Is the blazing "changing" drama a password to the "top stream" or a weapon to boost the film and television industry?

Mammoth News·Oriental News Chief reporter Wu Jingjing

A month ago, Gong Jun, who was ridiculed by fans for “puzzling coffee”, should have never thought of it. Now every move is a hot spot. Everyday he searches for fancy styles, and his travel difficulties are also “private Raw rice". And another actor who debuted for many years, , Zhang Zhehan, , recently became everyone’s new "wife" and was chased by fans...this should be their sweet trouble, because it means that they are really popular! ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? What makes them the new "flow" is a drama-"The Order of Mountains and Rivers" that just ended. This is another big hit series adapted from Tanmei novels after " Chen Qingling ". In the past, the "Dangai" dramas that famous actors looked down upon, in recent years have become a wealth code for male artists to quickly lead to the "top stream", known as "traffic generators." According to statistics, there are more than 40 similar dramas being filmed and to be broadcast, and a large wave of "boyfriends" is about to hit. The "male male" CP continues to be hot, and even the male contestants on the popular talent shows "Youth With You 3" and "Creation Camp 2021" are well versed, and the CP group has to fly. Is Dangai drama about to usher in the "prosperous age" from niche drama to mainstream? Will "Danchang" 101 reappear the new top stream? Is it difficult to play heterosexuality anymore... Mammoth reporter interviewed a number of industry insiders and fans of "Rotten Girl", and asked them to talk about the explosion of the drama, whether it is the carnival of capital and the rice circle, or boosting the downturn A weapon in the film and television industry.

"Mountain and River Order" became popular, and two new "flows" appeared.

Not long ago, the "little transparent" Gong Jun, who debuted for 6 years, was not greeted when he went out. Nowadays, the grand occasion of fan pick-up is already "top stream". "Treatment. Someone squeezed out his wig for him, and he was also on a hot search at one time. He was also worried about being checked in by the "illegal meal". Fans watched his changes, just like watching a fast-growing "idol". In just a week, he had no business endorsements, and he arranged it soon. Now his Weibo has published including beauty makeup. Seven commercial endorsements including, beverages, etc. The photo album that was not much sought after before has become a popular product. Weibo has gained popularity rapidly. The abdominal muscle photos prepared a year ago have been used for tens of millions of fans. These few days have come in handy. Now he is in Prepare 20 million fan benefits. Similarly, "Axu" Zhang Zhehan, who he has been chasing in the play, is also quickly gaining fans. His fans are quite capable of krypton gold. The album he released two years ago suddenly attracted a large number of fans to buy, and he once topped the sales charts. First of all, the brand's live broadcast sales directly exceeded 11 million a few days ago. These days, the two have almost dominated the hot search list. Of course, there is no lack of marketing elements, but the popularity, endorsements, and activities are visible to the naked eye.

took them to the popular "Shanhe Order" is this year after " Zuo Son-in-law ", another small-cost online drama. Among the dozens of "delayed reform" projects that came out last year, "Shanhe Order" is one of them. This drama is adapted from the Prince's novel "The End of the World". The novel author, who is called P big by fans, has also written ": the soul of ", "Slaying the Wolf", "Silent Reading" and other works. In fact, this novel is not the most famous among P major's works, and the starring lineup is not attractive enough, and there are also rumors that there has been a change of roles before shooting. There is no original halo, and no traffic blessings. At first, this drama was not favored by people. As a result, this most "wrestling" drama became popular within a few episodes. After the broadcast, Douban scores were rarely seen all the way up. Up to now, more than 310,000 people have watched it and scored a high score of 8.6. What concept? The previous popular drama "Chen Qing Ling" is currently 7.7 points, which surprised netizens: This is to surpass similar movie classics " Lan Yu " (8.9 points) and "Happy Together" (8.9 points) ? How does

look like? Fan Xiao Jin said frankly that "from the plot to the post-production, there is actually a slot." For example, she feels that the national style new martial arts promoted by the drama party is actually not very authentic. "The atmosphere of the arena is not enough, and the pattern is not large enough. I feel that the two lines of emotion and the arena are not well integrated. The proportion of martial arts is not Many, group portraits are also general, many characters are a bit facial, like a tool person. And if you look closely, the setting is relatively crude, and the special effects are relatively "five cents". The post-production special effects of copy and paste are still on the hot search, isn't it? "She doesn't like too many freeze-frames and slow motions in action scenes." The various slow motions in circles make the scenes look nothing.Cool".

