2021 is destined to be a year of ups and downs, in the face of the new look of society, economy, culture and entertainment, what new changes should the new youth take? "Nanzhou Knows" 2022 annual planning "New Youth, New Changes" will answer your questions.
Film and television dramas are a very important part of young people's cultural and entertainment life. Although the production and consumption of film and television are also facing some difficulties and challenges due to the impact of the epidemic, in general, Chinese film and television people will hand over a qualified answer sheet in 2021.
Compared with previous years, there have also been some positive new changes in film and television dramas in 2021, but in the context of diversified entertainment methods, especially the impact of short videos, how should film and television dramas compete for the limited time of the audience? This is a question that filmmakers in 2022 must answer well.
-01-
The main melody C bit debuted
2021 is the 100th anniversary of the founding of the Communist Party of China, and at such a time node, a number of main theme film and television dramas should come out from time to time. The main theme has completely broken the traditional "not good-looking" and "preachy" prejudices, and has become the mainstream of the market, not only large-scale production, but also popular and high-quality.
In 2021, there will be a number of blockbuster main theme movies, such as "On the Cliff" directed by Zhang Yimou, which has a box office of 1.19 billion yuan; "Chinese Doctor" directed by Liu Weiqiang, which has a box office of 1.328 billion yuan; "Changjin Lake" directed by Chen Kaige, Xu Ke and Lin Chaoxian, which has a box office of 5.769 billion yuan, which is the box office champion in the history of Chinese films; "My Father and Me" co-directed by Wu Jing, Zhang Ziyi, Xu Zheng and Shen Teng, with a box office of 1.476 billion yuan...
In terms of TV dramas, the main theme of high reputation TV series continues. According to Douban statistics, in 2021, the top 10 film and television dramas with Douban ratings, the main theme of the series has a total of 6 on the list, namely "The Age of Awakening" Douban 9.3 points, "Mountains and Seas" Douban 9.2 points, "Meritorious" Douban 9.1 points, "Dajiang Dahe 2" Douban 8.8 points, "Wind Sound" Douban 7.9 points, "Rebel" Douban 7.8 points...
Behind the frequent explosions, why can the main theme debut in the C position in 2021?
First of all, these main theme film and television dramas are top productions with large investment, large lineups and large productions. As far as movies are concerned, the top blockbusters represent the highest level of film industrialization, whether from the cast, special effects investment or audiovisual effects, and can give the audience a shocking viewing experience.
For example, the production scale, investment scale, shooting time span, and number of cast members used in "Changjin Lake" have all set a record in the history of Chinese cinema. More than 5 years of script polishing, more than two years of meticulous preparation, more than 70,000 people participating in the performance, super large-scale costumes and props military equipment preparation, more than 100 kilometers of campaign tactical design... Real money and silver smashed on the production, its audiovisual effect reached a new peak of domestic war films, which is attractive to the audience.
（IC photo / 图）
Secondly, large-scale production of the main theme of film and television dramas is also moving towards high quality and high reputation. Only when the main theme film and television drama reaches the audience can the transmission of the main theme concept be realized. Compared with "big production", the main theme of film and television dramas needs to be "high reputation".
More and more blockbusters with the main theme have found the basis of genre films, which combine the main theme with genre elements such as war, epic, action, adventure, suspense, police, science fiction, comedy and so on. For example, "1921", which combines military, history and commerce, "star gathering" makes the film get widespread attention; "Chosin Lake", Xu Ke and Lin Chaoxian are responsible for the scheduling of war scenes, thrilling and tragic, and there are also action designs full of the director's personal characteristics, which are impressive; "My Father and I" is like a beautiful fruit platter, there is comedy, poetry, high burning, there is always a taste that can be directed to the audience...
Some main theme film and television dramas have also continuously improved their artistry, innovated expression methods, and enriched narrative techniques, so that the works have achieved the harmonious unity of ideology, commerciality and artistry. For example, "The Age of Awakening" is full of "cinematic sense" from lens scheduling to imagery use, and has a strong "literary nature", with profound metaphors and rich interpretation space. The lens language of many scenes in the play is completely "poetic"; the use of a variety of imagery is also a degree that makes people shoot cases.
Needless to say, once upon a time many viewers were not interested in the main theme of film and television dramas, believing that most of the performance methods were single and outdated and preachy. In recent years, China's economy has developed rapidly and its international influence has been continuously improved, and China has shown the outside world the self-confidence and tolerance of an eastern power. Young people have enough confidence to look at the world, from cultural inferiority to true cultural self-awareness, and establish cultural self-confidence in cultural self-awareness. They love traditional culture and profoundly recognize the advanced socialist culture created by the party leading the people in revolution, construction and reform, and the main theme of film and television dramas has formed a strong appeal to them.
-02-
The word-of-mouth effect has become more and more prominent
The first blockbuster in the film market in 2021 is the Spring Festival file "Hello, Li Huanying". At first, even if the film was optimistic about the industry, its total box office exceeded 5.413 billion yuan, which surprised a lot, and Jia Ling not only became the highest-grossing female director of domestic films, but also the highest-grossing female director in the world.
