Author | Editor of Sugar-Fried Hawthorn | Li Xunhuan #虞书信赵鲁思 The big vote detonated the Vision Conference # #虞书信赵鲁思 mutual filming #... The enthusiasm of netizens to watch the excitement is indeed only getting higher and higher. The really exciting thing behind this is that after

Author | Sugar Fried Hawthorn

Editor | Li Xunhuan

# Yu Shuxin Zhao Lusi The big ticket detonated the Vision Conference ##虞书信赵鲁思 mutual filming#... The enthusiasm of netizens to watch the excitement will only get higher and higher. What is really exciting behind this is that after a long period of silence, the drama market has finally returned to the top of the topic.

On November 1st, the double dramas " Pearl Curtain and Jade Curtain " and " Evernight Galaxy " were launched. This is also the first time that Zhao Lusi and Yu Shuxin have separated after the double explosion of "The Star" and "Canglan Jue" in the 2022 summer season. Two years of head-to-head confrontation again. This time, the competition between "carrying drama" 95 flowers has completely heated up, and has even swept into all aspects such as subject matter, popularity, reputation, investment and marketing.

The "shaking people" style of drama promotion attracted the most discussion. Stars helping to promote dramas are not a new topic, but this time it has become an industry issue because of the large number of participants and the momentum: According to incomplete statistics from netizens, Zhao Lusi "swung" more than 60 celebrities to participate, including Xiao Zhan, Lu Han, Zhou Yutong and other topical figures; there are also 15 people running to support Yu Shuxin, including Quan Hongchan, Ju Jingyi, etc.

The "frequent good news" from various data terminals is also heating up the topic. On data platforms such as Maoyan and Detawen, the two dramas are extremely entangled, and they are evenly matched. However, yesterday "Eternal Night Galaxy" took the lead in scoring 7.5 points on Douban, and the number of people who rated it exceeded 110,000, which can be regarded as the first to occupy the high reputation.

In terms of investment promotion, "Pearl Curtain and Jade Curtain" is slightly better. According to statistics from Douban Kankanyue, the show has started with 7 channels and has cooperated with 16 brands so far, with an average of 6-7 brands; "Eternal Night Star" has started with 5 channels and has cooperated with 11 brands. The set dropped to 1 or 2, but the latest trend is back up.

In the heated competition between the two ancient puppets, another winner appeared in the drama market: " ". is a new work of Noon Sunshine. The show’s latest Douban score is 8.2 points, making it a representative of recent reputation. In terms of investment promotion, the show has opened in 10 countries and has cooperated with more than 18 brands. Even in the "shaking style" drama promotion, the show also received It mobilized the top drama matrix of Noon and the hit matrix of Mango, and gained a wave of hot topics.

The long-lost vitality has finally swept away the previous gloom in the puppet market and even the entire drama industry. But it also reminds us to think: What is the most important lever behind this change in public sentiment, is it content, marketing, or something else? Between the drama "Creating Gods" and "Destroying Gods", what kind of ups and downs does the film and television company have?

How effective is the shake-up drama promotion?

"Applause and boos are better than silence" is the best annotation of the Internet era, and it has also become the best annotation of this wave of "shaking drama promotion".

According to Maoyan Professional Edition data, the effective playback of "Pearl Curtain and Jade Curtain" and the popularity of Youku platform both experienced a small increase on the 3rd. And this node is exactly the time when Zhao Lusi’s vigorous “circle of friends effect” fermented on the Internet. Data shows that on the 2nd and 3rd, there were more than 120 topics related to the drama on Weibo, including #小泽posted to call Zhao Lusi’s new drama# and other topics with over 100 million views.

In contrast, the popularity and effective playback of "Eternal Night Galaxy", which was launched on the same day, increased earlier. Among them, it is difficult to say that there is no credit for "shaking people". After all, the calls from Yu Shuxin's friends are mainly concentrated on the first day after the show starts, while Zhao Lusi's calls are on the second and third days after the show starts. There is a time difference in itself.

Also hit the Maoyan popularity peak on the 2nd was "Alley People". At that time, the series had been online for six days, but Noon Sunshine took advantage of the huge inventory of hit dramas and the "cut number" style drama promotion to put #小AlleyPeopleBecome the Next Electronic Pickle# to the top of the Weibo topic list .The battle of shaking people has evolved into a war of shaking dramas, and the two topics have accumulated over 100 million views. Period dramas have also made a high-profile "entry" in the melee of ancient puppets.

