Sohu Entertainment Special Article (Hu Tu Photo/Text)The current drama market has entered a period of silence after the explosion.
When many new dramas cannot bring the market market , the audience also turned their attention to the most important second two months in the Q4 quarter.
Fox Factory Entertainment Observation has compiled the next 28 works to be broadcast based on the film list and the waiting column released by the current platform. In terms of themes, they are still mainly based on ancient costumes and realism themes.
In terms of the cast, from Yang Mi, Hu Ge , Zhao Liying , Xiao Zhan , Dilraba, to Jin Dong , Song Jia , Huang Bo and other Mesozoic actors, the cast of the drama market in Q4 quarter is dazzling.
It is worth noting that is full of changes and unknowns due to the market. The projects currently appearing in each Q4 quarter still need to be based on the actual broadcast. But one known situation is that this quarter will be a period of drama companies' scrambling.
After Yaoke, Huanrui, Tangde several leading companies have temporarily left the market for a while, the main battlefield of the drama market's Q4 will be led by New Li, Perfect Film and Television, Noon Sunshine, and Ningmeng Pictures; among the listed companies of
, there are many celebrity stock movements, Straw Bear Pictures holds the "quasi-hot" number card, and Alibaba Pictures , Hualu Baina and other companies that are also in the first echelon have also surfaced.
And the group of strong rivals they need to face may be from the new companies that have just emerged in the market.
In this Q4 quarter, who can get out of the siege and complete the company's KPI? Everything is full of unknowns.
The competition between the "Six Major" companies
The competition between the drama companies, brand effect always has the advantage .
Therefore, every time the market is launched, the audience's attention is always on the "six majors" ( Huace , Yaoke, Ning Meng, Xinli, Noon Sunshine, Ciwen, rankings are not distinguished).
Speaking of the "Six Majors", Yaoke and Ciwen have not appeared for a while. Up to now, these two companies have only one new work released this year, namely " Are you safe ? 》 and "Flowers in Troubled Times". The volume of sound is small.
Huace Film and Television is the most stable performance among the six major companies. Over the years, Huace Film and Television rarely fails in its performance.
However, since last year, under the influence of a series of objective factors such as the epidemic, although Huace Film and Television's net profit still performs well, it is an indisputable fact that operating income and net profit decline.
latest financial report shows that the company achieved a total operating income of 1.465 billion yuan in Q3, a year-on-year decrease of 45.84%, and its net profit was 301 million yuan, a decrease of 7.1% from the same period last year.
At present, Huace has temporarily left the Q4 market. A relatively important factor is that has led two subsidiaries to launch three new works in October. TV series first stock, Huace Film and Television deserves it.
The "six" companies that really faced each other head-on in Q4 this year are New Classics, Noon Sunshine and Ningmeng Film, which just went public in Hong Kong this year. They meet the audience with 3, 1 and 1 work respectively.
New Media Media has developed rapidly since it "selled itself" to 下载 Group . While retaining its own urban theme, it has been expanding to the young market in the past two years, bringing audiences a series of exciting male IP dramas.
The three projects to be broadcast, " is storming ", " Xinchuan Daily ", and "Luxing", are actually corresponding to the drama-making ideas of Xinli: that is, in the field of realist themes (urban dramas, spy war dramas) that they are good at, they will not give up on the big cake of male IP adaptation.
Fortunately, Xinli’s current performance is pretty good.Although the five-year betting agreement with China Literature has not been ideal in recent years, the projects held by Xinli are all the top works in the market. profit target is just around the corner.
" national drama door face" Noon sunshine, there is no need to say anything. Since the earliest separation from Shandong Film and Television, Hou Hongliang and Kong Sheng and Li Xue formed an iron triangle. They bring one high reputation to the market.
However, in a time of constant contact with the young market, the noon drama cannot escape the controversy of "stumble" and "decline".
"Man's Play" is also the theme that Noon Sunshine has the best choice since its establishment. This "County Party Committee Courtyard" that cooperated with Hu Ge three times has attracted much attention from the market.
The current tricky question is, can the drama continue the noon high-score drama brands such as "Mountains and Seas", " Langya Bang " and other? Judging from the team building this drama (director Kong Sheng + Wang Xiaogun screenwriter), there is a great hope.