Then why did you fall into the pit? "Of course they are beautiful people! The plot is also a bit broken at the back. I rely on these two male protagonists to support and watch. They are fully in line with my aesthetics. The "beautiful and miserable" character is also a touch, especially the crazy beauty Wen played by Gong Jun. Visitors, the front is because of him into the pit. "And the most important point" This drama respects love! "In fact, the first few episodes of this show became popular because of some of the straightforward lines in the show, "The bones are so handsome, they must be extraordinary", "The fierce girl is afraid of stalking men"... It makes fans excited. "This is what I don’t spend money on. Can you see it? "In Xiao Jin's eyes, there are some more explicit lines, "The dubbing may be done in the later stage, but you can guess it by looking at the mouth shape." Therefore, the "look at the mouth type guess the line" was successfully on the hot search. Watching dramas and guessing the lines has also become another fun.

Xiao Jin also mentioned that since the Danmei drama "Addiction" was removed from the shelves before the broadcast, the screenwriters of similar works will be drastically adapted in the process of filming and television. To avoid the risk of trial, "The relationship between the two male protagonists is changed to'brotherhood' is a basic operation", so like "Shanhe Order", there is no emotional line between the male and female protagonists, and the emotional communication between the two male protagonists is naturally "too respect for love." The dramas also surprised them. Especially in the first few episodes, one ran and the other smashed, and the ambiguous scenes attracted countless fans. In addition to the attractive appearance, the two male protagonists are also generous with the hair candy in and out of the play. Naturally attracts many CP fans.

was reorganized into CP and became a fast-growing wealth code

. In the eyes of fans, everything can form a CP. Movies, TV shows, auditions, variety shows and even two who have not collaborated before may also be "pulled." "Lang with" becomes CP. Among them, the same-sex CP fans have stronger combat effectiveness, especially the dual male protagonists who filmed Tanmei or Tanchang dramas. In the eyes of fans, everything in and out of the drama is sugar. Tanmei, this one is made in Japan. The word referring to aestheticism is mostly used in China to express the love of gay men. As the name suggests, Dangai is a drama that adapts and shoots Danmei novels. Generally speaking, love becomes brotherhood.

"first This time, the work that allowed everyone to see the strong girl market, should be the phenomenon-level popular online drama "Addiction" in 2016. It was a veritable Danmei drama." Xiao Song, the propaganda company of the film and television company, remembers that when the drama came out. Everyone is quite surprised. Both the plot and the lines are very bold. Although the production is rough and the actors are immature, but the newcomers Huang Jingyu and Xu Weizhou who hold the campus pure love idol script, still follow the drama to become popular overnight. Both have grown into popular niches. Although the kiss scenes and bed scenes in the feature film have been deleted, these plots in the backlash have become the original material for fans to create for the second time. This pair has not been in public activities or film and television works for five years. The CP with the intersection on the previous page, Chaohua still ranks quite high.

Of course, the show was taken off the shelves because it was too large to be broadcast. So two years later, another hit "Soul of the Soul" was launched. Change the route, and since then love has turned into brotherhood. "Nevertheless, for fans who have read novels, this kind of tacit and secretive sugar is even more exciting. "Xiao Song also said that although part of the plot cannot be broadcast in the show, the show can give CP fans more space in marketing. Whether it is the endorsement product of the two or the sales of the magazine, it once again proves that the "soul girl" is Casting ability and krypton gold ability.

The explosion of "Chen Qingling" two years ago has really pushed this drama to a new height and popularity. "Everyone has also changed from the CP in the fan show to the real fan. CP, in this case, the enthusiasm will not disappear with the end of the episode." With this show, Wang Yibo, and Xiao Zhan successfully promoted to the "top stream". In the Weibo CP Chaochao, there are more than one of the two. Among the highly active CP super talks, "Bojun Yixiao" ranked first for a long time. And the second place is the "Langlang Nail" CP in the prevailing "Shanhe Ling", which once rushed to the first place. In the CP Super Talk on Weibo, in the latest ranking this afternoon, 19 of the top 20 pairs are male male CPs. Even in the top 100, opposite sex CPs are only a handful. It can be said from the "Addiction" "", "Soul Soul" and then "Chen Qing Ling" and "Shanhe Ling", their explosions are inseparable from the pursuit of the "rotten girls." The third uncle of the Southern School once wrote in a long letter to the rotten girls To, "A rotten girl millionSoldiers, those who win the rotten women win the world". Not only are they strong in krypton gold, they can also write fanarts, draw fan pictures, edit fan videos, satisfy their own hobbies, and help these artists' works become popular.

