With the unexpectedly popular broadcast and completion of "春本本 ", the entire summer market has also ended. Reviewing the entire summer drama market, a total of 4 hits were born - " Menghualu ", " Star Han Qiang ", "Agarwood Like Shards" and "Cranlan Jue", which are both ancient puppet dramas. In addition to the quality of many ancient puppet dramas far higher than that of the first half of the year, summer is also an important factor in the explosion of ancient puppet dramas. As the last hit summer, "Clan Lan Jue" has four unique traffic passwords: cool feeling, low expectations, fast pace and marketing post-setting.
author | Cheng Fei (author of cultural industry review, researcher of Sanchuanhui Culture, Tourism and Sports Research Institute)
edited | Time
source | Time
| Time | Time
source | Cultural Industry Comment
htmlOn the evening of August 29, "Canglan Jue" launched its finale, episodes 35-36 return to the high-ignition route, slightly regaining episodes 31-34. For the protagonist Dongfang Qingcang Bking's character collapsed, the core of the story "Love is not The question of "unfinished" "is the unfinished question of "there is a perfect end to the show. The unexpected hit of this drama has made this summer a perfect end.
△Screenshot of "The Legend of the Ancestral Flower" (Source: iqiyi )
This summer is the world of ancient opera dramas.
The super high popularity of "Menghualu" lasted throughout June. "Star Han Brilliant" was launched on July 5, "Agarwood and Soup" was launched at the end of July, and "Cranula Jue" was far beyond expectations on August 7. The popularity of 4 ancient puppet dramas dominated the entire summer vacation. During this period, only the main theme series " Happiness to Ten Thousand Homes " briefly broke their high popularity, " Twenty No Confused 2", " Ode to Joy 3", " Young Pie 2", " Ice Rain Fire ", " Everything about Dr. Tang , etc., can only accompany you to run.
△ "Dream Hualu", "Stars and Hans", "Agarwood is like shavings", "Branlans" official poster (Source: Douban)
The popularity and duration of ancient puppet dramas are unprecedented. As of August 30, the Maoyan hot daily list showed that during the summer vacation, "Menghualu", "Star Han Brilliant", "Agarwood Like Shards" and "Clan Lan Jue" won a total of 80 popular daily championships, accounting for a proportion of the summer season. More than 85%, far higher than in previous years. In terms of Maoyan’s popularity, among the three most popular dramas in the summer, two of them are on the list this year, namely “Menghualu” and “Canglanjue”, second only to “ Untamed ” in 2019 .
also has a much higher popularity than the ancient puppet series that have been broadcast in the first half of the year. " Mirror·Twin City ", " Yanyu Fu ", "Similar to you, just like an old friend", " Let's try the world ", and "Hello" were broadcast in turn, but it did not cause much splash. The number of people who scored on Douban does not exceed 200,000. The highest "Similar to You and I·Like Old Friends Come" has only 180,000 ratings, which can only be considered a small-scale hit.
△"Similar to Junchu" Muscle Clothing (Source: Internet)
The number of comments in these four movies during the summer vacation exceeded 400,000, and "Menghualu" even scored 750,000 people. More importantly, this year, there are 5 dramas and 3 movies in total with Douban's ratings of more than 400,000 people, and all 4 ancient puppet dramas in the summer season are included.
The hot summer broadcast sweeps the market's negative attitude towards ancient operas in the first half of the year, which is closely related to the overall quality improvement. Except for " Agarwood Rusha·Agarwood Chonghua ", the Douban scores of the other three movies exceeded 7.5, far higher than the first half of the year, achieving the unity of high reputation and high calorie.
At the same time, it is also closely related to summer.
First, relaxed and having meals are the most basic needs for watching TV shows in summer.
