author/A Lian
A powerful official seizes his wife, and a princess forces her to love her. In the past two days, Naodao has been obsessed with " Mo Yuyunjian "!
Before, she replaced Jiang Li and returned to the Prime Minister's Mansion to rectify the Jiang family. Later, she had a verbal fight with a blind date and angrily criticized her ex-husband. The heroine Xue Fangfei's road to revenge is destined to be full of difficulties, but how can we, Ali, be vegetarians? The online storyline of repaying grudges and trying to take back everything that belongs to you is simply not very satisfying.
has only been aired for 2 days. When the IP potential is not strong, "Mo Yu Yun Jian" has become the drama with the fastest popularity value to exceed 10,000 on Youku in 2024, and has successively topped the Douyin drama list and Weibo drama list. Top 1 on the influence list and other platforms. Not only did the playback volume of the feature film far exceed that of "Fox Fairy Little Matchmaker Moon Red" which was supported by big IP, but on the first day of broadcasting, the playback volume of the Beacon feature film even exceeded that of " Celebrating More Than Years 2" during the same period. data.
broke out of the female-popular drama industry and amused everyone along the way. It has even appeared to be the "Queen of the Drama" in the drama that relieves the national pressure. The industry has begun to discuss the secret of the success of "In the Clouds". There is no big IP or top star. In addition to the "ex-wife kills the cuckold man" counterattack cool drama model to grasp the audience's aesthetics, "In the Clouds" will win. Where?
Double counterattack, double pleasure, Ahri has become the representative of contemporary women
"Double life, double counterattack, double pleasure", this is the most intuitive feeling of many netizens after watching "Mo Yu Yun Jian".
One was framed, Mingjie was humiliated, and was buried alive by the loving husband. The other was unjustly accused of killing his mother and killing his brother, and was sent to a chastity home to endure ten years of loneliness and abuse. The moment Xue Fangfei was redeemed by Jiang Li, The desperate wife has evolved into a revenge queen, and she wants to seek justice for all the stigmatized women in the world. Even today, when everyone is shouting about "making pornographic rumors", this sentence still makes women all over the world shout: "It's cool."
When "ex-husband brother" Shen Yurong came to test his knowledge, Xue Fangfei made a pun and said, "The night in Qingcheng Mountain is bitingly cold, so cold that you can see through everything." While complaining for Jiang Li, it also evoked Shen Yurong's feelings for Ah. Li's guilt, in the eyes of the world, a distinguished bachelor wants to kill a woman's chance to go out to study, "Do you really have a clear conscience?"
Although it is a costume drama, "Mo Yu Yun Jian" incorporates contemporary women into many plots Awareness of independence, such as a woman’s sober choice about marriage. When faced with the “common man” Zhao Qi’s disparagement of her clothes and abilities during a blind date, Xue Fangfei has a clear mind to get to the bottom of it. She points out that the man is toying with a woman who has no family background to rely on, and finds a well-matched match. The dirty mentality of women just to carry on the family line, a wave of strong output can be called the best substitute for female anti-pua.
Only knowledge can change destiny. Xue Fangfei entered Mingyi Hall step by step, hoping to win the first place in the two annual examinations to get the opportunity to meet the saint. After entering the school from the deep house, there were still many ups and downs. The students in Mingyi Hall and Guozijian were all the children of officials, which was an intricate extension of the power in the DPRK. Under the provocation of Li Lian, the son of Prime Minister Li, Xue Fangfei went to the bottom of the boat and lost the year. Try to return to the virgin hall's bet.
Why do you have the courage to fight for the first place? Xue Fangfei relies on "unwillingness". No matter whether it is the Virgin Hall or the Mingyi Hall, she is not willing to be stepped on and bullied, nor is she willing to hide in the boudoir all her life and marry a good husband. There is no need to hide the talents and ambitions of women. Wouldn't it be very satisfying to say openly and honestly, "I just want to fight, to fight my way out of this smoky place, and to fight for some truth"!
To be fair, I have seen quite a few heroine revenge dramas in recent years, but many of them bear the label of feminism and fall into the trap of women still relying on male support and heroes to save the beauty.
