[Source: Qilu Evening News] Recently, the variety show "The Legend of Huanxin" was launched. Actors Cai Shaofen, Tao Xinran, Lan Xi, Lan Yingying, Chen Sisi, Zhang Xiaolong and others from the previous hit drama "The Legend of Zhen Huan" appeared after 13 years. They reunited and

[Source: Qilu Evening News]

Recently, the variety show " New Travels " was launched, starring actors from the previous hit drama "The Legend of Zhen Huan" Cai Shaofen , Tao Xinran , Lan Xi, Lan Yingying, Chen Sisi , Zhang Xiaolong and others reunited after 13 years and formed a "Renewal Group", which went to many cultural tourist attractions across the country to experience the folk culture and customs of various places through visits and study tours. "The Legend of Zhen Huan reunited for team building after 13 years" not only aroused the curiosity of the audience, but also caused a lot of controversy.

Liu Zongzhi reported in Jinan

Memories after 13 years

Directed by Zheng Xiaolong , Sun Li , Chen Jianbin , Cai Shaofen and others starred in the palace emotional TV series "The Legend of Zhen Huan" (hereinafter referred to as "The Legend of Zhen Huan") in 2011 Premiered in the year. This TV series, which has been on the air for more than ten years, is still talked about by many viewers. It includes classic lines and famous lines such as "Do you want this blessing?" "Bitch is hypocritical" "Pink and delicate, how old are you now?" The plot of the scene has been widely circulated and has become a popular meme on various social platforms. In addition to the classic out-of-circle jokes, the plot content of the 76 episodes has also been repeatedly interpreted and discussed by the audience, resulting in a large number of second-generation works, and even extended from this to the "Zhen Studies" and "Zhen Scholars" who specialize in the study of "The Legend of Zhen Huan".

"The Legend of Zhen Huan" is titled as "The cast of "The Legend of Zhen Huan" is reuniting after 13 years", making many viewers "dream back to the past". The first episode of the program came to Fushun, Liaoning Province, which coincided with part of the historical background of "The Legend of Zhen Huan". During the gradual and in-depth experience of the ancient city of Hetuala, surprise guests appeared frequently: Eunuch Su, Baojuan, Liu Zhu, Songzhi, and Master Jingbai all appeared in different cultural experience sessions in ancient costumes. The appearance of every surprise guest brought a great touch to the Huanxin Group and the audience. Tao Xinran asked Baojuan on behalf of the audience, "Are you from the Queen?" Cai Shaofen and Liu Zhupai, who have never met in the play, The first photo of the same frame was taken. Chen Sisi pinched Songzhi's "Mickey head" when they met. The audience called "see you soon"! There were even "The Wedding of Imperial Physician Wen and Shen Meizhuang" and "Liuzhu and Huanbi". With heart-warming episodes such as "Embracing each other in tears", in terms of fans, "Renewal Travels" has indeed satisfied the fans' emotional projection and triggered waves of memories.

The drunkard's intention is not to drink

The broadcast of "Renewal of the World" has indeed provided a useful attempt to re-innovate the "ancient" film and television drama IP. At the same time, the content of the program also has many flaws. Long before the program was broadcast, there had been a series of discussions about the "copyright dispute." Although it was not officially authorized by "The Legend of Zhen Huan", the platform still took the lead in launching this travel reality show. LeTV publicly pointed out that "this variety show is not authorized by LeTV Huaer Film and Television, the IP partner of "The Legend of Zhen Huan"." Youku Entertainment Marketing even joked and wrote: "Please look for the right palace and don't pay by mistake." However, the audience does not seem to care much about the issue of copyright ownership. Just as the classic line of "The Legend of Zhen Huan" said, "It doesn't matter whether the concubine is high or low."

As a program positioned as a "cultural travel exploration", "Renewal Travels" seems to be "a drunkard who doesn't care about drinking." On the one hand, the guests’ superficial experience lacked in-depth exploration of culture. Whether it was the travel copy in the feature film, like the official website introduction, or the crude scenery video, it was difficult to convey the characteristics and cultural heritage of the local cultural tourism; on the other hand, On the other hand, although the show has invited many actors from "The Legend of Zhen Huan", the core content of the show is not so closely related to "The Legend of Zhen Huan". The three heavyweight roles of the Emperor, Zhen Huan and Concubine Hua in the original series have not been cast. Being able to attend also makes the show lose its luster.

When "Huanxin Huanyou Zhuan" was launched, relying on the accumulation of fans of "The Legend of Zhen Huan", it ranked fourth in the broadcast rate of feature films on the Beacon Network, with a market share of 8.03%. However, perhaps because the content of the main film is not very satisfactory to the audience, the market share of "The Legend of the New World" has been declining, and it has now fallen to 3.89%. It can be seen that if the production is not sophisticated enough, emotional cards cannot become a must-have for classic IP-derived variety shows.

Drama and drama linkages have become the norm

At present, the value and influence of film and television drama IPs are becoming increasingly prominent.As audience demands diversify and market competition intensifies, how to effectively market and deeply tap the potential of IP has become a common focus for film and television producers, brand merchants, and content creators. As a result, a large number of variety shows developed based on the IP of original film and television dramas have rapidly emerged. This "after-sales" service model for drama fans not only brings popularity to the drama, but also fills the fans' demands for drama.

In fact, variety shows derived from drama series are not a new thing and can be understood as "accessory products" of film and television works. The Korean variety show "Youth Over Flowers Africa", which was launched in 2016, is a spin-off of the hit Korean drama " please reply 1988" and is a travel variety show. With a score of 9.4 on Douban, it became one of the earlier batch of popular dramas to be released. "After-sales Variety Show". The earlier exploration of this type of variety show in China can be traced back to the official spin-off variety show "Help! I have to go to work" from the 2019 youth drama "Hot-blooded Boys".

Recently, the scope of exploration of variety shows derived from drama series has become broader. For example, iQiyi's "Ning'an Like a Dream" and "Seven Occasions of Auspiciousness" launched the first interactive derivative variety show "One Million Promises"; Mango TV's "Song of the Song Dynasty 2" launched the high-scoring after-sales group drama "Team Building" Let's! Qizhai" and "The Detective Bureau of the Song Dynasty"; Youku's "Dragon Boy" has also put the drama series "The Dragon is Burning" on the schedule, and is currently developing the derivative IP of "The Legend of Zhen Huan"; Tencent Video has updated The spin-off variety show " and Fengxing " is a paid group variety show " is now on the market. Special show with Fengxing ".

However, while the variety shows derived from drama series are developing in full swing, they are also accompanied by many questions: Can a true IP win-win be achieved? Does the communication only stay in the fan circle? How does the derived variety show balance its independence and dependence? How to start from How to break out of original dramas to express novel content and viewpoints? How to find new ways to efficiently integrate film and television and variety shows and amplify the value of IP still needs to be continuously explored.