丨Editor by Chen Tong
丨Meiqi
Entertainment Value Officer Interpretation:
ID:wenyujiazhiguan
Retired aunties went to Hengdian Film and Television City to "remake" the "" "remake" Things that came from entertaining myself, but accidentally got into a lawsuit. The producer of the original drama Cao Ping said that the company's legal affairs are already preparing materials for the video platform, requesting the removal of relevant videos, and the legal issues related to film and television adaptation rights and other related legal issues involved behind this incident have once again triggered thinking.
It's not just that these aunts with an average age of 62 like "The Legend of Zhen Huan", 11 years after the launch of , this ancient costume palace fighting drama has become the material "totem" of the short video platform, and its popularity has only increased. Various extended topics of emerge in an endless stream, from plot interpretation to character biography, from the use of lines to makeup and outfits, no matter what platform or festival, Zhen Huan and her "partners" are never absent.
More netizens re-created the episodes and created the so-called "Zhen Xue" on the Internet. The verification and discussion of the details and derivative contents of the episodes has become a daily pastime for many Gen Zers. 's timeless "The Legend of Zhen Huan" is like an ancient well, and the more you wash it, the more water you have. When it comes to nationality and the level of treasures, if "The Legend of Zhen Huan" is ranked first, I am afraid that no domestic drama will dare to come out and make a second.
can span more than ten years, and it has always been in line with the mainstream aesthetic classics. It is inseparable from its own thickness and three-dimensionality. The products on the assembly line obviously cannot build a new world. However, when there are more people looking for this ancient well, traffic realization and copyright violations have become more and more worrying issues for up owners. How many people does
"The Legend of Zhen Huan" support? When
's remake of "The Legend of Zhen Huan" became popular, Hi Tea also officially announced the launch of a blockbuster joint collaboration with "The Legend of Zhen Huan" with the theme of "The Legend of Zhen Huan". Drinks and the surrounding, the theme atmosphere of many stores is also a strong "Zhen Huan style", which surprised fans of the show.
In May this year, on Zhen Huan's 316th birthday, the topic today is Zhen Huan's lunar calendar birthday without any suspense. It was a hot search on Weibo, and the number of readings on the topic reached 300 million, which resulted in the birth of many popular entries, such as Zhen Huan's life force. So long, Zhen Huan taught us the truth of life and so on. From the start of
to the present, almost all the leading actors in the show have benefited from the show, and the popularity has continued to this day. Their every move about "The Legend of Zhen Huan" will quickly attract strong attention from netizens.
It has been nearly 11 years since its launch at the end of 2011. "The Legend of Zhen Huan" has not declined for a long time, and its popularity on the Internet has only increased. It has become a "social currency" created and recognized by netizens. The statistics of the annual film and television list of station B show that "The Legend of Zhen Huan" ranks first in the drama list over the years, which means that the number of submissions, the number of plays, the average number of plays, and the number of barrages related to "The Legend of Zhen Huan" are all data. top stream. As of November 1, the Douban "Zhen Huan Biography" group has more than 260,000 members. Searching for the keyword "The Legend of Zhen Huan" on Xiaohongshu, there are over 300,000 related posts.
In addition to the hot search topic every other period, "The Legend of Zhen Huan" has become a source of inspiration for drama fans' second creation. The simple ones include line sharing, plot sharing, and screen sharing. The slightly more complicated ones include detailed interpretations of clothing, food, accessories, expressions, blank space, history, and character relationships. In addition, there are various two-dimensional, AI head-changing, ghost and animal creations. Wait. In "Zhen Huan Second Creation Universe", the value of this drama has been developed to the extreme.
At the same time that is prosperous, "The Legend of Zhen Huan" has also derived a "Zhen Xue" similar to Hongxue: it is useful to use a "microscope"-like viewing method to constantly explore the details of the show, some specialize in MBTI analysis, and some beauty makeup. And those who dress well, there are those who extract workplace experience and relationship models from the plot... Anyone who has not thrown away their smartphones and completely withdrawn from contemporary life must have encountered "Zhenzhen" in Internet life.Learn".