"In fact, before "Addiction", the group CP in "The Pretender" has been quite successful. "Xiao Song said that there is naturally a marketing element in this. Indeed, after the "Pretender" fire, Mammoth reporter interviewed Jin Dong at the "Langya List" press conference and mentioned that he and the two younger brothers in the play He also laughed and said that before the start of the broadcast, the TV station staff asked him if he minded grouping CP. He didn't understand the meaning of CP very well. Of course, they soon understood and realized the popularity of CP. In addition, Li Yifeng and Chen Weiting, as well as Hu Ge and Huo Jianhua, who became acquainted in " Gu Jian Qi Tan ", have enjoyed the bonus of "Male Male CP" with the help of related works. In the past, "Hu Huo CP" When it was the hottest, "Harper's Bazaar" once shot a blockbuster film for the two in Hokkaido. This group of photos in the same frame once maxed out Weibo and Moments, and even in the music program, it can also show Ayunga and Zheng Yunlong, this pair of "cloud power" CP.

"To be honest, everyone in the industry now knows that filming corrupt dramas is the fastest to become famous fortune code. The popularity of these derivative comrades CP also stimulates the capital, including artists, to the same-sex CP. chase. "Xiao Song said, you can see that in addition to film and television works, talent shows or variety shows have groups of CPs. "The artists themselves are not rejected, and they will also cater to fans. Fans are very sensitive, even if there is only eye contact. It can be captured.” In terms of marketing, the film and the program team will also deliberately launch “official distribution”, “In short, they are all about to cater to the current rotten girl market, and to promote topical publicity programs or dramas, most of which are publicity. "Industrial fake sugar in the future".

capital games, more than 40 "Dan Jiao" on the pockets of "Rotten Girl"

Seeing that "Shanhe Ling" fired the first shot of "Dan Jiao 101", many of them have finished or are in progress. The preparation and shooting of similar dramas has also speeded up the process. The producer in the circle, Mr. Li, mentioned that the current major broadcasting platforms have stored a lot of delayed dramas. From the casting to the shooting, the "Haoyi Xing" has attracted much attention. " Zhang Gong'an", "Slaying the Wolf" have been finished, and the "Left Shoulder With You" adapted from "Sa Wild" is also under intense filming. In addition, the P big "Silent Reading" and "Mountain River Table Inside" Film and television copyrights have also been sold, and film and television adaptations of works such as "Blessing of Heaven", "Wolves in Pairs", "Dream of Dreams", "Earth Online", "Additional Legacy" and other works are also in preparation. According to statistics, more than 40 A similar drama series is being filmed or in preparation.

Delayed change dramas are popular, of course, there are elements in the market that cater to the audience, because the rotten girl’s krypton gold ability has been verified many times. Like "Chen Qing Ling" near the finale, it is broadcast. The platform paid a package price of 30 yuan to the members ahead of time. According to reports, at least 2.6 million people bought it at the time. Together with other derived income, the show attracted close to 100 million when it closed. And the member’s finale "Shanhe Order" , There are multiple broadcasting platforms, which cannot be ordered ahead of time. Therefore, the platform has developed a profit method of "paying for eggs". As long as it costs three yuan, "bad ending" becomes "happy ending", which is an open ending for the feature film. Too cruel, so, for fans, it is a good deal for fans to spend three dollars on a three-minute egg and a four-minute theme song to get a "sugar".

So, what is the reason for this kind of drama to impress thousands of rotten girls? Fan Xiaomu’s explanation is simple, “Seductive, and that this kind of unworldly love is very sensational”. Compared with the sweet pet dramas that are constantly sending sugar to cater to the audience, she feels that this kind of blatant “ambiguity” cannot be filmed. "More touching," "The restrained emotional development process of two people is more attractive to me than being straightforward." In the eyes of producer Mr. Li, the drama is actually an ideal "love meal replacement" in the audience's mind. He thinks The ideal emotions in the hearts of the audience are different. Some people prefer this kind of true, sincere and pure love. "It may not be related to reproduction, status, or secular concepts. This kind of emotional concentration and depth is rare in real life, so The appearance in the film and television is more popular.” The market is chasing the audience’s preferences. Come".

