Daily reporter: Bi Yuanyuan Song Meilu Daily editor: Wei Guanhong
After 12 years, the creators of "The Legend of Zhen Huan" have reunited all the members, and many netizens have completed their "Food Variety Show".
The copyright in hand is strong. On May 15, Youku announced that "The Legend of Zhen Huan" will launch a spin-off variety show "Zhen Huan Loves Not Stopping". Subsequently, LeTV Video, the copyright owner of "The Legend of Zhen Huan", responded to the reporter of "Daily Economic News": This variety show is officially authorized.
Although it has been 12 years since "The Legend of Zhen Huan" was broadcast, the audience is still enthusiastic and "pass the love test" over and over again (the last line of the theme song of "The Legend of Zhen Huan" is "Who can pass the love test" ).
To this day, "The Legend of Zhen Huan" is still a blood transfusion for the LeTV platform. Now, will "The Wealth of the Sky" get a variety show?
Well-known producer, producer and planner Tan Fei said in an interview with "Daily Economic News": "The fact that "The Legend of Zhen Huan" can be launched as a variety show 12 years after it was broadcast is a reflection of its long-tail value and also A kind of satisfaction for the audience's "memory killing". "
In the past 12 years, "The Legend of Zhen Huan" has been watched repeatedly by many netizens, and has almost been "discarded electronically". Regarding the upcoming "Tuan Zong", there are some Fans of the show are delighted that new material is finally available. "Explore the residual value of film and television IP through variety shows." Internet analyst Zhang Shule pointed out.
From the early " private customized " to today's "Ning'an Like a Dream" and " and Fengxing ", the launch of derivative variety shows by popular movies has become a normal operation, and its commercial value has gradually become prominent. However, for video platforms, which business is better, "memory killing" or limited variety shows?
"Copy" of the palace drama has been released, "The Legend of Zhen Huan" has found a new wealth password? The main creators of
will reunite all the members, and the "live" "The Legend of Zhen Huan" is coming again.
html On May 15, Youku's official Weibo posted an invitation from Zheng Xiaolong, the director of "The Legend of Zhen Huan". "Twelve years ago, "The Legend of Zhen Huan" was broadcast before our eyes. 12 years later, after the baptism of time, there are still so many fans who love it. We have all heard everyone's call for the reunion of "The Legend of Zhen Huan" , in this special year of 2012, all our main creators will bring you a surprise presentation. "
Picture source: Youku official Weibo screenshot
It is reported that this spin-off variety show of "The Legend of Zhen Huan" is called "Zhen Huan Love". Non-stop". Youku also said that it will launch an interactive carnival event "Twelve Years of Zhen Ai" where actors and drama fans will go in both directions.
Picture source: Screenshot of Youku website
After a round of reversal, the variety show copyright of "The Legend of Zhen Huan" has finally been settled. In fact, in early May, the variety show "Renewal of the World" created by Tencent Video began recording and promoting. In the program, actors such as Lan Yingying, Cai Shaofen and others from "The Legend of Zhen Huan" were invited to visit ethnic groups. The birthplace of culture, "Zhen Huan Chuan Tuan Zong" once became a hot search on Weibo. On May 10, LeTV Video’s official Weibo issued a statement saying: This variety show is not authorized by LeTV Huaer Film and Television, the IP owner of "The Legend of Zhen Huan", nor is it a joint production of LeTV or Huaer Film and Television. Regardless of the organizer or the promotional media, if there is any infringement, we reserve the right to take legal measures.
Picture source: Screenshot of LeTV Weibo
"The Legend of Zhen Huan" has been going on for 12 years since its premiere on November 17, 2011, but its status in the hearts of the audience is still unshakable. According to the LeTV video app, as of May 17, 2024, the cumulative views of "The Legend of Zhen Huan" have reached 11.6 billion times, making it a true "divine drama". On major social platforms, the discussion and popularity of "The Legend of Zhen Huan" has never subsided. Whether it is the actors' expressions, language, subtext, costumes, props and other details, they are all talked about by netizens.
Picture source: LeTV video screenshot
With the popularity of "The Legend of Zhen Huan", its commercial value has gradually become more prominent. In 2022, the founder of Huaer Film and Television, the producer of "The Legend of Zhen Huan", told a reporter from the "Daily Economic News" that "The Legend of Zhen Huan" can bring an average of more than 10 million yuan in revenue to Huaer Film and Television every year.
