Cover News Reporter Liu Ye
Star Master Li Ruotong has not shown star power
"Big Sister" produced by Huang Xiaoming continues to dominate the charts
The horizontal screen short drama "Afternoon Rose" starring "Auntie Descends to Earth" tells the story of a full-time wife "Chen Lin" who returns to the workplace after her husband is laid off, and strives to overcome the dual difficulties of life and work. The drama is shot horizontally, each episode is about 6 minutes, and is filmed according to TV drama standards. But in terms of popularity, the performance of "Rose Afternoon" is not impressive: the broadcast is almost over, with only 120 million views on the main promotion platform, the topic is not very popular, and it has never been listed on the dataeye short drama hot list.
Li Ruotong starred in the short drama "Afternoon Rose" which was not very popular
Not only "Little Dragon Girl" but also "Xingye" were ignored in the short drama industry. The horizontal screen short drama "Golden Pig and Jade Leaves" in the "9527" theater is produced by Stephen Chow and supervised by Yi Xiaoxing. The play is based on the background of "Pig Killing Plate" and tells the story of trainee lawyer Ye Xiaolai and anchor Zhu Hao who work together to clear away the layers of fog and pursue the truth. Although supported by a strong film and television team, the playback volume of the show dropped from 280 million in the first season to 150 million in the second season.
Are there any star-produced short dramas with good data and guaranteed production standards? The answer is yes. In August this year, the vertical screen short drama "The First Sister" produced by Huang Xiaoming focused on the topic of human trafficking. It told the story of the "First Sister" Shen Mei, who was known for her martial arts skills and her daughter's retreat for 20 years. After her own barbecue stall was serialized by traffickers, A story of provocation and reappearance. As soon as the show was aired, it became the first dark horse of the month: the recharge exceeded 10 million on the first day, and it topped the dataeye short drama hot list for three consecutive days.
Why are stars in the short drama "acclimated"?
High-traffic short dramas still rely on the word "cool" to dominate the world
"It is not popular in the short drama market, which may have something to do with the subject matter, audience, and even the duration. It is not uncommon for dramas in which full-time wives return to the workplace, and it mainly targets... Middle-aged women may not account for much of this type of users in the short drama market," Xiao Yang, the short drama director, said when analyzing "Afternoon Rose".
Who are the main users of short dramas?
According to the "Research Report on China's Online Audiovisual Development (2023)", the proportion of users aged 19 and under who watch micro-short dramas is 57.9%. When Melander Data compared the user profiles of popular TV dramas, online dramas, and micro-series in the first half of 2023, it was found that users of Generation Z (15-29 years old) accounted for 64.8%.
The younger generation is undoubtedly the main audience for small screens.
Young users don’t pay much attention to the tedious struggles at home and in the workplace, but why are Stephen Chow’s comedies also suffering in the short drama market?
Mr. Li from Chengdu is a fan of Stephen Chow. He told reporters his thoughts after watching "Golden Pig and Jade Leaf": "The pacing is well controlled, but this drama has the title of 'Sing Yeh', but the content is not the same as 'Sing Yeh'." It doesn’t matter too much. In terms of plot, it is not clear whether it is suspense or comedy, and the early promotion relied too much on Stephen Chow, and everyone’s expectations were too high. "
"Golden Pig and Jade Leaf" stills and pictures according to the drama. Fang
At the same time, part of the reason for the decline in the popularity of the show can also be found in the comment area of "Golden Pig and Jade Leaf". "A gathering place for hot Internet memes. People who don't use the Internet can't understand the plot at all." It is said that the show will "work part-time." Hot topics on the Internet in the past two years such as "cleaning up the workplace" and "discharging nuclear wastewater" are integrated into the lines. "It is not a tribute, but a gross misappropriation and consumption of feelings." It refers to the many occurrences of "9527, axe, etc." in the scenes of the play. "Seven Dolls"" and other elements of Stephen Chow's works.
Looking back at the high-traffic short drama "The First Sister", the content team seems to know how to "hook" the audience in the short drama: first there is the eldest sister who gives birth to the child at the scene of a group fight at the beginning, and then there is the father who buries his daughter's biological mother alive, not to mention Talking about the exciting fight scenes throughout the play...these plots, which are in line with the preferences of mainstream users of short dramas, came from director Zhang Xiaojun and screenwriter Liu Xiaotian. The former has created the phenomenon-level hit vertical screen short drama " Unparalleled ", while the latter has nearly 20 years of experience in online writing.