After all, the "slap" work of the Noon Sunshine is mostly made by the second-generation directors and mostly for women.
Ningmeng Pictures started out with women's themes, and most of the helmsmen of the company come from companies within the system like SMG. In the past two years, Ning Meng's senior management has changed slightly, but it has little impact on its company's performance.
, which just went public in Hong Kong this year, has attracted much attention from capital. Originally, after its listing, Ningmeng Pictures would have a wider and farther way to go, but it broke the issue price on the first day after its listing and was questioned by the capital market for a single revenue structure, and it also needed to re-plan the company's business.
Interestingly, in the first quarter of this year, two works " Hunting Crime Picture Book " and "Beyond", produced by Ningmeng Pictures, have received 456 million yuan in copyright revenue. This also once again highlights Ningmeng Pictures' production capabilities.
Q3 quarter, Ningmeng Pictures launched a new 12-episode short drama " Coward ", which is one of its few works that it has collaborated with Youku (it has previously collaborated with Tencent , and Tencent is one of the company's shareholders), but the broadcast response is not optimistic.
While Ningmeng Pictures is trying hard to explore new profit models, it also needs to find more powerful creative types in the drama map.
So in the Q4 quarter, Ningmeng Pictures returned to its best female emotional drama. Can this "sister-brother love" theme " Love" starring Zhou Yutong and Wu Lei , can this "sister-brother love" awaken the lively drama that has been low for a while? Everything is possible.
Nowadays, the most common experience in the film and television drama market is all unknown events such as "rescheduling", "revoking the schedule", and "airdrop". The same concerns may also be placed in the field of drama companies.
When the "Six Major" companies have the guaranteed card of brand effect, some "atypical" listed companies that are hungry and new companies that come to play are also a big "threat".
"atypical" listed companies have full power
Perfect Film and Television, Alibaba Pictures, Straw Bear Pictures, and Hualu Baina, which has obviously better development momentum in the past two years, are obviously slightly different from the survival rules of the "Six Major" companies.
The so-called random punch to kill the master. Their arrival is also accelerating the development of the market.
Perfect Film and Television and Alibaba Pictures are similar to Huace Film and Television, and are typical large-scale corporate styles. not only owns multiple independent studios, invests in mature production companies, and attracts a group of well-known industry insiders, but also the survival methodology of such large companies.
But the effect is often mixed.
is backed by the game company Perfect World . The one with the best reputation and performance of Perfect Film and Television was the year when its representative work "Fragrant Mi" (2019) became a hit. That year, Perfect World's company's profit rose by 30% in the first half of the year, and the copyrights of games and films increased by 12.44% year-on-year.
In the following years, although Perfect World's performance has also been in a profitable mode. However, the revenue of its film and television sector has dropped sharply, which has slightly weakened the influence of Perfect Film and Television.
This year, Perfect Film and Television's layout in the drama field has greatly weakened its participation in investment projects. Its three dramas to be broadcasted, "Bright! brilliant! 》, "Protect the Heart", and " Yunxiangchuan " are all main control projects. The first two films are created by different studios of Perfect Film and Television, while the latter is produced by the film and television company it invests in, Perfect Film and Television Investment. The three to-be-play dramas
also have their own highlights. "brilliant! brilliant! 》 is starring Guo Jingfei , Ren Min , and Wang Yuan. It is considered a perfect film and television S+ project. The "high school senior" student who focuses on being abandoned by the college entrance examination also makes the drama full of highlights.
The biggest difference in the project "Yun Xiang Chuan" is that it was derived from the "play in the play" of the high-scoring drama " blaming you for being too beautiful " in 2020. This "derivative" method is also relatively new in the drama market.
If this work can be successfully launched, it means that the "series" of the drama market will enter a new era.
The costume drama "Protecting the Heart" is actually not very interesting. Zhou and Hou Minghao are both newcomers to the drama market. The theme of ancient costume abusive love is not well received in the ancient puppet drama track now. If "Heart Protection" wants to break through the circle, it will inevitably need to give the audience something new.
Ali Pictures' drama track, the most selling point is Guo Qi Studio.
