Facts have proved that no matter when or what the occasion, the three words Stephen Chow bring "a huge amount of traffic".
Star Master’s first short drama is online
The number of views has exceeded 10 million
Stephen Chow, the comedy superstar who left a deep impression on the hearts of those born in the 80s and 90s, recently launched his first short drama "Golden Pig and Jade Leaf", and in It will premiere on Douyin platform on June 2.
Although Stephen Chow’s creative pace has slowed down in the past two years, in addition to serving as the executive producer of last year’s animated film “The Monkey King,” his last personally directed work was 2019’s “The New King of Comedy.” It only releases a work every three to four years. But even so, Stephen Chow's reputation and influence are still strong, causing the short drama "Golden Pig and Jade Leaves" to receive widespread attention as soon as it was released.
Therefore, this short drama showed its extraordinary charm as soon as it was launched. In just one hour, its views quickly exceeded the one million mark, and five hours after it started broadcasting, it climbed to more than 5 million times, making it the leader among newly launched short dramas. Among them, the related topic #Xu Zhisheng plays Stephen Chow's short play Fancy Pit Leader# quickly aroused heated discussions on the Douyin platform and became a hot search list.
Now in just two days, the number of views of the first episode of "Golden Pig and Jade Leaf" has soared to 31 million. The 9527 Theater jointly developed and operated by Douyin and Stephen Chow is expected to receive at least 30 million yuan in remuneration. . Behind this number is not only the strong influence of "Xingye"'s personal brand, but also a vivid demonstration of the market potential of short dramas.
●Picture source: Douyin
High-profile entry
But it’s hard to conceal the acclimatization
When the classic Zhou’s nonsense meets a hot micro-short play, what kind of sparks will collide?
It is understood that "Golden Pig and Jade Leaf" tells the story of a "pig-killing plate". The main plot revolves around trainee lawyer Ye Xiaolai, who joins forces with anchor Zhu Hao to uncover the truth about the "Pig Killing Plate" scam in order to save his sister Ye Xiaohui. It can already be felt from the first episode that the filming team tried to use the strong contrast between the Taiwanese girl and the Northeastern boy to generate laughter during the joint adventure.
●Picture source: "Golden Pig and Jade Leaf"
With the golden name of "Stephen Chow", whether it is the production team, the cast or the texture of the picture, it can be seen that a lot of thought was put into it. In terms of actors, "Golden Pigs and Jade Leaves" invited many comedians such as Tudou, Jiang Shimeng, Pai Xiaoxuan, Zhang Baiqiao, Xu Zhisheng, etc. In terms of shooting methods, a film-level photography and art team was used, and the shots of the short dramas were also used. Presentation is guaranteed.
However, after the first episode was broadcast, it was obvious that "Golden Pig and Jade Leaf" encountered "acclimatization" in the short drama industry.
Although some netizens shouted that it was funny and enjoyable, saying that the product produced by Xing Ye must be a high-quality product; but more netizens said that they did not see the nonsensical taste of the past at all.
One of the netizens commented: "If it weren't for Stephen Chow, I probably wouldn't have clicked on this short drama." The pacing is not fast enough and the setting of explosive points is not dense enough, which are the most criticized problems. The first episode lasts for more than 6 minutes, but the plot is still in the foreshadowing phase - which is obviously not in line with the viewing habits of short drama audiences. According to data compiled by the Short Drama Study Room, among the hit short dramas from January to July 2023, 90% of the themes are still "cool", such as God of War, time travel, rebirth, counterattack, etc. are all popular themes .
In the first episode, the only laugh caught by netizens was a joke by comedian Xu Zhisheng. The company employee he plays uses "ironic words to speak the truth", connoting many social hot spots such as "Japanese nuclear wastewater" and "the proliferation of shootings in the United States". But this is obviously not related to "coolness". From the plot of a single episode, you can't feel the ups and downs of the plot. In summary, it is "not gripping enough".
●Photo source: Douyin
Some netizens directly said, "Stephen Chow never understands that the audience likes to watch him, not to watch him take pictures of others."Many fans also questioned this time's "Golden Pig and Jade Leaf": "Is the low star content too low? Stephen Chow neither directed nor acted. Is this a real-life version of the "Pig Killing Plate", in which I am the one who is being killed? "Contrary to the expectations of the audience, Stephen Chow serves as the producer of "Golden Pig and Jade Leaf" this time, guiding the creation in terms of characters, plot settings and post-editing, but he does not star in it and is not a director.
The play is currently only broadcast After watching the first few episodes, it remains to be seen whether it is a "familiar taste" or "cannot find the old feeling".
Can short dramas be played after being introduced to the scene?
In fact, in the traditional film and television circles, Stephen Chow has crossed over to do short dramas. The experiment is not an exception. From Chen Sicheng, Wang Jing to Stephen Chow, the fate of these "regular troops" is gradually making micro-short dramas from a supplementary shooting method to standardization and marketization.
"China's micro-short films in 2023-2024." "Drama Market Research Report" shows that the market size of micro-short dramas has reached 37.39 billion yuan in 2023, is expected to exceed 50 billion yuan in 2024, and will exceed 100 billion yuan in 2027. The total box office of Chinese movies in 2023 is 54.92 billion yuan, which is slightly short. The scale of the drama market has reached 68% of the movie box office. Ten years ago, online dramas, like short dramas today, gradually occupied the market share of the traditional film and television industry. Ten years later, micro-short dramas became popular in the market. For actors and directors, shooting micro-short dramas is often ridiculed as a "dimensionality reduction blow." However, as short dramas become more and more popular, this ridicule begins to weaken, and instead, the audience's pursuit of short dramas has quietly become a new trend. The trend.
However, one question is, can you definitely win the reputation of a short play with a great director and famous actors?
Not long ago, Wang, a well-known director who has directed many famous films such as "The Ninth Grade" and "God of Gamblers" Jing's experience in entering the micro-short drama market with "Billions of Silly Princes" also attracted attention.
●Source: "Billions of Silly Princes"
Although Wang Jing personally acted and invited "Sister Pomegranate" Yuan Qiongdan to help out, The market performance of the show is far from expected, with only 8.6 million views. Even after 11 paid episodes, the number of likes for a single episode has basically stabilized at less than 20, or even a large number of single digits. It can be seen that the audience's purchase situation is not good.
●Picture. Source: Douyin
It stands to reason that the advanced experience of professional film and television production teams can drive the short drama industry to develop towards quality and industrialization. However, the result is obviously that even senior filmmakers want to copy the past in the short drama field. Success is also full of challenges.
In this regard, some media believe that for the short drama track, experience in traditional film and television is not necessarily a bonus.
The reason is that on the one hand, practitioners in the traditional film and television industry have produced in the past. The content is not directly oriented to C-end users, and short plays, as an art form directly oriented to C-end users, need to be closer to the needs and preferences of the audience; on the other hand, they have the aura of famous directors, famous actors, and famous institutions. , these works will naturally receive more rigorous scrutiny and evaluation.
So here’s the question, do you think the first episode of Stephen Chow’s first mini-series “Golden Pig and Jade Leaf” is funny?
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