"I held up the light sign on the Screaming Night, and my voice was in the scream. It was complete."
Author | Lu Na (Beijing)
He Saifei, a powerful actress of the year, led the audience to sing loudly on stage using Yue Opera style Called iQiyi three times. Yan Ni, who won the honor of Actress of the Year, also invited the audience to scream loudly. She explained, "We only scream when there is joy, joy, pain, and accidents."
This is iQiyi in 2023 The scene of Screaming Night does not mean that this is an industry gathering where people let themselves go, but because iQiyi provides artists with a professional and open stage, so platform users have the opportunity to see them more vividly. The real side.
On the evening of November 25, over a hundred celebrities and artists gathered at the Macau Galaxy Arena for the annual iQiyi "Scream Night" ceremony. Among them are not only top actors such as Yang Mi, Liu Shishi, Zhang Songwen, and Ni Ni, but also industry giants such as Zheng Xiaolong, Zhao Dongling, Feng Xiaogang, Ma Boyong, and Ma Dong.
Scream Night includes a whole year's worth of popular dramas, variety shows, and movies. In addition to displaying the best content throughout the year, the entire event also pays tribute to professional creations and the contributions of artists. The 2023 iQiyi Scream Night Honors Unit is divided into six major units, with a total of 52 honors awarded.
Through the speeches and exchanges of many artists at the scene, we can further feel iQiyi’s high industry recognition. When it comes to awarding honors for good content, especially to artists who are not often active in front of the stage, Scream Night undoubtedly provides a grand ceremony of the highest standard.
As a grand ceremony brand IP launched by iQiyi, "Scream Night" has been held for nine times so far. It not only reflects the platform's investment and value tendency in content, but also witnesses the development and changes of the entertainment industry.
That night, the Galaxy Arena, which can accommodate tens of thousands of people, was packed with seats. The popularity of the content of iQiyi's hit drama series in the past year has been reflected in the continuous screams. When you are in the museum, you will be surrounded by layers of sound every few minutes and last all night long.
The shouts that resounded throughout the museum came from iQiyi users. On this night, they experienced beautiful memories about the content with their favorite creators, and also developed new emotional links with the platform.
1. Witness the birth of the top tier
On the night of the grand ceremony, the trio of detectives from "Lotus Tower" sang "The World" again after the drama's theme concert, and were called "the strongest after-sales service in history" by fans of the drama. During the three-minute stage, the cheers lasted for nearly four minutes, from before their appearance to after their exit.
A drama fan who came all the way from Zhejiang Province had his voice hoarse after the ceremony. After watching the full version of the video online, he could clearly hear Cheng Yi’s monologue in the song: Some people abandon their swords as their legacy, and some people live up to all living beings. , people's beliefs are always different. This once again highlights a highlight of the combination of "Lotus Tower" and social anti-anxiety. After discovering that the entire video was surrounded by the screams of fellow fans, the fan lamented that "I feel a sense of pride."
is iQIYI's top 10 most popular drama for barrage interactions this year. The drama also has a high score of 8.5 on Douban in terms of reputation, and finally won the honor of "Member Influence Drama of the Year" at the 2023 Scream Night.
The moment they heard the honorary guest read out the title of the play, the emotions of all the "Lianluo people" reached a high point. Together, they witnessed another highlight moment of their favorite play this year on this night, and also interacted with their favorite The platform has more beautiful memories about content.
This year, iQiyi also has two costume dramas, "Changfengdu" and "Ning'an Like a Dream", which also achieved popularity scores of over 10,000. The same is true for the dramas "Yi Jian Ru Gu CP" and "Wei Ning Writes Poems CP" Popular among users. The leading actors Bai Jingting, Song Yi, Zhang Linghe, Bai Lu and other stars have once again attracted countless fans due to the popularity of the series. They started to receive screams and shouts from the fans on the red carpet in the afternoon, and related hot searches were also posted on Weibo.
It is worth mentioning that iQiyi has also opened red carpet viewing quotas for some members, so that everyone can immerse themselves in CP and interact with their favorite stars up close.On the night of the
ceremony, every time a scene related to the main creator appeared, there would be an overwhelming amount of screams, and fans would wave their various lights and signs in support from time to time. Drama fans holding Cheng Yi lantern signs often connected the venue into a sea of green. Several fans we randomly interviewed said that they were star-chasing for the first time because they watched "Lotus House" this summer.
