Sohu Entertainment Special Article (Wei Jie/Text)
This summer, the CP in Guyu is particularly out of the circle.
As of August 25, the CP super story of Wu Lei and Zhao Lusi starring "Wu Lu can escape", has already had more than 300,000 fans. After the broadcast of "The Legend of the Canglan", the CP "Dixin Gravity" starring Wang Hedi and Yu Shuxin has been on hot searches on platforms such as Douyin, Weibo, and Kuaishou. What exactly does
CP marketing do? What can it bring to the series? Is CP speculation a blessing or a disaster for the work?
Sohu Entertainment chatted with several promotional people, and the story behind the drama hype CP.
Drama Promotion: Live CP? I dare not hype
drama Xuan Meizi is almost in a good way to CP marketing.
She gave the characters in the play a CP name to build a CP super talk, cut CP videos in hot topics on Weibo, posted Douban posts to guide netizens to eat role CP, wrote Weibo interactive copy to artists, and planned online and offline live broadcast processes.
In 2020, she sent three pairs of CPs to the hot search and welcomed their beau outside the show.
"We will definitely target CP marketing." Mei Zi said bluntly, "But they only do role-oriented and do not actively speculate on real people."
Mei Zi explained that marketing CP is a fixed routine for almost every drama. "CP can play the traffic function of the starring actor, and can also connect with the plot, help the drama become popular, and the audience also likes to play CP." TV series with more outstanding emotional lines will put the big marketing expenses on the CP.
"After all our purpose is to let the audience watch the show." Meizi explained.
What kind of CP can become popular? The most common saying in the drama publicity circle is that whether CP can be hyped depends on whether the actors have a CP sense.
"No CP sense, even the CP in the drama can't be hyped up, let alone the real person." Drama Xuan Mianyang explained.
After several years of publicity, sheep still believes that CP sense is a metaphysics. However, she believes that the CP sense still has rigid conditions, "At least one party has a higher appearance."
"Appearance is the primary productive force, and no one likes to watch ugly people fall in love. But in fact, including many dramas I have done, the appearance of the starring actors is not very good." Meizi said.
Mei Zi once participated in the marketing of a popular IP remake drama. When it was first broadcast, a large part of the public feedback she received on the Internet was complaining about the appearance of several starring actors. "Many people are saying that this group of ugly dolls are crowded with ugly people, and no one wants to eat CP at all."
When the starring actor is not very good-looking, CP marketing depends on the timing.
"It's not good enough to wait until the audience's eyes are pua before they can hype it." Mei Zi explained that the trend of this drama later improved, and many viewers began to hype it because one of the scenes was very restored, and the audience began to recognize the quality of the drama. "After watching the drama, there is a filter for the actors, there is a chance to hype the CP." Another major problem in
CP marketing is the attitude of the artist fans.
Male artists who have become popular with talent shows or double male lead dramas. "We don't even dare to market CPs in the drama, and fans scold them very much."
A project that Mei Zi once did. One of the male leads is currently very popular traffic. Whenever there is interaction between male and female leads in the drama, fans will start to scold. "His fans don't like this at all. They hope that their brother is beautiful. They all think that female artists are just a cooperative relationship and refuse to speculate on CPs."
"Male artists who have an idol feel generally avoid speculating on CPs."
In real-life CP marketing, the most drama promotion is actually just a boost. For example, publishing some behind-the-scenes footage from time to time is a convenient and effective means for CP marketing.
The relevant accounts of the "Cranlan Jue" series continue to post behind-the-scenes. One of the kiss scenes by the river was even released with three clips with different contents, and the behind-the-scenes kiss scenes also successfully became a hot search.
Sheep have also been marketing CP through behind-the-scenes marketing.A project she did in 2021 was asked to market the label of "BG Light". "We have checked a lot of information in private, and even watched a lot of interviews with the starring actors. We found that the so-called ideal type of the two starring actors can match. Their behind-the-scenes interactions look more loving than in the main film, and there are many things to be hyped."
But the sheep waited until the starring actors' interactions in the play became a hot search and the real-life CP super talk of the two starring actors was established, and the behind-the-scenes were silently released. "The drama Xuan will not take the initiative to do the rps (referring to the real-life image of fan creation)."
Artist avoidance and 'compromise'
"Try not to touch the real-life CP" is one of the most common requirements that Meizi hears when working.
Another ancient puppet drama that Mei Zi once participated in, and the heroine did not participate in the promotion from beginning to end. Even if she proposed the plan, she just hopes that the artist will interact with the character name on her social account, the artist will refuse it with all his rights.
"Many people are not willing to have other names of the opposite sex on their Weibo, just like they have allergies." , Mei Zi recalled, "The promotion period of that ancient puppet drama was that the male star was singing a one-man show, and the heroine seemed to have never filmed this drama."
drama Xuan Mianyang was also clearly told by customers not to do CP marketing, because the two starring actors had their personalities inconsistent. Customers require that two people interact less, split the screen during live broadcast, and do not consider any coordinated planning. "That's a relatively small drama, and there are almost no other promotional points except for the emotional line."
In comparison, the actors' cooperation will be higher in dramas with high volume and popularity.
During the popular broadcast of "Long Songs", the starring Wu Lei and Dilraba Di Lieba gathered to sweep the building offline together. During the broadcast period of "The Pearl Lady", Yang Mi starring in Weibo has more than 20 related content from TV series. Before the broadcast, the two appeared on the "Happy Camp" program for promotion, which is a common process for S-level and above dramas.
