As a derivative IP series of bad people, the breakthrough of "Hua Jiang Hu Zhi Tiangang" is not only the success of this high-quality Chinese comic IP, but also inseparable from Tencent Video's long-term investment in high-quality content, as well as the platform's promotion of film operations. The results achieved through active assistance.
Author | Ma Tu (Beijing)
"I'm sorry, Brother Yuan, you will be alone from now on." With the farewell of Yuan Tiangang's friend Li Chunfeng, the spin-off story of "The Bad Man in the Painting Jianghu" "The Tiangang in the Painting Jianghu" "begin. On the barrage, the words "One day you are a bad person, you will always be a bad person" filled the screen. As early as last year during the broadcast of the sixth season of "The Bad Guys", fragments of the "Tiangang" footage were released at the end of each episode starting from the third episode of the season as a preview. Warm up the film and whet the audience's appetite.
Half a year later, this film finally met the audience in the form of an online movie on Tencent Video on December 29. According to platform data, the total box office of "Tiangang" on the first day of its online release has reached 19.84 million yuan. It is the first movie on Tencent Video to have a popularity value of over 24,000. Such popularity also brings confidence to the industry at the beginning of the year. At the same time, topics related to "The Painting of Rivers and Lakes: Tiangang" continue to gain popularity, and it is still the number one most searched movie on Tencent Video.
is a derivative IP series of Bad Guys. Behind the success of "Tiangang" is not only the success of this high-quality Chinese comic IP, but also the long-term investment of Tencent Video in high-quality content and the platform's promotion of film operations. The results achieved through active assistance.
1. "Bad Handsome" successfully breaks the circle
The story of "Bad Handsome Man" revolves around the growth line of bad handsome Yuan Tiangang. As a key figure throughout the seven seasons of the "Bad Handsome Man" series, Yuan Tiangang promoted The entire growth line of Li Xingyun, the protagonist of the Bad Guy series, also contributed to the transformation of the latter's character charm. The audience's love for it can be seen from the "Welcome, Marshal" that filled the screen after the opening of "Painting Rivers and Lakes: Tiangang".
As a story independent of the "The Bad Guys" series, the film not only gained recognition from fans in the film industry when it was first released, but the discussion that broke out on the first day also helped "The Bad Guys" reach the mass market. Break the circle.
This is reflected from the popularity data of the video on the platform. On the first day of its premiere, the film not only topped the animation list on the Tencent platform, but also topped the top 10 lists on the Tencent video platform during the same period, including the hot movie search list, the high-scoring movie list, and the paid bestseller list. With the continued popularity of "Hua Jianghu: Tiangang", more non-fan viewers are turning to the "Hua Jianghu: Bad Guys" series. Recently, in Tencent Video's animation hot search list, the first season of this series topped the list and has not yet been broadcast. The number of reservations for the seventh season also continues to rise. Whether it is search or viewing popularity, the popularity of the original IP on the platform is being pushed up by "Painting Rivers and Lakes: Tiangang".
The film has recently been rated on Douban, with the score rising to 8.2, and is still on the rise. Such a result is also actively planned by the film content planning department. In the creation stage of the content framework, "Hua Jiang Hu Zhi Tiangang" has already set a higher goal - it is not only an online movie for fans, but also an independent film created for high-quality Chinese comics. . Therefore, in terms of content production, "Hua Jiang Hu Zhi Tiangang" not only takes into account elements familiar to fans, but also designs the story frame from the perspective of the mass market.
Judging from the current box office results, "Hua Jiang Hu: Tiangang" is undoubtedly a phenomenal online movie at the beginning of this year. Its high-quality results also bring new inspiration to the industry. High-quality content can bring a larger audience market. At the same time, high-quality content paired with a distribution model such as cloud first release brings a greater revenue ceiling to both the platform and the producer. The success of
's "Painting Rivers and Lakes: Tiangang" got the above two points right. It relied on the original IP to create a new storyline, high-quality content production, and Tencent Video's film operation and promotion capabilities. At the beginning of this year, it The online movie market has opened up a new situation.
