Rhino Entertainment Original
Article | Fat blog Editor | Park Fang
On the same day when the new film list was released, iQiyi exclusively launched " Please " at 8 pm.
"Big" is the film list by "Please You". Obviously, the platform is very confident in this drama that has made an appointment on the site with more than 3 million. The performance after the broadcast was not disappointing. It won the first place in popularity for many consecutive days, including Maoyan Professional Edition, Lighthouse Professional Edition, etc., and the first daily popularity value on the site was the first, breaking through iQiyi's popularity value of 9,000+ within 24 hours, which is the new record of iQiyi's fastest popularity this year.
This continues the market temperature of this summer. Judging from the audience's discussion, the basic conditions for the emergence of the show are quite consistent with the basic conditions for dramas such as " Menghualu ", " Star Han Qianghuan ", " Canglan Jue ": the male and female protagonists are pleasing to the eye, the picture filters are natural, and the special effects are qualified. Relying on content upgrades, long-distance dramas are gaining more patience.
In fact, since its launch, the quality shown by "Please You" is still far from the above-mentioned dramas. On the one hand, although the actor's appearance is good, the original lines and performances of Ren Jialun are still the focus of controversy; on the other hand, the plot, including some basic settings, is not very good at thinking.
but can drive the popularity of playback and topics. It should be believed that in addition to the high market popularity, the light comedy narrative of "Please You" has helped it open up the audience's interest in watching and interacting.
This is also becoming a common choice for most producers. The three summer costume dramas mentioned above have adopted the narrative method of light comedy without exception; the light comedy style has gradually emerged from the established impression of sweet pets in small and medium sizes, and are blown into the fields of big dramas such as costumes, fairy tales, and realistic themes.
The creative ideas and market demands behind this may be observed through "Please You".
After multiple adaptation
"Please You" gets the bonus of "light comedy +"
When creating light comedy becomes the choice of most drama parties, a fundamental problem is to ensure the adaptability of the story itself to light comedy.
is different from comedy that is more difficult to create. Light comedy is largely about creating a sense of atmosphere, realizing ease, free play and improving the experience of watching the drama. The requirement for the story is that one of the male and female protagonists needs to be outgoing and even out of line, and form a comedy division of labor similar to crosstalk, or "pretending to be stupid + complaining" with the other party.
This setting is in "Starry and Han Brilliant", Cheng Shaoshang, the "left-behind girl" in the home fight, and Ling Buyi, the young general who is deeply bitter and revengeful; in "Canglan Jue", it becomes a naive little orchid who accidentally encounters the big demon Yuezun Dongfang Qingcang. The plot can be a little heart-wrenching, and even have grudges in previous lives, but as long as the main storyline of the story is CP, the audience will laugh first and then cry, and they will think it is more advanced.
In "Please Please", the love story of the ascetic general Lu Yan (played by Ren Jialun) who has been sleeping for thousands of years and the "greedy and lustful" female bandit Yu Dengdeng (played by Li Qin ), also forms such a comedy push-pull relationship. The entanglement in the past life behind it will not affect the audience's fun when entering the story.
From the perspective of the whole play, the dual-line narrative of ancient costume + era does have higher requirements in production, such as the character's makeup status, costumes and makeup, etc., and two sets of solutions are required; but this interweaving and mixing actually forms an amusement park experience from the audience's perspective, that is, to realize the passage in multiple scenes, and you can easily watch the "live".
After the story was advanced to the past life, Lu Yan's ancient style made the Weibo topic read 120 million+ per day, reflecting the effectiveness of the playground experience; plots such as #Lu Yan Chasing Wife Crematorium# and #Lu Deng and his wife have a love relationship of 800 minds# have also had good discussions on topics. After 12 episodes of broadcast, the total number of barrage on the platform of "Please You" has exceeded 10 million.
It is not difficult to see that this achievement is blessed by light comedy. When the series is unfolded in a light comedy style, the audience's strong demand for comedy will make it relatively ignore some not-good parts, which will easily lead to good feelings and immersion.
This does cover up some of the problems in "Please You". For example, comments on the show that he gave 1-2 stars on Douban, criticizing the male director Jialun's lines almost universally, and comments such as "there is no play when he opens his mouth", "no emotion, no ups and downs" are everywhere; the performance is also controversial, Li Qin amplifies the heroine's generous personality and is considered to be "excessively exerting force", while Ren Jialun is criticized for "semi-permanent frowning".
In addition, although it is generally recognized that the drama is novel, some viewers will point out the script issues, such as Yu Dengdeng's motive for robbing the bride, Lu Yan's judgment that Yu Dengdeng is the goddess Yun Xi, etc., are a little stiff, and some are not logical for the sake of comedy effects.
is not difficult to see. Many production problems are still old problems, but with the atmosphere of light comedy and the story and character design, the audience who are eager to get a moment of relaxation in front of the computer seem willing to let go. When they can laugh smoothly and join in the meme-playing interaction, the value of light comedy in the current market should be more confronted.
