IPs were generated in four years. There are less than 30 works in total. Many netizens have been impressed by "Diaosi Men" and "Unexpectedly", which are very outstanding representative works during this period.
"Online drama really entered the public's field of vision, it was still something between 2014 and 2017." Sun Wenji said that during this period of time, domestic online media has developed rapidly, and the number of online dramas has skyrocketed at the same time, the theme has also begun to bloom. According to the statistics of Baidu Baike's Internet dramas during this period, the number alone has reached more than 400. Among them, 2017 is the first year of the "explosion" of costume-themed web dramas, and it is also the booming period of the entire web drama industry. "Big investment" and "big production" have become standard features of web dramas. According to data from Yien, among the TOP10 online dramas in 2017, “big dramas” and “head dramas” with an investment of tens of millions and hundreds of millions accounted for 45% of the total. The important resources that various platforms are competing for.
However, in 2018, although the production of web dramas is still prosperous as "one is not stopped, another is new", the "explosive money" no longer exists. Instead, it is the audience's response to "gong fight" and "crossing." Aesthetic fatigue, as well as the resulting "sky pay" and "five cents special effects".
"In such a market environment, we are not going against the market when we do a play like "The Little Iceman of Big Zhou". Regarding her choice, Sun Wenji emphasized how to find ideas for the "new costume" and how to break through the inherent Models such as "gong fighting", "overhead", and "crossing" are the imminent propositions of online drama reform. "This matter must be done by someone, and we just happened to catch up."
"The Little Iceman of Big Zhou": "Little Zhengda" rescued the drama famine
As early as April 2018, the industry has realized that the costume online drama is no longer the grand occasion of 2017. The State Administration of Radio, Film and Television has also formally put forward the principle of "small and big", that is, in the future, radio and television programs must follow the principle of independent innovation of "small cost, positive energy and great feelings".
Under such a call, "The Little Iceman of Big Zhou" came into being.
Small cost: "Big Zhou Little Iceman" does not have "expensive actors", and its production is also based on the principle of "the money that should be spent must be spent, and the money that should not be spent will not be wasted". It pays great attention to resource allocation . I believe that many netizens have also felt the sincerity of the production team during this period, whether it is the exquisite pictures, or the exquisite costumes and props, they have satisfied the audience's expectations for the "boutique drama".
Positive energy: Different from the "Gong Dou" drama full of conspiracy and feuds, "The Little Iceman of Big Zhou" is based on the original "marriage matchmaker" theme, and tells the ancient marriage and love workplace in a formal way. With funny plots and full-featured characters, the whole drama not only breaks through and innovates the inherent patterns of ancient costumes, but also satisfies the audience’s appeals and hopes for beautiful emotions such as "marriage" and "love"; although it is an "ancient story", But this positive value output is full of social significance even today.
Great feelings: "every time we make a marriage contract, we are stabilizing the two families; when the family is stable, the society can be safe", "being an iceman can't forget the original intention", etc., through the characters Shen Shu and Yan Ruyu Waiting for the mouth, "The Little Iceman of Big Zhou" to the audience is the core of the "big feelings" of the marriage and love culture and the spirit of the times. Sun Wenji, producer of
: The road is long and long.
"Innovation in the industry is difficult and unknown, but someone has to do it. The road is long and long. "The Little Iceman of Big Zhou" is the first attempt of new costumes, but It certainly won't be the last time." "Small, upright, and big" are easy to say, but difficult to do. Today, when traffic is king, even though old costumes have been "broken", web dramas have already changed from small costs and small productions to large investments and large productions. The process for small-cost online dramas to stand out from the top dramas that have invested tens of millions and hundreds of millions of dollars in investment will not be overnight.
From this perspective, "The Big Week Little Iceman" is definitely a good start. Within 72 hours of its premiere, it has successively boarded the iQiyi TV series soaring list, the iQiyi hits soaring list first and second, and The Maoyan TV series popularity list won the second place. With the first person to eat crabs, the new costume market in the future seems to be traceable.