Summer is hot, outdoor activities are reduced, and relaxation and cooling have become the basic requirements for all forms of entertainment for viewers. Drinking drinks and eating watermelons in the air-conditioned room, chasing relaxed and funny pop dramas is a way for many people to enjoy the summer heat. Most viewers’ needs are to be relaxed, eat, and be able to watch, without causing huge emotional fluctuations and excessive in-depth thinking.
Ancient puppet drama focuses on elements such as high appearance, relaxed humor, love, etc. It does not require much brains to understand the plot, which is perfectly in line with summer viewing preferences. Some of the things that need to be interpreted by brains, such as power struggle, suspense, or those that can cause huge emotional fluctuations, such as " Dashan's Daughter ", which has a Douban score of 9.3, is more difficult to become a hit in the summer.
△Netizens commented on "The Daughter of the Mountain" (Source: Internet)
Second, student parties have poured into the atmosphere of watching dramas and catching dramas
Barrage, making memes, playing with memes, and hitting CP have long become the main ways for young people to watch and watch dramas. . Now, judging whether a drama is popular or not is to see the creation and popularity of related memes, and the popularity of Douyin. These are the main battlefields for young people. The main component of young audiences - the student party, has surged in demand for watching dramas in the summer, and they are the main force in making and playing squirts.
△《Menghualu》cpGu Panshenghui (Source: Internet)
For example, name the CP group, Gu Panshenghui combination in "Menghualu", 8133 of "Star Han Brilliant", Wu Lu, "Canglan", "Canglan", "Star Man", "Speed of the Wild", "Wu Lu" Lan Qiang's excavator, Changshenghua and Dixin's gravity in "Jiaoxiang Rusha". The agarwood couple in "Jiaoxiang" is the same as the shavings. For example, the name of the drama-seeing actor, the self-proclaimed person who pursues "Menghualu" is called the recorder, "Star Han Qian" is the star master, the missing star madman, and the Canglan Jue is the Canglan Jue, the Canglan Jue is the Cangzi, the Cangzi and the First Class Cangzi. .
△First-class interpretation of Cangren (Source: Weibo)
There are also memes derived from the archaeology of actors, such as Wang Hedi 's watermelon head has been widely circulated with the popularity of "Canglan Jue", Xu Haiqiao in In "Menghualu", it is nicknamed as ex-husband, and this title continues to the barrage of "Canglan Jue". The audience interacts through memes, which greatly highlights the atmosphere of watching the show. Once some memes become popular words and buzzwords, it will help the drama break through the age circle and attract more age audiences to join.
△Wang Hedi watermelon head shape (Source: Internet)
"The Cranaria Jue" is exactly the case. After the broadcast of "Clan Lan Jue", many memes such as BKING, Watermelon Head, Wang Hedi, the top three of the ancient puppets and ugly men last year this year, the top three of the ancient puppets and handsome men, the top three of the handsome men in the ancient puppets, the master of orchids, the strong man locks orchids, the spider plants, and the Western sale were created and spread, attracting There are many viewers who did not pay attention to the show, and there are many non-student parties here. Detawen's analysis shows that one week after the broadcast of "The Legend of the Condor Heroes", viewers over 30 years old began to join the drama chasing army; taking the statistics on August 19 (Detawen) as an example, the proportion of viewers over 24 years old in the drama It reached 65%, with audiences over 30 years old accounting for 35%. This is the result of the drama-watching atmosphere that makes the Internet play music and creates memes.
△Detawen's "The Legend of the Blue Sky" audience age analysis (Source: Detawen Film and Television Observation)
Once the old hot dramas, such as " Ancient Sword Qi Tan ", " Flower Thousand Bones ", " Chu Qiao" The story of , " Ashes of Love , "The Untamed", etc., are all broadcast in the summer. This summer has proved again that ancient operas and summer are more suitable. Ancient puppet dramas that are of high quality and can trigger audience interaction are easily popular in summer.
summer dramas are all very popular, but there are also differences.
