Who is the "Big Cake" in the label of the episode label?

Bleak

Author | Gu Han

Edit | Li Chunhui

Even the most sensitive audience can notice the power transfer of the drama market in 2022--

The ancient drama ushered in a new round of highlights after a long downturn. From "Menghua Record" in June to July "Star Han" to "Canglan Jue" in August, leading the list one after another, stabilizing the celebrity hot stalks and CP traffic. Urban dramas have not been able to successfully start the topic whether it is a workplace counterattack, female group statue or family education. Participants have very little bonus, but those who destroy the brand can think of several.

One up and down, from the perspective of the entire episode market, is the type of change caused by the audience's aesthetic rotation. But at the same time, it also implies that the label inside the category is "changing", and the upstream reshuffle is approaching.

In the ancient track, the production part of the mind tribute to the Tang people, the hype of thinking than Zhengqing, the star gravity of the blue and the reservoir with Huanruiri, the epoch of the limelight of this summer, and the new work has risen.

In the urban drama track, at noon, the "Ode to Joy" was filmed in the third part, and he could no longer cover up. He could not save Jiang Shuying's pseudo -elite embarrassment, but also destroyed Zhang Huiwen's "forest filter". Although Ningmeng's "Twenty Twenty Confusion 2" failed to explode, the score was higher than the first one. Guan Xiaotong and Bu Guan today had highlights, and Xu Mengjie, who was born in Aidou, did not become a slot.

Nowadays, the information on the Internet is complicated, and the judgment of one content, a creator, and a company is becoming more and more difficult. Star -making may be a relatively intuitive entry point. Observing the "good cakes" and "poisonous cakes" in the eyes of the people who eat melon, they know that something is happening.

What are we talking about when we talk about content making stars?

As we all know, there are "effective" and "invalid" broadcasts. Some people seamlessly entered the protagonist, but when they were broadcast, they were like the sea, and they were still "amateur". Some people were supporting supporting roles, but they could get good feedback and bonuses. So, what is the law of stars and what is the content of stars?

First of all, of course, the content itself must have a high degree of attention. In the Internet era, popular IPs or new works of large -scale directors can generally be hot at the stage of the film. Many people with melons observe and follow up. An extreme situation is "delaying 101", and the drama has been martyred, but the bonus has eaten the newcomer's mouth.

Some of them are the famous hot dramas on the list when they were broadcast in the later stage. A few years ago, the star creation of online dramas was a hot topic, but later people gradually realized that in order to meet the standards of explosive models, TV dissemination and Internet hot discussions were indispensable. Therefore, the star has at least become a point that fans are very valued when learning the "cake". Pure net dramas have declined on the position of the star -making chain.

The heads of the front -line satellite TV and the platform, whether good or bad, help the actors to brush their faces. Even if it is "East Eight District", actresses have gained a lot of sympathy.

Another situation is word of mouth drama. The premiere data may not be able to play, but the return rate is high and will be repeatedly mentioned. For participants, there are also works that remain in the same way, and they can often gain a layer of word of mouth and emotional filter.

Nowadays, the video platform has entered the stage of cost reduction and efficiency, tending to concentrate resources into projects with head potential or head potential, and reduce the middle waist of luck. Therefore, the head drama and word -of -mouth drama are expected to be over.

"Cang Lan Jue" aired the volume beyond the original rating

Secondly, the story is set up. The key to helping actors to suck fans is to get rid of reality. It is prone to the ultimate destiny and emotions, creating one "beautiful misery" and "white moonlight" after another, making the audience empathy actors.

"BKING" and "Bqueen", which are opened in the proper way in urban topics, can also have similar effects. In "My First Half of Life", Tang Jing was capable and decent. In "Thirty Thirty", Gu Jia retreated to socialize and beating the parents of the bear.

The colorful can be excellent or bad. Urban topics are easy to set up some anger, but if the actor can inject his life experience into it, find rationality for the role, the performance is truly moving or rich. The typical representative is the father and son of the Su family in "Everything Good".

