Whether it is "" in 2022 or "Hurry" in 2023, in the past two years, TV series have had eye-catching out-of-circuit works during the Spring Festival holiday. However, looking back at the more than ten works broadcast during the Spring Festival this year, it is not difficult to find that the overall performance of long-form dramas is relatively stable. Although there are works that have achieved double success in word-of-mouth and ratings, they lack real hits. "The micro-short play unexpectedly made a lot of money. Does the Spring Festival release of
drama series still exist?
Compared with the already mature Spring Festival movies, the Spring Festival of dramas is not a systematic concept. Works such as "Everything Happens at Home" and "Meet by Chance to Celebrate the New Year" around the turn of the millennium can be said to be the earliest "Lunar New Year dramas". Since then, comedy works including " Wulin Gaiden ", "Country Love", "Love Apartment" and other comedy works have been chosen to be broadcast around the Spring Festival, attracting family audiences with happy stories.
However, judging from the situation in recent years, major TV stations and platforms have not specially arranged so-called works that are "more suitable for the whole family to watch" for this family-friendly schedule. Instead, they have placed more emphasis on the richness and diversity of types in the layout, striving to Satisfy users of different ages and different viewing ports.
Taking the Spring Festival of 2021 as an example, works with many themes such as revolutionary historical themes, urban families, and growth in ancient costumes have all appeared. In the end, the one that stood out was not "Holiday Warm Ocean", which is a "must-see during the Spring Festival", but was infected with exciting emotions. "The Awakening Age" of contemporary young people.
Similarly, the "two heroes" in the 2023 Spring Festival release are the science fiction-themed "Three-Body" and the "Cyclone" focusing on fighting crime and evil. The success of these two "atypical" works once again proves that today's audiences are not limited to the temperament of the schedule, but pay more attention to the creativity and quality of the work itself.
A film and television industry worker close to the platform told reporters that the Spring Festival season does not have a relatively fixed audience of drama viewers like the summer season, so the platform places more emphasis on benchmarking when scheduling broadcasts, "Your family has a costume detective, and my family has a costume detective." It also needs to be equipped with suspense and ancient costume themes, so as to make users feel that they can see their favorite genres on this platform as much as possible."
There are topics but not out of the circle
Under the idea of diversified supply, around the Spring Festival in 2024, there will be covering ancient costumes, Works with different themes such as comedy, suspense, and idol meet the audience. Among them are "In the Blizzard Time" and "Dali Temple Shaoqing Tour" which are aimed at young audiences and tend to have an idol temperament, as well as " Fireworks People ", "South and North" and "Happy Parents Group" which focus on a sense of family and era. There are also "Hunting Ice", which embarked on the "black and red" road, and relatively niche comedy works "The Master and Me" and "The City of Joy", etc.
Judging from the actual broadcast situation, a small number of works may have a lot of topics and popularity, but they are still far away from the true "breaking hits".
"The Case of the Tang Dynasty" brings together powerful actors such as Yiwei , Wang Likun, Zhong Chuxi, Zhang Jiayi and other powerful actors. It is adapted from the novel of the same name by the Dutch sinologist Gao Luopei. Before it was broadcast, it attracted the attention of a large number of overseas platforms. However, Zhou Yiwei's interpretation of the "ruffian" Dee Renjie failed to surpass the wise and steady image of Liang Guanhua in the audience's memory. The insufficiently rigorous reasoning story also caused the drama's Douban score to stay at 5.8.
Director Zheng Xiaolong and screenwriter Gao Mantang jointly present "South to North", which tells the story of the train police apprentice Ma Kui (played by Ding Yongdai) and Wang Xin (Bai Jingting) who jointly fight against gangsters, anti-trafficking, anti-narcotics, line patrol, The story of fighting against robbery. The play is quite solid in restoring the sense of time. The popularity of the Spring Festival Gala of the male protagonist Bai Jingting also indirectly brought a lot of topics to the play. However, the relatively bland story series, the sharp twist in the finale, and the handling of the ending of the supporting actress Yao Yuling left many viewers disappointed.
"Fireworks", which also had eye-catching ratings, tells the story of three sisters of the Meng family and their daughters supporting each other after experiencing different emotional problems.The overall performance of the play is relatively balanced. The performances of Xu Fan, Ma Sichun, Liang Jing, Li Xiaoran, Song Chunli, Sun Qian and other actors are remarkable, and the discussion of the relationship between mother and daughter and marriage is also certain. Topic. But for many viewers, watching a family "quarrel" on the screen during the Spring Festival does not really meet the expectations of watching a drama.
Micro-short dramas Overtaking in a Corner
Compared with long-form dramas, low-cost micro-short dramas have once again become the focus of discussion this February. Take the 82-episode micro-short drama "I Was a Stepmother in the 1980s" as an example. Each episode of the drama averages 1-2 minutes. It first uses the marketing idea of "the male protagonist meets Xiao Zhan and Huo Jianhua" to win attention, and then It constantly presented earthy twists and refreshing literary trends, successfully attracting a large number of audiences. According to public information, the filming of the play only took more than ten days, and it is a typical sinking work that uses small things to make big things happen.
Industry insiders told reporters that from a production point of view, "I Was a Stepmother in the 1980s" is quite rough, but the series has laid out many "hooks" that directly hit the pain points, making the audience keep reading. "If some content If you think about it carefully, it will definitely not stand up to scrutiny, but in the fast-paced reversal, you can easily ignore these logical problems, and instead be attracted by the 'refreshing feeling' of the heroine's counterattack."
Another hot topic is the costume short drama "Give Her the Handle". This short drama, with each episode lasting less than 20 minutes, has become a dark horse due to its unusual setting. The box office has exceeded 10 million in the 22 days since its launch. But the tragic ending that caught all the audience off guard damaged the audience's perception of the play to a certain extent.
Industry insiders analyze that compared to long-form dramas, micro-short dramas are a type of work that takes advantage of the Spring Festival schedule. “More and more people like to rest at home and check their mobile phones during the Spring Festival. Micro-short dramas are a simple and real-time way to , quick relaxation, and also meets the audience’s needs for fragmented leisure.” Of course, while making a lot of money, micro-short dramas with homogeneous content have yet to have a truly "national-level" hit. To continue to win recognition, further standardized management and work quality are still needed. promote.