is the dominant player in "Menghualu", and in August, "Clan Lan Jue" and "Starry and Han" compete on the same stage and jointly dominate the market. In August, the most popular and most out of the circle were the most popular in August. The fastest thing is still "The Legend of the Condor Hell".B station video "China's Hot TV Series Ranking, June-August 2022, Canglan Jue is in the process of cheating" shows the crazy rise of "Canglan Jue": it only entered the hot list three days before the broadcast, and one day before the broadcast Ranked sixth, became the runner-up on the day of its launch. Five days after its launch (August 11), it surpassed "Star Man" and "Agarwood Like Shards" to the top of the popularity list, and it only took one week from being on the list to being on the top.
△China's popular TV series ranking, from June to August 2022, Canglan Jue is in the process of cheating (Source: B station)
As of the date of publication, "Canglan Jue" has only been broadcast for 25 days, while "Starry and Han" is 58 days , "Agarwood Rusha" is 43 days, but the number of people rated on Douban is very close, and "Canglan Jue" is more popular and has become faster.
Open low in the short term and go crazy
What is the traffic password of "Canglan Jue"?
Password 1: Bking's cool logic
Baidu Encyclopedia's explanation of Bking is: describes a person's every move is full of cool, and his body is emitting light, mostly in a teasing tone. Bking is the first label to attract popularity in "The Legend of the Condor Heroes".
The two episodes that were recognized by the audience as the ninth episode of Shui Yuntian to save people and the thirteenth episode of body-changing and forced kissing. These two episodes of VIP premiered on August 9 and 11 respectively. On August 12, it was the first abnormal movement of the keyword BKING WeChat index after the launch of "Canglan Jue".
△Bking's WeChat index trend (Source: WeChat Index)
Currently, the video with the highest number of views on the search keyword "Canglan Jue" on B station is also based on BKING as the keyword (Video: "【Extreme Strip】Click to view the first in the Three Realms bking!!! Canglan Jue｜Oriental Qingcang｜Wang Hedi》, 2.35 million views, 22,000 barrage). The video is released on August 12, and it mainly mixed the Gaoran and BKING moments of episodes 9 and 13, and has been flooded with high-end barrage. Among the other videos with BKING as the keyword, 4 have exceeded one million views, and 2 of them are the main contents of Dongfang Qingcang, the protagonist in "Canglan Jue", and have edited the ninth and tenth episodes. The BKING scene of three episodes.
△《【Extreme Strip】Click to view the first bking in the three realms! ! ! Canglan Jue | Dongfang Qingcang | Wang Hedi's barrage screenshot (Source: B station)
It seems that the Bking plot of episodes 9 and 13th episodes triggered the first wave of high popularity in "Canglan Jue". This domineering president-style Bking is not considered greasy, but has quickly become popular. The reason can be attributed to one word: cool.
The feeling of coolness is the traffic password shared by popular dramas, and popular dramas such as " The Legend of Zhen Huan " and "Story of Yanxi Palace" have long been proven. The cool feeling is a rigid demand for the audience. The most basic consumption motivation for entertainment products outside of life that are urgently needed is always catharsis and release. Since the summer, popular words such as ice cream assassin, public examination test editor, town test maker, chicken baby reflect the high-pressure environment of society, to be precise, the pressure on young people. Under this situation, young people's need for catharsis is even stronger.
△Netizen comments on "The Legend of Canglan" (Source: WeChat)
The male protagonist Dongfang Qingcang of "The Legend of Canglan" is completely designed based on the feeling of pleasure. He is the strongest, immortal body in the Three Realms, and can easily crush the entire heaven to save the heroine. Just appearing can calm the civil strife of Cang Yanhai. He has absolute combat power and does not need to be like "Cang Xiang Ru Shu" and other things. In the fairy tale drama, the love with the heroine is abandoned for the sake of the people of the world, and there is no fragile moment of losing battle or vomiting blood. "The weak have taboos, but I never have any taboos" and "The dying person is worthy of asking about my name" and other bking quotes, such as saving the heroine, forcing the heroine to stimulate her passionate enemies, and other bking scenes, plus excellent special effects The performance with the actors really made the audience feel happy.