Light comedy encounters cost reduction and efficiency improvement
The rising period may continue
It cannot be ignored that the market demand for comedy has been increasing in the past few years.
This demand has individual feedback on the objective environment of the post-epidemic era, and expects a more relaxed and pleasant atmosphere, so as to gain a more positive attitude towards life. From an industry perspective, more diverse comedy genres are also expanding audience choices, from long and short videos to theaters, crosstalk, talk shows to Sketch of "The Annual Comedy Conference".
Similar to lightweight content creation will be called "electronic pickled vegetables", which means that the audience will choose to use it with meals without using their brains, relaxed and pleasant, and have a certain amount of information, achieving a better sense of companionship. Not to mention the controversy about the value of this creation, it does have its market demand and necessity when it appears at the moment.
industry is keeping up quickly. Since last year, various video platforms will emphasize their cooperative relationships with comedy groups Deyun Club , Xiaoguo Culture, Happy Twist , Benshan Media , etc., and actively produce works with them; in terms of operation, iQiyi's "Xiaodou Theater" announced its efforts in comedy, and the "Ten Theater" of Tencent Video short drama has also set up a comedy season.
For more long video practitioners, creating "light comedy+" content has become a more efficient choice than developing hard-core comedy content such as sitcoms. Similar attempts have been frequently proven to be valid. From last year's " imperial coroner " and " love is delicious " to the highest rated "Police Honor" and several ancient puppet dramas, the integration of light comedy colors can often enhance the audience's impression and interaction.
It is not difficult to understand. The Internet meme culture of contemporary young people has been widely spread, and they are also willing to express themselves in this way. In "Please You", whenever Lu Yan wants to hurt Yu Dengdeng in the front, the barrage will immediately have a "crouching your wife and crematorium warning"; and he gave Yu Dengdeng grilled fish plot, and the meme of "Lu Yan, why do you want to grill and grow old" connects his previous work "First Meet You".
Or it should be said that the light comedy style in the drama field and the general cost reduction and efficiency improvement of long video platforms are inevitable in the current environment. In turn, the two form a mutually promoting relationship.
A audience's relatively more inclusive attitude towards comedy content is more conducive to the platform to create an impression of content upgrade and quality, and then create a brand to enhance audience awareness; and pan-comedy content with relatively higher requirements for content creation will maintain a relatively stable output quality at a time when the platform generally improves script requirements.
In the process of this process, the inevitable spiral rise with the content upgrade, and there are inevitably problems of uneven quality, but it is a useful attempt for the industry to survive the cold winter.
Platform layout increase
How many possibilities are there for light comedy?
In the past two years, light comedy was often considered a binding style of sweet pets, but now it has long broken through this impression; and next, ancient puppet dramas will not be the end of the fusion of light comedy genres.
The legal professional drama "The Algorithm of Justice" launched on B station in June this year adopts a comedy style with a neurotic style of Japanese comics. The drama has 170 million views on Bilibili, which further demonstrates the ability to integrate light comedy with different types and scenes.
. In the next content of the platform, in addition to sweet pets and idol dramas, there are many similar attempts.
For example, in the film list released by iQiyi on September 15, " Fighting Thieves " which tells the story of the police under the framework of "Melody of the Times", starring Huang Jingyu and Xiu Rui . From the casting and introduction, there will be many comedy elements; female dramas such as "The Brilliant Turn", "Rich Heart", "Long Live the Woman " will also be presented as light comedy.
Tencent Video will be scheduled for "Kunlun Temple" on September 21. The "Ghost Blows Out the Light" series is also an example of combining adventure with light comedy; for example, " Beiwei Road No. 1 " and "Breaking a Friend, Dad" are based on the entry point of time entrepreneurship and family generation.
Youku has currently established stable cooperative relationships with Deyun Club, Happy Twist and Benshan Media. "Liu Laogen 5" and "Rural Love 15" are widely expected; "Pampering Theater" also highly concentrates light comedy content such as " Stars Falling into Sugar " and "Protecting Heart".
Mango TV, the widely anticipated "The Song Dynasty 2", will also show a passionate story in the style of light comedy in ancient costumes.
When various platforms and companies are looking for higher certainty, "light comedy +" has indeed become a good choice.
But there are two points to be paid attention to. First of all, we respect the creative rules of light comedy, not just playing with memes and cleverness, but the overall riveting from character setting, relationship to scene adaptability, and try to avoid making the drama "thunder drama" because of playing with memes.
Secondly, with the widespread influx of various platforms, it will also bring about certain homogeneous concerns. Although "light comedy+" has a wider adaptability and capacity than the general genre, if you see similar character designs and dialogue methods in each drama, the fatigue of the audience can be predicted.
"Please You" will not be the last beneficiary of the drama's light comedy style, and the performance and production problems shown in the drama are also worthy of practitioners' consideration of the current solutions and shortcomings of content upgrades. The "light comedy +" model may or the entire long video industry want to fly further, excellent content is the only wing that is worth relying on.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-