With the increasing congestion of the sweet pet track, the theme bonus ceiling seems to be approaching gradually. Instead of competing in the stock market, it is better to tap the incremental market to improve the odds of winning. The just-concluded " my villain boyfriend " is such a sweet drama that has successfully broken through in a different way. The positioning of
's anti-routine romantic comedy seems to indicate that it will win at the starting line. The play breaks the conventional shackles in the setting of the protagonist, and creates a hilarious laugh with the high-frequency reversal of the plot. At the same time, it integrates the appearance created by sophisticated production with the speculative core of the characters that are conveyed to the three views to sublimate the pattern of sweet pet dramas, thus creating a weapon to break through with differentiation.
图源：《我的反派男友》
01
击中年轻女性+泛众市场，引发自来水
《我的反派男友》播出期间，数据表现不俗。 24 hours after the broadcast, the popularity on the iQiyi station on the exclusive broadcasting platform exceeded 6,000; after only half a day, the popularity rose to 6,500. The drama has also set off a craze in overseas ratings - it has been on the air for 3 days, and it has reached the top of iQIYI overseas Chinese drama TOP1; and later won the iQIYI overseas chart champion.
Source: iQIYI Overseas Edition
The Deta Cultural Prosperity Index also performed well. On the second day of the broadcast, the prosperity index of the show more than doubled and broke 1, and then rose steadily. The prosperity index of low-cost online dramas broke 1, indicating that dramas got off to a good start because they precisely hit the target audience's aesthetics. And a good start helps word-of-mouth. At present, the show has a score of 7.0 on Douban, and it rose to 7.2 on the day of the opening. It has been affirmed by the audience, and it also shows that the show has the potential to spread further.
Source: Detawen Technology
In terms of audience distribution, "My Villain Boyfriend" almost wiped out the core audience of sweet pet dramas. The 18-23-year-old, 24-30-year-old generation Z and young women are the main fans, and the female audience accounts for as high as 81%. The tap water with strong desire to share and express is to promote the expansion of the play. one of the important external forces.
They participated in the that started on Weibo, Chen Zheyuan said the new drama is called my good eldest son, Chen Zheyuan Shen YueCP's name is Nan Wang Jin Xiao, my villain boyfriend is all sugar, my villain boyfriend knows the soil Talking about funny topics such as Gou Hi Dian, Chen Zheyuan's Xiao Wudi is a playboy, and my villain boyfriend candy with a knife, it drove passers-by to watch and interact, and expanded the audience. The positive sentiment of the drama is as high as 82%, which is proof of the high praise from the audience.
Source: Detawen Technology
's portrait of a younger audience, illustrating the basics of sweet pet dramas + brain-opening anti-routines + black-bellied villains and energetic writers, domineering presidents and strong women in the workplace, cute schoolgirls and Hanhan Junior 3 has an emotional meal replacement for CP. The superposition of several big buffs strongly attracts young people. It also reflects the precise research and iterative innovation of Pianfang Qimiao Culture on the target audience, trying to make the cake bigger.
Source: "My Villain Boyfriend"
geographical distribution,The high volume of voices in the new first-tier, second-, third-, and fourth-tier cities shows that "My Villain Boyfriend" has a wide range of audiences, showing popular characteristics. On the one hand, thanks to the main light comedy style, it is completely in line with the public's taste.
Source: Detawen Technology
Netizens posted bullet screens, and real-time interaction strengthened the immersive atmosphere of chasing dramas. For example, Xiao Wudi traveled from the novel to the real world. In order to find out the reason for the travel, he asked the Nanxing scene to reappear, coercing and enticing the other party to lie on the lawn and fall asleep together. Seeing the male and female protagonists lying together, "Are you two going to die for love?" "I'm lying in the middle" and other funny barrages began to swipe. The female protagonist supports the male second in love, and netizens sent out a barrage ridicule of "I am a love security guard for the boss during work".
In addition, iQIYI's creative barrage also adds a unique interactive experience of chasing dramas. For example, when the barrage contains "help", the screen will drop the cute Q-version villains of Xiao Wudi and Nan Xing; When Nanxing summons Xiao Wudi's plot, the "black hole" special effect will appear on the screen again, sucking the male protagonist and the barrage away together, and the barrage will not be spit out until the location change is completed. These interesting settings related to the plot also enhance the enthusiasm of netizens to interact.
Source: "My Villain Boyfriend"
Another reason why the show can reap the general public is that interprets the universal issue about love in a broad sense through a popular shell. Taking this as the cornerstone, multi-dimensional emotional aspects such as fission, love, and friendship are presented through various characters in the play, poking at the greatest common divisor of public emotions. The play not only breaks the geographical barriers, but also consolidates the sinking market.