Of course, compared with the previous years' "Dangai" market, today's "Dangai" drama has new changes. "In the past, people who acted in Danmei or Danchang dramas were mostly small and transparent who had debuted for many years, or the choice of male artists when they had no movies to film, but now it's different." Mr. Li mentioned, whether it is a newcomer in "Addiction" The lineup, including "Soul of the Soul", "Chen Qing Ling", including the starring roles of "Shanhe Ling", had almost no sense of existence before "Going to the Sea", but after the series was broadcast, they all quickly achieved a rapid rise in popularity. This year, 30-year-old Zhang Zhehan, only became popular with the "Shanhe Order" after ten years of his debut. The explosion of these dramas and artists has also made capital quickly move closer to this type of drama. "After the capital is gone, these kinds of dramas are no longer shoddy and exquisite, and the leading actors also have first-line men like Huang Xiaoming Stars, including the popular idols, have also played Danchang dramas'Going to the Sea'". From the initial small cost to the direct delivery of "top-stream" large-scale productions, the dramas have become more and more popular. For example, "Hao Yi Xing" is starring Chen Kaige's youngest son Chen Feiyu and popular actor Luo Yunxi. Last year, it was predicted to be the most popular style. Similarly, the double male protagonists of "Zhang Gongan" Jing Boran and Song Weilong are also well-known artists, and one of the double male protagonists of "You are on the left shoulder" Fan Chengcheng is also a popular idol.

"The current'Dangai' drama can be said to be'goodies.' Basically, artists who want to get ahead or want to become popular are rushing to pick them up." After the film adaptation of "Blessing of Heaven" came out, fans quarreled over the casting. In addition to artists such as Hou Minghao , Wang Yibo, Wu Yifan, Lu Han, Zhu Zhengting and others who were nominated by fans, there were also male artists who went to fight for it. Will reject", but some book fans did not buy it and said that it was "inappropriate", and also named him "the first person to lick the cake in person", including Li Hongyi also tweeted "just like this, almost gave me a bend." , The picture is a screenshot of the animated version of "Blessing of the Heavenly Officials". Speaking of this, Mr. Li feels that it is normal, "Everyone knows that the profits will be huge after going to the sea, especially the "Blessing of the Heavenly Officials", which is another novel by the original author of "Chen Qing Ling", or the same director. It can be said that the excitement and popularity of the story are not lost in "Chen Qing Ling". The novel itself is popular and has its own traffic. For the artists, basically, whoever plays the fire."

In addition, unlike the past, the current double male protagonists are very "dedicated", and the publicity period has advanced to the stage of shooting Reuters. Since the official announcement, the two male protagonists have begun to send sugar, various Reuters materials are frequently searched, and social media will also interact frequently. All kinds of suspected clothes of the same style, and the look at each other when attending events have become fans' eyes. "Sugar" can be said to be "working hard." However, in the eyes of the artist propaganda Xiaomao , how sweet it is now, the fans on both sides will tear it up afterwards. Basically, once the business period is over, the two male protagonists are the first to dismantle the CP and untie them. When the show is broadcast, sugar is constantly being released, and after the show, it is like a passerby. why? "Always bundling is not conducive to future new works and publicity. In addition,'traffic' is extremely dependent on fans, so fans must be converted into their own fans during the broadcast of the episode", which is the so-called "purification", just two men The two sides of the main transform the same group. If you want to attract the fans of Krypton Gold to your side, it will inevitably produce competition. "Of course, after the end of the episode, CP fans and Weifan will have a bad fight, just watch. How does the artist deal with it? If it is not handled well, it was like last year's Xiao Zhan incident, which directly caused a scene, and this has a huge impact on his career." In fact, in the final analysis, whether it is to form CPs, dismantle CPs, or delay changing dramas and get together, everything is for money and resources.

"Red" means "metaphysics", big production is not necessarily red, too low cost

what fire shoots, like to follow suit is also a traditional skill of internal entertainment. From traversing drama, palace fighting drama, leading female lead drama, and then to the current Dangai drama. So, will these high-cost investment, popular actors appearing, and well-served and exquisite configuration, will it become an explosion? Not necessarily. The freshest example, the all-star lineup and movie-level production of "Shangyang Fu" failed to gain high reputation and high popularity. The artist promoted Xiaomao, remembering that the Danmei writer "Chai Dan" who created "Addiction" in the past, copied the model of the previous work and filmed the web drama "z1"."Z Shengshi ", the result failed to replicate the success of the previous work. "Moreover, one of the leading actors in this drama is Gong Jun, and "Shanhe Ling" is his second performance in a Danmei drama."