Bai Lu and Bai Jingting’s blue light signs, Wang Hedi’s purple light signs, and various support banners from other celebrities and CP fans are also intertwined in the museum. Bai Lu also sang the heroine's character song in "Ning'an Like a Dream" with all her heart that night. She changed into her third dress before going on stage. The fans sitting behind me kept screaming "Lu Lu is so beautiful" and "Lu Lu looks at me" throughout the whole process. , but was still drowned in the even louder cheers in the venue.
For users, in the scene of Screaming Night, they witnessed the drama series and the main creators who were promoted to the top because of their love, and received honors, applause and shouts. It is also because of such a scene that every online view and every barrage can be transformed into light points on the scene, converging into stars flowing towards the eyes in the center of the stage.
In the past year, it was not just hit dramas that brought traffic and influence through the popularity of content. The amateur variety show "Farming Bar" has surpassed its positioning as the first labor documentary interactive program, turning a large number of iQiyi users into die-hard fans and career fans of "Ten Diligent Days". As soon as
landed at the Macau Airport, we could feel the popularity of this amateur group. The fans who picked them up at the airport were as enthusiastic as the popular niche actors in popular idol dramas. Fans are no longer satisfied with just watching them sow and work in programs and live broadcasts. They also come to their "business trips" when they are not running agricultural companies to watch them walk the red carpet and sing and dance on the stage. Many fans started queuing outside the venue in the afternoon in order to grab a front-row seat on the red carpet.
In the program "Maimang" they brought that night, the names of dozens of iQiyi's popular variety shows in 2023 were cleverly linked in the lyrics. The mentioned "Summer of the Band 3", "China Rap Peak Showdown 2023" and "Debut!" "Beijing Central Axis" won the honors of "Stage Presentation of the Year", "Audience Favorite Variety Show" and "Special Program of the Year" respectively at Scream Night.
These teenagers, who are all in their early twenties, rely on their sincerity and passion to sow, irrigate, fertilize and harvest the land, bringing new idol narratives to domestic entertainment and further advancing the innovative model of the program. Verification and bonus. The "Hehuo people" who came to the scene also witnessed that "Farming Bar" won the "Innovative Variety Show of the Year" that night.
Of course, it is not just new idols, large traffic and young users who appear on the screaming night. What iQiyi has created and established its position in the industry are also those who are more able to transcend cycles and pay attention to personal dignity, value and destiny. The content, them and the creators behind them were equally as dazzling on this night.
2. Crown good content
On the day of the event, the main creators of the "Hurry Up" crew appeared together. From the red carpet to the party, the audience followed and cheered excitedly. Through the grand spectacle of Scream Night, we can see that good works not only have a lasting influence, but can also bring lasting spiritual power to the public beyond the entertainment value.
That night, "Crazy" deservedly won the 2023 "Drama King of the Year". This iQiyi self-produced drama not only broke the popularity record of the content on the site, but also set a new high in the ratings of the Central Eighth Television. Topics such as #老MO我要吃鱼# and #京海的唯一白jasmine# once filled the hot search lists and became popular memes across the country. When
star Zhang Songwen went on stage to speak after winning the honor of "Strong Actor of the Year", the camera cut to "sister-in-law" Gao Yezheng, who was witnessing this moment in the audience, with tears in his eyes. When Gao Ye later took the stage to receive the honor, he said: Don't compete with each other to be first, compete with others to speak endlessly. This is in line with iQiyi’s content values.
At the Scream Night, iQiyi awarded "Outstanding Drama Series of the Year" to 16 dramas including "Homecoming", "Echo" and "Imperfect Victim". These works were distributed in each quarter in the past, not only in terms of themes Diversified, rich in types, and each with its own characteristics.
This shows that iQiyi continues to launch high-quality works. On the contrary, so much good content also makes iQiyi’s brand value as a media platform continue to highlight, and the IP value of Screaming Night, a grand ceremony, continues to be amplified.
crowns good content on the screaming night, and of course extremely innovative works are indispensable. The "Short Series of the Year" was won by "Moses on the Plains", which brought a cinematic artistic style to Fog Theater. It was produced by Diao Yinan and directed by independent director Zhang Dalei. As Chen Xiao, senior vice president of iQiyi, said before, "The boundaries of innovation are determined by the creators."
Because it understands content and respects creators, iQiyi has established continuous connections and interactions with artists. Scream Night also provides an opportunity for the industry to see that outstanding creators have been cooperating with iQiyi. As actor Wang Yang lamented, "iQiyi has witnessed my growth." He has six works launched on iQiyi this year. Zhang Songwen also revealed that two starring dramas "Lone Boat" and "The Boy Who Can't See a Shadow" will continue to be launched on iQiyi next year.