02
Anti-routine character design + plot, casting an eye-catching magic weapon One of the eye-catching killers. Taking a differentiated route on the sweet pet track, we are committed to maximizing the advantages of novel positioning, and through the two major elements of anti-routine and comedy, the film has successfully made a combination of conventional themes + innovation.
Specifically, made a fuss about the characters, plot and tone on the premise of ensuring the core element of the sweet pet drama sprinkled with sugar. Using anti-routine characters to collide with happy stories, it provides viewers with a novel experience of eating candy in anti-routine methods.
Source: "My Villain Boyfriend"
The male protagonist Xiao Wudi is a tool person who appeared in the fan literature he wrote to set off the decent Lu Da in his own fanfiction. On the way of destroying the novel's heroine and Lu Da's marriage, at first glance, it does fit the character of the big devil. But this villain is a bit like a "paper tiger", he is not bloodthirsty, and he will pay to show his sense of superiority when he plunders the opponent's sword. The atypical contrast
makes the characters shatter the public's inherent impression of the villain. Therefore, when he traveled from ancient novels to the real world of the 21st century, he ushered in a "new life" in the new environment, revealing a new face of arrogance, cuteness and narcissism.
does not have the common "unaccustomed to the soil and water" jokes that are common in ancient and modern characters. Xiao Wudi's ability to learn and adapt is super strong. He goes to the library to check materials to understand his own situation, learns to use a smartphone to order food online, and use a computer to check lettersinterest, and even learn English without a teacher.
Source: "My Villain Boyfriend"
The heroine Nan Xing is a sports student who practiced discus . After graduating from college, she turned to be a writer. Because of her idol Lu Zichen, she worked hard to join his company X culture and became the assistant to the president . The optimist character makes her always look full of energy, and the education of a sports student is destined that she will not be a weak girl, but the strong-looking heroine has psychological weaknesses - because she witnessed her father's accident in high school, panic disorder with fear of open flames.
The combination of two contrasting protagonists is bound to collide with an unusual and sweet emotional line. The male protagonist traveled to the modern age because of the female protagonist's wish, and was taken to the hospital by the female protagonist and princess after fainting. Go back to ancient times to help the heroine arrange a blind date and help her find a boyfriend to fulfill her wish; he has a good impression of the heroine, but the hero falls into self-doubt and talks to the doll; Pretend to be a warm male blogger and female lead, and also output earthy love words . In particular, the scene where the title of the new novel was modified from the perspective of the male and female protagonists reflects the ingenious design of the play structure. Such intensively staged reversal plots with a tight rhythm, a sense of coolness and a sense of surprise, to name a few.
Source: "My Villain Boyfriend"
Even on the sugar and the blade, it is full of anti-routines. The male protagonist was summoned by the female protagonist to the holy place of confession. In the face of the confession of the other party, the male protagonist directly stated that he could not give the female protagonist future concerns because he did not have a modern identity. The female protagonist responded bravely and only looked at the present. But not long after it was sweet, the hero and heroine triggered the "abuse" switch because of their first kiss - the heroine wanted a love that was hard to remember, and the hero disappeared into the novel.
's unconventional plot makes it difficult to predict the development of the story based on past experience of watching dramas to - this is the essence of the anti-routine. The film side firmly grasped the audience's psychology of chasing the drama.
netizen's classic comment "When you think you're going to be embarrassed right away, it starts to be funny, when you think it's going to be ambiguous right away, it starts to be funny, when you think you're going to die, it starts to be funny, and when you think you're going to die soon, it starts to be funny. When it is about to die, it starts to be funny", stating the innovative approach of this drama in the sweet pet track.
图源：网友评论
03
超正三观，提升小甜剧内涵
作为一部小甜剧，《我的反派男友》还雕琢了富有余味的内涵。 The people in the show from time to time in the workplace and in life the views of three super-positive views, which reflect the positive values conveyed by the play and arouse the audience empathize with .
The male lead arranges a blind date for the female lead. The female lead is anxious to go to the boss's house to get the manuscript. The male lead asks when she will come back to continue. Dao, if you don't pick, who will be responsible for the rest of your life. It reflects the self-improvement consciousness of women in the new era to control their own destiny.
, the second female boss, encourages the new female lead in the workplace to work hard, give full play to her meticulous and persistent advantages, and sit firmly as the assistant to the president. Seeing that the female protagonist is not used to wearing high heels, the second female will tell each other about her experience, it's okay, take it slow. The second woman appreciates the heroine's talent and encourages her to participateRecruitment of new authors for the company. The sympathy and support of women in the workplace shines the light of female friendship.
saw that Lu Zichen wanted to chase Ye Qing but didn't dare, and even used "a friend" as an excuse, the female protagonist of 's single mother and child pointed out that if you like someone, you have to face your true heart bravely, if you have such courage No, it's better to give up as soon as possible. Inject the courage to love bravely to the modern people of " love incompetence ".
