After more than a year, "Master Xing" once again appeared in front of the whiteboard to write. This time, he is not issuing a talent recruitment order, but "calling" for his own micro-short drama theater.
html On January 29, the official Douyin account of "Director Stephen Chow's Works" released a video showing that Douyin and Stephen Chow launched the short play theater "9527". Yinshi Finance learned from Douyin that this theater will be jointly developed and operated by both parties. The first season of the first high-quality micro-short drama "Golden Pig and Jade Leaves" is expected to be launched on Douyin in May this year.Many netizens also expressed curiosity and expectations on social platforms: What new changes will this well-known " king of comedy " bring to the industry after entering the micro-short drama?
Douyin teamed up with Stephen Chow to launch a high-quality micro-short drama cooperation project "9527 Theater"
Exploring the innovative creation of multi-theme content
It is understood that the name "9527" Theater comes from many appearances in Stephen Chow's works The "9527" stalk. For example, in the movie " Tang Bohu Dian Qiuxiang ", the number of Tang Bohu played by Stephen Chow who sneaked into Washington as a servant was "9527".
In this cooperation, Stephen Chow, as the initiator, united with outstanding young creators to create directly for users based on the "Director Stephen Chow Works" account.
Douyin stated that the first batch of works of "9527 Theater" are already in production. The first work "Golden Pig and Jade Leaves" will be produced by Stephen Chow, supervised by Yi Xiaoxing, and will star A-list actresses. The first season is expected to be It will meet the audience in May this year. The film aims to make the audience laugh easily, relieve fatigue, and face life with a more uplifted spirit.
Judging from the tonality of the introduction to the work "Golden Pig and Jade Leaf", there may be comedy elements incorporated into it. Many people in the short drama industry admit that this genre is relatively rare.
According to the "2023~2024 China Micro-Short Drama Market Research Report" released by iiMedia Consulting, the market size of micro-short dramas is on an upward trend, and the market size of China's micro-short dramas will reach 37.39 billion yuan in 2023. However, surveys show that the current Chinese short drama market is still mostly based on "coolness". Most of the themes are based on "slap in the face" plots, including God of War, ancient time travel, rebirth, counterattack and other themes. The overall market content The problem of homogeneity is obvious.
"There is basically no comedy added in mini program short plays, which is likely to slow down the pace." Based on this, the short play screenwriter Xiao Yang (pseudonym) judged that the short play launched by the "9527" theater is probably not Vertical screen short dramas that require payment to unlock episode by episode may still be more focused on high-quality short dramas on the platform. The relevant person in charge of
Douyin also said that Douyin continues to promote the exploration of high-quality micro-short dramas, and one of its important paths is to create benchmark works. This time, it cooperates with director Stephen Chow, hoping to use the new genre and new grammar of micro-short dramas to explore more Innovative creation of subject matter content.
In addition, on January 18 this year, Douyin held a press conference for the high-quality micro-short drama "Chenxing Project" in Beijing, targeting film and television companies, media organizations, mcn organizations and individual creators, announcing that it would provide financial and traffic support to high-quality micro-short dramas. .
For partners, Douyin has also released two cooperation models: joint production and joint operation, and launched a plan with up to 5 million cash and 100 million traffic support. joint production refers to Douyin's joint production with the producer in the form of cash investment, and provides full-process support of "topic selection, script creation, content production, and account operation"; while the joint operation model is composed of creative Developers and institutions are responsible for the development and production of micro-short dramas, and Douyin provides tens of millions of traffic support and comprehensive operational support.
The results of "testing the waters" by well-known directors remain to be seen.
Yinshi Finance also noticed that in addition to Stephen Chow, the well-known Hong Kong director Wang Jing previously held a launch ceremony for a new drama in Hengdian, officially entering the short drama market, which also triggered A lot of attention. Industry insiders interviewed by
believe that film directors will most likely encounter a situation where they are not acclimatized when entering the micro-short drama track. "Previously, these directors were basically used to big budgets and big productions. They had to shoot hundreds of thousands of micro-short plays all at once, so they would definitely be uncomfortable with cost control."Yuan Shang Muguang's director Yan Peiliang also emphasized that the logic of short dramas that become popular in the industry does not rely on "favorite recognition". Whether a short drama can be popular is not only affected by the core of the work, but also by the promotion logic of different platforms.
小Yang mentioned concerns about the audience of the platform, “After well-known directors like Stephen Chow enter the scene, they may raise the audience’s aesthetic taste, but whether it can reach the lower-tier audience and meet the audience’s taste remains to be seen. In addition, young people are interested in short-form movies. The willingness to pay for the show is not strong. "
Therefore, in the eyes of industry insiders interviewed, the collaboration between Douyin and Stephen Chow to launch the "9527" theater is more of a "test of the waters." "Now short plays have leveraged the capital cake, and many People entering the stage to do short plays may not be out of love, but driven by capital. Yan Peiliang said that if there are audiences willing to pay for such micro-short plays with comedy elements, and their works will be recognized by the market, more and more professional directors may enter the scene in the future, thereby breaking the single type of short plays. .
Xiaoyang also said with emotion, “This can be regarded as Douyin testing a new model. We will wait and see whether it can change the user portrait of short dramas. If the work has great influence, it may change the pattern of the short drama industry to a certain extent. "
" In addition to the serious problem of homogeneity, some videos also contain a lot of earthy and bloody content, and some skits are borderline. iiMedia Consulting CEO and Chief Analyst Zhang Yi believes that under these circumstances, the micro-short drama industry urgently needs professional directors, screenwriters, actors and other personnel to enter the field to improve the quality of short drama production, "From this perspective "The addition of well-known directors including Stephen Chow may promote the development of the short drama industry."
It is worth noting that in the next year, Douyin will also cooperate with famous directors to continue to explore the creation and innovation of micro-short dramas and try long- and short-form interactions. , giving classic film and television IP greater vitality. In addition, there are currently 37 film and television companies such as Changxin Media, Ningmeng Film and Television, Huace Group, and Perfect World, and more than 20 media organizations such as Xinhua News Agency, Xinhuanet, and CCTV. Already reached a cooperation intention with Douyin.
