A few days ago, some insiders shared a set of photos from the launch ceremony of Wang Jing's new drama, saying that Wang Jing was suspected of filming a short drama. Netizens said that they knew short plays could make money, but the market was so hot that even Wang Jing was invol

A few days ago, some insiders shared a set of photos from the launch ceremony of Wang Jing's new drama, saying that Wang Jing was suspected of filming a short drama. Netizens said that they knew short plays could make money, but the market was so hot that even Wang Jing was involved in filming short plays. As a veteran director in Hong Kong, he really shocked the audience. 01Wang Jing, the great director, can’t resist the temptation of short plays? According to the background information of the on-site photos, the short play directed by Wang Jing is called "Billions of Silly Princes". The chief director of the short play is Wong Jing, who has directed many films such as "The King of Gamblers", "God of Gamblers" and "Across the World". He is a representative figure in the golden age of Hong Kong movies. Director Zhang Min has served as Wang Jing's deputy for a long time. His main works include "Big Shot" and "The New Story of Chu Liuxiang", and he has also directed some third-level films. Starring Ho Ho Man, he was discovered by Wong Jing in 2013 and joined Wong Jing's film and television production company. Friendly starred in Yuan Qiongdan, and has collaborated with Wang Jing in works such as "The Secret Detective" and "The Nine-Rank Sesame Official". In addition to Wang Jing and Yuan Qiongdan who are eye-catching, this short drama has four producers, which seems to be a big team. They are Jing La Partner (Guangzhou) Cultural Media Service Co., Ltd., Beijing Xingxian Cultural Media Co., Ltd., Beijing Zhangwen Information Technology Co., Ltd., and Beijing Heiyan Information Technology Co., Ltd. Sky Eye Check shows that Wang Jing (real name Wang Rixiang) is the legal person of Jingla Partner (Guangzhou) Cultural Media Services Co., Ltd., while Beijing Zhangwen and Beijing Heiyan belong to the same company. Their business involves novels and short plays, and they hold many book copyrights. There are websites such as Ruochu Novel Network and Heiyan Reading Network. Beijing Star has just collaborated with Wang Jing in two works, "Two O'Clock at Midnight" and "The Alliance of Sad Women" in June this year. Later, insiders posted character profiles, confirming that this is indeed a short drama, with the genre of male videos and urban themes, and the plot is quite bloody. Netizens believe that Hong Kong movies have begun to decline, and the great director Wang Jing has no choice but to take on short dramas. However, some netizens believe that short dramas may become a benchmark for future TV dramas. They are fast-paced and interesting and can be watched in a few minutes. It is undeniable that short dramas have indeed become a new trend in the film and television industry. There is even a wealth myth circulating in the industry that "you can earn 100 million in 8 days through mini-program short dramas." The money comes quickly and the profits are high. It is not difficult to understand that Wang Jing can’t wait to lead a professional team to the end. Wang Jing’s team is not the only professional film and television team to enter the short drama industry. Recently, actor Gao Yalin appeared at the launch of the online drama "Out of Control Love". The drama is produced by Dianzhong Technology, a leading company in the short drama industry, and has well-known directors and actors such as Gao Yalin and Wu Qing. It is estimated that he also wants to be in this huge drama. share a piece of the market. Since the beginning of this year, major film and television companies, famous directors and well-known actors have entered the short drama industry in batches, and the short drama industry has also shown unprecedented prosperity. 02 Major film and television companies have begun to develop the short drama industry. Before major directors like Wang Jing entered the market, many film and television companies had already begun to develop the short drama market. According to the Pacific Securities Research Institute, the short drama industry chain can be roughly divided into three ends: content creation-filming-distribution. Upstream is responsible for mining IP for adaptation into short plays. Among them, China Literature Group, Chinese Online, and Palm Reading all have very rich reserves of short drama resources. A large number of film and television production companies are concentrated in the midstream. They generally obtain IP from the upstream, or based on their own works, conceive the plot and characters of the short drama, and coordinate resources such as screenwriting, filming, actors, and special effects post-production to complete the production of the short drama. . The downstream is dominated by video distribution platforms such as Douyin, Kuaishou, WeChat, and