In fact, last year, there were also many delayed dramas broadcast, but none of them were hit. There is a "Passionate" adapted from Tanman " Yanshi Fan", even if the starring is Huang Zitao and Yiyan Qianxi "flow", there is no splash during the show, and Cheng Long was supervised by it. "Fourteen Years of Chenghua", in addition to the two heroes of Guan Hong and Fu Mengbai, there are also well-known actors such as Jia Jingwen, Li Liqun, and Yoko Lamu. This still cannot change the situation of this drama. After the show was over, the two male protagonists also failed to "fly up".

"It seems that the production party has mastered the'wealth code', thinking that it is enough to find two good-looking actors and sell them for corruption. No acting skills are needed. Late-stage dubbing and fine uniforms are used to make up for it, but it is actually not that simple. For six years, in so many dramas that have been delayed, it is only these four that have become a hit." In Xiaomao's opinion, the rotten girls are also very picky. "If the actors don't fit their eyes, the characters don't stick to the roles, and the story is not logically changed, they won't buy it." One of the most difficult aspects of the drama is the creation of the script. While retaining the essence of the original work and the wonderful story, it is necessary to change the explicit love to a delicate and ambiguous and specious feeling. "In the eyes of passers-by, brotherhood can be explained, but in the eyes of fans In the eyes of Heshu fans, it can also be a secretly sweet love, this size is difficult to handle." Xiao Mao feels that "Chen Qing Ling" and "Shan He Ling" are relatively successful in this regard. Of course, the scale of "Shan He Ling" is also on the verge of danger. And if the adaptation is too great, the two male protagonists are too "brothers", and then a female protagonist airborne, the fan will be quite disgusted, such as "The Fourteen Years of Chenghua". Fan Xiaomu feels that the capital flocking to the drama is of course to chase dividends, but they also hope that they can create with a serious attitude, "Don’t think it’s Danmei, just fool around if you have a flow basis, and don’t just want to cater to everyone at will. Sprinkle sugar changes the logic of character behavior. There are many reasons why the drama is not popular, but if it is popular, it must be excellent from the script to the actors."

When I think that dozens of "Danmei" or "Danchang" dramas will be launched in the future, just like participating in the "Creation 101" draft, fans are happy and excited, and of course they also have concerns. "The first two films I look forward to most now are "Good Clothes", "Zhang Gong'an" and "Blessing of Heavenly Officials". The actors are in line with my imagination, but I don't know what the plot will be." Fan Xiao Jin also understands that Hong is "metaphysics" and "Danchang" is the internal volume. Now all of them are big productions, and it is not easy for popular actors to break through.

In the eyes of people in the circle, the "dangai" getting together is not ushering in the so-called "dangai drama prosperous era". Mr. Li thinks that this is the same as every wave of the previous wave, but this time from the "big "The main female drama" has become a "Danchang" drama. "It cannot be said to have become the mainstream, but now the audience accepts it more and more. It used to be a niche carnival of rotten girls. Now many non-fans also I can accept it." Although it is easier for a double male lead drama to be "top-tier", it does not mean that heterosexuality is not popular. "The recent popular and popular online drama "Sito" is actually a so-called female lead drama. The characters are in line with the current aesthetics, the story is fresh, and the acting skills are in place. There are many fans of the male and female CPs in the knockout drama. In fact, as long as the drama itself is excellent, it will attract the audience, but in fact, the audience of this kind of drama is wider." Of course, the enthusiasm of the drama has really stirred the market, especially the popularity of "Shanhe Order", which is also very exciting for the film and television industry, but a large wave of similar dramas is "not necessarily a good thing". He worried that if After the adaptation, the dramatists are similar, the story is not new, and the audience is easily aesthetically fatigued. "If you run into a few games in a row, then the capital is profit-seeking, and it will soon turn to other fresh ones. Type, but wasted some good IP".

In addition, some people in the industry are also worried about the uncertainty of related regulations, "If there are only one or two, but a large number of them get together, it is easy to form a topic. If this causes the tightening of related policies, the scope of the impact will be affected. It's big". Indeed, during the previous broadcast of "Shanhe Ling", some media took the initiative to seek an appointment with the filming party. The filming party was very cautious and reminded not to mention related sensitive words such as "Danmei" and "Dangai". Marketing was even more conservative.Not only does he not take the initiative to guide the "male and male CP to", but also "please don't mention it for help", just hope that "the drama can be broadcast smoothly". Therefore, now that "Shanhe Ling" has exploded, and the "landing" has been successfully broadcasted, the rest to be broadcast should be more nervous than excited. But in the final analysis, as insiders, they hope that not only similar dramas will get together, but good works will get together. That is the real "lifting" for the industry.