Author | Xiao Xiao
Editor | Li Xunhuan
The drama market, which has been hot for more than half a year, suddenly "cooled down" during the summer season. The most typical example is that the "quasi-drama king" " Sauvignon Blanc 2" has slightly lost its "standard" performance since its launch.
Of course, this is mainly based on the results of last year’s summer release of " Sauvignon Blanc ": as of now, although "Sauvignon Blanc Season 2" has exceeded 30,000 views on Tencent Video Station, it is still popular on Yunhe, Lighthouse, and Maoyan. The broadcast market share on other data platforms is only maintained at 13%-17%, and has not formed a gap advantage with the popular dramas of the same period. This is also an important indicator for us to judge popular dramas more often. For example, the peak market share of "Sauvignon Blanc" reached 34.96%. On
Douban, compared to the score of 7.8 scored by over 410,000 people for "Sauvignon Blanc", "Sauvignon Blanc 2" only scored 6.6 after the recent score.
In addition, the most proud investment achievement of the show is that has dropped from 11 wides per episode at the beginning to 3 wides per episode in the middle.
is obviously a sequel to a hit drama that has been long-awaited. Why has the audience's enthusiasm for following the drama dropped? It can only be said that perhaps the attitude of the actors at the investment meeting, from business to avoidance of suspicion, has already doomed the great situation of this drama "Tianhu Beginning" to show signs of collapse: cp is the beginning of the popularity of "Sauvignon Blanc", and also It became the beginning of the controversy of "Sauvignon Blanc 2".
Of course this is not just a problem with Sauvignon Blanc 2. In the past month alone, there have been countless top players who have made profits or fallen in the CP business. For example, after " Mo Yuyunjian ", Wang Xingyue Studio's vigorous "table flipping" incident, and Zhao Jinmai and Zhang Linghe 's hot business and rapid second-hand plan in " Degrees of China ". cp business, this is not a new issue, has once again become an urgent course for the promotion of hit dramas this summer.
From "Tianhu's start" to unsatisfactory, "Sauvignon Blanc 2" succeeds or fails?
As early as last summer when "Sauvignon Blanc" was launched, the entertainment unicorn analyzed two important reasons why the show was loved by market audiences: 's high degree of restoration of the original work, and the diversity of CP. At that time, people around even spoke highly of it, saying, "I love every character and every set of CPs in the play evenly." This shows the show's skill in establishing characters and CPs.
When it comes to "Sauvignon Blanc 2", it is obviously a series shot at the same time. However, due to the 40-episode limit, it was forced to be split into two parts for broadcast. However, the market evaluation it faced was completely different: "My mother was in charge" at that time. The hot search has also become today’s topic of # Sauvignon Blanc 2 Magic Change #, which is so sad. Its unsatisfactory portrayal of many famous scenes also damaged the audience's enthusiasm, and even made the audience question the characters and emotions in the play.
Take the hot search #杨子 insists on staying in Taolin to recognize her mother as an example. It not only represents Xiaoyao’s reconciliation with her own life experience and childhood experience, but also the highlight moment of the official CP Tu Shanjing. However, not only was this scene not strong enough in the play, the peach forest and the desert were transformed into cabins, and the special effects of "32 peach blossoms" were complained by netizens. It also weakens the emotional concentration of the official CP.
To some extent, "Sauvignon Blanc" is a bit similar to the recently popular " Rose Story ". Its main line revolves around the emotional story of the heroine, and this also determines that each of its CPs must be It is easy to laugh at, whether the audience complains or is immersed, at least there is a sense of participation. The previous "Sauvignon Blanc" did indeed achieve this, whether it made Xuanxuan stand passionately or was moved by Xiangliu.
However, in "Sauvignon Blanc 2", the failure of 's famous scene affected the cp's popularity. Even the parts where Xiang Liu snatched the bride and Tu Shanjing proposed marriage failed to stir up much public opinion in the public opinion market. On the Weibo film and television drama character CP list, the popularity of the three main CPs of is not outstanding. Only when Yao Jing and Yao Liu's lovesickness value reached 10 million and successfully unlocked CP highlights on the Tencent website's lovesickness list can we barely see that the enthusiasm for loving fans to play CP is still there.
is not only a creative "harm" to the CP audience, 's "avoidance of suspicion" by the leading actors outside the film also gave CP fans a slap in the face. , the attitude of the four male protagonists at the investment meeting in June was criticized by netizens The sharp complaint is "7 minutes of embarrassment".
Frankly speaking, for the drama that aired a year ago, even the fans have forgotten about the plot. In this case, CP is obviously the best way to use it, but the lead actor’s "separation of seats" attitude ” but destroyed this possibility. It is understandable that after six months of filming, the actors may have become rusty with each other, but at least the absence of the lead actor last year was handled much more decently in "Sauvignon Blanc."
So far, most of the promotions of the leading actors in on their personal Weibo focus on the characters themselves, with basically no CP-oriented content and interactions. This is the "right direction" for artist promotion, but it also loses emotional heat by default. even focuses on personal growth in the character accounts of the drama. This is obviously not the promotion direction of a love story. It can only be said that in 2024, when the drama promotion is vigorous and full of tricks, "Sauvignon Blanc 2" has "lost". The popularity of
cp has been diluted in and outside the drama. Audiences who once loved cp gradually became unable to swallow it. More than one former "favorite fan" of the entertainment unicorn said frankly, "I tried several times, but it is really difficult to follow." Go down".