In 2021, the film circle frequently staged such a good drama with word of mouth. "My Sister", released in the Qingming file, is a low-cost production. Due to the in-depth exploration of the living conditions of women represented by her sister, the final box office was 860 million yuan. Released in November 2021, "Fame and Fame" was initially predicted at 150 million, and after the release of the film, with a wonderful "script killing" plot, the box office counterattack exceeded 900 million. The domestic animation "Lion Boy" released in the Lunar New Year file tells a work that comes completely from the local and focuses on reality, and is highly praised by many mainstream media such as CCTV, and the box office continues to rise.
Different from the counterattack of word-of-mouth works, some works that are even large investment and large productions, but have mediocre word of mouth, are difficult to gain the favor of the audience. For example, the big IP movie "Turandot" directed by Zheng Xiaolong, starring Jiang Wen, Hu Jun, Guan Xiaotong, the French goddess Sophie Marceau and the emerging actor Dylan Sprose from Italy, helped the film's reputation was dismal, the box office was less than 19 million yuan, and the producer lost miserably.
(Visual China / Photo)
The word-of-mouth effect also plays a role in the field of dramas - a large number of high-reputation melodies out of the circle is proof of this. In 2021, many costume dramas of big IP + big production + traffic stars, most of them are due to poor word of mouth, and the response is quite mediocre. From the beginning of the year's "Shangyang Fu", "Douluo Continent", "You fei", "Jinxin Like Jade", "Long Song Line", to the summer file of "Ancient Dust", and then to the end of the year", "Wind Rise Luoyang", "Snow in the Sword Line", Douban scores are hovering above and below the passing line, and there are no episodes that are popular on the whole network.
At the same time, some small and medium-cost dramas have successfully gone out of the circle with excellent production and novel theme expression. For example, works such as "Royal Gifts", "The Day I Became Yours", "I'm Good in Other Places", "Love Is Delicious" and other works have received high praise, although they are not necessarily the sensational hits of the whole network, and the popularity performance has exceeded the expectations of the creators.
The era of word-of-mouth effect in the film and television circle has arrived, and whether mature and rational audiences choose a work will start more from the reputation of the work itself. The traditional formula of "big IP + big investment + big production + traffic star = blockbuster" is no longer omnipotent, and there is no good word of mouth to rely on, and the probability will be the end of "cool and cool".
-03-
Crises need to be broken through with fine products
Film and television dramas in 2021 are not without eye-catching performances, but from the perspective of the trend of the times, whether it is for TV stations, video websites or major producers, it has always faced an increasingly severe challenge - that is, short videos are constantly competing for users' leisure time.
Luo Zhenyu once proposed the concept of "national total time". In the context of the stabilization of users' Online time, time will become the ultimate battlefield of business, and every industry that consumes upgrades is competing for time. Movies, videos, games, casual, vacations, live streams, in the temporal dimension, they are all competitors. Consumption in the video field is even more so. In other words, many people's daily leisure and entertainment time is a fixed period of time. If the user takes this time to watch video sites, then he will not watch TV; if he spends his time brushing short videos, then he will not click on video sites, and even the interest in going to the cinema will be reduced.
The plight of television stations need not be denied. In China, the TV on rate and TV viewing time are generally showing a downward trend. Video sites have taken a big hit on traditional TVs, but they're not a no-brainer. "Youaiteng" has not made a profit so far, and each company still loses billions of yuan every year. Taking iQIYI, which has the largest total number of members, as an example, the cumulative loss in the first three quarters of 2021 reached 4.406 billion yuan, and at the end of 2021, iQIYI also reported the news of layoffs, with a layoff ratio of up to 20%-40%.
At the same time, short videos are constantly competing for time from users. Since 2018, the use time of short video users has exceeded that of long videos; by 2020, Douyin, Kuaishou and other further attacks, the use of short videos has been nearly twice the length of long videos. According to Yunhe data, the effective playback of the main film of the whole network in the 2021 summer file (June to August) fell by 17% compared with the 2020 summer file; in terms of the platform, the effective playback of the whole network drama of Aitengyou has been reduced year-on-year, with a decline of about 20%.
In terms of movies, there are many huge blockbusters in 2021, but under the influence of the uncertainty of the epidemic, many theaters have closed or even closed down. Our film market is huge, the per capita number of moviegoers is very low, many audiences watch movies once or twice a year, and many audiences do not have the habit of watching movies in the cinema, how should this improve the frequency of chinese people' movies? How do you tap into moviegoers who are willing to walk into theaters?
Whether it is for dramas or movies, fine products are the only way out and the only way to live. As long as it is a high-quality film and television drama, the audience is willing to squeeze out time to watch, and only high-quality products can divert the audience's attention from short videos. Therefore, in the new year, film and television producers must adhere to the content standard and continuously launch film and television products in order to truly win the audience's time.
Wen | Nan zhou knew