For a long time, it has been the norm to tour the country before a movie is released. However, in the past two years, this marketing method, which was originally widely used in the film industry, has gradually been borrowed and adopted by TV dramas and has become a new trend. The recently popular high-quality TV series " Celebrating More Than Years 2" and "My Altay" coincidentally held roadshows to promote their products. With the help of film-based marketing methods, TV series also have their own "premieres", "advance screenings" and even "theater viewing groups".
The rise of TV series roadshows is a typical manifestation of their use of film marketing. Whether the main creative team has real skills, whether the play itself has real quality, whether the publicity and marketing is worthy of the name, each road show will tell for itself.
For the main creative team, if they have some real skills, they will show them in the road show. The creative team can not only share the creative process with the audience, but also let the audience feel their sincerity and intention in polishing the work.
As for the drama itself, through road shows, those with excellent quality can not only increase their popularity, but also win popularity among the audience. By establishing an emotional connection with the audience in advance, the TV series generates the audience's expectations and attention for the TV series.
In the era of information explosion, where "the smell of wine is as good as the depth of the alley", it is understandable that TV dramas should put efforts into online marketing. It is normal for a TV series to be heavily marketed before it is broadcast. Various media outlets take turns to participate in the battle, and fans from all walks of life are waving flags and shouting. Although vigorous marketing can raise some viewers' expectations for the TV series, many viewers have "suffered from marketing for a long time." Excessive marketing has led to a weak perception of the TV series and even a "let the bullets fly for a while" mentality. Once the actual quality does not match the promotion, how high the audience's expectations for the TV series are before the broadcast, and how deep the marketing backlash will be on the TV series after the broadcast. For example, last year's "Long Moon" was heavily promoted before the broadcast to show how unique the special effects and Dunhuang-style makeup were. However, after the broadcast, the clichéd plot and settings made many viewers cry out that they had been deceived. Therefore, no matter how hyped up the marketing of a TV series is, as long as the audience's expectations do not match the reality of the drama, such TV series will inevitably fall into the dilemma of making false claims. TV series roadshows avoid biased opinions caused by deliberate marketing to a certain extent, and can be judged immediately and independently without interference from the outside world.
Roadshows not only demonstrate the TV series production team's confidence in the quality of the drama, but also indicate that the TV series is undergoing a hidden film-like turn. TV series not only use film marketing methods such as advance viewing, premieres, and road shows in the promotion and distribution of finished products, but also use film production teams in the content production stage. In recent years, it is not uncommon for filmmakers to direct TV series. There was Lu Chuan's "Extraordinary Doctor", then there was Wong Kar-wai's "", and now Teng Congcong's "My Altay". The creative teams of these hit dramas are all As a film director, the film's lens aesthetic can be seen in many places in the play.
As the audience's aesthetics improves day by day, more and more TV dramas have begun to invest huge production costs and adopt advanced shooting technology and post-production technology in order to pursue higher picture quality and viewing experience. This trend makes TV series become closer and closer to movies in terms of visual effects, bringing a more shocking audio-visual feast to the audience.
Roadshow is just a small aspect of TV series being in line with movies. As domestic TV dramas have successfully gone overseas and won many international awards, the premium strategy of the TV drama market is also continuing to advance. We have reason to believe that Chinese TV dramas will have more breakthroughs in quality and reputation in the future.(Li Jiawen Tian Kexin)
