text | Entertainment Xiance, author | After the rain, editor | Xiance Editorial Department
Watermelon, beer, and hit dramas are the exclusive standard for summer.
Nowadays, the battle for summer drama series is in full swing, and all major platforms have taken the lead with popular products on their sites. The most popular drama at present is still Youku's costume drama "Mo Yu Yunjian". As of June 18, the drama has topped the market share of Beacon for 14 consecutive days. After Tencent Video's " Qing Yu Nian 2" came to an end, " Rose Story " quickly came to the rescue. Within three days of being online, the popularity on the site exceeded 30,000. Another military-themed drama "Haitian Eagle" co-produced with Youku also Squeezed into the top three of the rankings.
In comparison, the performance of iQiyi and Mango TV is somewhat inferior.
iQiyi Mist Theater's suspense drama "The Boy Who Can't See a Shadow" is about to come to an end, but even with the gimmick of Zhang Songwen and Rong Zishan, it did not stir up too much splash. The S+-level "Fox Demon Matchmaker" "Moon Red Chapter" was a big thunder and a small rain, and the popularity did not exceed 10,000 until the finale; Mango TV's only "The Time Is Right" co-produced with iQiyi ranked among the top ten most played feature films on the Beacon Network. "Nancheng Banquet", a costume light comedy, ranked outside the 20th place.
Judging from the recent performance of major platforms, Tencent Video has the most hit dramas, and popular dramas such as "Sauvignon Blanc 2" will be launched soon. However, there are also works with high hopes to be broadcast on other platforms, such as iQiyi's " dislocated " and "Above the Dark Clouds", Youku's "Half-Mature Man and Woman", etc.
So, this summer, can major platforms rely on hit dramas to attract new members?
Ancient puppet dramas are being re-rolled, and s+ may fail.
Ancient puppet dramas have reached a new level. Typical examples include "Fox Fairy Little Matchmaker", which was directly produced into a trilogy series. Each one has a superb cast and a luxurious cast. s+ production.
Unfortunately, the popularity and reputation of "Fox Fairy Matchmaker: Moon Red" starring Yang Mi and Gong Jun are not in line with the audience's expectations for the s+ drama. I don't know if the following "Bamboo Industry" and "King Quan" can be saved. Decline.
Another s+ drama series "Qing Yu Nian 2" opened low and went high, claiming the title of "King of Drama", but its reputation is slightly lower than that of the first season. And a small-to-medium-sized drama series on Youku, "Mo Yu Yun Jian Jian", unexpectedly became a hit by taking the route of rebirth and revenge.
From this point of view, the popular traffic code of S+ dramas is gradually failing. Of course, this situation is not exclusive to this summer’s drama series.
Looking at the ancient puppet dramas in the summer last year, only "Shanghai Love" and "Lotus House" maintained the S+ position. The former has many fans in the CP sadomasochism circle, and the latter relied on the martial arts detective route to get out of the industry. An innovative attempt has been made in similar themes.
As a comparison, other s+ ancient puppet dramas still jump repeatedly in the familiar ancient puppet routines. For example, the master-disciple configuration of " Jade Bones " starring Xiao Zhan and Ren Min was criticized as a low-profile version of " Hua Qiangu ". "The Legend of Anle" starring Gong Jun and Dilraba only relied on actors The appearance is strong, but the "Seven Occasions of Auspiciousness", which is the target of "Canglan Jue", is also a misfire, and Yang Chaoyue's acting has become the hardest hit area.
Just as the S+ drama series was in full swing, a low-cost costume drama "Ancient Acacia" from Station B unexpectedly made its mark by relying on word-of-mouth. This drama sets the male and female protagonists in reverse time and space. The male protagonist Shen Buyan and the female protagonist Lu Yuan have opposite fates, dooming their love to end in tragedy. "He doesn't know when she is in love, but she doesn't know when he is in love." knowledge". Although this drama is limited by cost, and the costumes and scenery are relatively rough, the ultimate BE aesthetics makes the audience laugh to death.
This just shows that, rather than blindly rolling out S+-level big costs and big productions, telling good story content is the key to a drama's success in the industry.
Judging from the costume dramas to be broadcast this summer, iQiyi has the costume comedy "Sifangguan" starring Tan Jianci and Zhou Yiran, and the costume detective drama "Yan Xin Ji" starring Luo Yunxi and Song Yi. Can it It remains to be seen whether the blockbusters of "Changfengdu" and "Lotus Tower" will be reproduced; "Nian Wushuang" starring Tang Yan and Liu Xueyi has also been put on the agenda. 85 Flowers represented by Tang Yan can still be in the comfort zone of ancient puppets How long the notification will last remains a question mark.