△ "Clan Lan Jue" line (Source: iQiyi)
Password 2: Low expectations and contrast, amplifying the transfer value
Transfer value refers to the difference between the total value of the consumer and the total cost, which determines It is a psychological feeling to understand consumers' evaluation of a certain product. Generally speaking, the lower the expectations, the more likely it is to surprise and magnify the transfer value. The rapid popularity of "The Legend of the Condor Heroes" is closely related to the low expectations of the audience before the broadcast.
First of all, the acting skills, appearance and traffic of the male and female leading actors in the previous screening are all at the second and third tier level. There are no popular works before, and there are even dark spots. The male lead Wang Hedi became the endorsement of the ancient puppet ugly man last year. The elevator-style clip of "Escape the Dragon" was ridiculed by the crowd, and his acting skills were nicknamed AI acting. The heroine Yu Shuxin The sound of the clip, the little sapling, etc. have always influenced her popularity.
△Netizen comments "The Legend of the Condor He" (Source: Weibo)
After the broadcast, Dongfang Qingcang's costume and manner made Wang Hedi quickly take off the hat of an ugly man in the ancient puppet and ascend to a handsome man in the ancient puppet. His acting skills are also called AI resurrection, medical miracle. Yu Shuxin's voiceover reversed the verdict of her line skills. The two protagonists brought great surprises to the audience, which was completely different from the public opinion before the broadcast. Some fans even watched the show with the original intention of picking the starring actors and mocking their acting skills. As a result, they were attracted by fans and became the top-ranking people.
△Netizen comments on "The Legend of the Avatar" (Source: WeChat)
Secondly, the plot setting seems old-fashioned, but it is actually new. Before the broadcast, the audience thought it was a clichéd plot where the male protagonist who was a bad street was a bad street, the overbearing president fell in love with me and the silly girl was waiting for bking to save him, and thought it was another bad drama in ancient times.
△Netizen comments on "The Legend of the A" (Source: WeChat)
The result is a double A double strong character - the male protagonist is beautiful and the female protagonist is smart and sweet. The male protagonist has absolute combat power and mind, domineering and bking, but has a strong sense of career and responsibility. At the beginning of episode 18, the heroine awakens the power of the goddess to protect the male protagonist, wins the respect of the moon master, and protects the people, completely getting rid of the impression of a waste fairy in the early stage. The heroine did not get criticized for the other ancient dramas of subjugating wisdom and competing with her. Instead, she relied on her own intelligence and strength to promote the resolution of the contradictions. Based on the domineering model, female characters also shine, which is in line with the current social environment where women's status is rising. This anti-routine setting can better meet the audience's expectations for innovation.
△Episode 26, Little Orchid explodes the power of the goddess (Source: iQiyi)
Password 3: Few episodes and fast pace, in line with the habit of watching dramas in the era of short videos
Now, the audience's video habits It has long been influenced by short videos. Only fast-paced, highly dramatic and dense plots can attract the audience's attention. Decoding, interaction and other audience , 2, , will form popularity and break through the circle.
"The Legend of the Blueberry" has a total of 36 episodes, which is the fewest episodes in the hot ancient puppets in August. But the plot is not simple: the two main plot lines - the male and female protagonists grow up and have mutual feelings, and the resurrection of the naked woman. In the first 27 episodes, the three scenes of Shui Yuntian, Cang Yanhai and Yunmengze have been fully explained and intersected. .
explains rich content clearly in the short episode number, and requires that the pace must be fast. The screenwriter used two methods: one is to dig holes and fill the holes. The holes dug in the front will be filled with flashbacks at the back, which is both compact and saves space, and allows the audience to be willing to decode and guess the plot direction. Second, everyone has a good mouth, and misunderstandings can be resolved in the next second, and there is no sense of misunderstandings in order to create misunderstandings. The fast-paced plot also allows the audience to watch the show with a magnifying glass, and the details found in it have become a new round of decoding elements, thus allowing the second creation and popularity to continue.
