Douban score 8.2, topped the Douban Chinese word-of-mouth list sixth place (the only mainland live-action drama in the top 10 list), during the broadcast, Youaiteng platform high score evaluation, 2021 "Variety News" annual influence "annual drama" honor... Take the family drama "Hello! As the company's first film and television work, "Mother Adult" is a magic weapon for Magic Pupil Pictures to adhere to good content and make textured works.
"A film and television content company dedicated to leading the trend of the times and aesthetic trends", in the company's introduction, Magic Pupil Pictures set such a goal. After the production of high-scoring dramas, the current youth fantasy drama "He Came Across the Mountains and Seas" has entered the countdown to the end, and at the same time, the company's reserve project of 15+, taking into account the development of long dramas and short dramas, and the types are different.
With the Internet gene, from the platform out of the road to start a business, how can cutting-edge companies quickly enter the market? Zhang Ayi, founder of Magic Pupil Pictures, shared his methodology.
Review of "Hello! Mother Lord》
Where does the episode's high reputation come from?
In October 2021, the family drama "Hello! "Mother Adult" was broadcast on major platforms, and the drama was directed by Zhang Ayi as the chief producer, directed by Cao Dun and Jing Chong, and starring Dong Jie and Yin Fang. The series opens the narrative structure with multiple clues, which not only shows the various choices of mothers and sons in their respective stages of growth, but also tells the warm side of this mother-child relationship when the mother is ill. "Hello! "Mother Adult" tells the life changes of two generations, it reminds people of their relationship with their mothers, and makes people think about how we can better understand the love of our parents and how to pass on the warmth of this family.
After the episode was broadcast, netizens gave "Hello! "Mother Adult" marked the label of "conscience production", innovative narrative methods of family dramas, under different eras, photography, scheduling, set-up, art are very careful, really put the film texture on the ground episode creation, "Hello! The sense of healing of "Mother Adult" has made many netizens give high word-of-mouth evaluation.
A woman's anti-cancer journey from raising her son alone to middle age is heart-wrenching; as a young generation, Xiaojun's choice of work and life has a reflection of the current young people's life, which makes the audience resonate. At the same time, the "moonlight" CP of Biyun and Meizhong poked at many viewers, and the rare middle-aged love story on the screen of Chinese dramas was "Hello! "Mother Adult" gives a romantic color, and for the recently widely discussed phenomenon reflecting the craze of middle-aged people's love life creation, "Hello! "Mother Adult" has also achieved an innovative expression that leads the industry wind.
In Zhang Ayi's view, the reason why the series has gained high reputation is due to the team's high requirements for the quality of the series, "I am willing to invest more time in the polishing of the script, including manpower, energy, and financial resources, and the team has invested a very large work cost in the script stage, such as dismantling the original work, we will classify and sort out all the time, characters, places, etc. in the original work, and then tabularize it, and then carry out the next step of the script work, which is very meticulous." "Seriously polishing the script brings a play with real logic, real emotions, and real details, which is also "Hello! "Mother Adult" gives people a real, not dog blood intuitive feeling of the reason.
At the same time, in the detailed design, the team also pays attention to the viewing habits of Internet users and the emotional needs of users, so that the content of the script can withstand the big data script evaluation test, which allows the team to build confidence when the project is established. At the time of production, the team first established a unified standard in the casting - with appropriateness as the first principle, so we saw the breakthrough performances of many actors in the series; during the shooting stage, the team did not shout slogans, and truly integrated the high standard of film-like audiovisual language into the shooting of the series, adhering to the high aesthetic standards.
"Realistic approach to creating family dramas, we want to establish a new quality standard, whether in the script incubation, director cooperation, photography, lighting and other dimensions, can become a benchmark work, from the result, it is also completed." Zhang A hitomi said. On the whole, the development and production of episodes is not only the flow theory, but also the quality increment for realistic theme dramas, the production link wins with details, for family dramas, breaking through the shackles of genre models, emotional sincerity, and moving roles. "Hello! The intention of the production of "Mother Adult" was seen by the audience and the industry, and it was also affirmed, which was to explore a meaningful innovation and set quality standards for the industry.
The high word-of-mouth feedback of the series is obvious to all, during the broadcast, the episode has won the 1st place in the whole platform of the bone drama series, the 1st place in the real-time list of the Phoenix Network Index episodes, the 1st place in the Phoenix Network November episode list, the 2nd in the detaven period drama most prosperous index, and the Douyin drama list for 3 consecutive weeks on the list... Weibo topics are out of the circle, and the topic of maternal love and emotion is frequently discussed.