The refreshing thing about "Mo Yu Yun Jian" is that Xue Fangfei's counterattack relies on her own resilience to try her best and refuse to admit defeat, rather than being pampered by the male protagonist who has cared for her all the way.
On the contrary, Su Guogong Xiao Heng was attracted to Xue Fangfei. It was precisely because of her inner strength and independence. The beautiful mental state of "Sister Civet Cat" to regain everything with her own ability also made many viewers call out "Save my breasts". Who doesn’t love to watch a story about a woman who wakes up and kills her enemies by herself?
Not only the heroine’s revenge scene is refreshing, but also the scenes of “Mo Yu Yun Jian” such as court wrestling and students’ discussions are high-spirited.
For example, during the annual exams of two colleges, Ye Shijie and Li Jin had a heated debate on whether the national treasury was in short supply and whether corruption should be dealt with first or disaster relief should be dealt with first. The plot of a young talent caring about his family, country, and world breaks away from the traditional female TV drama's small love story. Therefore, it attracted many male viewers to turn their attention to this double-feeling drama.
"Mo Yu Yun Jian" "scheduling strategy + super cool plot" makes "Mo Yu Yun Jian" a national anti-compression drama.
Another reason why "Mo Yu Yu Jian" became an instant hit after its premiere is due to Youku's deep understanding of Tian Ji's horse racing in scheduling. Strategy: The constantly reversal socialist mystery drama " new " will end before the broadcast of "Qing Yu Nian 2", and "Mo Yu Yunjian" will be scheduled to air after the ending of "Qing Yu Nian 2". The latter It is a men's drama that focuses on intrigues. As a female drama, "In the Clouds" is a drama that focuses on fast-paced emotions and refreshing moments, forming a differentiated advantage in terms of content and audience.
Although the current mainstream audience in the drama market is women, it does not mean that female channel dramas are easy to explode. On the contrary, well-informed audiences will judge such dramas more harshly. Actor's "Fox Demon Little Matchmaker Moon Red" has been controversial due to issues such as plot materials, character modifications, special effects distortion, etc., and its reputation and traffic are not as good as expected.
What kind of female video drama does the market need?
We can get some clues from the success of "Mo Yu Yun Jian". Excellent female channel dramas not only create a plump image of the heroine, but also excel in the portrayal of female group portraits. "In the Clouds" takes Xue Fangfei's revenge as the main line. The heroine is both flexible and flexible online, and other female characters are also unforgettable. :
The kind-hearted Jiang Li, the loyal protector Tong'er, Liu Xu who encounters injustice on the road, the domineering eldest princess, and the plot of women running in both directions to help each other in desperate situations bring positive emotional value to the audience.
When she saw Xue Fangfei wanting to commit suicide, Jiang Li, who felt the same way, encouraged her to cheer up with her own experience, because living is the best counterattack against those who want you to die.
After seeing that Situ Jiuyue was in love with Xiao Heng at a glance, Xue Fangfei, a veteran, gently reminded the female doctor, "Women should not reveal their love lightly, otherwise they will lose the first round."
Regardless of Jiang Li and Tong'er's master-servant Xiaobaihua combination, or Xue Fangfei and Jiang Li's mutual redemption, in the latest plot, Xue Fangfei and Liu Xu ride horses and shoot arrows in the hunting ground. The sincere and heart-to-heart interaction between the girls has made many netizens excited. Life and death, it is not unreasonable to watch Ji Da's crazy voice in "In the Rain and Clouds"!
From discussing fanatics and wife-stealing to exploring the core of women’s spirituality and contemporary values of costume dramas, "In the Clouds" has become popular after it was aired. It is no longer limited to female channels and has become a popular drama that is discussed by the whole people. It has strong potential. This has caused other major summer dramas to adjust their broadcast schedules to avoid diversion of popularity, which also proves the popularity of "In the Clouds".
has become a popular hit because "In the Clouds" does not distinguish between genders in the creation of all living beings, creating male characters who are equally matched with women, and creating a chemical reaction that complements each other.
For example, in "Mo Yu Yun Jian", although Shen Yurong is considered to be the "cosmet version of Hong Shixian", he was born in a poor family and achieved fame. He also had a proud and upright side; Jiang Jingrui seems to be idle and careless, but in fact he is a wise and foolish character. When Zhou Yanbang roped in Xue Fangfei to help out, he bluntly said that Mr. Zhou is a scumbag who "eats what's in the bowl and thinks about what's in the pot."
