On December 22, at the Tencent Video Mini Drama Conference, Li La, deputy general manager of the operation department of Tencent's online video platform, proposed the "very aesthetics" of micro-short dramas, and released the "Ten Theater" of micro-short drama brands, indicating that Tencent Video's exploration of micro-short dramas has entered a new stage.
As early as 2019, Tencent Video created the first IP adaptation micro-drama "Psychic Princess" based on vertical screen aesthetics, followed up the development of interactive drama "Moyu Xuanqi" in 2020, exploring the experience boundary of micro-short dramas through interactive narratives, and in 2021, the emergence of works such as "Ru Mengling" and "Datang Snack Goods" further verified that "good content does not distinguish between length and length", and more and more industry people are investing in the track of micro-short dramas.
With its strong social attributes, agile capture of hot spots, and high information density rhythm, micro-short dramas have increasingly become the content forms favored by young people. Tencent Video, on the other hand, grasped the needs of users to "be short and refined" and laid out a series of positive energy micro-short dramas with the main theme of "telling Chinese stories well".
An interactive short drama "Gong Wangfu", which interprets the history of Prince Gong's Mansion and traditional architecture, food, etiquette and other cultures from a new perspective, is one of the representative works. At the same time, "Gong Wangfu" also reflects Tencent Video's exploration of micro-short dramas in the field of interactive dramas - a new model of immersive experience, with participants including content research and story development company Brain Tiangong, script killing industry platform Xiaohei Detective and immersive theater brand Lumi Culture.
"Gong Wangfu" is to create a combination of online immersive drama viewing and offline live experience as the goal of the content product, online, each user can substitute different characters in the play to explore the plot together, offline, Gongwangfu IP will also extend the theme immersive drama + social experience, the national release of drama derivative script killing, as well as related cultural and creative peripheral products.
"Ten Theater"
The "ten points" in "Ten Theater" represents the duration of the micro-short drama of about ten minutes, in the specific connotation of the brand's "very wonderful" and "very much looking forward to", on the one hand, from the previous "V Vision Conference" released by the film list, Tencent Video micro-short drama covers cultural IP, cultural innovation, comic comedy, hot-blooded heroes, suspense reasoning, costume food, fantasy healing and other diverse types, on the other hand, Tencent Video has reserved a large amount of content, planning to broadcast in seasons throughout the year (comedy season, national style season, interactive season, Suspense Season, etc.). In addition, Tencent Video also put forward the content requirements for the micro-short drama "positive energy, refinement, and new experience".
Li La, deputy general manager of the operation department of Tencent's online video platform, expects that Tencent Video's micro-short drama "Ten Theater" can become a social field for young people's fragmented time, a voice for positive energy values, a measure of high-quality micro-short dramas, an advanced road for young talents, and a test field for film and television industrialization.
| Zhang Xinyu
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