Bilibili, which are also the last step to reach users. Data from the Pacific Data Research Institute on companies in the short drama industry chain shows that many well-known film and television companies, such as Lemon Films, Huace Film and Television, and Wanda Films, have tried their hand at producing short dramas. Among them, Lemon Film and Television began its layout in 2021, established a subsidiary "Hao You Qiang", and successively launched "One Yuan Beauty Salon" and "Starting from Divorce". At the beginning of this year, it also launched the short drama "Starting from the well-known actor Yang Rong" "Twenty-Nine", becoming the dark horse in the short drama. Huace Film and Television announced that the company will start paying attention to micro-short dramas in 2022 and entered the market in June this year. It has currently established 6 micro-short drama teams and completed the filming of 5 short drama projects.On November 7, "The Identity of the Desperate Husband's CEO Is Exposed" was successfully launched, and four other projects including "My General Boyfriend" are expected to be launched by the end of November. On November 23, Wanda Film revealed that it is preparing to produce two mini-program short dramas. Yitong Legend, in which Wanda Film has a stake, and boss Chen Sicheng has supervised the production of a 12-episode science fiction themed short drama "Little Town", starring Rong Zishan. . In addition, film and television companies such as Haikan Co., Ltd., Tangde Film and Television, and Huanrui Century have also stated that they have initially entered the field of short dramas, but the specific scale and revenue remain to be seen. In addition to original series, many film and television production companies have also explored the path of spin-off short dramas. Linghe Culture's "Floating World" is an experimental short drama produced by the main creator after the long drama "Tian Xingjian" was completed. It provides film and television production companies with ideas for filming long dramas and short dramas. It is available on the video platform 110 million views. Chen Sicheng's Yitong Production immediately launched a short drama of the same name after the movie "The Disappearance" received positive market feedback. Changxin Media has made IP extensions for long-running dramas such as "The Strange Stories of the Tang Dynasty" and "Nanyang Daughter's Love". "Su Wuming from the Tang Dynasty" is a spin-off series of the hit drama "The Strange Stories of the Tang Dynasty", and "The Goddess" Hotel" is taken from the branch content of "Nanyang Daughter's Love". From this point of view, short dramas can not only attract a wave of attention by leveraging the popularity of popular dramas, but also serve as a pre-promotion for long dramas that have not yet been aired. In addition, the upgrade of major brand marketing has also given rise to the birth of "customized short plays". Jiang Shiqi, an expert under the MCN agency founded by Mi Meng, collaborated with Red Elephant Primary School Cream and Kabai Mud Facial Cleanser to film short dramas such as "Perfect Romance" and "I Guess You Love Me". Can the professional teams that are coming off one after another at this time take the short drama industry in full swing to a higher level? 03 Integrating long and short, the core of the future development of the industry is still in the story. The entry of a professional team that has been engaged in the production of long dramas will bring more professional resource allocation and stronger publicity channels to the short drama industry. For example, integrating IP resources, innovating shooting techniques, upgrading marketing strategies, etc. can be said to be a great help to the short drama industry. But what cannot be ignored is that after all, long dramas and short dramas are different media forms, and the narrative methods are also different. Many film and television companies have tried short dramas, and it is easy to become accustomed to them. In previous attempts, there were indeed some failures. "You Are My Thousands of Stars" produced by Huace has only one plot per episode, with a fixed scene and few shots. It really does not look like a mature work. In the end, it only had more than 10 million views. "Full-time Househusband Training Plan" starring two well-known actors Liu Yun and Wang Sen, and "Awakening!" starring He Landou. Dramas such as "Love Brain" are euphemistically called "catching up the netizens' enjoyment", but in fact they just take out some orders that the public is interested in, like filming a few short jokes, and there is no sense of enjoyment at all. The average playback volume of a single episode of these dramas is only around 200,000. Huace Film and Television's "The Identity of the Desperate Husband as CEO Is Exposed" has the same problem. It seems that the CEO's audio novel has been turned into a video, but the content is still not nutritious. Moreover, this drama still requires payment to be unlocked