As the sweet pet track becomes increasingly congested, the theme dividend ceiling seems to be gradually approaching. Instead of competing in the stock market, it is better to explore the incremental market to increase your chances of winning. " My Villain Boyfriend ", which just concluded, is such a sweet drama that took a different approach and successfully broke through. The positioning of
anti-routine love comedy seems to indicate that it will win at the starting line. The drama breaks the shackles of the regularity in the protagonist's setting, and creates a hilarious laugh with the high-frequency reversal plot. At the same time, the exquisitely created appearance is integrated with the scheming core of the characters' positive views to sublimate the pattern of sweet pet dramas, thus creating a weapon to break through with differentiation.
Source: "My Villain Boyfriend"
01
hit young women + pan-mass market, triggering tap water
During the broadcast of "My Villain Boyfriend", the data performed well. After 24 hours of broadcasting, the popularity on the exclusive broadcast platform iQiyi exceeded 6,000; in just half a day, the popularity value rose to 6,500. The drama has also set off a ratings overseas - it has been broadcast for 3 days and has topped the top 1 of the mainland dramas in , iQiyi overseas stations; and later won the iQiyi overseas list.
Source: iQiyi Overseas Edition
Detawen's prosperity index also performed well. The day after the broadcast started, the drama's prosperity index exceeded 200% and broke 1, and then rose steadily. The prosperity index of the small-cost online dramas broke 1 when they started broadcasting, which shows that the drama has achieved a good start due to its precise aesthetic hit to the target audience. A good start helps reputation. At present, the drama scored 7.0 points on Douban and rose to 7.2 on the day of opening, which was recognized by the audience and also shows that the drama has the potential for further communication.
Source: Detawen Technology
Audience distribution, "My Villain Boyfriend" almost captured the core audience of sweet pet dramas in one place. Generation Z and mature women aged 18-23, 24-30 are the main fans, and the female audience accounts for as high as 81%. , a tap water with a strong desire to share and expressive desire, is one of the important external forces that promote the drama to expand its influence.
They participated in the discussion on the # Chen Zheyuan Say the new drama called me a good old man#, #Chen Zheyuan Shen Yue CP is called Nan Wangjin Xiao#, #My villain boyfriend is all candy#, #My villain boyfriend knows how to be happy#, #Chen Zheyuan plays Xiao Wudi is a drama artist#, #My villain boyfriend with a knife# and other funny topics, which led passers-by to watch and interact and expanded the audience plate. The positive public opinion of the drama is as high as 82%, which is a proof of the high praise from the audience.
Source: Detawen Technology
's younger audience portrait, which shows the basic plot of sweet pet dramas + the anti-routine with a big brain + the black-bellied villain and virtuous writer, domineering president and strong workplace women, cute seniors and stupid juniors 3 pairs of CP emotional meal replacements. Several major buffs superimposed have strongly attracted young people and reflect the precise research and iterative innovation of the target audience by the film company Qimiao Culture to try to make the cake bigger.
Image source: "My Villain Boyfriend"
In terms of regional distribution, the voice is high among the new first-tier, second-, third- and fourth-tier cities, indicating that "My Villain Boyfriend" has a wide audience radiating range, showing the characteristics of popularization . On the one hand, thanks to the main light comedy style, it is completely in line with the public's taste.
Source: Detawen Technology
Netizens posted barrage, real-time interaction strengthened the immersive atmosphere of watching dramas. For example, Xiao Wudi traveled from the novel to the real world. In order to find out the reason for the time travel, he asked Nanxing to reappear, and threatened and tempted the other party to lie on the lawn and fall asleep together. Seeing the male and female protagonists lying together, "Are you two going to commit suicide?" and "I'm lying in the middle" and other funny barrage began to flood the screen.The heroine gave advice on the second male lead's love affair, and netizens made a joke about "I am a love security guard for the boss at work."
In addition, iQIYI's creative barrage also adds a unique interactive experience to watch the drama. For example, when sending barrage contains "Help", the screen will drop the cute Q-version villain of Xiao Wudi and Nanxing; and when the plot of Nanxing summoning Xiao Wudi in the play appears, the screen will have a "black hole" special effect, sucking the male protagonist and the barrage together, and the barrage will be released until the location conversion is completed. These interesting settings related to the plot also enhance netizens' interaction enthusiasm.
Source: "My Villain Boyfriend"
Another reason why this drama can harvest the masses is that uses a popular shell to explain the universal issue of broad love . This is the cornerstone to fissure the multi-dimensional emotional aspects such as family affection, love, and friendship, and present it through the various characters in the play, which hits the greatest common divisor of public emotions. This not only breaks down regional barriers, but also consolidates the sinking market.
02
Anti-routine character + plot, creating an eye-catching magic weapon
Based on the positioning of anti-routine romantic comedy, "My Villain Boyfriend" reveals the creative ideas of "anti-routine" from the top-level design to the lower-level buildings - this is also one of the main eye-catching killer weapons of the play. Taking the differentiated route in the sweet pet track, committed to maximizing the advantages of novel positioning, and through the two major elements of anti-routines and comedy, the film crew successfully launched a combination of conventional themes + innovative punches.