On Douban, Douyin , Xiaohongshu and other platforms, this drama is a recognized traffic password, just Douyin, the "Zhen Huan Biography" topic has exceeded 49 billion views. Whether it is a second-generation blogger , is also the UP master of "Zhen Jiao", and many people have made money from a "Zhen Huan Biography". The UP master of
B station "S classmate Zhen is not bad" began to update in January this year. With a unique "Chinese translation" perspective, the Some words in the play, yin and yang strange plots and dialogues are translated into popular and sharp vernacular, and stand out from a group of "Zhen scholars", with 150,000 followers in 10 days, and the current number of followers has exceeded 600,000. "The Legend of Zhen Huan" alone has less than ten thousand followers. In just one month, an account with more than 30 million views and more than 600,000 fans has been created. It is difficult to estimate how many short video creators this show has supported.
At present, there are more and more full-time bloggers who create the content of "The Legend of Zhen Huan". The more, and the copyright owner relies on this drama to live quite well. In 2013, LeTV acquired Huaer Film and Television. In addition to the creative ability of this company, the latter owns the copyright of "The Legend of Zhen Huan" is also a very important reason. Up to now, this drama can bring more than 10 million yuan of income to Huaer Film and Television every year on average. After , LeTV and got into trouble in 2018, they distributed the copyright of "The Legend of Zhen Huan" to Youku, and contributed 1.5% in the first week of launch. With billions of views, the traffic harvester deserves its name.
"Zhen Scholar"'s chafan troubles
The second creative blogger and "Zhen Scholar" are exporting their new discoveries of "passing the relationship" every day. While harvesting amazing traffic, They also had to face many troubles. The combination of high traffic and low threshold has attracted countless bloggers into this field. The second creation of "The Legend of Zhen Huan" has fallen into involution, and it is getting harder and harder to stand out among the massive works. Innovation and creativity are approaching the ceiling.
For bloggers who have accumulated considerable fans and traffic, how to monetize is also a problem. At present, the short video platform has three most common traffic monetization channels: institutional rewards, advertising, and publicity. The traffic of "Zhen Jia" mainly depends on the platform's traffic sharing and advertising. A second-generation blogger at
B said frankly that he has nearly 200,000 fans, and the playback volume of a single video is around 100,000, but However, she was unable to realize the monetization through these high traffic. On the one hand, only relies on the platform's traffic sharing and rewards, and the amount is not high. On the other hand, by repeatedly dismantling an old drama, the advertisements that can be received are quite limited. , there are still copyright risks. Up to now, she has received an advertisement for a pillow, and only a few thousand yuan in income.
At present, the single video of station B has about 100,000 views, and the total of traffic sharing and platform incentives is only 2 00 yuan or so. The share of Douyin Kuaishou is quite high, but it is also generally 300-400 yuan. Coupled with some unstable advertising revenue, a second-generation blogger with hundreds of thousands of fans may have an average monthly income of only a few thousand yuan. Of course, for a part-time "Zhen Jia", such a sideline income is not bad, but many full-time bloggers may be more difficult.
In addition to the problem of traffic monetization, copyright risk has always been a lingering shadow for "Zhen scholars". Although the copyright owner Huaer Film and Television once stated that the popularity of "The Legend of Zhen Huan" in recent years is mainly due to the development of short video platforms, and various second-generation explosions have fed back long videos, but once investigated, most bloggers' works will travel Walking on the gray edge, if 's feedback on long videos is not so obvious, whether the copyright owner will raise the sword is also the most worrying issue for "Zhen scholars".
This time, the micro-film version of "The Legend of Zhen Huan" unfortunately "stepped on the thunder". Some netizens believe that the elderly pay their own money and do not ask the audience for fees, which cannot be regarded as infringement. But in fact, the script is based on the original work, and the finished product also includes the classic plot of the original drama, but it has not obtained the authorization of the copyright owner. This is infringement.
From a legal point of view, the "exemption" of copyright is strictly limited to "self-use" and "free". But the problem is, shooting a micro-movie "Zhen"The Legend of Huan", the organizers have to charge the experiencers a certain fee, and the videos of the aunts are "blessed" by online traffic, which breaks through the scope of personal study, research or appreciation, as well as teaching or scientific research, so it is not legal "Disclaimer".