Although the market has mixed opinions on the "shaking people" style of drama promotion, there is no doubt that At a time when the public has always maintained a high enthusiasm for snooping on celebrities' "circles of friends" and sentimental killings have repeatedly worked, "shaking people" It is indeed a shortcut to quickly detonate the public opinion field, and it is also the easiest way to help new dramas gain the first wave of attention in the melee.

Generally speaking, the main cast members are former collaborators, friends in the industry, etc. In the process of accelerating the transformation of idols into actors, group members have also become an important part. After "Shaking Man Battle" became a hot search on Weibo, netizens discovered that Chen Duling, the heroine of " Dream Returns ", also pulled her own "Lotus Tower", " Trident " and " Actors in many co-productions including "Gu Zhou" and " Zuoer " have been called.

It’s just that when shake-up style drama promotions became standard, #xx人人# did not change subjects on hot searches, and netizens also began to examine how “true feelings” are in this kind of promotion? Behind the "shaking people", more people began to speculate about the marketer's negligence, whether the actors did not trust the quality of the work, or whether they "cannot afford to lose" in a more emotional way.

In fact, there have been cases of being out of the circle in the market. In 2018, Yang Zi mobilized most of the entertainment industry to promote " Fragrant Honey Ashes Like Frost ". The main focus is the sense of sight of an "internal entertainment living person", rather than being forwarded by humans and machines, or being ridiculed by netizens. It feels like a friend I haven’t contacted for a long time comes to ask for a share of the money.”

Since "shaking people" is the general trend, you might as well think about how to shake out the level and style. Based on the market, we do not reject this kind of "internal entertainment team building". It is still the same saying: excitement is always better than silence.

"Carrying the Drama" 95 The battle between flowers is heating up: CP is cooling down, and huadans are growing up?

The end point of the "shaking people" style of drama promotion is the drama itself: It is easy to enter the show in the excitement, but the difficult thing is how to keep the audience. This has obviously become the key to this 95-flower dispute.

The battle between Zhao Lusi and Yu Shuxin, the battle between "Pearl Curtain and Jade Curtain" and "Eternal Night Galaxy", has many similarities with "The Star" and "Canglan Jue" two years ago: they are also ancient dramas. The Battle of Odds also has completely different themes and types. It is also a landing and a "fantasy". Two years later, a familiar situation is unfolding. How is the situation?

First of all, the battle between the two dramas has obviously heated up the market. The drama market seems to have been hotly contested for several times. However, according to Detawen data, the drama market has not seen a drama with a prosperity index of more than 2 for more than a month. However, recently, "Eternal Night Star", "Pearl Curtain" and The prosperity index of "Alley People" has broken through 2 one after another, and it continues to rise.

Secondly, the two dramas are releasing "new signals" from ancient idols. "Eternal Night Galaxy" is the first domestic entertainment "adventure drama" with a book-traveling system. There is no doubt about its novelty: although this is no longer new in the online novel market, it still deserves recognition in the long-form drama market. The important thing is that it retains the original flavor of "threading books" in the film and television version, which is quite eye-catching.

There has long been a saying in the ancient puppet market that "next year will be Business 101", and "Pearl Curtain and Jade Curtain" obviously has the idea of ​​​​getting started. The story of a pearl-fishing girl’s counterattack at Dragon Boat Festival seems a little less fresh, but the vitality released by the characters is enough to be contagious; mixed with the male protagonist’s revenge story and the plot line in the court, the whole story is also full of interest. A sense of heaviness.

Furthermore, it’s a personality contest. Ling Miaomiao, played by Yu Shuxin, is mainly smart and cute. When watching the drama, she has a feeling of being an "Internet daughter". Yu Shuxin responded to the netizen's idea of ​​"wanting to give birth to me" and said, "Everyone not only gives birth to me but also loves me." . In terms of clothing and styling, this drama obviously also amplified the cuteness of Yu Shuxin's appearance.