Sheep participated in the marketing of a summer screen dominating drama. Several starring actors cooperated very well in interacting with roles and tone, and the online live broadcast was also very effective.
"Our live broadcasts actually won't have a very detailed process, but they themselves understand what the audience wants to see. In terms of eyes and dialogue, the artists are all exerted by themselves. Moreover, these behaviors will allow the audience to see the actors' charm while having a sense of immersion in the play. In fact, it is beneficial for the series to become more popular."
At the same time, Sheep also mentioned that under normal circumstances, the protagonist will cooperate more with publicity than the supporting role.
"After all, it is not a drama he starred in. The part that promotes him is already small, and the benefits will indeed be small for him." Yang Yang also expressed his understanding of this.
In Yixuan Guoguo's view, CP interaction during the publicity period is necessary, but there are many situations in which the artist team rejects CP marketing. "The team needs to consider the artist's wishes and see if the artist is willing or not, it may be that the artist cannot get along with each other, or the positioning of the two people is inconsistent, and there are many reasons for the artist's long-term route planning."
However, the artist's cooperation will also change with the broadcast of the series.
"The drama is good, and some artists will increase their interactions by themselves."
A certain S-level project that Mei Zi had participated in before was told when she came into contact with it that one of the leading actors was unwilling to hype a live CP. The series received a good response after it was broadcast, and even topped the list of Yunhe Maoyan and other lists. After Mei Zi's colleagues communicated with customers, they arranged a live broadcast while it was hot. The artist was very proactive during the live broadcast and even kissed another starring actor.
"I was so scared at that time. We dared not arrange this process. It was all his own performance, so we were afraid of being scolded."
But at the same time, she also understood the artist's idea, "After all, this is a good opportunity, and everyone wants to become famous."
CP became popular. Is it a blessing or a disaster?
"The premise is that the drama is popular," said Drama Xuan Mianyang with confidence.
In her opinion, a good CP must be based on good works.
"The quality of the series is the most important thing." Sheep believes that the individual strength brought by artists with high traffic is always invincible to defeat the integration of series production. Even if the appearance and personality of the male and female protagonists are not low, if the drama itself is fooling the audience, the logic is unclear, and the viewer feels awkward, there is no way to make the audience CP, which will make the series popular.
"Just like if you put two pieces of high-end chocolate in a pile of shit, it will definitely be difficult for everyone to swallow. So I would rather watch CP marketing to become popular than watch bad movies."
On the basis of guaranteed quality of works, CP can become popular with the cooperation of artists. In the view of the drama propagandists, the participation of artists in CP marketing is a manifestation of their dedication.
Whether it is the house sweeping of Jing Tian and Zhang Binbin, the double-player live broadcast of "Canglan Jue", sheep are very recognized.
The interaction between Jing Tian and Zhang Binbin's house sweeping became the learning template for subsequent dramas. Dramas such as "Fall in Love with Special Forces" and "Long Songs" have replicated the mode of sweeping the building with two people.
Yu Shuxin is filming "Legend of Sword and Fairy Six" in Hengdian, but she will also participate in the two-person live broadcast of "Canglan Jue" after her work. The little episode of "quarrel" in this live broadcast made the CP of "Canglan Jue" come out of the circle again.
"You think, after all, the drama is filming love scenes. They are also to continue to meet everyone's sense of substitution and sugar-consuming needs. You can't break up or do nothing, which is irresponsible to the audience."
Sheep's view on artist marketing CP has never changed. "The works are not popular, he can only be a fool, but many people really don't know what to do."
drama Xuan Meizi thinks that artists should have a cognition, that is, since there is a CP in the filming of love scenes, you should perform your duties well both inside and outside the play. This responsibility is not about the end after filming the filming, but about the end after broadcasting the drama.
In her opinion, the promotional work of the series is part of the work of the artist. "Even if this may be the part that requires overtime for them, but who doesn't work overtime? Should I work overtime?"
Meizi describes a harmonious screen CP state, which should be "making a good future with a team". "After the drama is broadcast, if you have a good relationship, play by yourself. If you don't have a relationship, don't contact us. Don't make a bad thing, but you don't need to market on the table anymore. Because you still have the next work and CP that needs to be marketed."
(9095 series to be broadcasted)
Meizi also mentioned that the minefield that needs to be avoided in CP marketing is that the producers deliberately manipulate public opinion and guide sugar. Because now has strong spontaneousness, they can find some things to do, interpret CP by themselves, and look at the series more calmly.
"They have learned from their previous experience and only CPs during the series broadcast. After the show, everyone is together and scattered." As the audience is becoming more and more aware, the producer should not forcefully feed the audience sugar, "because everyone can tell whether this is an industrial saccharin."
"This feeling is like, I was eating it so vigorously, I think this is the treasure I dug up. As a result, you do this deliberately, and insist on making me realize that it was a trap sent to me by others. I could have deceived myself and could live in my dreams all the time."
Meizi believes that TV series is about shaping dreams for the audience, not breaking the dreams.
On the other hand, when the audience started to play CP, they would actually gradually bring filters to the producers, especially the artists, . In this case, there is actually no need for the producer to explain anything, and many things can be consistent."
The popular IP remake drama Mei Zi did before, in the week of the broadcast, the male protagonist's black material spread rapidly on Douban, and even became a hot search on Weibo. "But fans were eating CP, and no one mentioned his black material again.The filters created by spontaneously CP are rare treasures for actors, works, and production teams. ”
(Plums, sheep, and fruits are all pseudonyms.)