2. Inspiration from the launch of Tencent Video Cloud
Judging from the box office performance of "Hua Jiang Hu: Tiangang" after its broadcast, it has shown the potential of a theatrical movie. In the film comment area and barrage area, a large number of viewers encouraged "Hua Jiang Hu: Tiangang" "Tiangang" hits theaters. Behind the achievements of
is the platform’s active promotion of movie operations and distribution in conjunction with the New Year’s Day release. In terms of the
distribution model, "Hua Jiang Hu Zhi Tiangang" adopts the cloud first release model, and it has already received a box office of 4.91 million yuan during the pre-sale stage. On this basis, the platform combines various interactive functions to encourage fans to spread on a larger scale and spread high-quality content to a wider circle.
In addition, in order to further help "Painting Rivers and Lakes: Tiangang" to increase the box office and reputation, it has gained popularity. Tencent Video focuses on both on-site users and off-site channels. On the
site, Tencent Video combined cloud booking, pre-sale unlocked content benefits and other functions to achieve a warm-up communication effect within the circle on the eve of the release. At present, the number of cloud bookings for "Hua Jiang Hu: Tiangang" has exceeded 666. Some fans even specially made posters of the cloud booking operation procedures and shared them on various social platforms, jokingly saying, "The money given to Ruo Sen can finally be spent." In addition, the platform’s pre-sale unlocked content benefits feature attracts fans to participate in daily unlocked content benefits. These features help the movie establish a connection with fans before it is broadcast.
On the other hand, after the film was released, Tencent Video combined with a series of functions on the site to continue to ferment the film. For example, when the barrage of "Welcome, Commander" appeared in the video, fans' emotions reached a climax at the same time. As a silent expression, it greatly expresses fans' empathy through barrages. This flower wall has received praise from a large number of fans on the site and in the private community of bad people. Such interactive functions not only enhance the viewing experience of the film, but also enhance the stickiness of fans within the circle.
In addition, the site has set up a comment area for the 7th season of "The Bad Guys", with one-click jump to related dramas, which encourages new viewers to convert to the original IP series. Outside the
site, after the film was released, Tencent Video carried out a series of activities and content planning based on the film content. The popularity of these topics contributed to the further popularity of "Hua Jiang Hu Zhi Tiangang".
On the one hand, Tencent Video quickly follows up on content hot spots that appear in real time, and plans relevant theme activities to continue to ferment the topic and help movies get out of the industry.
For example, the ironwork scene that appeared in the climax scene of the movie was intercepted by fans, paired with classic lines from the movie, and widely posted inside and outside the site. Catching up with the time of New Year's Day, the traditional Chinese element of iron flower is cleverly combined with the New Year's Eve ritual, forming a deep emotional resonance with the audience's emotions during the festival.
In fact, the scene in the film where the protagonists watch iron workers in Longxiang was based on Tongliang. While the topic was fermenting, Tencent Video also interacted with Tongliang, Chongqing, the birthplace of the intangible cultural heritage culture of blacksmithing, to promote the spread of local intangible cultural heritage culture. Therefore, to a certain extent, the animated film "Painting Rivers and Lakes: Tiangang" also promoted This traditional intangible cultural heritage has contributed a lot.
In addition, after the movie was released, there were endless topics about Yuan Tiangang on various platforms. For example, a series of topics such as #元TiangangBackShadowChallenge# and Ticket Stub Challenge remain popular on Douyin. At present, the views of short videos related to this IP have exceeded 2 billion. In addition, a large number of animation analysis uploaders quickly released analysis videos after the broadcast, further amplifying the spread of the film in the segmented circles.
At the beginning of 2024, Yuan Tiangang has his own independent story line on the Tencent Video platform. Behind his emergence from the industry is not only the creative persistence of the production team over the past few years, but also Tencent Video’s long-term investment and support in high-quality content. More importantly, during the release stage of the film, Tencent Video actively intervened and integrated the inside and outside of the site around this IP. The resources of all parties have contributed to the rapid breakout of IP within this circle. This series of actions, in turn, expanded the audience base of the original series of IPs and brought new increments and imagination space to the original content.
is a high-quality derivative IP that has gradually grown up with the support of the platform. Marshal Yuan Tiangang’s growth line has just started on Tencent Video. Tencent Video's cloud debut has once again proved that the online paid movie model means new opportunities for the newly grown high-quality content in the industry. The opening of "Hua Jiang Hu Zhi Tiangang" has pushed Chinese online comics to a new height.
