Sohu Entertainment Special Article (Lin Zhenxin/text) CP has come true. Is it a blessing or a disaster for broadcasting dramas?
A while ago, Bai Jingting and Song Yi were photographed having a relationship. "Changfeng Ferry", starring the two, has also become more popular. On the day the love story was exposed, "Changfeng Du" which had just been completed was the top 1 in the Detawen-to-play dramas for the first time.
However, after the love affair was exposed, the drama party has not released any CP-oriented materials. Amid the cheers of the onlookers, the opera publicity may be secretly worried.
For them, the upcoming drama starring together, and the pressure on promotion is even greater. "How should real couples do promotion and promotion?"
CP comes true, feeding back to the drama
CP, from cultural wonders to national carnival, which is what happened in the past two years.
Netizens looking for "love meal replacement" have eaten from inside the drama to outside the drama, providing effective "bundled" marketing ideas for the promotion and distribution of the drama.
" Star Han Qiang " was broadcast, starring Wu Lei and Zhao Lusi live broadcast online, from the emotional development of Ling Buyi Cheng Shaoshang in the play to the behind-the-scenes story of the crew. Due to the Internet lag, the two of them later changed to WeChat video chat, which seemed even more intimate. Zhao Lusi also laughed and said: "This is really the first time I have held my male lead in my hand." In the words of CP fans, a live broadcast contributed countless "sugar spots".
" My villain boyfriend " also has a male and female starring online. In addition to live broadcasts on the sequel, the drama team also arranged a live broadcast of the finale to accompany them. When I was in the middle of the tweet, I talked about "I took on this drama for Chen Zheyuan " . Chen Zheyuan, who was originally serious, changed his face and smiled after hearing this. Although it was just a joke, the natural reaction still made the audience say "I've got it".
In comparison, "Changfeng Du" and "Ning'an Ru Meng" are considered "doing the opposite way."
html In September, Bai Lu and Zhang Linghe suspected relationship was exposed, and the waiting drama "Ning'an Like a Dream" starring the two also attracted much attention. Previously, the series had already attracted some CP fans in advance based on the original IP and material behind-the-scenes. After the news came out, many CP fans suggested that the drama "cut and broadcast" and "bring up while it's hot". The number of people who make reservations for the series in has also exceeded one million .
Following the guess of "feeling love because of drama", fans also dug out more "sugar" in the process of "archaeological" materials. For example, during the live broadcast of the crew, Zhang Linghe helped Bai Lu wipe his mouth, and his actions were very intimate.
. Only fans and CP fans have different opinions on the authenticity of this relationship, but as of now, neither party has issued a statement denied the relationship.
1, Bai Jingting and Song Yi, the starring actors of "Changfeng Du", were also photographed having a relationship. It is said that Bai Jingting took Song Yi back to his parents' house for dinner, and the two returned to Bai Jingting's new home together after the meal.
After the relationship was exposed, while the two received blessings, "Changfeng Du" was also regarded as a "decisive work" and won extremely high attention. The week after the relationship was exposed, "Changfeng Du" surpassed "The Flying with the Phoenix" starring , "The Flying with the Phoenix" starring , Yang Zi, and Zhang Wanyi, and became the first place in the TV series to be broadcast.
Some people are happy and some are sad.
The starring actor has a love affair because of the drama. Many CP fans' first reaction may be to celebrate.
But some fans have begun to worry about the broadcast of the series. At present, "Changfeng Du" and "Ning'an Like a Dream" are both in the late stages, and there is still some time before it is broadcast. Some CP fans who invested in advance were worried that the starring actors had broken up by the time the broadcast, and the official CP would be BE, which would seriously affect the experience of watching the drama.
There are also many people who think that whether they admit it or not, it has somewhat destroyed the subtle atmosphere. directly admitted, or denied or broke up, and the two starring actors began to avoid suspicion, which was also very unfavorable for the series.
These are also the points that the drama propagandists are worried about.
Xiao Z, who was once in charge of marketing a certain drama, told Sohu Entertainment that she went to the group to collect the fermented topics during the publicity period and accidentally learned that the male and female protagonists were in love.
" was a little at a loss at the time. To put it bluntly, everyone is watching the drama and is just fake. How do you really 'chew'? How do real couples do promotion and distribution? " Xiao Z, who has always been experienced, was a little panicked. He didn't know which materials shot on the spot could be sent, and which ones would be exposed directly when they were sent out.
To a certain extent, the pink atmosphere and ambiguous interaction of the official CP provide everyone with psychological comfort and emotional massage outside of reality. The audience is CP-watching the imagination and longing for love in their hearts to the characters or actors.
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The imaginary emotions are of course beautiful, but when this relationship really enters the realm, it cannot be impeccable. Just like no matter how long a celebrity couple has been married, there is a certain degree of mutual resistance and disgust between the only fans of both parties.