In addition, what made many male viewers "pleased" was the beauties in "Mo Yu Yun Jian".The play is known as "the drama with the highest density of beauties" and "the most beautiful girl": in the opening page, Yang Chaoyue stands among the falling flowers, Wu Jinyan looks back in red, and there is the dancing Li Meng, Ai Mi, Liu Xiening , Chen Qiaoen , Zhang Yuqi , Dong Xuan... No one can bear to miss so many beauties!
At the same time, "Mo Yu Yun Jian" does not stick to the female point of "desperate wife kills her ex-husband" in terms of exciting points, but opens up the pattern, aiming at the mediation of national politics and the depiction of human nature:
has laid the groundwork in the early episodes. After the story line of "Jiang Li" returning to Beijing, a more grand narrative chapter soon began. On the one hand, Xue Fangfei walked out of the boudoir and entered Mingyi Hall to seek opportunities to avenge her father. On the other hand, she also joined forces with Xiao Heng career, to eliminate evil and support justice for the country. At present, the various forces involved in the illegal salt case are wrestling with each other. The "Tiger Fight" plot is full of drama and tension, and it accurately captures the users' emotions.
In addition to creating exciting moments, more importantly, it tells the story of character growth and conveys the concepts of the times. This is also an important reason why "In the Clouds" has become a popular drama among the people.
Xue Fangfei fights monsters and upgrades all the way, and in the process of tempering, she develops her will to refuse to admit defeat and her character of caring about the world. This is the core of the female growth story. Just as People's Entertainment commented on "In the Clouds", although it attracts audiences with its emotionality and drama, what really makes the audience happy is "the growth of people, the presentation of beauty, and the grafting of contemporary values."
After three broadcasts and three hits, Youku found the key to breaking through in the costume drama track.
From "Hua Jian Ling" and " Xi Huazhi ", it ran as a dark horse, and now "Mo Yu Yunjian" dominates social media , became the number one hit drama in the summer, creating amazing results for Youku costume dramas in the first half of 2024, and paving the way for Youku's major dramas to be broadcast in the second half of the year.
The three broadcasts and three explosions are not accidental. The market has always been in demand for genre dramas that highlight the growth of women, which has led to the emergence of many urban women's workplace dramas in recent years. However, they repeatedly discuss commonplace issues such as "balancing career and family" and "confronting gender discrimination in the workplace", which has caused the audience's aesthetic appreciation. fatigue.
Youku chose to take a different approach and found a new way to match the aesthetics of contemporary audiences in the red sea market of traditional ancient puppet dramas.
Beyond the love affair between Mary Sue and her sister, the heroines of Youku costume dramas have the stubbornness and tenacity to take control of their own destiny. They put freedom of choice, career management and personal growth in a more important position. They care about others rather than caring about the overall situation. More willing to live a fresh life and realize self-worth.
The iteration of content innovation and values will definitely trigger positive feedback from the market. As Dai Qing from the School of Drama, Film and Television of Communication University of China said, nowadays costume dramas are vigorously expanding in sub-genres, and quality improvement is as prominent as artistic innovation. "Modern women The sense of independence is breathed into the souls of the characters in the costume drama, not only expressing the love between each other, but also reflecting personal growth, independent pursuit and feelings of family and country through fate and family life."
Judging from Youku's subsequent content reserves, "Pearl Curtain and Jade Curtain" Many works such as "The Year of the Flower", "Sichuan Brocade", "Spring Blossoms", etc., all explore multiple perspectives and innovative expressions in the traditional track of costume dramas. Therefore, they have been locked in advance as annual hits before they are broadcast or even during the filming stage.
"Mo Yu Yun Jian", which has exceeded 10,000 hits within two days of its launch, has provided a successful example for the content innovation and conceptual upgrading of domestic costume dramas. While urging updates to follow up on Xue Fangfei's counterattack journey to fight for justice for injustice, she also hopes that Ku will continue to let the audience eat more good food in the second half of the year, and bring "The Legend of Tibetan Sea" people up quickly. The light-emitting posters are enough to look at!
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