"Knife In the Snow", which is highly anticipated by fans, audiences and the market, was officially launched, but the results were not ideal.
The TV series "Snow In the Snow" produced by Xinli Media under the Reading Group is adapted from the online writer "Beacon Theatre Princes" of the same name, the IP itself has a wide fan base, and at the same time gathers the original team of "Qing Yu Nian" such as screenwriter Wang Tian and male protagonist Ruoyun, which is regarded as this year's "quasi-explosive" masterpiece.
However, after the official launch, "Snow in the Sword Line" was complained about by netizens in terms of martial arts special effects, and the Douban score was only 6.0 (now reduced to 5.9 points), lower than "Qingyu Nian", "Son-in-law", "Douluo Continent" and many other online adaptations.
Image source: Douban screenshot
The original team of "Qing Yu Nian" gathered
High anticipation ahead of the launch
On December 15, 2021, "Knife Line in the Snow" was simultaneously broadcast on the CCTV DRAMA Channel and Tencent Video. Long before the official broadcast, this TV series with the meaning of "finale" has attracted the attention of many people.
As soon as the golden sign of "Wang Ti + Zhang Ruoyun" came out, it was difficult not to think of the phenomenon-level blockbuster TV series "Qing Yu Nian" two years ago, in fact, there were many similarities between the two.
"Qing Yu Nian" and "Snow in the Knife Line" two TV series are changed from the same name of the network novel, are broadcast quarterly, the same is a typical "big male protagonist" story, in the content also contains martial arts, power plots, fantasy and other elements, the original Douban score is more than 8 points, and even "Snow in the Knife Line" is slightly higher. In the "2018 Hurun Original Literature IP Value Ranking", "Sword Line in the Snow" ranked 9th, and "Qing Yu Nian" ranked 21st.
Stills of "Knife Row in the Snow" Image source: Cat's Eye Pro
Although director Song Xiaofei has only directed one film, he has served as the cinematographer of many well-known films such as "Bullfighting", "Tai Lu of The Way of Man", "A Generation of Grandmasters" and other well-known films, and has won the Golden Horse Award for Best Cinematography.
In terms of cast, Zhang Ruoyun, who showed brilliance in "Qing Yu Nian", once again shouldered the heavy responsibility of the male protagonist, and Li Chun, Liu Duanduan, and Yu Rongguang were also the "old faces" of "Qing Yu Nian". In addition, Hu Jun, Liu Peiqi, Shen Baoping, Du Yuming and other powerful old drama bones joined, as well as Li Gengxi, Ding Xiaoying, Zhang Yishang, Mengziyi and other "post-00s" and "post-90s" actors played important roles, and the combination of new and old actors similar to "Qing Yu Nian" also made the success of "Snow In the Sword Line" highly anticipated.
The influence of the IP itself and the deep fan base, coupled with the strong lineup that has the experience of the explosion of "Qing Yu Nian", the fire of "Snow Knife Line" seems to be a nail in the coffin.
The explosive IP adaptation is difficult to shine
According to the "2020 Blue Book of Chinese Online Literature" released by the China Writers Association, the scale of Chinese online literature users in 2020 reached 467 million, with a total of about 28 million works on the whole network, driving the total output value of the downstream cultural industry to more than 1 trillion yuan. The report shows that in 2020, there will be about 140 film and television dramas adapted from online novels, and the proportion of online literature adaptations in the most popular online dramas will reach 60%.
There is no shortage of high-quality blockbusters under the boom of online literary adaptations, but there are also adaptations that are not ideal.
On December 22, 8 days after the official launch, the Douban score of "Snow In the Knife Line" was 6.0, which was quite a gap compared with the 7.9 points of "Qing Yu Nian". In fact, whether it is literary IP film and television or film and television IP gamification, it is not easy to surpass the blockbuster and become a new hit IP adaptation. How to keep the original taste of the original work to satisfy the old fans, and how to attract passers-by into the pit with special highlights, is a common problem that every IP has to face when adapting.
Since there is already "Qing Yu Nian" in front, the extremely high expectations of netizens for "Sword Line in the Snow" may also be one of the reasons for the large gap.
The martial arts special effects of "Sword In the Snow" were also complained about by the audience. The action scenes in the play use a lot of upgraded shots, which have neither beauty nor reflect the "master style", such as the Nangong servant played by Zhang Tianai in the book is a woman with high appearance and martial arts, but when the first episode appeared, she was complained by netizens that "slow motion play is like ppt".
Although there are many slots, with the advancement of the plot, "Knife Line in the Snow" has gradually gained many pertinent evaluations in terms of character settings, actor acting skills, and group portrait portrayal. Now that more than half of the series has been broadcast, surpassing "Qing Yu Nian" may be hopeless, but it is also a well-deserved hit just from the perspective of traffic.
According to maoyan professional version data, as of December 23, "Snow In the Knife Line" won the daily title of TV series broadcast for 9 consecutive days, with a cumulative playback of 1.317 billion, and the single-day broadcast volume since its inception exceeded the same period of "Qingyu Nian".
Multiple IP sequels in hand
Hope to create more "celebratory years"
Whether it is "Qing Yu Nian" or "Snow In the Knife Line", behind both of them stands the same production company - Xinli Media. Xinli Media Group is a well-known domestic network drama, TV series, film production and distribution company, the previous "Residual Sin", "White Deer Plain", "My First Half of Life" and "Kite" are its series.
In October 2018, Reading Group (00772. HK) acquired 100% of The sunray media for $15.5 billion, and the two sides reached a three-year VAM agreement. However, at that time, the capital of the film and television drama industry was cold, and Xinli Media did not complete the performance bet for two consecutive years in 2018 and 2019. Although "Qing Yu Nian" began to be popular throughout the internet at the end of 2019, due to the impact of the new crown epidemic, the performance of Xinli Media in the first half of 2020 still did not meet expectations, and the impairment of goodwill and trademark rights related to the acquisition of Xinli Media was as high as 4.41 billion yuan, which became the main reason for the loss of listed companies.
In October 2020, Cheng Wu, CEO of Yuwen Group, admitted in an interview with the Daily Economic News reporter that Yuwen and Xinli have not yet achieved real linkage and integration, and expressed the hope of building a large number of high-quality IP into more "Celebrating the Rest of the Year". "The first season of 'Celebrating The Rest of the Year' was a success, and we hope to turn these few practical projects into batch, large-scale and long-term through systematic integration."
Stills of "Celebrating the Rest of the Year" Image source: Cat's Eye Pro Edition
From "Qing Yu Nian" to "Son-in-law", "Douluo Continent" to "Snow In the Sword Line", Xinli Media has continuously accumulated experience in the film and television adaptation of literary IP, and has created a number of blockbusters. In the future, the second season of "Qing Yu Nian" and "Son-in-law" has been put on the agenda, and the series of dramas has further amplified the value of IP.
In 2020, Xinli Media achieved a net profit of 407 million yuan, exceeding the quota of the VAM agreement re-signed by the two parties. In the first half of 2021, Xinli Media bet on the Spring Festival blockbuster movie "Hello, Li Huanying", and produced the hit dramas "Son-in-law" and "Rebel". According to the financial report, in the first half of 2020 alone, Xinli Media has achieved a net profit of 291 million yuan, which is only 9 million yuan away from the 300 million yuan of the annual performance bet.
Reporter | Li Jianning (intern)
Editor| Dong Xingsheng He Xiaotao Yi Qijiang
Proofreader | Sun Zhicheng
| the original article of the daily economic news nbdnews |
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