△ Weibo comment "The Legend of the Avatar" (Source: Weibo)
Password 4: Marketing ideas for letting the plot fly for a while
week is the regular operation of currently broadcasting episodes. Usually, 8 or 12 episodes are released for the first time, allowing the audience to watch the beginning and update a few more episodes a week later. This model will be broadcast for a long time and can lengthen the cycle of the series to stimulate greater playback volume and advertising. However, there will be a hot outage on the weekly occasion, and a lot of marketing must be coordinated to maintain a coherent popularity. "Weekly update + super point" will bring popularity forward, and pirated copies and users who are unwilling to pay for value-added payments will reduce popularity, and eventually the series will open high and close low.
△ "Menghualu" double-clean dispute (Source: Internet)
"Agarwood and Soup" is a pure weekly update, and the broadcast cycle lasts from the end of July to mid-September. "Menghualu" and "Star Han Qiang" are "weekly updates + super points", pursuing the maximum traffic while shortening the cycle. Under this model, it is naturally necessary to have a lot of marketing publicity from the drama, such as the protagonists and stars frequently appear on the hot searches before the broadcast. The high popularity driven by the drama side has a negative effect. For example, the audience's doubts about "Double Jewish" and "Pretty Wife Record" in "Menghualu" are related to the large-scale publicity of independent women and Girls help girls in the early stage.
△Screenshot of the lines of "Menghualu" (Source: Internet)
"Clan Lan Jue" adopts another mode. On August 7, 6 episodes were released at one time, followed by 2 episodes of VIP every day, and one episode was updated every day by non-members. A total of 24 episodes were broadcast in 10 consecutive days. When the update was suspended for the first time on August 17, the plot progress had exceeded two-thirds, the appearance of the entire drama had basically been exposed, and audience feedback had also been formed.
△ "Clan Lan Jue" drama calendar (Source: iQiyi)
Then the audience's hotly discussed elements, such as BKING, Wang Hedi's body-taking acting, Lan Qiang CP, OST has the flavor of fairy sword, etc., and Some of their own characteristics, such as intangible cultural heritage, visual effects with investment of up to 400 million yuan, and mythological system from "Chu Ci", are released as a basis for adding good reputation. This marketing idea, which makes the plot ferment for a while, has inspired more viewers to spontaneously enter the pit and recommend externally, and eventually resulted in a short-term surge in popularity.
△Theme song "Qiao Love" listens to more than 1 million per day (Source: Weibo)
Conclusion
Conclusion
014's hit "Auntie Qi Tan" has ushered in an era where there is a hit ancient puppet every summer. However, in the summer of 2020, " Jinxiu Nange " and " Wubaisen " failed, and the ancient doll began to go downhill. The summer of 2021 " Eternal Love of Love " continues to fail, and there are many ugly ancient puppets throughout the year, as well as the ancient puppet dramas such as "First Meet You" and "Try the World" in the first half of this year. It has aroused market popularity and more and more voices are watching ancient puppets.
However, this summer, four ancient puppet dramas with high quality and high quality production have become popular one after another and dominated the popularity of the entire summer. They not only corrected the name of ancient puppets, but also hit a new high in quantity and popularity. Especially the popular "Cranlan Jue" in the early stage has become a hit, which further shows that it is not that ancient puppets are no longer able to do it, but that ancient puppets that focus on IP and traffic stars, and are less about script polishing and production have lost their audience. Ancient costume idol dramas that focus on relaxed, comedy, love, and high-value naturally have the potential to hit the show, and two respects are also needed: respect the needs of the audience and respect the creative rules.