To avoid suspicion, to cut off the seats, to go too far and to go too far, popular drama CPs announced and issued illustrations
Hot dramas and popular CPs often go hand in hand. The drama market was quite hot in the first half of this year, and naturally a series of out-of-circle CPs were produced: such as the duo of Zhao Liying and Lin Gengxin, and Wang Xingyue and Wu Jinyan's "Fei Chang Xiao Zhang" CPs, all of which were featured during the broadcast of the drama. It triggered heated discussions among netizens. Even though the series ended long ago, the latter is still at the forefront of Weibo's CP super chat, which shows its great influence.
But looking at it from another angle, ’s CP publicity and business issues this year are also very prominent.
To put it simply, cp sense is mainly divided into two parts: inside and outside the play. The inside of the play mainly relies on the content and famous scenes . The publicity also focuses on this point to ferment the topic through acting, interaction and highlights. In recent years, it has also been through various Weibo , the CP ranking method in the video platform site enhances the audience's sense of participation, such as the lovesickness ranking of "Sauvignon Blanc", but it mainly relies on the quality of the content itself.
Outside the play, it relies more on the interaction of the actors. has a larger operating space and faster results. It is the main focus when we talk about CP marketing. Sorting out the CP marketing on the market, it can be roughly divided into the following categories: First, the sense of CP is extremely amplified during the drama promotion process, forming a set of standardized processes, such as highlights, live broadcasts, sweeping buildings, shooting magazines, etc. Of course,
has its role. A friend once shared with Entertainment Unicorn the process of getting into the trap of "Hua Hua Nian": In Zhao Jinmai & Zhang Linghe's house-sweeping video, they got the appearance and CP sense of both parties, and then started After watching the drama, although the drama does have narrative problems and the rendering of famous CP scenes is not perfect enough, I still slowly gained the unique emotional charm between an old couple.
But the "side effects" of doing so are also significant. For example, when the photos of Zhao Jinmai & Zhang Linghe were discovered as "templates" by netizens, even though most viewers knew that this kind of off-screen business was "fake", they still took a chance. Just a standardized and routine business process will not always "understand" the audience, and the market is still in urgent need of exploring new business methods.
Secondly, excellent business students cannot escape the urgency of dismantling CP. "Fei Chang Xiao Zhang" CP was a representative of excellent sales during the show, but in the finale, it began to "dismantle the CP and purify it", which was considered by the audience to be causing trouble, and also made countless CP fans feel that they were stabbed in the back. . In order to restore the "audience relationship", producer Yu Zheng even personally gave many explanations. This is true even for the same agency, let alone other dramas with different interest groups.
To some extent, "Sauvignon Blanc 2" actually falls into this category. When "Sauvignon Blanc" was aired last year, the interaction between the actors was considered benign. After the series was aired, it also led to starring actors such as Deng Wei, Tan Jianci, and Zhang Wanyi to achieve a surge in fans on social platforms and a surge in commercial value.For example, Deng Wei received the lead male role in "A Tree in Sendai" and unlocked 5 commercial endorsements. Tan Jianci unlocked more than 13 brand cooperations in the past year. Of course, during this period, he also starred in other dramas. There are also high-anticipated works in the dramas released and to be aired, but "Sauvignon Blanc" has given greater help.
However, the attitude of "avoiding suspicion" before the premiere of "Sauvignon Blanc 2" made many CP fans feel suddenly. Even for the actors themselves, they also need the support of "Sauvignon Blanc 2". Especially for Deng Wei, his personal exposure and commercial value have not fully kept up after the first film. At this time "Cutting seats" is obviously not a wise attitude.
It is difficult to generalize when it is appropriate to unbundle the CP. Most of the time, the CP will be automatically unbundled as the actor's new work is released, the relationship is announced, the celebrity status changes, etc., but "In the Clouds" and "Sauvignon Blanc 2" are actually Revealing a trend: the current artist team is becoming more and more anxious, which also makes their time for purification gradually evolve from a few months after the show to before and after the closing, or even before the broadcast. The difficulty of ending decently will only bring A lose-lose situation and damage to the market favorability of the series and artists.
Thirdly, the market certainly has representatives of decent business and closing. Lin Gengxin and Zhao Liying's "Friends" dance helped the former enter the public eye again. Although there were occasional "accidents", they all ended decently. However, what really made the former popular was the "Coming ashore" memes and the "What's in Beijing" myth. Transitions.
The charm and market influence of the second-generation CP also attracted more people to focus on this track, . At least Zhao Jinmai and Zhang Linghe quickly arranged a second-generation plan. For example, "Cherry Amber" will be released in August, and #张灵合赵金马的狠狠二了# has also been trending on Weibo, with 120 million reads. In addition, Yang Zi is currently filming "National Beauty Youth", which is her second starring role with Li Xian after the hit drama " Dear, Loved ".
Will there be more sparks if the familiar cp reopens? Would the ending be more dignified? And after going through such a brutal purification process, can the "Fei Chang Xiao Zhang" in Yu Zheng's words still be able to fulfill his wish?
There is another category, which is the representative who refuses to do business. The live broadcast of "Yan Xin Ji" in is a typical example. Although Song Yi and Luo Yunxi sit side by side, they are obviously further apart than the two behind them, and there is very little interaction. There are also many comments on the Internet about Luo Yunxi's lack of CP sense. Controversial voice, this is undoubtedly a big question for an actor who has been rooted in the ancient puppetry circuit for many years.
The current content market and drama-chasing environment determine that it is impossible for the audience to completely separate the characters in the drama from the actors during the drama-chasing process, and the actors are also obliged to maintain the audience's emotional projection during the broadcast.
The extreme fragmentation of the CP market this year may also make practitioners rethink the "degree" and existing problems of the CP business. After all, this is related to the performance of the series and their pocketbooks.