Thirdly, makeup and texture are powerful, which can avoid the strengths of the actors and leave "millions of materials". The shape should not be separated from the content, but in today's fragmented era, good shapes can be renewed for the actors, and the difference is also easy to be punished by the marketing number all year round. Therefore, the aesthetics of the filmmaker and the main creator will also be the focus of attention to the people who eat melon, and Xinli's ugly filter is well -known on the forum.

Finally, it matches the needs of the artist. In other words, "good cakes" or "poison cakes" depends on who to feed in the end. The puppet traffic that has been questioned all year round requires intermittent challenges to prove the determination of the transformation, and it will make trouble to repeatedly perform the fans of the ancient puppet.

Conversely, Zhang Wanyi, like the former Yang Zi and Yang Zi, who cooperated with Yang Zi, are the young actors who have accumulated reputation in the drama and entered the market to compete with traffic -type. IP ancient puppet helps to suck powder and solid powder, which is a reasonable choice.

Ancient puppet label, new and old change

This summer, the ancient even is the track that best reflects the brand replacement. In terms of the performance of the three major platforms, in terms of the performance of each dimension, Huan Rui's "Agarwood is like dandruff" has a certain gap compared to "Star Han" and "Cang Lan Jue". The latter two producers Fang Yanguang Films and star gravity were established around 2018, and the masterpieces of the emergence can be counted. If the time range is relaxed, the Xihe Films behind "Test the World" was founded by the former Nemon Meng producer Yang Xiaopei in 2020. The Linglong culture behind "Say Heroes is Hero" was founded by writer Jiang Nan in 2016 year. Behind "Menghua Record" and director Yang Yang's Golden Media was established in 1996, after the post -80s Wang Yuren (son of Yang Yang) served as president, the route changed greatly. Turpons. "

Previously, Hard Sugar Jun also talked that the costume film and television in costumes and television has a long history, and it has accumulated overly mature creative experience, resources and facilities. It is difficult to eat the old. It is even more difficult to turn around. At the same time, Chinese audiences have a wealth of costumes in costumes, and their perceptions of the trend of the ancient puppets are also very keen, not without complaints.

This leads to "making things that have never been seen in the market" -the vision in this newcomer and new team has a different weight on the ancient rave track. For the new labels and new main creators who need to take out sufficient masterpieces as soon as possible, anti -"work" is both a kind of spirit and a problem -solving idea that placed on the bright face.

The introduction of "Cang Lan Jue" is actually very vulgar, but in terms of the picture and specific titles, the three tribe worldviews have made new ideas, and the clothing design of the fairy magic is also very bold. "Star Han Silver" dares to enable the male frequency director Fei Zhenxiang. The texture is cold and heavy. It is not compromised for the "girl heart".

And this creative attitude based on the principles of "playing representative", deliberately seeking change, and marketing strength during the broadcast is the Dongfeng that actors can use. "Star Han" and "Canglan" have high content in the crew, and even encountered some difficulties in the early investment promotion. However, even many supporting actors ate bonus after the broadcast, and made a breakthrough of 0 to 1 or 1 to 5 in the film and television market.

Of course, in addition to the new creative methodology and business model, the relationship between this new company and the video platform is different from the past. The cooperation between traditional film and television companies and platforms is more copyright drama models, creating both ends of the network. There are Tencent Video and iQiyi platform backgrounds.

Yingguang Films follows the platform and "sells for production". "Star Han" and the protagonist of the previous drama "You Are My Glory" have clear goose tags.

The star gravity also has a strong sense of the new film list of iQiyi not long ago. The costume and urban track have new dramas. Although both of them are newly established companies, they already have the ability to aggregate high -quality resources in the industry and operate head drama. I believe that after this summer, the attention of the new project will be even higher.

Failure at noon, bench

Compared with the ancient coupling, the urban drama track is generally weak this year, so there is no obvious sense of new and old iteration.

Although this year's "Meeting Time", "Welcome to Come" and "Ode to Joy 3" each have their own losses, exposing the problem of the second -generation director of the noon, and the noon new drama "Cherry Amber" is still on Weibo. However, the market's view of the noon sun is still gradually returning to rationality. The audience realized that many of its advantages are not the only one. Other companies are shortening distance and even overtaking in certain types.

