Author/Yu Zhe Shen Team
"Spring River Plumbing Duck Prophet". In the past, " derailed " and "Don't be tempted by me" captured the joy of CP eating for modern actors, and later "Huajian Ling" created the first hit of spring for ancient actors. Youku's "turning the table" this time has sent a big signal to the film and television industry-original content has once again won the market.
aired on the air and exceeded 10,000 in three days. It has topped the Maoyan online drama popularity list for five consecutive days since its broadcast. Yunhe data shows that the feature film has the highest market share of 16.8%, and the broadcast has an S+ rating. Social platforms are equally noisy. The total exposure of the show on the entire network is nearly 8.3 billion. From "face-changing memes" and plot ideas to behind-the-scenes and live broadcasts of artists, second-generation videos and interpretation posts take turns to come up with new ideas, which can be said to be in harmony with the audience's aesthetics. Even if it competes with the strong-line drama " and Fengxing " and the IP drama " flames ", it will not be far behind. "Flower Room Order" cannot escape from becoming a model of small and broad.
is not superstitious about IP, and starts with the story through original thinking; it is not obsessed with piling up selling points, but uses logic to internalize the bones; it is not satisfied with making sugar-coated shells of ancient puppets, and has developed a Chinese-style suspense texture, the phenomenon of "Huajian Ling" , seems to be no accident.
The selling points are solid. Not every ancient puppet is called "Hua Jian Ling"
The audience's appetite can be tricky. If you eat too much sweet treats, you will miss the spiciness of realism. People's life dramas will wear cocoons on your eyes. , only bright and curious suspense can cure it. In short, the market is never certain. Even ancient puppet shows with the largest base must always maintain a sense of crisis and dig out the most ostentatious-looking branches from the established branches of the drama to attract customers. This is the selling point.
The selling point is to ensure that there is a clear label, and there is no threshold for understanding, and the target audience comes uninvited; secondly, it is necessary to ensure that the label is not an empty cannon, and there must be an iconic dramatic conflict surrounding it, which is consistent with the plot. The purpose of the work must be consistent, otherwise it will be a burden to the story. Only by turning selling points into landing points can target fans be expanded into the "passerby audience" group.
"Huajian Ling", as an original script, has firmly grasped the core selling points in terms of basic settings, such as the "face-changing" plot, and it also points to the subsequent emotional logic - a bamboo horse changes to the sky, a well-matched opponent changes to the clouds The difference between mud also points to the core of the story - beauty, ugliness, nobleness and inferiority are judged by the heart and not by the shape.
"Huajian Ling" is a benchmarking project that "understands the audience". Plots such as "weedy heroine", "rebirth of a villain", "falling off the horse" and "dead wife" are like the dominoes opened by the "face-changing meme", opening up the floodgates and making things logical. "Flower Order" cleverly uses classic settings to serve the audience in a targeted manner.
At the same time, the suspenseful rhythm and image style of "Huajian Ling" also add a convincing story quality to this drama. The corpse-carrying girl in the city of sin lived like a silk-like sunshine. Once she was favored, she also suffered misfortunes. She was resurrected and reborn. The people she trusted became enemies. She wanted to avenge her own grievances but also did not forget to avenge others. drum. "Flower Order" opens with a woman who is hard-working and warm-hearted, making Pan Yue and the audience fall in love with Yang Caiwei. In the scene where Yang Caiwei collects the body alone, and dozens of lives in the house flash before her eyes, who wouldn't want to say "Yang Caiwei is so handsome".
The new clues that are closer to the truth in each episode are also closely connected with the emotional line of "Pan Yang Zhihao". Yang Caiwei's fateful encounter after being framed is a touching moment of redemption. The wedding after the face change is an embarrassing turn. Yang Caiwei and Pan Yue's letting go after dispelling his doubts about the other party is the expectation of falling in love again... This is an effective "two-way pull". The suspenseful narrative rhythm of "Flower Room Order" does not drop, and the audience's enthusiasm can be kept high. With the support of service quality and lens texture, the selling point is firmly established.
has become a hot topic, and the carnival on the four major websites of "Wei Dou Shu Bing"
"Huajian Ling" is not only a carnival on Youku site, but also on Weibo, Douyin, Xiaohongshu, Bilibili, etc. The platform constantly refreshes and maintains its ability to create memes, providing secondary and tertiary interpretations of characters, plots, and cast.
