has serious homogeneity, and there is still a gap in movie posters
As the "facade" of a series, posters are the initial path to reach the audience, not only showing the tonality of the work, but also tending to "attract" the audience Important role. However, compared with the posters of the most popular headline dramas in the past two years, from urban dramas to costume dramas, they are almost all fixed forms of close-ups of the male and female protagonists, and the "facade" of the dramas is becoming more and more the same.
In order to explore how many "opening methods" the posters of domestic TV series have, the public opinion officer browsed the posters of nearly 100 domestic TV series (broadcasted + to be broadcast), and summarized the following common routines according to the type of drama.
List of ways to open the posters of domestic TV series:
fairy class
. It can be seen that there is more room for imagination of fairy fantasy and youth school dramas, but the palace of war drama is more limited by group portraits, but no matter which one it is. For various types of drama series, the core elements of the poster all point to the main characters in the drama. This also seems to prove that many works now value the actor's eye-catching ability rather than the story itself. As the proportion of the protagonist has expanded (for example, the popular male and female protagonists in recent years each accounted for one half),
has greatly squeezed the space for other elements. At the same time, the interaction of the protagonist is limited to a few fixed postures, which also seems to point to the relationship between the hero and the hero, and the relationship between the characters is also limited to a few fixed entanglements. It can be said that the proliferation of homogenization of domestic drama posters is also a manifestation of the homogeneity of plot stories.
Reasons:
fandom prevails, compressing creative space
As celebrities’ right to speak in the drama production system continues to deepen, the proportion of their cover posters is also increasing. The prevalence of fandom rationalizes this phenomenon and intensifies at the same time. This contradiction.
As the weaker part of the industry chain, poster designers have to balance the complex requirements of film producers and celebrities when production time and funds are limited. In the ultimate poster of the group portrait, the issue of ranking among the stars is a headache, and men and women with similar positions also need to be treated equally, so that there is almost no room for creativity. The embarrassment and dilemma of
does not only exist in the drama posters. Recently, the 2019 TV Drama Quality Ceremony has released two editions of posters in order to balance the ranking of 50 actors. Tang Yan and Chen Kun each occupy the C position, which shows the official desire to survive. But 50 actors have 50 fans, and 50 kinds of "Best C Positions" that Xiao thinks, according to different standards of strength, qualifications, and traffic, there are countless permutations and combinations. No matter which one, it is difficult to make all fans. Totally satisfied.
It can be said that the prevalence of Fan Wei is a manifestation of the expansion of celebrities' right to speak, and it is also a boost from the fan economy. Fans are extremely sensitive to whether or not their favorite actors occupy the "C position". A little carelessness of the show may cause fans to choke.
's "King Behind the Scenes" which just ended not long ago, the two starring Zhou Dongyu and Luo Jin fans have been fighting for "a fight" since the official announcement, and the official blog had no choice but to delete the microblog to quell public anger. The role of posters seems to have been narrowed down to "display of refined celebrities" and "officially stamped traffic."
So, even though it is already 2019, the same type of TV series posters have frequently "crashed". In a fixed form, we must firmly keep the star's "fan position".
"Using doctrine" prevails
is simple and rude, occasionally the tonality does not match
domestic TV series started late, andAt first, the posters of the TV series only need to be seen by the relevant person in charge of the TV station, and there is no need to promote to the audience. With the gradual completion of the TV series industry system, the poster function gradually appeared, but the attention was not enough, usually using stills as the material, and then relying on the post-production to cut out the PS. The whole process is simple and rude.
At present, many drama parties are also trying to create new ideas for posters, and the types of new media posters are becoming more diverse, themed and serialized. For example, Shen Yue's new drama "July and Ansheng" released a single poster of "Animal", which uses animals to symbolize the characters, but the protagonists are all cute, which seems to be quite different from the original "painful youth".
Similarly, movie posters were once a shortcoming of the domestic film industry, and even embarrassing news about lack of creativity and plagiarism were often exposed by foreign media. However, in terms of overall texture, they are still above domestic TV series.
In recent years, there have been many outstanding designers such as Huang Hai, Zhao Li, Lu Yunfan, Nie Jingzhu, Zhang Yu, etc. Maybe you have never heard of their names, but they designed the movie poster "Big Fish and Begonia". I'm not the god of medicine, the golden age, the Taiping wheel, the elephant sitting on the ground, etc. You should be no stranger to it. With creativity and meaning, texture and emotion, it has raised the level of Chinese movie poster design to several levels.
Looking through these high-quality movie posters, what is amazing is never how exquisite the protagonist’s hard shots are, but the ideas and meanings interspersed with them, coupled with suitable tones, the artistic conception and beauty presented are brought by portraits. Unmatched by intuitive aesthetics.
Perhaps, by increasing the voice of poster designers and putting artistic considerations ahead of the competition, drama posters may break through the status quo and find a balance between artistic heritage and commercial value. Trend of
: The industry chain is taking shape and the gap between movies and dramas is narrowing. The rise of
video websites drives the seller's market and breaks the dominance of TV stations. The diversion of audiences has caused the film parties to pay attention to posters. The series posters have also changed from less than 5,000 to average. Thirty thousand yuan, from still photo cutout ps to today's era of high-quality production, with the improvement of the poster production system, it is showing a tendency to catch up with movie posters.
At present, the investment volume of many online dramas continues to grow, and the requirements of the producers of posters are gradually in line with the level of movie posters. The obvious change is that many well-known movie poster designers have also begun to get involved in the production of drama posters. Relying on "Golden Era" and other film posters, the designer Huang Hai has been deeply involved in movie poster creativity for more than ten years. Last year, he also participated in the production of the concept poster of "Ruyi's Royal Love in the Palace". As the boundaries of
film and television drama posters are broken, more cross-border celebrities have also become partners. The well-known photographer Chen Man did poster shooting for "Huang Quan Yi Tian Xia" and "Ba Qing Biography". The ink painter Zhang Yu had previously produced film posters such as "The Great Guardian" and "Qi Men Dun Jia". Jie produced the posters for "Musical Clouds on the Sea" and "Tomb Robber Notes · Restart", which were jointly created by Huang Hai and the illustrator sheep.
More and more excellent designers are willing to escort the production of domestic film and television drama posters. This is a sign that my country’s poster design industry is becoming more mature, but only by letting the designers’ inspiration and creativity successfully land can domestic drama posters truly get rid of The ills of homogenization. Whether
should be creative or stay in position, as the industry returns to rationality, more and more film and television dramas will make choices.
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