Xiao Z's concern is mainly that everyone is obsessed with the perfection of ideal CP and is unwilling to accept that two people are together in reality. After passing a certain critical point, the audience feels it’s not easy to eat.
Fortunately, this relationship has not lasted for long, and things have changed. Xiao Z learned that the male and female leading actors broke up after the crew finished filming, and their previous concerns disappeared. "Fortunately, they were separated as soon as the filming was completed, and all the publicity rhythm was as usual."
However, when the series was broadcast, the male and female protagonists did not have a joint promotion. Apart from the regular Weibo release, they did not cooperate with too many CP-oriented publicity work. But this drama is still very popular, and has attracted a group of CP fans with its special character and sweet plot.
drama Xuan Xiao H also feels that once the CP of the drama is realized, it will add a lot of trouble to the publicity work.
"If the time comes, it is not good for anyone, the topic must be very cautious and grasp the same degree. Even if some couples are going to get married, the artist team may mind the relationship between the two, saying "I don't want to be too high-profile" or something. "
Xiao H has come into contact with a couple's drama marketing. According to her, both teams are vague about the matter of getting together. "At the beginning, I designed a combination of the same frame, and the artist team seemed to agree, but later I regretted it. The same was true when participating in the event. I had clearly refused to be in the same frame, and I couldn't even bring the questions to each other, but the last two people were together."
Who is "moving forward with the load"?
In recent years, CP marketing has become the norm.
After tasting the sweetness of the CP bundling effect of "1+12", more and more drama promotions have tried to extend the CP sense from within the drama to outside the drama. The rise of
CP fans has also driven the popularity of both actors and the popularity of the series to rise.
However, the artist team is often worried that the situation will get out of control after CP bundled marketing, and will propose to the drama announcement that they refuse CP bundled marketing.
After the end of "Star Man" by Wu Luke, CP fans have grown unprecedentedly. When Wu Lei posted on Weibo, the front row of comments were all CP fans whose avatars were intimate screenshots of the two of them. Zhao Lusi participated in the event and became a hot search with Chen Zheyuan, the male lead of "Can't Secretly Hide", and the topic page #Zhao Lusi and Chen Zheyuan's Red Carpet Style Today# was almost occupied by Wu Luke Escape CP fans.
From this point of view, CP fans "can fight" seems to be more beneficial to the series, and will have an impact on the artist's subsequent works and the co-stars.
Follow the trend and embraces CP's marketing and dividends, and must accept the pressure of "moving forward with heavy loads".
These drama propagandists can also understand the concerns of the artist team. "When we write a case or answer questions, we will also take the initiative to ask the artist team if there are any taboos." Xiao H revealed that whether we can do CP marketing depends on the artist's wishes."Depending on whether the artist is cooperating or not, the contract is signed or not."
CP will roughly divide it into several types of marketing.
Amplifies the interaction between the male and female protagonists according to the plot, which is the most common and safer way. Arrangement of artists to post on Weibo to interact and record short videos is also the basic operation of drama promotion. "These basics are generally coordinated. artists do not interact at all, so they will definitely not be able to eat them."
In addition, there is also a "peripheral fermentation" model: find some sugar spots that fans can get from audience feedback to guide public opinion to ferment. "Even if the artist minds, no one can stop the fermentation of the peripheral area."
Of course, the fermentation of the peripheral area also has official support. "We mainly look at whether the platform wants to do it. The shooting period of the platform will follow the project, and we are the most clear about the taboos of artists and the most informed news. If they think it is good, they will do it secretly on the outside and say it is 'natural fermentation' to the artists."
If you judge that there is a risk of public opinion, Xiao H will also take the initiative to raise objections to the platform. " Sometimes we oppose it, but if they insist on doing it, we can't stop it. After all, the platform has the highest status."
while carrying all kinds of artist taboos, they risk "being scolded".
Not long ago, " The World of the Long River " caused a public opinion storm because of the topic of # Luo Jin 's new drama wife being ridiculed by the crowd#. The promotion method of the series was criticized, and Xiao Z expressed sympathy for the experience of the promotion: "First of all, when we do the promotion of the series, we tend to bring the real name of the actor. Artists can add heat to the drama, and also give them a sense of existence. Secondly, everyone ignores that this is a historical drama, and the name of the character in the drama is definitely not convenient to mention."
Xiao Z also revealed that one of the stars of , the other half of the starring party will not promote the live person CP, which is an unwritten rule.
drama propagandists also hope to use famous scenes and plots to send dramas to the circle.
But the facts have proved that there are no events to break the circle, and there are very few projects that can make the circle purely based on their own quality.
Embrace the trend of "CP marketing" and faces various risks and controls from multiple parties.
or not? The question can probably only be left to the audience to answer.