Specifically, , on the premise of ensuring the core element of sweet pet dramas, makes a "defying" in terms of characters, plot and tone. The character of the anti-routine collides to create a happy story, providing the viewer with a novel experience of eating candy in the anti-routine.
Image source: "My Villain Boyfriend"
The male protagonist Xiao Wudi is a tool person who appeared in the fantasy he wrote to set off the upright Lu Dada in his fantasy. He appeared either to disrupt the world or destroy the way the heroine of the novel and the female protagonist and Lu Dada got married. At first glance, it does indeed conform to the character of the big devil. But this villain is a bit like a "paper tiger". He is not bloodthirsty and will pay to show his sense of self-superiority when plundering his opponent's sword. The contrast given by
This atypicality breaks the public's inherent impression of the villain. Therefore, when he traveled from ancient novels to the real world of the 21st century, he ushered in a "new life" in a new environment, revealing a new face that is arrogant, cute and narcissistic.
does not have the common jokes of "not adapting to the local environment" in ancient and modern characters. Xiao Wudi has super strong learning ability and adaptability. He went to the library alone to check information to understand his own situation, learn to order food online with a smartphone, check information with a computer, and even learn English without a teacher.
Image source: "My villain boyfriend"
heroine Nan Xing is a sports student who practices discus . After graduating from college, he changed his career to be a writer. Because he admired his idol Lu Zichen, he worked hard to get into his company X culture and became the president assistant. The optimist personality makes her always look full of vitality, and the education of a sports student destined to be a weak girl, but the heroine, who looks strong, has psychological weaknesses - because she witnessed her father's accident in high school, had panic disorder , who was afraid of open flames.
The combination of two contrasting protagonists will inevitably collide with unusual and joyful and sweet emotional lines.The male protagonist traveled to modern times because of the female protagonist's wish, and was carried to the hospital by the female protagonist's princess after fainting. The female protagonist asked for help in the company's bathroom. When the male protagonist heard the call, he appeared and sat on the female protagonist's lap with disgust on his face. The male protagonist arranged a blind date for the female protagonist to find her boyfriend to fulfill her wish. He had a good impression of the female protagonist, and the male protagonist fell into self-doubt and talked to the doll. After letting go, he pretended to be sick and caused a power outage, and he was scheming to chase the female protagonist; the male protagonist pretended to be warm and made a favourite like the female protagonist, and also output earthy love words . Especially the scene of modifying the title of the new novel based on the perspectives of male and female protagonists, reflecting the design ingenuity of the play structure. This kind of intensive reversal plot with a compact rhythm, a sense of pleasure and surprise are all in one go.
Source: "My Villain Boyfriend"
Even on the candy and the blade, it is full of anti-routines. The male protagonist was summoned by the female protagonist to the holy place for confession. Facing the other party's confession, the male protagonist directly told him that he could not give the female protagonist's future concerns because he did not have a modern identity. The female protagonist bravely responded and only looked at the present. The two confirmed their relationship on the spot. But not long after it was sweet, the male and female protagonist triggered the "abuse" switch due to the first kiss - the female protagonist wanted a heart-wrenching love, and the male protagonist disappeared.
plots that do not follow the common sense make it difficult to predict the development of the story based on past experience in watching dramas —this is the essence of anti-routines. The film crew firmly grasped the viewer's mentality of watching the drama.
The classic comment from netizens "When you feel that it will be embarrassing, it will start to be funny, when you feel that there is an ambiguous atmosphere, it will start to be funny, when you feel that someone is about to die, it will start to be funny," revealing the way this drama is innovative in the sweet pet track.
Image source: Netizen comments
03
Super positive view, enhancing the connotation of sweet dramas
As a sweet drama, "My Villain Boyfriend" also carved the connotation of the aftertaste. The people in the play often output views with extremely positive views in the workplace and life, reflecting the positive values conveyed by the play and arousing the audience's empathy with .
The male protagonist arranged for the heroine to go to the boss's house to get the manuscript. The hero asked her when she would come back to continue. The heroine asked the other party what blind date he was looking for. The hero said that because the heroine was too picky, the heroine retorted, if she didn't pick on her, who would be responsible for her future life. It reflects the self-reliance awareness of women in the new era to control their own destiny.
As a boss, the second female lead encourages new girls in the workplace to work hard, give full play to her meticulous and persistent advantages, and be firmly at the president's assistant. Seeing that the heroine is not used to wearing high heels, the second woman will tell the other party about her experience, it doesn’t matter, take it slowly. The second female lead appreciates the heroine's talent and encourages her to participate in the recruitment of new authors in the company. Women's mutual appreciation and support in the workplace shines with the light of female friendship.