after 13 episodes, which has also led to a cliff-like decline in the number of views, and some single episodes have not even exceeded 100 views. This shows that even though these short dramas are not long, each episode is only more than one minute, there are not many viewers who can watch it patiently, and not many people can watch it enough and are willing to spend money to watch it. Zeng Minghui, the person in charge of short dramas at Ningmeng Film and Television, once said that he wanted to use "Twenty-Nine" to explore whether the performances of professional actors and professional production can become a competitive advantage. But now it seems that the situation is not optimistic, and the current short dramas are facing stricter supervision than before. According to China Business News, an industry insider said in an interview that his company invested about 300,000 yuan in a small-cost micro-short drama, but due to the subject matter, the mini program that launched the micro-short drama was removed from the shelves. , and finally eliminated with a huge loss. And this practitioner also plans to stop losses in time and return to the traditional film and television track. Under the explosive development trend of short dramas, vulgar content and bad value orientation have become unstable factors that threaten the healthy development of short dramas. Since last year, the State Administration of Radio, Film and Television has continued to carry out micro-short drama management work and has offline more than 20,000 micro-short dramas.At the same time, WeChat, Kuaishou, and Douyin successively issued announcements on cracking down on illegal micro-short dramas. Kuaishou continues to issue special governance announcements against illegal micro-short drama mini-programs. The announcement on November 28 showed that more than 10 micro-short dramas including "The Richest Man Back in 1998" will be removed from the shelves, and at the same time, it will ban the release of illegal content. The 12 accounts will be punished accordingly according to the degree of violation. WeChat has recently removed 114 illegal micro-short dramas from mini programs, and dealt with 163 mini-program accounts that released micro-short dramas in serious violation of regulations. The latest disposal announcement stated that some illegal dramas have been removed from the shelves. On November 16, Douyin released the "Douyin Announcement on Crackdown on Illegal Micro-Short Dramas", announcing that a total of 119 illegal micro-short dramas in mini programs have been removed from the shelves recently, and 1,188 Douyin accounts that illegally promoted micro-short dramas have been dealt with. On November 28, Douyin once again issued an announcement stating that it would impose operational restrictions on short dramas that have not been included in the database and whose review results are "unplayable". Among them, "Black Lotus's Handbook for Ascension" produced by a company owned by Mi Meng was removed from the shelves by multiple platforms for exaggerating the bad values ​​of extreme revenge, using violence to fight violence, and confusing the concept of right and wrong. The show was once rumored to have attracted 20 million in revenue in 24 hours. Relevant departments have begun to take measures to "put out fires" in the exploding short drama market, which has also put forward higher requirements for content creators. Therefore, if a professional team wants to compete in the short drama industry, it must first comply with regulatory policies. Blindly relying on gimmicks such as bloodshed to attract audiences will inevitably be eliminated. Secondly, the advanced experience of professional film and television production teams can certainly drive the short drama industry towards high-quality and industrial development, but it remains to be seen whether it can achieve dimensionality reduction and successful profitability. Because the production level and marketing methods are only one aspect, the key lies in whether the story is good-looking and whether it can directly hit the audience's pain points. In addition, whether it can adapt to the fast pace of short plays is also a problem. Previously, some netizens believed that the fast pace, nonsensicalness and pranks of short dramas were what Wang Jing was good at at his peak, and that Wang Jing's upper and lower limits were both very high. Short dramas might become Wang Jing's comfort zone. However, Wang Jing's performance in recent years has not been as good as before. It is still unknown whether he can capture the interest of the current audience and successfully catch the express train of short dramas. In fact, the supervision of short dramas by relevant departments will help the industry return to healthy competition, and the entry of professional film and television teams will also inject new vitality into short dramas. However, only by carefully producing content can we gain a firm foothold in the industry reshuffle.