The male protagonist learned that he was a paper man and was confused about what he was living for, which made the female protagonist start to think about the meaning of life. The mother told the heroine that life is lived by oneself, no one has pure freedom, try to do what they like, and enjoy life.
Source: "My Villain Boyfriend"
In different situations, the opinions output by the characters based on their respective positions, and the collision between the opinions, either implies introspection, or inspires the viewer. To a certain extent, it enhances the connotation of Xiao Tian drama.
04
is well-made, the perfect fusion of "virtual and real"
It is worth mentioning that the TGI index of the first- and second-tier cities of the show is high, indicating that it has a fashionable texture and exquisite pictures, which meet the requirements of high quality of life for people who struggle in big cities. the crowd's preferences. Regardless of the scene or the service, the details reflect the ingenuity of the filmmakers at the production level. What is rare is that although is a drama with a fantasy setting, it has created a pyrotechnic audition language that integrates the virtual and the real.
The hostess's home is well organized by "mother" Ms. An, the key box at the entrance, the paintings and green plants in the living room, the assorted refrigerator stickers on the refrigerator in the kitchen, and the neatly placed condiments on the stovetop. Tableware, the wall of the female master bedroom is covered with photos of idol Lu Zichen, the storage box next to the wardrobe, and the bookcase full of books and trophies. The breath of life everywhere creates a warm atmosphere of two bereaved cross-generational women rebuilding a family. , and reflects the identity of the heroine writer and Ms. An's taste as an artist from the side.
switches to the work scene, and the X culture where the heroine works reveals the characteristics of the cultural IP industry. Folders, post-it notes, staplers, solid glue, pen holders, notebook stands, desk lamps for overtime, neck pillows, , water cups on the employees' desks... It truly restores the "combat equipment" of workers in the workplace, reflecting the The high-pressure and tense working conditions make it hard not to let the “social animals” who are working hard in the first- and second-tier cities feel a sense of substitution.
Source: "My Villain Boyfriend"
In addition, some key props in the play carry rich information. The heroine placed their favorite oranges and apples in front of the photos of the deceased father and first love, the bear doll that the heroine gave to the hero, the little King Kong pendant placed on the desk of the second lady, and the hero who gave it to the heroine himself on The doll wind chimes made by the pottery shop may explain the family background of the characters, or highlight and add to the charm of the characters, or promote the emotional stories of the characters.
Source: "My Villain Boyfriend"
The makeup of the characters in the play is also consistent with the character's identity and personality. The heroine who has turned from an athlete to a writer, shuttles between life and work, and switches between sports and leisure style, home wear and formal wear. In the blind date scene, the male protagonist was transformed into a Hong Kong-style beauty dressed up with fake long hair. The male protagonist who has traveled to the modern age, the clothes are designed to reflect the handsome andThe uninhibited character of the daily casual style is mainly.
Source: "My Villain Boyfriend"
According to the data monitored by Detawen - cold and arrogant girls, mysterious summons, princess hugs, three views of characters, sweet heartbeats, comedy dinners, etc. It is the above-mentioned male and female protagonists and anti-routine characters, the unexpected plot, the positive values conveyed by the characters, and the brisk tone of the play. From the side, it proves the success of the film party in creating an anti-routine romantic comedy.
图源：德塔文科技
05
结语
《我的反派男友》堪称今年“小而美”剧的代表之一，在播出十天的时间内，通过对甜宠外壳做了反套路升级, with the setting that the villain came from the book to the real world, let the audience have a dream of a fan fiction author falling in love with the villain. In the simple relationship between characters, it builds a warm and sweet, gradual and credible chemical reaction between the male and female protagonists, which makes the drama funny, and the CP of "Nan Wang Jin Xiao" is good, in addition to letting the public give feedback after chasing the drama" I've committed a love addiction", and also injected a certain philosophical meaning to improve the connotation pattern, and made a positive demonstration for how to open up the incremental market for conventional dramas whose development space is increasingly saturated.
Written by: Cotton
Editor: Su Qin It reflects the most real episode popularity, which is a more advanced episode popularity indicator in the industry;
2, character contribution: in the episode, the discussion popularity contributed by each character contributes to the total role popularity of the show.
3, the list shows the main production company and main broadcasting platform, as well as the network public opinion focus of the drama to be broadcast.
4, the data covers the first star TV series and the first online TV series.
5, the data source is the analysis and mining of public information. If any potential stakeholders claim relevant rights and interests, please contact our company in time.
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