After "In the Clouds", Youku also has the male and female costume drama "The Years of Life" starring Zhao Jinmai and Zhang Linghe. Zhao Jinmai's participation in the costume drama again is worth looking forward to; Tencent Video's jointly directed by five directors "Jin Yong's Martial Arts World" has just been launched, but as of press time, the market share is only 3.82%. It can also be seen from Douban comments that many viewers are not convinced about classic remakes. "Sauvignon Blanc 2" and "Liu Zhou Ji" are expected to be released in the summer Meet the audience. The fairy tale drama "Family" starring Jing Tian and Zhang Linghe will also be launched on Mango TV. The high-looking fairy tale drama has also earned enough audience expectations.
From this point of view, the theme types of all major platforms basically continue the popular styles of the past.
After "Qing Qing's Daily Life", "Sifangguan" continued to follow the route of costume comedy; after "Lotus House" became popular, costume detectives continued to be favored by the market; Xianxia dramas also continued the setting of high-looking protagonists, but I don't know the plot Can there be a breakthrough?
In addition, popular IP series are still the traffic password of costume dramas. As for whether "Sauvignon Blanc 2" can fulfill the hit effect of long-tail IPs, a conclusion needs to be made after it is aired. Nowadays, the Guou track has become more and more complicated, and it is not easy to break through.
Urban dramas are coming, and "Rose Story" takes the lead
Workplace urban dramas also have the potential to be hits in the summer season, such as "My First Half of Life", "Thirty Only", "Ideal City", etc. The play has sparked discussions on various issues. The recently released TV series "Rose Story" has also become a hit on Tencent Video.
However, the audience's discussion of this drama has stayed at the level of Liu Yifei's appearance. "Do you need to watch the plot to watch this drama? No, just look at the beauty." There are endless comments, which just cover up the role of urban dramas. social issues conveyed.
Once upon a time, the audience could see through " Ode to Joy " how Qiu Yingying, who came from an ordinary family in the county and had no advantage in appearance and academic qualifications, how she worked steadily and steadily in Shanghai. Although everyone is scolding Qiu Yingying for not being able to understand, she is the epitome of thousands of ordinary workers. It is easy for people to empathize with various experiences such as meeting a scumbag and being bullied in the workplace.
Nowadays, Huang Yimei in "The Story of a Rose" plays the leading role in the heroine script. She is both beautiful and intelligent. She graduated from the Central Academy of Fine Arts. Her parents are Tsinghua professors and her brother is a construction company executive. This directly deprives the audience of the right to dream, and then sighs: "All roads lead to Rome, and some people are directly born in Rome." Because of this, although this drama has gained popularity due to Liu Yifei's beauty, the plot is somewhat suspended. It remains to be seen whether the popularity and reputation will soar in the future.
Last summer, there were also workplace urban dramas with high ratings such as "The Pretend" and "All the Way to the Sun". The former deliberately positioned the drama in a pretentious suspension style, but in fact used pretense to satirize the chaos in the workplace and love life. The character's deliberately tongue-in-cheek performance really made the audience laugh. The latter extends the time span to twelve years, showing the different workplace situations of the two heroines in a highly layered manner.
It is a pity that these two dramas have not become a phenomenon-level hit like "Thirty Only". After all, the characters in the drama are either top elites or chosen workers who cheat all the way. They are far away from ordinary people. Too far away. This just shows that urban dramas may be calling for more "Ode to Joy" and "The Ordinary Road". Compared with stereotyped elite characters, rookies like Qiu Yingying and Pan Yan are more like the workers around you and me.
Among this year's urban dramas, Youku's "Half-Mature Men and Women" focuses on young and mature audiences. The original novels "There Are No Common Men Here Believe in Women" and "Apocalypse of Pretending" are written by the same author; Tencent Video will soon launch a film starring Tan Songyun and Xu Kai " You are more beautiful than Starlight ", the drama focuses on the medical investment industry and has achieved certain innovations; "The Time Is Right" co-produced by Mango TV and iQiyi is currently moderately popular. Next, iQiyi will launch "Your Lie" "It's also beautiful", the popularity of the song is unknown.
