During the Spring Festival of 2024, "I Became a Stepmother in the 1980s" produced by Tinghuadao, a leading domestic short drama label owned by Film and Television on the fifth day of October, detonated the entire Internet, and short dramas began to enter the broad audience's horizons.
In the following months, with its concise narrative, compact plot and dense "cool points", the short drama gained many loyal users and entered the field of popular culture. In the first half of 2024, under the guidance of government departments, "high-quality" short plays have continued to emerge. Tinghuadao has created a series of high-quality short plays that have both production standards and intentions, such as "Introducing Her into the Room" and "The Night Will Be Bright". , representative works with high playback volume.
According to statistics, in the past July, a total of 2,500 short dramas were broadcast, and an average of 83 new short dramas were launched every day. The development momentum of the industry is still good. So, how can a short play that is updated and iterated on a daily basis become the choice of the times and be accepted by the audience? Can short plays become an essential content carrier of popular culture like movies and TV series?
1. Production pays attention to process standardization, and industrialized short dramas also produce high-quality products.
Most viewers may have some misunderstandings about short dramas. They generally believe that "slow work produces fine work", and only TV series and movies are the mainstream of high-quality content. Only by stretching the front can we produce excellent and exquisite works.
Previously, there was news that "the iteration speed of short dramas is extremely fast. The script was written in 10 days, shot in 5 days, and launched in 3 days. The short drama focusing on 'quality' only takes 45 days." can enter the public eye.”
In fact, relevant industry insiders pointed out that the emergence of micro-short dramas is a great benefit to the film and television industry. Before micro-short dramas, investment in film and television dramas was a game for giants. It was hard to imagine that the cost of a TV drama could be less than one million yuan. Nowadays, the investment in micro-short dramas ranging from hundreds of thousands to hundreds of thousands of yuan has reduced the risk of investors and ignited the entire market.
This industrialized, assembly-line short play production model may sound lacking in personalization and artistry, but in fact it can ensure that each work reaches certain quality standards through standardized processes and refined management. . In this model, excellent creativity and story core are still the core, while industrial production provides stable production guarantee and efficient output capabilities.
"Introducing Her to the Room" produced by Tinghuadao is an example of "high-quality" production under the industrial process. Through strict script screening, professional actor performances, exquisite filming and meticulous post-production, the play has become a "female" With the concept of "For Unfettered Birds", it not only enhances the professionalism of the entire short drama industry, but also helps short dramas get rid of the label of "shoddy production" and move towards quality and high-concept.
In addition, the short production cycle of the short drama also means that the team must communicate efficiently and make decisions quickly. This sense of urgency prompts every member to go all out and use every minute and every second wisely, thereby creating High quality content. This kind of "win in a fight" teamwork ability is not only a test for the production team, but also a test of whether the short drama industry can produce excellent works in a short period of time. The rapid development of
short plays is not only not a disadvantage, but a reflection of its flexibility and innovation. The industrialized assembly line production model can also meet the market's demand for high-quality short dramas while maintaining quality. Therefore, we should abandon our prejudices and misunderstandings about short plays, and appreciate and evaluate this art form with a more open and inclusive mind.
Short plays, movies, and TV series each have their own unique charms and advantages. While meeting the needs of different audience groups, the three of them jointly promote the prosperity and development of film and television culture.
2. The emotional value provided by short plays coincides with the needs of the audience
In this era of information explosion and fast pace, short plays quickly capture the audience with their refined length, compact plot and intuitive expression. The attention has become an important bridge connecting reality and dreams, reflecting social psychology and emotional resonance.
Indeed, there is a tacit understanding between the emotional value provided by short plays and the needs of the audience.In this fast-paced social environment, people often crave instant emotional satisfaction and spiritual comfort in fragmented time, and short plays just meet this need.
First of all, the short play has a concise plot, high "density" and tight narrative rhythm. It has the ability to complete multiple reversals in a short period of time and quickly mobilize the audience's emotions. Secondly, short plays often focus on universal themes such as emotional entanglements, individual needs, and self-realization. These themes are "linked" across boundaries and in many ways, touching the hearts of a wide range of audience groups, gaining emotional resonance, and finding the meaning and meaning of life. value. Furthermore, the short play’s vertical screen creation format and platform-based communication method are in line with modern people’s viewing habits, and the flexible and diverse communication methods further expand the audience scope.
Therefore, the emotional value provided by short plays is interoperable with the needs of the audience to a certain extent. With its unique art form and expression, it has become an indispensable part of modern people's emotional life. How many people can't get what they want in reality are satisfied in the short play.
