text | Mouyu
" Celebrating More Than Years " will also be filming a short drama.
It is reported that the "Celebrating More Than Years" spin-off short drama "Celebrating More Than Years: Young Romance" is expected to be launched on May 1st. After waiting for five years, I still haven't waited for " Celebrating More Than Years 2". I didn't expect to wait for the spin-off short drama first. .
According to the news from the group, "Celebrating More Than Years of Youth" tells the story of the young Qing Emperor Li Yunqian "pretending to be a pig and eating a tiger." What will happen when Li Yunqian is still Prince Cheng's son, and Chen Pingping and Fan Jian are also teenagers? The story made everyone quite curious.
It is worth noting that Ye Qingmei, the soul character in "Celebrating More Than Years", did not appear in the set of the spin-off short drama. Instead, there were three female protagonists who had emotional entanglements with Li Yunqian. This was also the most popular among the audience of the original drama. Something to care about.
Short dramas derived from popular film and television dramas have become a new gold-mining secret in the film and television industry. Now even the "King of Dramas" "Celebrating More Than Years" has come to mine short dramas, which shows the popularity of short dramas. Wen's pace of entering the short drama market remains firm.
But the key is, can the ultimate development of the IP of "Celebrating More Than Years" help China Literature seize the short drama market and bring new growth points?
01 "Celebrating More Than Years" is filming a short drama, will anyone watch it?
Objectively speaking, the short dramas derived from "Celebrating More Than Years" did not meet the audience's expectations.
"Celebrating More Than Years of Youth" can be simply summarized as follows: Li Yunqian, the extremely clever prince Cheng, pretends to be a waste, but actually has full brain and force values, and uses golden fingers all the way. Not only does he have brothers to help him upgrade and fight monsters, but he also receives Beauties from all walks of life admire him, and he eventually ascends to the throne of God, with a fruitful career and love.
is not only a drama for men, but also a drama for harems. According to the team news, the female characters who have emotional entanglements with Li Yunqian include Ling Fuyao, the heroic fiancée and the daughter of the general, and the cheerful and bright Xiao Qingmei, who is also in the original drama. "Yigui Concubine" Liu Yi is a talented woman with high IQ and the queen of the imperial family.
The three heroines each have prominent family backgrounds and are both talented and beautiful. Unsurprisingly, they should be a great help to the male protagonist on his way to revenge and seize power. It is a typical refreshing plot, but what about Ye Qingmei?
As soon as the news came out that "Celebrating More Than Years" will be filming a short drama, the topic #Why not film Ye Qingmei# quickly became a hot search topic.
Regarding Ye Qingmei, she should be the character that most "Qing Yu Nian" fans are most curious about and want to see. She is mysterious and powerful. She has established the Chamber of Commerce, the Procuratorate, and the Navy. She yearns for the equality of all living beings. It is no exaggeration to say Qing The emperor came to power through her, and she can be said to be the soul of the entire show.
If Ye Qingmei is to be filmed, there is no doubt that it will be a female-led drama, and the male characters will most likely be the foil. There will definitely be a market in the film and television industry dominated by female audiences. This is also the voice on the Internet calling for Ye Qingmei to be filmed. More reasons.
But the short drama "Celebrating More Than Years" is not about Ye Qingmei's story. It's about Li Yunqian's story, but Ye Qingmei's role is not included in it. The group news clearly stated that the first heroine is Ling Fuyao, which makes fans of the drama Very puzzled.
Although fans of the drama are quite critical, judging from the current market situation, many people will definitely support the short drama derived from "Celebrating More Than Years".
On the one hand, "Celebrating More Than Years" IP itself has attracted a lot of attention, and once caused a craze for watching the drama. The number of reservations for the second part has exceeded 13 million. IP has a huge audience, especially after "Celebrating More Than Years 2" for a long time If it doesn't come, the spin-off short drama will definitely gain more attention.
On the other hand, the original drama of "Celebrating More Than Years" is a male-friendly drama . Although the current audience of the drama market is mainly female, according to Baidu Index Population Portrait, the ratio of male to female viewers of "Celebrating More Than Years" is about 6: 4. Therefore, it is reasonable for the derivative short drama to continue the style of male videos, because it is aimed at male users.
If nothing else goes wrong, the results of "Celebrating More Than Years" will definitely not be bad. "Big IP+Male Channel+Short Series" has completely stepped on the trend of the film and television industry, making drama fans interested in derivative short films. The show has more confidence and expectations.
02 Derivative short drama, a new gold nugget for popular film and television IPs
Although we know that short dramas are very popular, most people have never thought that "Celebrating More Than Years" will make a spin-off short drama.