From "The Ancient Sword Qi Tan 2" to " Rebirth of the Gate of ", to the " Lighter and Princess Skirt ", "The Ming Dynasty Silk Case under the Microscope", and " Love is Full of Nine Bends ", Alibaba Pictures no longer only stays at the investment level, but is in-depth in production and intimate contact with content practitioners.
"Lighter and Princess Dress" is the main control project of Alibaba Pictures to focus on the Q4 drama market. The drama is very interesting, from the director, IP, to the subject matter.
is now available in the market this year, and the "top stream" has not yet emerged. Who will be the next "You Are My Glory"? It depends on whether Chen Feiyu and Zhang Jingyi can support the IP.
Hualu Baina (now renamed Baina Qiancheng) This traditional film and television company has not been very good since it was acquired by Midea Group in 2018. The company's main business suffered a loss of nearly ten times in the first half of this year, making it one of the relatively less ideal development among several drama companies.
And the works it invested in this year, such as "The Mr. of the East Eighth District", " Ice Rain Fire ", " 8090 ", etc., all received mediocre responses. "Ice Rain Fire", which was originally highly anticipated by the market, did not exert the drama king effect; its most popular "Mr. of East Eighth District", was also removed from the shelves due to all inappropriate creative factors such as materializing women.
Can Hualu Baina still turn the tables? At present, in the field of drama, it is still unlikely that it will return to "The Beautiful Times of Daughter-in-law". After all, the 294 million yuan it originally planned to invest in "Kintaro's Happy Life 2" and "People" was also transferred to invest in six movies.
The business layout after Hualu Baina has occupied a certain proportion of the drama market, but it seems that it is not too big.
Q4 drama " Mars Orphan " is one of the few main control projects under its rank, and has reached a cooperation with Hunan Satellite TV and is currently a rare science fiction theme in China. These are indeed slightly eye-catching. But who can guarantee the quality of the work?
Among several listed companies, Straw Bear Pictures has become the focus of . This listed company, which has star shareholders such as Wu Qilong, Liu Shishi, and Zhao Liying, has a weak reputation and influence in the drama field, but its success lies in the company's stable performance.
First half of the year showed that The group achieved revenue of RMB 464 million and gross profit of RMB 143 million, profit attributable to parent company owners was RMB 73.518 million, adjusted net profit of RMB 85.701 million, and basic profit per share was 10.9 points.
Although similar to companies such as Huace, its revenue and net profit in the first half of the year declined in the same period, the success is that it is not losing money. This is undoubtedly a happy event for the film and television industry under the epidemic.
The reason why the company is relatively eye-catching in the Q4 quarter is because it holds the new work "Futuyuan" by Wang Hedi this year's "August Boyfriend". Currently, the drama is similar to a number of top ancient puppet dramas such as " Yugu Yao " and " Anle Chuan ", and the number of reservations has exceeded one million. If can really make its debut in Q4 quarter, there will be no lack of popularity.
However, works produced by Straw Bear often do not have quality assurance at the production level. Wu Qiang, the director who read "Fu Tuyuan", has mostly had modern ancient puppet dramas. Can he control costume dramas? It's hard to say.
The market has never had high requirements for ancient operas. As long as the plot is passed, the actors are good-looking, and the costumes and props are produced online, the audience will basically pay. Will "Futuyuan" disappoint the market? It depends on how much investment the show is.
When an atypical listed company "meets" the six traditional brand companies, who will be better at chess? This may also be a story about "the mantis stalks the cicada and the oriole is behind".
"New" companies, new forces
In today's film and television market, no one dares to underestimate a group of new companies that are just starting out. After all, their dark horse effect is obvious to all in the market.
When " The Two-Year-Love Concubine " was broadcast, no one thought that this "three-no" work (no big IP, no well-known actors, and well-known production team) would become a dark horse in the market. And its behind-the-scenes promoter, Yuzhou Film and Television, also became famous quickly with the drama and was deeply bound to Tencent Video . This is why the subsequent series of "The Love of the Two Worlds" series were created.
Although its response to the market is no longer as good as that of the past.
