Audience: I admit that my voice is a bit bigger

The first feeling of this year's summer file is "contracted" by the ancient drama.

In front of the Douban score of 8.0 "Menghua Record", there are "Star Han" staged by Wu Lei and Zhao Lusi, coupled with the polarized word of mouth but the high popularity of "Agarwood", and the emergence of the different army in August "Cang Lan Jue", different routines and various styles of ancient dramas came in turn, each showed magical powers, and the broadcasting timeline almost covered the entire summer file.

In comparison, the suspense dramas that are in the market in the market and the momentum of the moment in recent years are relatively "sewing". Whether it is the "Basic Law of Genius", "Genius", or IP or traffic opportunities, " "Juvenile 2" "Ode to Joy 3" and "Ice Rain" cannot be compared with the "Four Flowers of Ancient Puppets" in terms of popularity.

Although the underlying logic of the episode market has not changed, the platform is based on the project volume, starring lineup and investment promotion situation, and matches the propaganda resources of relatives. The trend, that is, the right to speak to the audience more.

In terms of actors, the "Cang Lan Jue" that was broadcast on the airborne instantly detonated the market, and unexpected broadcast performance overturned the "level theory" -the traffic star is no longer just needed, and the big IP is also not. 3 "Dumbfire," Juvenile 2 ", which has a high voice before the broadcast, failed to meet audience expectations.

In terms of content form, the length is discussed again, the start is good, but the broadcast front is quite long "Star Han", which is divided by "Cang Lanjue" in the later period. In the sequel, "Ode to Joy 3" and "Juvenile School 2" each have their own each. In the controversy, "Detective of the Republic of China" has become a sequel to the form of "The Strange Exploration of the Republic of China", and the response is different, but "Twenty Twenty Twenty Twenty" has a good reputation; in the business model, the advanced on -demand of "death and return to life" also depends on whether the audience decides whether to decide whether to whether "It is worthwhile."

In this summer file, the audience's voice was loud. With each click on the playback key, each comments in social media made their inner choices. And this choice is enough to compete with all logic.

The S -Class of the platform and the S -Class of the audience

Among the "Four Little Flowers" of the summer stalls, the best investment promotion was undoubtedly Youku's S+ -class ancient costume "Agarwood is like dandruff". The number of brands appeared in one episode was more than 3, and the most episodes appeared 8.

The hottest "Cang Lan Jue" in August was "we do not attract much in our investment promotion" by its producer Wang Yixu, because "platform advertisements are based on the popularity of the actor." However, as the heat gradually rose at the same period, the sound became "Canglan Jue" constantly refreshing the same type of VIP member data records ".

Many categories such as S -Class and A -levels of the platform are mostly input from the project team, and the investment determined according to IP data and actor flow. It corresponds to each level. quantity.

But the S -Class of the platform and the S -Class in the minds of the audience are always difficult to match together. In the past years, S+ -class ancient dramas have always been hovering below Douban 6 points. The data of the episodes is good in all aspects. It can always stay in the data table made by fans. It is difficult to be realized by the public.

For example, in the "Four Little Flowers" of the ancient puppets this summer, the most attracting promotion is "Agarwood Like Dandarbing", but the highest popularity is undoubtedly the one -end "Menghua Record" and "Canglan Jue", and "Agarwood is like dandruff" The Douban score is also the lowest in four, only 5.9 points.

This is not the first misalignment of the platform's orientation and the audience. Jia Dongyan, the screenwriter of "Hunting Tu Jian", admitted that before the work, he was not very confident: "The rating of the" Hunter Hunter "was not high, and the broadcast platform was also distributed. At the beginning, it was not optimistic. We have also had a swing. The judgment of the film side rely on their experience and understanding of the audience, so is my judgment mistake? "He said in an interview.

Later, the "Tap of the Hunter" became a dark horse in the first quarter of this year, and it was also the highest suspense drama of the popularity and word of mouth so far this year.

Several works of this year's continuous failure seemed to indicate that the platform re -examined its own judgment logic. If the "real audience" questioned a lot of traffic flowers, the naughty students received the highest treatment in the casting pool of the platform, and the platform complained that some actors were too high to destroy the market, which seemed unreasonable.

Long drama "counterattack"

Time has returned to the summer stall two years ago, and the "Mist Theater" stood out from a series of dramas, and it became a hot topic with short drama. In 2020, it is regarded as the spring of short dramas. In the environment of the decline of the series, the short drama effectively played 15.4 billion, an increase of 18%year -on -year.

However, from the perspective of this summer season, long dramas are still unshakable mainstream, not only in line with the viewing habits of the audience of the summer season, but also to adapt to more subjects. A series of problems faced by short dramas, such as low business returns and weak long tail effects, have not been able to find effective solutions. The exploration of the short drama mode is still a long way to go.

At least, the summer stall that is considered "more abundant for young people to watch the show" is still the world of long drama.

The short drama has become less, and the long drama is longer. After the release order is released, the episodes with a length of 40 or more have been affected to a certain extent. The costume drama is the "hardest hit area". It is difficult to finish speaking within 40 episodes.