For "high-quality" short plays, "winning by quality" is the direction they pursue. October Fifth Film and Television is a company that always focuses on the emotional and value needs of the audience. Deepening the exploration of quality is the key to winning reputation and market.
It is understood that Tinghuadao, the leading domestic paid short drama label, and Silver Earth, the leading customized short drama label, are both short drama labels under the October 5th Film and Television. Most of the works produced by Tinghuadao contain the heart-warming theme of "love and hope" and focus on the innovation of large format, high conception and vertical screen aesthetics in the audio-visual language of short dramas. The works include "I Was in the Eighties" "Being a stepmother in the era", "Mr. Pei thinks that the father is more important than the son every day", "The night will be bright", "Introducing her into the house", "Beauty in the 80s", "Mr. Li, you have found the wrong wife", "Such a mysterious She", "Go Where There Are You", "The President's Wife is from the Countryside", etc.
As early as 2021, October 5th Film and Television launched the world's first accounting short drama, the youth nostalgia boutique short drama "Born in 1990", with a total of 470 million views on the entire network and a Douban score of 7.7. 2024 is the film and television explosion on October 5th. In a year when short dramas appeared frequently, many phenomenal short dramas were created. Among them, "I Was a Stepmother in the 1980s" is a phenomenon-level hit in the short drama industry. It has been translated into English, Japanese, Korean and other languages around the world. "Mr. Li, You Got the Wrong Wife" is the top-rated short drama in 2024, with a top-up of 120 million and more than 500 million views on the entire network. "Mr. Pei thinks that his father is more important than his son every day" is the second most recharged short drama in 2024, with a recharge of up to 100 million. "The Night Will Be Bright" has a Douyin topic of 3 billion and a Douban score of 8.3.
's "Introduction to the Room", which was launched on July 16, 2024, received a lot of praise as soon as it was launched, becoming a 2024 hit both in word-of-mouth and in the market. In 10 days, the number of views on the entire network exceeded 500 million, and the number of Douyin topics reached nearly 1.5 billion. "Introducing Her into the Room" with "remarkable record" relied on the high concept, large-scale layout and exquisite lens aesthetics of "Her Power" to stand out in the vortex of short dramas. Breaking out of the past and breaking through the audience's stereotype of shoddy short dramas, it creates a high-quality work that has both a "refreshing" feel and a good idea.
Silver Earth, the leading domestic customized short drama brand, is one of the most commercially influential customized short drama brands on Douyin Star Map. Contracted actor Jiang Qi Qi has 37.68 million Douyin fans and is the top Douyin short drama expert with the most commercial value; contracted actor Qiao Qiyue has 10.317 million Douyin fans and is the top Douyin short drama expert with the most commercial value. 2; Contracted actor Xie Haojie has 10.89 million Douyin fans and is among the top 5 most commercially valuable short drama experts on Douyin; contracted actor Nie Xiaozhou has 4.077 million Douyin fans and is among the top 3 most commercially valuable short drama experts on Douyin ; Contracted actor Zhao Jia has 1.626 million TikTok fans and is the top 5 paid short drama actresses; contracted actor Wang Daotie has 431,000 TikTok fans and is the top 3 paid short drama actor.
3. Does the short play project the desires and anxieties of the times?
In a sense, short dramas are a product of the short video era, a booming art form that has the same artistic value as TV series and movies, and gives audiences similar emotional experiences.
However, short plays also have characteristics that are different from TV series and movies.
First of all, the plot of the short play is condensed, accurately capturing and amplifying the life moments of modern people. These clips often contain rich emotions and profound social implications. Secondly, short plays rely on short video platforms and self-owned platforms to spread quickly, allowing short plays to quickly reflect social hot spots and respond to the concerns of the times, becoming an important force in spreading social values and guiding public opinion. At the same time, the creation threshold of short plays is relatively low, which encourages more creators to participate and express themselves, further enriching the content and form of short plays, making them more relevant to the times and life.
's so-called short plays project the desires and anxieties of the times. They are nothing more than the audience's desire for success and pursuit of love, but also the exploration of self-worth and the call for social justice. Amid such demand, short plays come at the right time, providing a space for the audience to think and express themselves.
"If you want to wear a crown, you must bear its weight." While short plays are developing rapidly, they must also pay attention to policy requirements, seek progress while maintaining stability, and seek change while maintaining stability in a legal environment.
No matter what, short plays provide a brand-new way, with artistic value comparable to TV series and movies. From the perspective of vertical screen, it brings the audience into familiar and unfamiliar situations, allowing people to enjoy a short period of time. During the viewing process, you can experience resonance and reflection, and it has become an important art form that connects reality and dreams, and reflects social psychology and emotional resonance.
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