But the capital market also saw the "potential" capabilities of the new company through this incident.
has created Xiaotangren Film and Television, the "Youth Drama Brand" of " The Best Us " and "Hello, Old Times", and completed the A+ round of financing in 2018. The behind-the-scenes financing of this financing include well-known investment institutions such as Zhengxin Valley, Huaxin Capital and Songhe Capital .
includes the ones that have been left in the market and are also an important "seed" contestants this quarter. Five Yuan Culture, Stellar Gravity (which was a hit in one shot when it was launched last year), and Liubai Film and Television, all of which are remembered by the market with one or more works.
And one similar feature they have is that they have at least one hit work. Therefore, they are often called "a drama" companies in the market. Among these companies, there are some "new companies" that have never been remembered by the market or lack memory points. They are also a major highlight of this season's drama market.
For example, " Wild Growth " starring Zhao Liying, the behind-the-scenes company Shangxiang Entertainment is a "new" company established in 2013. Although the company has a certain time limit for its development, it has produced top projects such as "Shangyang Fu" and " Our Ten Years ", but it is still relatively unfamiliar with the mass market.
Shangxiang Entertainment urgently needs to leave a work with memory points for the market. "Savage Growth" may be a big turnaround.
, founded in 2019, is a subsidiary of Nanpai Interactive Entertainment established by writer Nanpai Sanshu . The most famous works under are not "" starring Luo Yunxi and Chen Feiyu, but the drama has been unable to meet the audience because it has been subject to the theme restrictions. This hinders the spread of company reputation to a certain extent.
The series "The Long Moon of the Moon: The Thousand Peaks" is a highly popular ancient puppet drama in the current market. It is rumored to be launched on Youku in the Q4 quarter. The current number of reservations on the show on the site has exceeded one million . If the rumors on the Internet are true, then the competitive pressure of ancient puppet dramas in this year's Q4 Theater is quite impressive.
Whether the otter culture can become famous in one battle, the "family assets" are all pressing on Bai Lu and Luo Yunxi.
was founded in 2015. Yide Film and Television, which brought out the "bottom-of-box" work, also chose the theme of ancient puppets. , the "html February Songs ", starring Zhang Binbin and Xu Lu , is also a major highlight of the drama to be broadcast in Q4. The biggest advantage of this drama compared with other ancient puppet dramas may lie in the clarity of its schedule.
"The Long Moon of the Month: The Thousand Peaks of the Moon" is currently the only project to be broadcasted in iQiyi's autumn and winter film list. The rest of the ancient ornaments to be broadcasted online have not appeared in the list of various project lists. Therefore, the chances of the show being broadcast are greater than those of other works. In the project to be broadcasted by
, several "star" companies have also appeared. For example, , Xinli Film and Television, jointly opened by Feng Xiaogang and his old partner Lu Guoqiang, . This time they brought the market no longer a costume project like "Sword Dynasty", but an urban drama "The Right Way to Open Life" starring Huang Bo, Mei Ting, and Zhu Zhu .
The female producer Yao Jia, who left Hunan Satellite TV and started her own business, founded Haoku Film and Television in 2016. The most famous work handed over to the market by the company is "The Ming Dynasty" starring Tang Wei and Zhu Yawen. The to-air drama " The World of the Long River " is also a historical legendary theme. Yao Jia, who has experience in the "Ming Dynasty 1566", seems to prefer historical themes. Among the new companies of
, there are Zhengyi Film and Television, which holds "The Law of 28 Love" starring Yang Mi and Xu Kai , as well as Chenghao Film and Television, which owns "Everyone Knows I Love You", and the self-produced dramas "The Heart Ripples" and "The Dream of Ning An" created by a number of independent studios under iQiyi.
may have certain resources or be backed by the platform, and it has also become the focus of these new companies in the market.
In this Q4 quarter, who will become the first "ace company" in the drama market to break through the siege? Who can copy the company effect of "a drama" again? Everything is unknown.
But it is clear that with the entry of these or leading companies or new companies in the drama market, the market popularity will not reappear in the current drama market.
As of now, the most popular quarter of the market this year is the Q3 quarter supported by three ancient puppet dramas in the summer. Can the Q4 drama market reproduce the effect of that time? The companies behind the dramas to be broadcast have equal pressure and risks.
