At the beginning of the second half of 2024, "Sauvignon Blanc Season 2" is launched, and the summer season is in full swing. As for the drama market, it’s time for a half-year summary. " Blossoms " starts and " Rose Story " ends. What new changes are shown in the drama market?
hits continue to hit, and the market reshuffles
In the first half of 2024, it started with "Flowers" and ended with "The Story of Roses". There are nearly 10 "hits" that can be named. First, "Flowers", which Wong Kar-Wai has been honing for ten years, "exploded" at the beginning and got off to a good start, followed by " Pyrotechnics ", "Next to the North", " and Feng Xing", "The Storm Chaser", Celebrating More Than Years 2","大江大河之天如歌","The Story of Roses","Between Moyu Yunyan" and other dramas have a wide range of themes, including love, costumes, fantasy, martial arts, suspense, family, espionage and other themes. Discussions were triggered in different circles, and "highlight moments" appeared frequently in the Chinese drama market, ushering in a double harvest in terms of quantity and quality.
According to Douban, the works with Douban scores of 8 or above in the first half of 2024 include: "My Altay" with 8.9, "Flowers" with 8.7, " Tian Xingjian " with 8.3, and "The Years of the Great River" with 8.0 "Ru Cantabile", and the popular works "Celebrating More Than Years 2", "Walking with the Phoenix", "Wind Chasers", "Happy Parents", "Dark Fire", "Fireworks Family", "Spring Love ", "Love for a Long Time" and " "South to North" and "Rebirth" are also above 7 points. Among these "top students" in the first half of the year, Detawen data shows that the top ten in the prosperity index are "Qing Yu Nian 2", "Flowers", "The Story of Rose", "Walking with the Phoenix", "Wind Chaser", "I" "Altay", "Between Mo Yuyun", "Rebirth", "South to North" and "The Story of Joy".
According to Yunhe data, in 2024h1 (h1 refers to the first half of the year), "Qing Yu Nian 2" ranked first in effective broadcasts of 3.79 billion TV dramas across the entire network, although there is a big gap compared to last year's "Hurricane" with 10.21 billion. However, in terms of effective broadcast volume of feature films, the drama ranked fifth in the first half of 2024 has surpassed the third ranked drama last year. At the same time, the "2024h1 Drama Market Insight Report" released by Beacon Professional Edition showed that 149 dramas were effectively broadcast in 2024h1, 12 fewer than the same period last year. However, the cumulative number of feature films played increased by 35.1%, and the average number of dramas played increased by 97 million. These data prove that the quality of dramas in the first half of 2024 has improved compared to last year.
has performed well in the market, with dark horses appearing frequently. The most direct feedback is advertising. "Flowers", the "King of Dramas" at the beginning of the year, won 40 brands; "Walking with the Phoenix" premiered and attracted eye-catching "Welcome to the Phoenix"; "Mo Yu Yun Jian" became a hit and attracted additional episodes; "Celebrating More Than Years 2" Create a platform investment ceiling and apply the investment of the "variety show system" to the marketing of the series; the official WeChat account of "Fox Demon Little Matchmaker Moon Red Chapter" has thanked more than 50 customers; even "My Altay" only has 8 episodes It also attracted 23 advertisements from 6 brands... While the popular drama series created benefits for the platform, it also actively empowered cultural tourism. Iconic buildings such as Yellow River Road and Peace Hotel in "Flowers" were transformed into places for Internet celebrities to check in. "South to North" has made Weifang popular. The most exaggerated thing is that 20 days after "My Altay" was launched, the number of tourists in Altay increased by 42.05% year-on-year. The cultural tourism boom in northern Xinjiang continued into the summer vacation. Behind the popular
drama, the drama company is undergoing a new round of reshuffle. Xinli Media, which has successively launched "Traveling with the Phoenix", "Qing Yu Nian 2" and "Rose Story", is undoubtedly the biggest winner. It has three hit dramas with more than 30,000 hits on Tencent Video site to consolidate its leading position. While some people are happy and some are worried about the traditional "six major film and television companies", Huace has made a smooth transition with " Cheng Huan Ji ", and the new works of Yaoke, Ciwen and Perfect World have all received mediocre response. Known as the "conscience of Chinese dramas", Sunshine at Noon and its two sequels, "Ode to Joy 5" and "The Great River" failed to maintain its high reputation. The stellar gravitational pull of a new star in the field of ancient costumes, and the heavily-financed "Fox Fairy Little Matchmaker Yue Hong Chapter" failed to replicate the success of "Canglan Jue". Ruyi Pictures, which has always focused on movies, has gained a lot since entering the drama market. The three co-produced dramas "Storm Chaser", "Dark Fire" and "My Altay" have all received high praise.
Long drama "short drama"
In the first half of this year, the most unexpected production was "My Altay". This short drama adapted from Li Juan's prose works pioneered the filmization of prose and received a high score of 8.9 on Douban. It was also the highest-rated domestic drama in the first half of this year.
