905 Movie Network special article In the 2024 Spring Festival in theaters, many movies celebrate the New Year. At the same time, on January 18, Douyin released the 2024 Spring Festival premium micro-short drama list to make the Spring Festival customs more popular. The screen has extended to the small screen, and micro-short dramas have also begun to compete for the Spring Festival slot.
If you look closely, you can find that there are many popular film and television IP derivatives in the film list. For example, Beijing Wonderful, which produced "The Young Lion", and Bad Monkey, which produced "All or Nothing", and other film and television companies have participated, which makes people wonder. , is it that professional film and television organizations are about to move to the new track of micro-short dramas?
In addition, data show that China’s online micro-short drama market will reach 37.39 billion yuan in 2023, a year-on-year increase of 267.65%, close to 70% of the film market, and the market size is expected to exceed 100 billion yuan within 5 years. With the rapid development of micro-short dramas, how will the film industry be affected? Are micro-short dramas and movies "in love" or "killing each other"?
Movies and short plays, love or kill each other?
To explore whether micro-short dramas will influence or even replace movies, we must first clarify the characteristics of movies and micro-short dramas. The film is long in length, has a long production cycle, has rich audio-visual language, is supported by audio-visual technology, and has the social attribute of gathering in a movie theater; micro-short dramas are diverted from short videos, and are mainly short, flat, and fast, and are committed to allowing the audience to watch in the shortest possible time. The most emotionally resonant and dramatic plot I have ever seen.
The focus of the two and the main needs they can meet the audience are different. The film has its irreplaceable uniqueness. The longer length allows it to carry more emotions and content, and it has a more ritualistic feel offline. The viewing scenes also give the movie a broader social topic attribute. Therefore, from the overall development pattern, micro-short dramas and movies will not hinder each other's development.
On the contrary, the vigorous development of micro-short dramas can feed back the film and television industry and further improve the film and television industry ecology.
The development of short plays improves the film and television ecosystem in three aspects
First of all, the rise of micro-short plays provides a large number of actors, screenwriters, directors and even actors and actresses in the entire film and television industry chain with opportunities to deeply participate in the industry, with lower costs and faster production. The micro-short drama project gives more film and television industry personnel the opportunity to fully exercise and adapt, and it also cultivates talents for the development of the entire industry.
Moreover, the production units of micro-short dramas are not just some unknown small companies, including Huace Film and Television, Beijing Wonderful Perfect World , Legend of the Same, etc., which have produced long-form dramas, and even movie production companies have entered the micro-series industry. As for short plays, at the director level, professional filmmakers such as Wang Jing and Lu Yang have switched to micro-short plays. Newcomers in the film and television industry have doubled their chances of being discovered and seen by starring in micro-short plays.
In addition, for the film and television industry, micro-short dramas, as a new product matrix, will definitely help the industry make the cake bigger and provide a more solid soil for the industry's basic market.
For example, after the popular summer movies "The Vanishing Her" and "All or Nothing" were released, derivative mini-series of the corresponding IP appeared, which also means that the life cycle of the IP has been further extended, and at the same time, like the film There will be sequels to "The Young Lion" and "Assassination Novelist". During the gap between the previous work and the sequel, the emergence of related micro-short dramas played a very good role in paving the way and better enhanced the IP. Audience stickiness.
So whether it is related films, related themes and types, micro-short dramas have obviously become a huge "media leverage". How to understand it? Take the "Fengshen" series of movies as an example. In "Fengshen Part 1: Chaoge Fengyun", there are many characters that are loved by the audience, such as Boyikao.
If during the release of the follow-up "Fengshen Part 2" and "Fengshen Part 3", Boyi is considered as a character who has been "competitive since he was a child and wanted to be a great hero", combined with a specific plot line Developing it into a related series will definitely bring greater popularity to the film, and the series itself will also attract a large audience.
The third point is that the more flexible and changeable forms of micro-short dramas provide a closed-loop mechanism for rapid feedback for the film and television ecosystem. By editing and releasing the wonderful plot of the film, it is possible to quickly verify which aspects of the film are The bridge section can better leverage the audience's emotions, which is not only beneficial to the film itself in exploring entry points for subsequent publicity, but is also valuable and meaningful to the overall development of the film and television industry.
Therefore, professional film and television organizations and professional filmmakers come into the scene to make short dramas. It is obviously not a simple process of dividing the cake, but a service for our industry to continue to move forward and continue to grow bigger and stronger. . The two are not contradictory and share common interests.
What else can we expect from the short drama?
The relationship between micro-short dramas and the film and television industry is not about destroying each other's jobs. Instead of being rivals, they are comrades who strive together. At the same time, this process is dialectical. Micro-short plays can serve movies, and movies can completely serve micro-short plays.
If some micro-short dramas achieve the foundation of having the effect of breaking the national topic, then movies and TV series can completely serve the related micro-short dramas and further produce short drama IPs into movie versions and full-length drama versions. The entire film and television industry is becoming more and more complete, and corresponding talents have more channels to show themselves. From a long-term perspective, this is obviously an important opportunity for Chinese films. Whether it can be achieved needs time to be verified, and results are needed to verify the effect of "combination of long and short".
In the end, micro-short dramas have actually attracted the attention of the market and industry only in the past two years, especially the hit short drama "Escape from the British Museum" in 2023, which caused widespread disruption of micro-short dramas type of topic communication effect, and then also in 2023, the number of registrations of micro-short dramas and the number of plays on major platforms will have a concentrated explosion.
However, development will inevitably bring potential problems. A large number of micro-short dramas are mixed, shoddy and homogeneous. Problems such as shoddy production and serious homogeneity have also begun to spread in the micro-short drama industry. Although large film and television production companies, famous directors and famous actors have left micro-short dramas Under the current situation, micro-short dramas have gradually shown a development trend of mainstreaming, high-quality, and industrialization. However, we still expect that micro-short dramas can quickly adapt to the overwhelming traffic and turn around with a more sophisticated and complete appearance. , adding a solid brick to the future film and television industry.