In addition, "Yi Jie" is not only "enjoyable", but also has other "do as the Romans do" aspects: it is broadcast in a vertical screen to magnify the characteristics of the characters, which is in line with the viewing habits of short drama users; the editing rhythm is fast enough, so that the plot can be played at high speed Advance; the plot is exciting, reversal and reversal, constantly mobilizing the audience's emotions...
"Taken together, "The First Sister" is indeed a successful short drama in terms of data, but its success still belongs to the traditional vertical screen Short drama creator," Xiao Yang said.
Huang Xiaoming promotes his short play "Yi Jie"
Traffic is not the "baton" of the creator
The quality of short plays is an inevitable trend
"2023-2024 China Micro Short Drama Market Research Report" shows that in 2023 China The market size of online micro-short dramas is 37.39 billion yuan, a year-on-year increase of 267.65%. The market size is expected to exceed 50 billion yuan in 2024. The growing market popularity of short plays is attracting more and more professional film and television people to enter the market.
In addition, there are also "Billions of Silly Princes" directed by Hong Kong veteran filmmaker Wang Jing and "Out of Control Love" produced by Gao Yalin , both of which are short plays.
But it is undeniable that although the "high-quality micro-short dramas" created by multiple professional forces exceed ordinary micro-short dramas in terms of brand appeal and artistic beauty, they are always less interesting in terms of data. Will the "acclimatization" encountered by film and television stars and their teams in the short drama market cause them to modify their creative goals and switch to the "high-traffic" route?
certainly doesn't.
As Yi Xiaoxing said when introducing the creation story of "Golden Pig and Jade Leaf" to the cover news, "There are many short dramas on the market currently. In fact, the content, form, and theme are actually seriously homogenized, so I think we need to solve this problem." If we want to converge, we have to make something different."
Short dramas are very different from traditional film and television creation models. While traditional film and television people adhere to their own creative concepts, they are also trying to adapt to the "game play" of short dramas: horizontal screen shooting is used to show more elements, but the editing rhythm is accelerated. ; Use actors with professional backgrounds or even celebrities to star, and appropriately reduce plot foreshadowing; use TV series or movie teams to shoot, and also shorten the work cycle; insist on shaping characters, conveying values and author's ideas, and also playing tricks appropriately... The final expression of the creative effect of
In terms of works.
In the comment section of "Afternoon Rose" and "Golden Pig and Jade Leaves", there are many "well-made and high-quality works" and "I didn't expect to see works of this level in short plays, unlike TV series." "Difference" and "Actors' Acting Online" and other comments. There are even content about the workplace and female fertility in the comment area of "Rose Afternoon". However, this kind of discussion about social phenomena caused by the plot often only exists in the film or TV series industry.
In addition to the involvement of film and television stars and teams, more and more industry standards and increasingly strict review systems are also promoting the development of short dramas into high-quality products.
Starting from June 1 this year, micro-short dramas have been registered. The new regulations require that micro-short dramas that have not been reviewed and registered must not be disseminated online. Short dramas such as vulgarity and violence cannot pass review. In addition, many short dramas that exaggerate family and intergenerational conflicts and advocate wrong values have also been promptly removed from the shelves.
Even the traditional "Shuangwen-style" short plays have now embarked on the road of professionalization. Many short play practitioners confirmed to reporters that currently, short play writers and directors have online dramas, online movies or micro-films. Actors who have film creation experience, rather than majoring in majors or lacking a lot of performance experience, rarely get into the starring role in short plays.
“Previous short plays were either slaps or kneeling, and they also had vulgar and unhealthy values. It's eye-catching enough, but not nutritious. But now, short dramas have become more story-telling, and production has caught up. "Mr. Ming is a fan of short plays. He spent hundreds of yuan watching short plays in half a year, with an average of more than ten yuan per play. In his opinion, the quality of short plays has improved visibly. The professional team of
can create Higher-quality works are more likely to bring long-term traffic. Although traffic is important for film and television works, it has not become the "baton" for creators, and it is "not deep enough" in the short drama industry. For professional film and television people, the significance of creating high-quality products, setting benchmarks, and pioneering is far greater than ranking on the list. As Yi Xiaoxing said before, "No matter what the results of "Golden Pig and Jade Leaf" are, if it is for If the creators behind are a little inspiring, then we will be very meritorious.