The play stars Ma Yili, Zhou Yiran, Yu Shi, and Jiang Qiming. The director Teng Congcong is a rookie in the film industry. He has won the audience's love through his simple and healing images and light comedy narrative style. After the adaptation, the prose charm and aesthetic style of the original work are retained as much as possible, and the customs and customs of northern Xinjiang are reproduced for the audience with a unique aesthetic style, becoming another benchmark for film, television and cultural tourism.
In addition, as a miniseries with only 8 episodes, "My Altay" was completed in just 4 days, which excited the audience who opposed water injection and called for high-quality products, and also inspired the new form of domestic miniseries. Make useful explorations.
In addition, "Rebirth", also directed by a film director, is also a domestic short drama and gained high popularity at home and abroad during its broadcast. The director of the play, who is the director of last year's hit movie "All or Nothing", is applying for the Olympics. The drama only has 10 episodes. It adopts the traditional drama mode of "Blizzard Mountain Villa". Through the immersive drama mode, it uses a large-scale plot to expose human nature, and staged a true story of greed and desire with social issues. story. "Rebirth" not only achieved high popularity in China, but also successfully "went overseas", surpassing the Korean drama "The Queen of Tears" on Netflix. Its membership income and advertising revenue are considerable, achieving healthy operation of the business model.
Short plays and mini-series are becoming more and more mature, and the "short-play transformation" of long plays has gradually become a trend. After last year's short drama "Kurst" aroused national discussion, the idea of short dramas known for their "coolness" caused waves in the long-form drama market this year. Before the appearance of "Mo Yu Yun Jian", many popular dramas in 2024 such as "Flowers" and "My Altay" relied on slow work and meticulous work to get out of the industry. Correspondingly, " "Shuangju" has gradually lost its market. With the launch of "Mo Yu Yun Jian", Yu Zheng and Wu Jinyan, who had single-handedly pioneered the "Shuangju" track of Chinese dramas, quickly broke the situation and brought the "Shuangju" type drama into the 2.0 era.
There are as many as three directors of "Mo Yu Yun Jian". Lu Hao Jiji once created "The Princess' Promotion", Bai Yunmo is the apprentice of Hong Kong director Li Huimin, and another director Ma Shishi is a short play director. Director. Ma Shishi admitted in an interview that he used a lot of short drama thinking when directing "In the Clouds". "Short plays usually don't have star casts, and the production costs are relatively low. So what can attract audiences? There is only plot. Plot is the only weapon of short plays." He said that the scene where Jiang Ruoyao drugged Xue Fangfei was done to improve the narrative efficiency. , changed to a closed-door deduction, just to speed up the narrative rhythm and complete the dramatic task.
"The Story of a Rose", which triggered a wave of screenplay some time ago, can also be seen borrowing power from short dramas in many places. At this year's Shanghai TV Festival Awards Ceremony, Xin Shuang, a former advertiser, won the "Magnolia Best Director Award" for his 12-episode online drama "The Long Season of ". The quality of dramas will no longer be judged based on length. In the future, In the drama market, there is no longer a clear distinction between long and short dramas.
Traffic + IP are not enough to be trusted.
Judging from the performance in the first half of the year, whether it is "Flowers", "My Altay" and "The Story of Rose" adapted from traditional literary works, or "Fox Demon Little Matchmaker Moon" adapted from online works "Red Chapter", "Celebrating More Than Years" and "Traveling with Phoenix", although traffic and IP have been repeatedly criticized, the mainstream market still continues the golden formula of "big IP + traffic". The difference is that the formula is no longer omnipotent. The key to whether it can become a hit lies in whether it matches the aesthetic preferences of the current audience.
"Fox Fairy Matchmaker: Red Moon" led by Yang Mi and Gong Jun has a luxurious cast and a large number of fans of the original work. It has attracted all-round attention since the filming was started, but the market share is only 10.3% at the highest; "Qing Yu Nian Second Season" has been scheduled to be the annual "King of Drama" for a long time. In the four years from the end of the first season to the broadcast of the second season, it was mentioned repeatedly. However, after the second season started, on the one hand, the topic and popularity continued to dominate the screen, and on the other hand, the topic and popularity continued to dominate the screen. On the one hand, the reputation has dropped slightly compared to the first season, with only 7.1 points; the market performance of the equally high-profile "Hong Kong Phoenix" has not reached the expected height. It was very popular in the early stage and lacked stamina amid the controversy.
has become an industry consensus to improve quality and reduce quantity, reduce costs and increase efficiency. With high-quality content appearing frequently, the industry will only become more and more "volumey". When big-name film directors frequently "come down to earth", cinematic and high-end feel become the "standard features" of TV series. Audiences' aesthetics have improved and their tastes have become picky. In the true sense, "popular hits" have become rare. Among the large-scale productions, medium-sized works have the possibility of breaking through. In the first half of the year, many dark horse works appeared, such as "Ice Hunt", "Dark Fire", "Rebirth", etc.
At present, "Sauvignon Blanc 2", "You are more beautiful than the starlight" and "The Lost City" are competing in the second half of the year. It is not yet known who will be the next hit. What is certain is that the IP and traffic are not trustworthy and are higher than the average. Only the quality of content can make viewers stay.
Reporter: Ren Xiaofei Editor: Xu Min Proofreader: Liu Tian