In recent years, "The Legend of Zhen Huan" has carried out cross-border cooperation with food and beverage brands such as Heytea, Nestlé, and Juewei Duck Neck, as well as major mobile games and tool apps, further expanding its IP value. Some netizens jokingly called "The Legend of Zhen Huan" " is a "senior care drama" produced by LeTV and director Zheng Xiaolong.
LeTV Video also realized the huge potential of the IP "The Legend of Zhen Huan" and began to actively deploy IP development. At the recent China Import and Export Fair, LeTV showed up with the IP of "The Legend of Zhen Huan", hoping to cooperate with more diversified cultural and tourism industries such as parks and scenic spots to further expand the IP value and influence of "The Legend of Zhen Huan".
From "Fengshen" to "The Legend of Zhen Huan", can the marriage of film and TV series continue to maintain the vitality of IP?
Also unveiled on the same day as the variety show "The Legend of Zhen Huan" is "How to Confer Gods - Heading towards the Movies", a variety show of "Feng Shen". According to reports, "Variety shows will be linked with movie promotions to explore a more innovative film-variety linkage model." Shen Yan, vice president of Youku and general manager of commercialization, variety shows and live broadcast business, said.
Back when the first part of the movie "Fengshen" was released, Mango TV launched a reality show "Fengshen Training Camp" that documented the growth of actors. Many netizens said that they saw the birth of "Proton 101".
"Most of these variety shows are movies (or dramas) that are about to air a second part (or sequel). They are more responsible for the function of promoting the movies (drama)." Tan Fei analyzed to a reporter from "Daily Economic News". In his view, such variety shows do not have the problem of high appearance fees for artists. The possible risk is whether the actors' natural revelations in the variety show will trigger a public opinion storm.
"The launch of the variety show "The Legend of Zhen Huan" 12 years later has captured the current young people's desire for 'memory killing'. Although it is expensive to hire the original cast, the platform has calculated that it will definitely be able to successfully recover and achieve considerable economic benefits Value." Tan Fei analyzed.
Picture source: "The Legend of Zhen Huan" official Weibo
Most of the derivative variety shows nowadays were launched immediately after the popularity of IP to take advantage of the popularity. Their main purpose is also to provide after-sales services for movie fans and drama fans. They are called after-sales group variety shows. .
In 2019, after " Chen Qing Ling " became popular, the relevant parties rushed to record the spin-off variety show "Youth Listening and Learning" and also created a Chinese style music concert. Since then, film and television spin-off variety shows have become common, for example, "Ning'an Like a Dream" launched the spin-off variety show "One Million Promises", "Rock Sugar Stewed Sydney" launched the spin-off show "Rock Sugar Stewed Sydney·Idol Team", "The Sideburns Are Not Begonia Red" Launched the spin-off variety show "Meet You on Stage", "Hang Feng" launched the spin-off variety show " is now open for business·Hand Feng Xing Special ", " Sauvignon Blanc " launched the spin-off micro-variety "The Great Wilderness", " "Da Song Youth Chronicles 2" launched "Team Building!" The two spin-off variety shows "Qi Zhai" and "The Song Dynasty Detective Bureau"...
Zhang Shule said that spin-off variety shows around film and television have a sense of propaganda, and are essentially a way to add extras to film and television dramas. At the same time, the residual value of film and television IP can also be explored through variety shows.
For fans, they often face the anxiety of a "withdrawal period" after a film or television drama ends, so their desire for new materials prompts them to be willing to pay for related content. Derivative variety shows have also become one of the platform’s strategies to increase the value of individual member payments.
For example, "One Million Promises", a spin-off variety show of "Ning'an Like a Dream", is the exclusive title for Mengniu; the spin-off variety show of "Walking with the Phoenix" adopts a paid unlock model, and viewers can choose to purchase the "Introduction Yingfeng Gift Pack" , you can also choose to purchase the "Fenglin Promotional Gift Pack" as a package with the drama screening gift. "Except for food, nostalgia in any field is productive." Tan Fei said.
Regarding the current linkage between film and TV series, Zhang Shule commented: "It is just an interactive version of entertainment reports similar to behind-the-scenes tours. It lacks more derivative forms and is relatively single overall. It is often lucky to finish one season. And the economic benefits it brings The benefits, for the time being, are just the implicit publicity effect and some advertisements attracted by variety shows.”
Daily Economic News
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