In order to solve this problem, the "Zhou Sheng Ru Hometown" broadcast last year of the summer season tried the "upper and lower part" model, divided the story into two chapters, "Zhou Sheng Ru as the Hometown" episode, the lower part of "Life One" episode 30 episodes 30 episodes. , Two episodes of 54 episodes. This year, this model has been widely used in costume web dramas. The "Agarwood Rulies" starring Yang Zi and Cheng Yi includes the lower part of "Agarwood Chonghua", "Star Han Gel" in the upper part of 27 episodes, and 29 episodes of the lower part of "The Moon Rising Sea". New bottle of old wine, the pressure was rehearsed. This is a summer stall that the term "rebuilding" is fully discussed.

The early days of "Star Han" was high, but it was too slow one Wednesday. The upper and lower parts were separated for a period of time. It just happened to encounter the next "Cang Lanjue" for 10 days and more than 24 episodes. The popularity will naturally decrease. The summer stall is a place where the soldiers must fight. The audience time is limited. There are many choices. Instead of updating, it is better to find another good.

In the past two years, due to the influence of short videos and the rise of short dramas, many people think that short dramas are the final answer to the market. And this summer stall looks like a microcosm, proves that no form will become the real answer. Whether it is short dramas, seasonal dramas, unit dramas or upper and lower parts, the audience will only pay for good content.

Is the sequel still fragrant?

"Ode to Joy 3" may not expect before it was broadcast that its biggest enemy was not other episodes aired during the same period, but his previous work.

As the opening of the female group of female groups in the new era, although there are many slot points in "Ode to Joy 1", it is new in structure, and it is a theme that is born in the environment of public opinion and is in line with feminism. In the environment at that time, it was undoubtedly an innovation worthy of encouragement. Unexpectedly, six years have passed. The tenants of the Joy Song Community changed a batch, but the story is still the old one. The new face has made the feelings cards not scored, and the Douban score fell below 5 points.

Also because of the previous work, there are "Juveniles 2". The CP of "Money Sanyi" and "Lin Miao Miao" has not developed in accordance with the path that everyone thinks. A large change in the style of human settings and drama. In contrast, only "Twenty Nothing 2" continues the reputation of the previous work, and the score of 8.1 has reached 8.1. In the words of Douban netizens, it is "a rare sequel to the first one."

When a drama is appointed and appointed, the audience will inevitably call for the birth of the "sequel". Regardless of the quality of the quality, the actor's film is high, and it is difficult to determine the schedule. It is not easy to be able to set sail to the original class in just a few years. This is worthy of encouragement. But if it is true naturally, if it is only relying on the "golden signboard" forcibly renewing his life, then it is indeed not filming.

The actions of a certain IP series are often implied to the ambition of being "the universe". Ma Boyong's "wind rises the universe" just halfway up, Zhang Yi Wang Junkai's "rebirth universe" has begun to see, "Ode to Joy 3 》 It was even in a row, and he vowed to tell the story of "New Five Beauty" to the heavenly land. However, it turns out that memories are always the most beautiful, not all stories continue to be good -looking.

Next, I came to us, and there were many sequels such as "Qing Yu Nian 2" and "Big Song Youth 2", which would not know when they could meet the audience. Essence

Do you want to spend money more? This is a problem

Ahead of time, tortuous return, the hot "Menghua Lu" is the beginning.

On June 26, "Menghua Record" held a "finale to reflect the gift". Liu Yifei, Chen Xiao, Liu Yan, Lin Yun and other main creators met with the audience in the live broadcast to accompany the finale. VIP users can purchase the "Gu Pan Shenghui Gift Pack" at a price of 18 yuan. The main content of which is "Dianjingli Live (including Back) Watch Voucher", and presented early-viewing vouchers for episodes 33-40 as benefits.

Since then, many dramas such as "Star Han Gel", "Agarwood like Dedication" and "Ice Rain" have opened a reflection ceremony. Some people are happy and angry.

For "Star Han Gloer" and "Agarwood like dandruff", the upper and lower episodes have been divided into two episodes. The update cycle is longer, and the plot is based on the romance as the main line, the direct finale is acceptable for the deep -chasing audiences. In the discussion of many marketing numbers about Agarwood such as dandruff, many fans said that they are willing to spend money to watch advanced on -demand, "break too much, spend a little money to buy happiness."

However, for less than twenty days of airborne broadcasting such as "Bing Rain", many fans expressed their resistance for the drama that had been launched in a hurry. As a criminal investigation drama, the audience also enjoyed the thrill of finding the true murderer with the protagonist after chasing the drama, but the advanced on -demand is equivalent to the possibility of the mystery in advance, and the possibility of spoilers greatly increases. At the same time, it is difficult for fans to accept a long -awaited drama that hurriedly ended in less than twenty days, without giving full fermentation time.

In addition, it has always been a problem. At present, the popular drama of the episode is the fans shouting to chase the drama, asking for more, the main creator will immediately cooperate with the end to urge the more. The platform is more than the last trend. It is a wave of fan benefits. Packaging is the benefit of "smooth trend and more".

From the perspective of the industry, this is naturally understandable.At the moment when the platform is generally "reduced cost reduction and efficiency", the number of membership growth has reached the bottleneck period that is difficult to break through. When the advertiser's money is obviously more cautious, how to find more ways to "return blood" is to explore all platforms to exploreEssenceHowever, the knowledge here is not just how to pack it. Because of the direct face audience, it is necessary to consider the voice of the audience, consider the rhythm, content moderate content, etc. aspects.After all, the more cautious the advertisers, the more important the audience's consumption is.How to make consumers willing to spend money instead of being angrily thought to be robbed of money.

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