Cover News Reporter Liu Ye
Star Master Li Ruotong has not shown star power
"Big Sister" produced by Huang Xiaoming continues to dominate the charts
The horizontal screen short drama "Afternoon Rose" starring "Auntie Descends to Earth" tells the story of a full-time wife "Chen Lin" who returns to the workplace after her husband is laid off, and strives to overcome the dual difficulties of life and work. The drama is shot horizontally, each episode is about 6 minutes, and is filmed according to TV drama standards. But in terms of popularity, the performance of "Rose Afternoon" is not impressive: the broadcast is almost over, with only 120 million views on the main promotion platform, the topic is not very popular, and it has never been listed on the dataeye short drama hot list.
Li Ruotong starred in the short drama "Afternoon Rose" which was not very popular
Not only "Little Dragon Girl" but also "Xingye" were ignored in the short drama industry. The horizontal screen short drama "Golden Pig and Jade Leaves" in the "9527" theater is produced by Stephen Chow and supervised by Yi Xiaoxing. The play is based on the background of "Pig Killing Plate" and tells the story of trainee lawyer Ye Xiaolai and anchor Zhu Hao who work together to clear away the layers of fog and pursue the truth. Although supported by a strong film and television team, the playback volume of the show dropped from 280 million in the first season to 150 million in the second season.
Are there any star-produced short dramas with good data and guaranteed production standards? The answer is yes. In August this year, the vertical screen short drama "The First Sister" produced by Huang Xiaoming focused on the topic of human trafficking. It told the story of the "First Sister" Shen Mei, who was known for her martial arts skills and her daughter's retreat for 20 years. After her own barbecue stall was serialized by traffickers, A story of provocation and reappearance. As soon as the show was aired, it became the first dark horse of the month: the recharge exceeded 10 million on the first day, and it topped the dataeye short drama hot list for three consecutive days.
Why are stars in the short drama "acclimated"?
High-traffic short dramas still rely on the word "cool" to dominate the world
"It is not popular in the short drama market, which may have something to do with the subject matter, audience, and even the duration. It is not uncommon for dramas in which full-time wives return to the workplace, and it mainly targets... Middle-aged women may not account for much of this type of users in the short drama market," Xiao Yang, the short drama director, said when analyzing "Afternoon Rose".
Who are the main users of short dramas?
According to the "Research Report on China's Online Audiovisual Development (2023)", the proportion of users aged 19 and under who watch micro-short dramas is 57.9%. When Melander Data compared the user profiles of popular TV dramas, online dramas, and micro-series in the first half of 2023, it was found that users of Generation Z (15-29 years old) accounted for 64.8%.
The younger generation is undoubtedly the main audience for small screens.
Young users don’t pay much attention to the tedious struggles at home and in the workplace, but why are Stephen Chow’s comedies also suffering in the short drama market?
Mr. Li from Chengdu is a fan of Stephen Chow. He told reporters his thoughts after watching "Golden Pig and Jade Leaf": "The pacing is well controlled, but this drama has the title of 'Sing Yeh', but the content is not the same as 'Sing Yeh'." It doesn’t matter too much. In terms of plot, it is not clear whether it is suspense or comedy, and the early promotion relied too much on Stephen Chow, and everyone’s expectations were too high. "
"Golden Pig and Jade Leaf" stills and pictures according to the drama. Fang
At the same time, part of the reason for the decline in the popularity of the show can also be found in the comment area of "Golden Pig and Jade Leaf". "A gathering place for hot Internet memes. People who don't use the Internet can't understand the plot at all." It is said that the show will "work part-time." Hot topics on the Internet in the past two years such as "cleaning up the workplace" and "discharging nuclear wastewater" are integrated into the lines. "It is not a tribute, but a gross misappropriation and consumption of feelings." It refers to the many occurrences of "9527, axe, etc." in the scenes of the play. "Seven Dolls"" and other elements of Stephen Chow's works.
Looking back at the high-traffic short drama "The First Sister", the content team seems to know how to "hook" the audience in the short drama: first there is the eldest sister who gives birth to the child at the scene of a group fight at the beginning, and then there is the father who buries his daughter's biological mother alive, not to mention Talking about the exciting fight scenes throughout the play...these plots, which are in line with the preferences of mainstream users of short dramas, came from director Zhang Xiaojun and screenwriter Liu Xiaotian. The former has created the phenomenon-level hit vertical screen short drama " Unparalleled ", while the latter has nearly 20 years of experience in online writing.