In addition to directors and actors who are often in the spotlight, Scream Night also awards honors to the creators behind high-quality content, and recognition of artists' contributions can also inspire them to create the next outstanding work. Gao Xuan and Ren Baoru won the "Screenwriter of the Year" honor at Scream Night for "Imperfect Victim".
During the screaming night, the industry can also observe the content trends of the platform. For example, this year's special addition of the "Writer of the Year" honor can be regarded as a signal for the platform to further link upstream with content and creators. Ma Boyong, who has published many adapted works on iQiyi, won this honor. "The Silk Case of the Ming Dynasty under the Microscope" adapted from his original novel at the beginning of this year was well received by a large number of platform users and book fans.
Zhang Ruoyun, who plays the male protagonist in the play, said when receiving the honor on the spot that he is always full of courage to cooperate with iQiyi because the platform always brings together outstanding and most suitable creators.
Screenwriter Zhao Dongling, who won the honor of "Outstanding Artistic Contribution", said that night that iQiyi was the first video platform to recognize her. She laughed and said that because of iQiyi's respect, she would retire later, but her artistic life was also extended.
Screaming Night also provides a scene for industry exchanges. When Xu Ang, the director of "Hachi: Hachiko", came on stage to receive the honor, he was asked by the host which actor he most wanted to work with. He said that Wang Chuanjun in the audience was the one he had always wanted to work with. Perhaps a good partner for the next high-quality work will be connected on this night.
3. The value of "screaming"
At the user level, the Screaming Night not only brings the strongest after-sales service throughout the year, but also doubles the members' sense of honor with a full sense of ceremony. iQiyi gave V7 members the opportunity to draw free offline tickets, and a total of 4,500 members came to watch the ceremony offline. At the same time, two member representatives attended the event dressed up to experience the feeling of celebrities walking on the red carpet.
includes the honor of all online content, and also gives fans and users a sense of ritual through the screaming night, allowing them to feel emotional resonance and prove that their choice of content and platform is valuable.
iQiyi also launched online live broadcast for users who could not make it to the event, and further enhanced user participation through online comments, voting and other interactive methods. As of now, the main topic of the 2023 iQiyi Scream Night has exceeded 4.1 billion views and nearly 80 million interactions.
also has the details of a screaming night out of the circle. The first film of "Fengshen" won the "Film of the Year" in the film section this year. Some fans commented proudly online: This is the first streaming media award that a film has won. This shows that users recognize iQiyi as the leading platform to endorse their favorite movies.
For long-form video platforms, continuous investment in an IP and activities makes it easier to form a brand mentality on the C-side. In 2014, the first iQiyi Scream Night was held. In the following eight years, the IP continued to accumulate influence at the public level. After 9 years of careful operation by
, Scream Night IP has gradually built up its brand value. More and more popular stars and industry leaders have come to participate, and it has also received wider attention and recognition.Over time, we have also gained the ability to connect with other brands. This year’s ceremony not only received full sponsorship from An Muxi, but also signed a three-year strategic cooperation agreement with Macau Galaxy Arena on the same day.
"The Hidden Corner Extra Chapter·Echo" of Screaming Night in 2021 is a case worth learning from all platforms. After the extra broadcast, the audience's memory quickly returned to the summer of watching the drama, which also established users' awareness of the Screaming Night IP; the secondary creation of content continued the vitality of the original IP.
Before the start of this year's Scream Night, a customized animation linking the platform's popular IPs in the past year was displayed in front of all the audience: an anthropomorphic image transformed from the iQiyi logo kiwi fruit, constantly shuttled through the animated version of "Lotus" On the carriage in "Building", in the rice fields of "Growing the Land" and many other movie and drama variety scenes.
In the past few years, due to uncontrollable reasons, the audience was unable to go to the scene to experience the production of "Echo" and other works. After three years, "Screaming Night" returned offline, which fully responded to and gained insight into the public's consumption sentiment towards offline entertainment. After
comes to Macau, fans will find that iQiyi content and Scream Night posters can be seen everywhere in hotels, buses, and big screens. The accompanying TV in the bus is also playing the plot trailer of "Lotus Tower". This content trend is also reflected in the Scream Night scene - iQiyi has added overseas units this year based on previous ones. This information allows iQiyi users to feel that there are more people around the world sharing good content with them, and that the stars they admire also have influence overseas. Before
returned, many fans took to social media to leave memories of this unforgettable night. A fan wrote: Macau used to be just a city to me, but on November 25, Macau became particularly dazzling. I held up the light sign for the Night of Screams, and my voice was included in the screams. It was complete.