Contrasted with such regulations, the second-generation bloggers used a lot of the original classic footage of "The Legend of Zhen Huan", and obtained various traffic sharing and advertising revenue through these. Obviously, such creations are neither for personal use nor free. If the copyright owner pursues Now, the "Zhen scientists" have little hope of winning.
Although in the film and television industry, erchuang and original creation are a mutually beneficial relationship, excellent erchuang can form a positive interaction between the works and the audience, creating a greater long tail effect for the works , but copyright The risk is always the sword of Damoris hanging over the head, and the initiative has always been in the hands of the copyright owner. When continuously harvesting traffic and advertising revenue, will they face the same problems as the micro-film version of "The Legend of Zhen Huan" in the future, which also makes "Zhen scholars" anxious.
Who will be the next "The Legend of Zhen Huan"? For film and television works,
has been repeatedly pondered and scrutinized by generations of audiences for more than ten years, and it is a blessing. And it is quite rare for a drama to span time and produce such a strong sense of substitution. The reason why
"The Legend of Zhen Huan" has this kind of treatment is mainly due to the development of short video platforms in recent years, and the explosion of second-generation and live-action cos videos has fed back long videos, but in the face of so many domestic dramas, why bloggers and UP The masters only favor this one, and go to gold repeatedly?
First of all, "The Legend of Zhen Huan" is not the kind of drama that has a high threshold and is difficult to understand, so that you can show your IQ after watching it, nor is it a vulgar Mary Su explosion wrapped in the shell of ancient costumes. is a drama that unifies the aesthetics of you and your three aunts and six aunts, and achieves the taste of the whole class.
It has not only the transformation of the pure and innocent Huanhuan who is not familiar with the world, but also the transformation of the Shuangwen heroine of Niu Coluo Zhen Huan, and the appearance of thousands of people in the harem. Many people say that in "The Legend of Zhen Huan" not only did they see palace fighting, but also saw the social law of the law of the jungle, the multi-faceted and complex nature of human nature, the variety of life, and the reality... people Everyone reads "The Legend of Zhen Huan", and everyone is the legend of Zhen Huan.
Secondly, all kinds of details are densely woven to make "The Legend of Zhen Huan" stand up to pondering, the volume of 76 episodes, every sentence and every character has its own meaning, the grass snake and gray line foreshadows thousands of miles, you can always be in "The Legend of Zhen Huan" found something new. It's like a glass of wine that gets more mellow over time.
In addition, the sophisticated service method also provides a steady stream of material for the bloggers to create. The elegant lines and the constant ups and downs have created too many golden sentences on the Internet. The plot is closely linked, and the suspense is repeated. Even the simplest conversation between the two is full of foreshadowing and murder. The various personalities of dozens of characters are also enough to make all narcissists drank in the dark.
One "The Legend of Zhen Huan" is enough to satisfy all Internet scholars. In 1998, 24 years after the premiere of " Huanzhugege ", the only domestic drama that could barely compete with "The Legend of Zhen Huan" seems to be "Wulin Biography". The Douban "Wulin Gaiden" group is a near-utopian existence. Qixia Town and Tongfu Inn seem to really exist in some far corner, and the people living there are like old friends of everyone.
In the 30s of this year, after the celebrity tax evasion incident was disclosed again, the entry for the star of Zhen Huan's Legend of Martial Arts to hold on to this entry quickly became a hot search on Weibo. The "Wulin Biography", which was broadcast in 2006, is not as exaggerated as "The Legend of Zhen Huan", but it is also a spiritual harbor for a generation.
"Wulin Biography" and "The Legend of Zhen Huan" are still so touching after more than ten years, which shows that a good drama will grow on its own, only in the plot structure, drama conflict , plot design, lines polishing, character building and many other details Repeated polishing, with the utmost care, can continue to grow new highlights in the long river of time, and gradually break away from the basic attributes of entertainment products, and accumulate a long-term companion value.
has been through the ages, this is "The Legend of Zhen Huan"The power of "Wulin Gaiden" is also the tragedy of domestic dramas. After , there is no comparable domestic drama, and it is not as good as a hundred flowers. I hope that in the next eleven years, a new "top stream" will be born in domestic dramas.
(part of the article with pictures from the Internet)
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