In addition, "Yi Jie" is not only "enjoyable", but also has other "do as the Romans do" aspects: it is broadcast in a vertical screen to magnify the characteristics of the characters, which is in line with the viewing habits of short drama users; the editing rhythm is fast enough, so that the plot can be played at high speed Advance; the plot is exciting, reversal and reversal, constantly mobilizing the audience's emotions...
"Taken together, "The First Sister" is indeed a successful short drama in terms of data, but its success still belongs to the traditional vertical screen Short drama creator," Xiao Yang said.
Huang Xiaoming promotes his short play "Yi Jie"
Traffic is not the "baton" of the creator
The quality of short plays is an inevitable trend
"2023-2024 China Micro Short Drama Market Research Report" shows that in 2023 China The market size of online micro-short dramas is 37.39 billion yuan, a year-on-year increase of 267.65%. The market size is expected to exceed 50 billion yuan in 2024. The growing market popularity of short plays is attracting more and more professional film and television people to enter the market.
In addition, there are also "Billions of Silly Princes" directed by Hong Kong veteran filmmaker Wang Jing and "Out of Control Love" produced by Gao Yalin , both of which are short plays.
But it is undeniable that although the "high-quality micro-short dramas" created by multiple professional forces exceed ordinary micro-short dramas in terms of brand appeal and artistic beauty, they are always less interesting in terms of data. Will the "acclimatization" encountered by film and television stars and their teams in the short drama market cause them to modify their creative goals and switch to the "high-traffic" route?
certainly doesn't.
As Yi Xiaoxing said when introducing the creation story of "Golden Pig and Jade Leaf" to the cover news, "There are many short dramas on the market currently. In fact, the content, form, and theme are actually seriously homogenized, so I think we need to solve this problem." If we want to converge, we have to make something different."
Short dramas are very different from traditional film and television creation models. While traditional film and television people adhere to their own creative concepts, they are also trying to adapt to the "game play" of short dramas: horizontal screen shooting is used to show more elements, but the editing rhythm is accelerated. ; Use actors with professional backgrounds or even celebrities to star, and appropriately reduce plot foreshadowing; use TV series or movie teams to shoot, and also shorten the work cycle; insist on shaping characters, conveying values and author's ideas, and also playing tricks appropriately... The final expression of the creative effect of
In terms of works.
In the comment section of "Afternoon Rose" and "Golden Pig and Jade Leaves", there are many "well-made and high-quality works" and "I didn't expect to see works of this level in short plays, unlike TV series." "Difference" and "Actors' Acting Online" and other comments. There are even content about the workplace and female fertility in the comment area of "Rose Afternoon". However, this kind of discussion about social phenomena caused by the plot often only exists in the film or TV series industry.
In addition to the involvement of film and television stars and teams, more and more industry standards and increasingly strict review systems are also promoting the development of short dramas into high-quality products.
Starting from June 1 this year, micro-short dramas have been registered. The new regulations require that micro-short dramas that have not been reviewed and registered must not be disseminated online. Short dramas such as vulgarity and violence cannot pass review. In addition, many short dramas that exaggerate family and intergenerational conflicts and advocate wrong values have also been promptly removed from the shelves.
Even the traditional "Shuangwen-style" short plays have now embarked on the road of professionalization. Many short play practitioners confirmed to reporters that currently, short play writers and directors have online dramas, online movies or micro-films. Actors who have film creation experience, rather than majoring in majors or lacking a lot of performance experience, rarely get into the starring role in short plays.
“Previous short plays were either slaps or kneeling, and they also had vulgar and unhealthy values. It's eye-catching enough, but not nutritious. But now, short dramas have become more story-telling, and production has caught up. "Mr. Ming is a fan of short plays. He spent hundreds of yuan watching short plays in half a year, with an average of more than ten yuan per play. In his opinion, the quality of short plays has improved visibly. The professional team of
can create Higher-quality works are more likely to bring long-term traffic. Although traffic is important for film and television works, it has not become the "baton" for creators, and it is "not deep enough" in the short drama industry. For professional film and television people, the significance of creating high-quality products, setting benchmarks, and pioneering is far greater than ranking on the list. As Yi Xiaoxing said before, "No matter what the results of "Golden Pig and Jade Leaf" are, if it is for If the creators behind are a little inspiring, then we will be very meritorious.”
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