For a long time, noon "cakes" have obvious attraction to internal entertainment artists. The bones, traffic, newcomers, and child stars have their own cases that need to be used, red or plated in noon dramas. Where does this ability come from? The above -mentioned standards, the at noon is very balanced:

The team comes from the system, and the net touch the net is very early. It has strong distribution capabilities in the TV station, a regular guest of white magnolia, and has a high right to speak and the attention of pink and black. In terms of content, the market has a strong sense of smell and a wide range of themes. It can shoot a group of portraits. Old and middle -aged actors can find the role of adaptation and play;

In addition, at noon, there is a full set of production teams, which has a stable production level. Many people in the team are came from a camera and have a certain aesthetic pursuit. Even if the "Qingpingle" of the pole is evaluated, it is remarkable in the screen and clothing, leaving Ren Min and Wang Churan all left famous scenes.

However, the problem at noon has come to this day. It has been more obvious today: the level of the second -generation director is very different, the production capacity is raised, the final score and performance of the project are erratic, and the stars naturally fluctuate. No (not necessary) to play all types. The age drama and rural drama are the comfort zone of noon, and the filming of urban dramas is more good at showing the value conflict of urban and rural or intergenerational value, rather than the issues that are rooted in urban life.

The success of "Ode to Joy 1" was to seize the vacancy of the market at that time. It was already very reluctant to walk in the third season. It was difficult to resonate and not much desirable.

Regardless of other tracks, at least in terms of urban dramas, noon is from the opponent. For a while, the platform frequently issued a statement with the "Six major drama companies". The noon sun is one of them.

Among them, Ciwen and Huace have relatively clear costume labels, and Ciwen has been going downhill. Huace Beijing has created a realistic idol drama "The next stop is Happiness" and "The name of the family", but the production capacity is not high and has not become a climate. Xinli, Yaoke, and Ningmeng have both the layout and performance in urban topics. They have maintained close connections with both ends of the network like noon. The distribution capabilities do not lose the former.

In 2020, the six -six screenwriter and "Niangniang" Sun Yan sold a house and sold the chicken flying dog jumping "Ann". In 2014, Yao Chen and Wu Xiubo starred in "Divorce Lawyer", which is more avant -garde in concept and packaging, are all Yaoke. Xinli was longer than the theme of the marriage and love family before selling the text. She produced a series of hot dramas such as "The True Mom", "One Servant and Two Master" and "Tiger Mom Cat Dad". "Golden Years", Teacher Jin Dong's "Elite Lawyer".

Su Xiao, founded from SMG (Shanghai Wenguang Group) in 2016, was the most similar to noon and the most powerful one in the field of urban drama. This Shanghai company with traditional media is obviously more energy to stimulate the energy of urban dramas. The temperament is enough for the city and the picture.

By 2022, the "Little" series that focuses on family education and the digital series of female groups of female groups have all become series IPs, which has pushed the value of Ningmeng. Its star -making ability has also been proven: "Little" series of "Little" series "Little Happy Happy "The two generations of people players, the digital series also came out of several Tsing Yi, and even let Guan Xiaotong ushered in the most suitable role in recent years.

In addition, there is a class of creators core companies joined the war in the past two years. Xinli's old partner and director Shen Yan founded the Puppet League Film and Television in 2018. It mainly participated in the projects directed by Shen Yan or other directors of the company. This year, there are "Our Marriage" and "Genius Basic Law" and "Grand Examination". Starring Zhao Liying, it is not a city, but there is absolutely topic "Happiness to Wanjia" by director Zheng Xiaolong's new company Chunyu Film (founded in 2020), the company will also have reserves in the future of women.

No company can make a hundred and hundreds of times, noon noon, and other brands have their own problems. Such as Ningmeng's costumes, and Shen Yan changed the IP too much. The so -called "good cakes" and big projects, after all, only provide an actor with a good platform or higher and easier to be seen. Whether it can be achieved by the content and "golden thighs" will be flying. Whether it is the prepared person.

- END -