In public perception, short plays are commodities rather than works, which represent shoddy production and low quality. As a well-known IP, "Celebrating More Than Years" was selected into the "Hurun Original Literary IP Value List of 2017 Cat Movies". It seems a bit awkward to shoot short plays. " has lowered its value to ".
But in fact, in recent years, short dramas based on popular film and television IPs have become commonplace, becoming a new gold mining technique in the film and television industry.
After "Go Where the Wind Is" starring Liu Yifei and Li Xian became a hit, Douyin filmed a spin-off short drama "My Way Home is Windy". It was filmed in 11 days and the views exceeded 180 million;
Guo Jingyu After the director's "Nanyang Daughter's Love" achieved good word-of-mouth popularity, the original cast created a spin-off short drama "Goddess Hotel", with more than 400 million views on Douyin;
's iQiyi hit "Tang Dynasty Strange Stories" spin-off short drama "Su Wuming from the Tang Dynasty" has perfectly continued the popularity of the original drama.
Popular IP itself has a relatively high value. Compared with developing a new IP and developing a short drama on a popular long drama IP, can not only reap the dividends of the IP, but also amplify the long-tail value of the IP. has a short production cycle. , high returns, obviously more cost-effective.
Especially for China Literature, which is vigorously entering the short drama market, 's filming of the "Celebrating More Than Years" derivative short drama is actually an unexpected and reasonable move..
At the opening ceremony of the second Shanghai International Online Literature Week held at the end of last year, Hou Xiaonan, president of China Literature Group, announced the " short play galaxy incubation plan ", which will launch a hundred IP cultivation plan, launch a 100 million yuan creation fund, Empowering interactive short plays with aicg and providing IP support, financial support, and technical support for short plays are enough to show that the group attaches great importance to the short play market.
The problem is that although China Literature has IP, funds, and technology, after vigorously supporting the short drama business, only the male channel short drama "Ten Thousand Dragon Emperors" has achieved good results, achieving a revenue of over 10 million in 72 hours. Achievements, but in terms of communication scope and popularity, there is still a certain distance from becoming a hit.
Currently, China Literature is in urgent need of a hit short drama to prove itself and seize the short drama market share , so it is not difficult to understand that China Literature will use one of its leading IPs, "Qing Yu Nian", to develop a derivative short drama.
On the one hand, " Celebrates More Than Years" ip itself has extremely high popularity and development value . At present, it has reached the joint development of dramas, animations, comics, mobile games and other fields, realizing "one fish eats more" "It is natural to develop derivative short plays, and it is relatively more likely to produce hit short plays, which can help China Literature expand the short play market.
On the other hand, develops derivative short plays, can continue " Celebrate More Than Years" ip popularity , maintain ip audience , especially when the production and development cycle of long-form dramas is long, the production cycle and cost are more Low-profile short dramas can fill the gap and warm up the launch of subsequent long dramas.
Judging from the current market situation, both the general audience and the market are looking forward to "Celebrating More Than Years".
03 Opportunities for both China Literature and short dramas
With "Celebrating More Than Years" as a representative, China Literature is vigorously developing high-quality short dramas, which is actually a common opportunity for China Literature and the short drama market.
In mid-March, Yuewen Group announced its 2023 annual performance report. 's total revenue last year reached 7.012 billion yuan, a year-on-year decrease of 8% . The main revenue sources are "online business" and "copyright operations and other" income. have declined.
Facing the problem of declining revenue, ’s bet on short dramas has become a major change for China Literature . In the performance report, China Literature also mentioned that it actively explores emerging content forms and enters the high-quality short drama market, and "Celebrating More Than Years" "The development of derivative short dramas is actually a big step towards short dramas for China Literature.
For China Literature, innovation in the short drama business has brought more opportunities to the group, and short dramas are also expected to become a new growth point for China Literature.
As for short dramas, the entry of Reading will undoubtedly promote the market to accelerate the realization of high-quality content , helping the market to overcome the period of barbaric growth as soon as possible. On the one hand,
Yuewen has a massive IP resource reserve, and is far ahead in the industry in terms of IP quantity and quality, and "Celebrating More Than Years" is one of them; on the other hand, it has rich experience in the production of IP visual content, and is The quality control of short plays will inevitably become more stringent, and it has a unique advantage in the development of high-quality short plays.
Another news worthy of attention is that according to Tech Planet’s exclusive information, China Literature may launch the “ miracle short drama ” platform. As an independent short drama playback application, it will become a broadcast channel for China Literature’s short dramas in the future. .
From IP production, content production to publicity and distribution, China Literature has a complete and mature industrial chain, which plays a vital role in standardizing the short drama market. The market brings more imagination.
Yuewen's layout in the short drama market is not only an opportunity for Yuewen, but also an opportunity for short dramas. Whether this opportunity can be realized in the end may depend on the performance of "Celebrating More Than Years".
