Every summer, the drama market is always dominated by costume dramas, and this year is no exception. Data shows that in the summer of 2024, there will be more than ten costume-themed dramas on major platforms, including both "second-generation dramas" with a stable audience base, and new dramas that have been highly anticipated.
Among the costume themes that have been launched, Tencent Video's " Sauvignon Blanc Season 2 " has become the most popular drama in the summer season due to the good reputation accumulated in the first season. The production level and acting skills of the second season are still online. In terms of data, nearly 10 million people made reservations before the broadcast. The popularity on the site exceeded 28,000 three hours after the broadcast. According to data from the Yunhe platform, the drama is the highest on the TV series hot list. The market share reached 17.7%; in terms of business, there were 11 commercials in the first four episodes, and 71 commercial co-signs before the broadcast. It attracted considerable money, and it can be regarded as the most "hit-making potential" in the summer season.
Youku's hit "华年" is a "dark horse" in the costume drama track. The play adds elements of comedy, sweet pets, intrigue and other elements to the rebirth setting, breaking the first-day popularity record of Youku in 2024. As the popularity and reputation of the broadcast have steadily increased, the integration of modern values has made many viewers emotional Same frequency. "Yan Xin Ji" broadcast on iQiyi also performed well. The popularity on the site exceeded 5,000 for the first broadcast and exceeded 8,000 on the second day. The increase was quite rapid. Coupled with the strong fan appeal of Luo Yunxi and Song Yi, it made The drama achieved commercial success with seven commercials aired. Although the two works are both popular, they are still far from being "hits".
In addition, "Tang Dynasty Strange Stories: Journey to the West" starring the original cast has been launched on iQiyi on July 18. Its predecessor, "Tang Dynasty Weird Stories", is highly recognizable in the ancient costume circuit with its strange stories, power struggles and detective plots, and has won the love of the audience. The sequel continues to lead the audience to explore the unpredictable world of the Tang Dynasty, which is regarded as A work that has gained steady popularity by word-of-mouth.
In addition to several works that have been broadcast, the costume themes that are expected to be broadcast in the summer include Tencent Video's " Liu Zhou Ji ", " Long Waters ", " Splendid Peace ", iQiyi's "Sifangguan", Youku's "Young White Horse Drunken in the Spring Breeze" and Mango TV's "Long Music".
From the perspective of subject matter types, the "era of costume dramas" in which princes, generals, prime ministers, and harems battled seems to be a thing of the past. Today's costume dramas favor "the growth of little people"; in terms of production, costume dramas are more high-quality, with intangible cultural heritage, oriental Aesthetics and other elements have also made costume themes the main force in "Chinese dramas overseas"; in terms of content innovation, "costume +" has become a trend, and costume dramas break boundaries, such as "costume + rebirth", "costume + animation" and even "costume + science fiction" and other innovative mixes to bring new life to costume dramas.
It is worth mentioning that "big IP + traffic star" used to be the magic weapon for winning in costume dramas. However, as the costume track has become more and more intensive, it seems that it is difficult for the audience to buy into the "routines", whether it is costume dramas or other For genre drama series, if you want to create a "hit", "content is king" is the way to break through for long-term success.
Source: Xinhuanet