Seeing Lu Zichen want to chase Ye Qing but he didn't dare. He used "a friend" as an excuse. The heroine of single pointed out in a flash that she said that if you like someone, you must face your sincerity bravely. If you don't even have this courage, you should give up as soon as possible. Inject the courage to love bravely to modern people who are " love incompetent ".
The male protagonist learned that he was a piece of paper and was confused about why he lived. This made the heroine start to think about the meaning of life. The mother told the heroine that life is all about herself, and no one has pure freedom. She tries her best to do what she likes and enjoys life.
Image source: "My Villain Boyfriend"
In different situations, the opinions output by the characters based on their respective positions and the collision between opinions may be introspective, or inspiration for the viewers. To a certain extent, the connotation of the sweet drama has been enhanced.
04
well-made, perfectly fusion of "virtual and real"
It is worth mentioning that the drama has a high TGI index in first- and second-tier cities, indicating that it has a fashionable texture, exquisite and eye-catching picture, and meets the preferences of people with high requirements for quality of life and those who are struggling in big cities. Regardless of the scene or the costumes and makeup, the details reflect the ingenious polishing of the film's production level. What is rare is that although is a drama with fantasy settings, it creates a listening language with fireworks, combining virtual and real.
The heroine's home was organized by her mother, Ms. An. The key box at the entrance of the entrance, the paintings and green plants in the living room, the various refrigerator stickers on the refrigerator in the kitchen and neatly placed condiments and tableware on the stove. The wall of the heroine's bedroom is covered with photos of her idol Lu Zichen, storage boxes next to the wardrobe, and bookcases filled with books and trophys. The atmosphere of life everywhere not only creates a warm atmosphere for two intergenerational women who have lost their loved ones to re-establish their family, but also reflects the identity of the heroine's writer and reflects Ms. An's taste as an art worker.
switch to work, and the X culture of the heroine who works reveals the characteristics of the cultural IP industry. The folders, post-it notes, staplers, solid glue, pen holders, notebook stands, desk lamps for overtime, neck pillows, , water cups... on employees' desks truly restore the "fighting equipment" of workers in workplaces, reflecting the high-pressure and tense working state. It is difficult not to let the "social animals" who work hard in first- and second-tier cities feel in a sense of inclusion.
Source: "My Villain Boyfriend"
In addition, some key props in the play carry the role of conveying rich information. The heroine placed the oranges and apples they liked to eat in front of the photos of her dead father and her first love, the bear doll given to the hero by the heroine, the little king pendant placed on the second female office desk, and the doll wind chime given to the heroine by herself in the pottery store, or explained the character's family background, highlighted and added the character's charm, or promoted the character's emotional story.
Source: "My Villain Boyfriend"
The makeup of the characters in the play is also consistent with the character's identity and personality. The heroine who transforms from an athlete to a writer, travels between life and workplace, and switches between sports and leisure style, home clothes and formal clothing. And the blind date scene was transformed by the male protagonist into a Hong Kong-style beauty dressed up with fake long hair. The male protagonist who travels to modern times mainly wears daily casual styles that can reflect handsomeness and unruly personality.
Source: "My Villain Boyfriend"
According to the data monitored by Detawen - the cold and arrogant and energetic girl, mysterious summoning, princess hug, character view, sweet heartbeat, comedy meal and other points that triggered heated discussions, pointing to the above-mentioned anti-routine character design of the male and female protagonists, unexpected plot, positive values conveyed by the characters, and the light tone of the play. It proves from the fact that the film company's success in creating anti-routine romantic comedy.
Source: Detawen Technology
05
Conclusion
"My Villain Boyfriend" can be regarded as one of the representatives of this year's "small and beautiful" dramas. Within ten days of broadcasting, the anti-routine upgrade of the sweet pet shell, and the setting of villains coming to the real world from the book, let the audience dream of a fan writer falling in love with the villain. In the simple relationship between characters, it builds a warm, sweet, gradual and highly credible chemical reaction of male and female protagonists, making the series funny and "Nan Wangjin Xiao" CP good. In addition to letting the public report "being addicted to love" after watching the drama, it also injects a certain philosophical meaning to improve the connotation pattern, and sets a positive demonstration of how conventional dramas with increasingly saturated development space to open up the incremental market.
Written by: Cotton
Editor: Su Qin
Detawen Prosperity List Data Description
Detawen Prosperity List
1. Detawen drama prosperity index calculates the overall network discussion, netizen interaction, media exposure, online reputation and other elements of the series. It is committed to reflecting the most realistic drama popularity and is a more advanced drama popularity indicator in the industry;
2. Character contribution: The proportion of the discussion popularity of each character contribution to the total character popularity of the drama in the series.
3, the list shows the main production company and host playback platform, as well as the focus of online public opinion for the drama to be broadcast.
4. Data covers the first-time TV series and the first-time web drama.
5. The data source is the analysis and mining of public information. If any potential stakeholders claim relevant rights and interests in this regard, please contact our company in time.
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