Douyin #花jianling topic has played more than 3 billion times. Among them, Ju Jingyi ’s image of a bad girl is particularly out of the circle. The few seconds of the shot of raising her eyes and lifting the sedan have hit the excitement of short video users. There is no shortage of "thinking" in the comment area. An entertaining meme about being a dog for my sister. I'm afraid that after this drama is finished, Ju Jingyi will be labeled as a "host-type" actor in addition to her "good looks".
"Huajian Ling" has become a frequent hot search on Weibo since its launch. Ju Jingyi and Zheng Hehuizi co-played the heroine Yang Caiwei in "Flower Room Order". The combination of "personality" and "acting skills" aroused the enthusiasm of the audience. Topic point. Station B is even more successful with its second creation. The CPs of "Best Short Drama" and "Be in Two Episodes" have left up owners in disbelief.
In any case, this is the effect of the two actors, and it is also the victory of "Huajian Ling". Whether it is a verbal dispute between fans or a fair talk from passers-by, once the excitement subsides, you will know that "Flower Room Order" has real ability. After all, the delicate and exquisite costumes, the refreshing real-life shooting, the weird and wonderful suspense visual effects, etc. are all quality assurances that can withstand the review of the audience, turning the topic of "soft" CP and "inflated" into self-promotion hard currency.
When it was aired, Xiaohongshu’s popular analysis post was posted, “Finally there is a female protagonist who can keep pace with the male protagonist”, “She is not a tool to advance the emotional line”, “You can have a shiny and noble body even though you are covered in mud. Content such as "Soul" gained resonance. In the latest plot, the line "I can walk around the world as a woman is extremely comfortable" has been widely used on social platforms.
These are enough to prove that "Huajian Ling" has successfully transformed its impact into a hit point, and its stamina is large enough. Able to unify the aesthetics of the major platforms of "WeiDouShuBi", the play is particularly accurate in capturing the preferences of young audiences and popular social emotions.
The next "Huajian Ling" should not be far away
From the high-profile selling point to the precise landing point, it has gained unexpected hits. "Huajian Ling" may have some cleverness in scheduling and promotion. Appropriate, but the most important thing is the victory of original content. Some small-scale dramas may have clear selling points, but they often end up greedy for too much and let the content serve their selling points. Some long dramas with delicate main lines may not be able to open up the target market due to their blurry faces. "Huajian Ling" filled in convincing details on its most basic character design, "concentrated firepower" on the value points that can build high-rise buildings, and became a dark horse with its small and broad character.
ip It is naturally not easy to adapt, but there is still a direction to follow and the original basic flow to guarantee it. However, the original script is walking in the dark. The screenwriter must maintain the momentum of competing with the story, and the producer must maintain one heart in order to translate it. It is presented to the audience as a film and television language that has both soul and flesh. Among them, Ju Jingyi's interpretation of the new image and market appeal, Liu Xueyi's persistent expression of soul attraction, and Zheng Hehuizi's solid character design in two episodes have all contributed to the popularity of "Flower Room Order". Small contribution.
Original scripts will always have room to play in the content market, but there are not many successful cases of using small to make a big difference. In 2022, there will be "Young Song Xing", which is not limited to traditional martial arts and has diversified styles to attract young audiences, and in 2023, there will be dramas such as the bold comic drama "Under the Stranger", which have updated the production team's content selection in the future. Dimension adds more chips to the content comeback. I believe that after "Flower Order", the road to original content will go smoother in the future.
It’s not that Youku has overturned the table, and it’s not that “Huajian Ling” has revolutionized IP, but the hard truth of letting good content “explosionally change” the audio-visual market has never changed. In 2024, we look forward to high-quality dramas, and we also look forward to surprises from dark horses.
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