Judging from the introduction, this year's workplace urban dramas seem to be more focused on the sweet pet track, but this also means that the protagonist's growth line may give way to the love line. The domineering character is inevitable, and the heroine may still be inseparable. The problem can be solved with the help of the male protagonist. However, as viewers increasingly call for her powers to appear in the series, this setting may not be pleasing.
In the final analysis, the audience has always been eager to reject suspended urban workplace dramas, and hope to gain a certain amount of growth and resonance through the struggle of the protagonist in the drama, rather than blindly watching the protagonist stage a counterattack that clicks gold fingers all the way.
The suspense drama is a misfire, who can remake "The Hidden Corner"?
Half a year has passed, and there is still no phenomenal hit among the suspense dramas released this year.
Whether it is "Untold" by iQiyi Mist Theater or "Dark Fire" and "Rebirth" by Youku Suspense Theater, they have not reached the standard of a hit. Even "The Boy Who Can't See Shadows" starring Zhang Songwen and Rong Zishan as the second team after "The Hidden Corner" failed to recreate the miracle of becoming a hit.
The crucial summer season has become the best time for suspense dramas to make a comeback.
Among last year's suspense dramas, Youku's "Who Is He" was very popular in the early stage, but failed in the later stage. Douban only scored 5.6 points, which did not meet the passing standard. iQiyi's "Imperfect Victim" scored 7.6 on Douban, but it was not as good as "The Hidden Corner" and "The Silent Truth", while dramas such as "The Lost Eleven" and "The Disappearing Traces" were silent.
Judging from the list of upcoming films, the battle for suspense dramas is still concentrated on iQiyi and Youku. Tencent Video Board, there is always a lack of popular items.
iQiyi's upcoming suspense dramas are of various types. "The Lost Elephant" starring Jiang Long and Ma Yinyin is positioned as an absurd suspense light comedy, "Dislocation" starring Ma Yili and Tong Dawei focuses on urban suspense, and "The Lost Elephant" starring Yang Xuwen and Yang Zhigang "Tang Dynasty Strange Stories: Journey West" focuses on detective stories in ancient costumes. "Above the Dark Clouds" starring Sun Li and Luo Jin focuses on the suspense involved in the case. "Lone Boat" starring Zhang Songwen and Chen Duling will stage a war suspense with a full sense of the times.
Youku's White Night Theater also has a sufficient reserve of works. It is said that "White Night 2" is expected to be released in the summer. The audience has been waiting for this sequel for seven years. Youku has also been criticized for having only one "White Night" for so many years. If "White Night 2" can be released as scheduled, it is expected to become a hit before it is broadcast. In addition, Youku also has "Snow Maze" produced by Zhang Yimou and "Bianshui Past" produced by Cao Baoping. The presence of film directors can also increase the chance of hits for suspense dramas.
One obvious change is that the suspense dramas launched this year no longer seem to have too much obsession with old cases.
According to the introduction, "Dislocation" and "The Lost Elephant" are both involving new cases and cases within the case, and they are full of suspense. In the past, some suspense dramas that failed to hit the market were simply due to insufficient technical conditions, which made it difficult to solve old cases. After the mystery was revealed, they failed to live up to a lot of foreshadowing. For example, the ending of "Who is the Murderer" was difficult for the audience to accept. In contrast, dramas such as "White Night" and "" create interlocking new cases. Each case can torture human nature and have a sense of suspense and depth.
Compared with other types of dramas, audiences tend to have higher expectations for suspense dramas. However, as the saying goes, "the higher the expectations, the greater the disappointment." However, through the film list, I still hope that this summer film can reproduce the hot Internet memes of "The Hidden Corner" "Let's go hiking together" and "Take a picture of you".
Conclusion
Summer blockbuster dramas have become the norm. In addition to the above conventional hit drama types, period dramas, criminal investigation dramas and other types of dramas are also expected to be dark horses.
The period drama "Going North" directed by Yao Xiaofeng, the contemporary drama "I Am a Detective" starring Yu Hewei and Ding Yongdai, and the modern revolutionary drama "The Lost City" starring Huang Jingyu and Xin Zhilei all have the potential to be hits and are expected to be revived. "Honor of Our Fathers", "Honor of the Police", "Storm Chaser" and other hit wonders.
Once audiences have become accustomed to watching dramas at twice the speed, major platforms may as well continue to improve quality and reduce quantity instead of blindly engaging in an arms race of quantity. In this summer season, which dramas can be released as dark horses, and which dramas can only be forced to run along?
When the financial reporting season comes, everything will be clear.
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