Although Zhao Lusi initially made her debut with clever and cute characters, from "The Star" to "The Pearl Curtain", she obviously prefers more down-to-earth and down-to-earth little girl roles. The Dragon Boat Festival played by her this time has suffered even more: in the early days, she went to the sea to fish for pearls and was always struggling on the edge of death; now she is growing up step by step, but she is also seeking a way out on the edge of a knife and through intrigues, which is the background of life. More miserable.

Regardless of the type, the two actors' degree of completion is still very high. The current roles played by the two of them have basically occupied the top two in the role lists of major data platforms. In Detawen's data, Duanwu's character contribution was once as high as 81%.

What’s interesting is that ’s popularity has soared compared to the previous two, and it is indispensable for the blessing of high-heat CP. This time the head battle seems to be more “pure”. Although Yu Shuxin, Ding Yuxi, Zhao Lusi and Liu Yuning are all "second partners", the main CP effect in the two dramas has obviously not been fully fermented so far; however, both dramas have family lines, female friendship lines, etc. A relatively out-of-the-box topic.

The next stage of the "carrying drama" 95 Flowers Competition may have the future we most want to see: the drama's success is not just based on fancy dance CP, but more comprehensively on the drama's theme, character setting, and actors. Make efforts in performance and other aspects. This is the real story of growing up as a drama star.

Stellar gravity, midday sunshine... the story of the ups and downs of the film and television company

is a hot drama rivalry, certified as a hit, and the ups and downs of the film and television company behind it are indispensable.

Two years ago, Stellar Gravity became a star company in one fell swoop with "Cang Lan Jue", and also attracted much attention because of holding top IPs such as "Fox Demon Little Matchmaker", but later "Seven Occasions" and even this year's "Moon Red" consumed the market's trust. This time, he once again partnered with Yu Shuxin and "Eternal Night Galaxy" got off to a hot start, which also made him gain a lot of favorability.

This is not a lie. On social platforms such as Weibo, although netizens are still complaining about his heavy hobby of "love and peace" and are outspoken about his shortcomings in screenwriting, they are also starting to discuss the compatibility of stellar gravity and "Baby Xianxia" again, and even Start calling Yu Shuxin and the trio of stellar gravity.

More specifically, more people spoke highly of the characters’ makeup and special effects in the play. For example, Chen Duling’s Mirror Demon’s beauty reached a new level, and Zhu Xudan’s Mu Yao was also praised by netizens for her coolness. It's quite "welded into ancient costumes". There are also some eye-catching parts in the plot adaptation, such as the family line between Miaomiao and her father, and the friendship line with Mu Yao, which have also been well received by the audience.

Also in this wave of popularity ratings is Noon Sunshine. Although the previous " Mortal Song " also achieved a score of 2.6+ in Detawen's prosperity index and 7.6 points in Douban, it still did not meet the market's expectations for the noon sun. The complaints about "Mortal" became the mainstream of public opinion in the early stage. . In comparison, "Alley People" is obviously better in terms of overall market favorability, and even the ancient puppet melee failed to steal its market share.

combing the Internet public opinion, the outstanding advantages of this drama are also the consistent advantages of Noon Sunshine: as a period drama, as its creative comfort zone, the degree of restoration of the style of the times, costumes and scenery, etc. is high enough; in terms of character creation, Yan Ni, Jiang Xin's performance is quite out of the ordinary. However, the show also has hidden worries: as young actors such as Guan Xiaotong, Fan Chengcheng, Wang Anyu, and Zhou Jieqiong gradually enter the show, can it still maintain the existing content quality and narrative rhythm?

However, the most effective quality drama "Impression Awakening" of Noon Sunshine this time is the "breaking drama cut number" style to shake people up. The hit drama matrix effectively adds to the excitement of "shaking people", and also brings a small quality shock to domestic entertainment, awakening the public's deepest impression of high-quality dramas at noon.

Not all film and television companies are riding the wave.For example, Guo Jingming's "Return of the Dream" consumed its originally small market recognition of "Guo-style aesthetics" and encountered multi-dimensional controversies in terms of content narrative, makeup aesthetics, actor status and performance.

Regardless of whether it is the hot promotion of the drama, the hot market brought by the 95-flower competition, or the significant boost from the film and television companies behind it, it is always a good signal: the drama market at the end of the year is strengthening. .