However, Hello! "Mother Adult" still encountered the "wine aroma is also afraid of the deep alley" broadcast heat problem, double speed era, for the audience accustomed to cool dramas, the need to calm down to watch the "slow" drama, undoubtedly test the audience's patience to chase the drama. Typical life flow family dramas lack to do genre compounding, high-quality non-dog blood episodes have not won the heat expected by the team, "The production standards and production specifications of the series are relatively high, it meets the aesthetic needs of many fan-level audiences, but for ordinary audiences, there will still be a viewing threshold, for the broadcast effect, there is a little regret." ”
With these experiences and reflections, the team began to prepare for the next work.
"He Came Across the Mountains and Seas":
Youth love + campus fantasy + warm family affection
The great transformation of genre, from family drama to fantasy love aimed at the young audience market, Zhang Ayi said with a smile, I have to make a money-making work.
Insisting on a good script will have a good drama, while adhering to the quality, how to maximize the audience? Zhang Ayi shared that this is his completion of "Hello! A question that has been pondering since "Mother Lord". 2018 began to develop, 2019 started, 2020 to finish, but wait until October 2021 to broadcast into the market, in the waiting time, the same type of works took the lead in seizing the market, the importance of timing, undoubtedly for the broadcast topic of the series to bring impact.
"The development of new projects should control the development cycle as much as possible, shorten the production and broadcast cycle, the market changes too much, to be more active", the youth fantasy drama "He crossed the mountains and seas" is part of the account drama cooperated by Magic Pupil Pictures and iQiyi, from development to shooting for only half a year, it is expected to be broadcast in the first half of this year, which can be used as a production case of the team's accurate focus market.
"He Crossed the Mountains and Seas" is also adapted from the novel IP, the series is directed by Zhang Liu, Starring Liu Yitong, Qi Yandi, Wu Difei, Starring Ye Ke'er, Cai Xinyang, Liu Jia, young creative team, telling a fantasy story about young people. In this story, the naïve girl accepts the warning of "death" from the future son, and with the help of the future son's plan, the waste wood mother begins the transformation plan, and the naïve girl conquers the iceberg god and begins a completely different life.
25-year-old future son met the 18-year-old "mother", age contrast, youth, love, family affection, reality, comedy and other elements, this setting undoubtedly brings rich dramatic conflicts and emotional tension to "He crosses the mountains and seas", Zhang Ayi frankly said, "He crossed the mountains and seas" The market advantage is that, on the one hand, the script adaptation space is large, the creation of the script can be more in line with the tastes of young people, on the other hand, "youth love + campus fantasy + warm affection" type compound drama, which is rare in the market, It has a certain market advantage.
20 episodes of narrative volume, mainly light humor, the fantasy color of "He Crossed the Mountains and Seas" is bound to bring a lot of discussion topics, at the same time, the team also integrated the thinking about family affection into the series - for the people who love you, do you have to give up your right to pursue happiness? Focus on the growth story of young people, with fantasy elements to open up the discussion of the results of multiple choices in life, about the choice of life, look forward to "He crossed the mountains and seas" for the audience to bring thinking and chasing fun.
Reserve Project 15+: Adhere to the Internet gene
Don't repeat yourself, do innovative projects
"Or the best market environment should be that good works have good ratings and good reputation, which should be the inevitable result, should not become accidental and lucky, for creators, we can't take the audience like what to produce logic set on all project development." There are trial and error, there is persistence, this is like the idealism of a creator, under the market competition and rules, the production quality of a work, and strive to raise the level up.
In 2014, he worked in Tudou, later went to Youku, and began to start a business in 2017, before working experience in video platforms, Zhang Ayi became a typical "Internet producer", he admitted that he pays more attention to Internet needs, and the thinking of dealing with users and data has made him take a lot of detours in the entrepreneurial stage. Whether it's Hello! The pursuit of quality in "Mother Adult" or the market positioning of "He Came Across the Mountains and Seas", the team wants to make works that can make the market shine in the corresponding genres.
"The content industry must not only meet the entertainment consumption needs of ordinary audiences, but also provide quality content to meet the audience's demand for good content, and for creators, it is necessary to have the responsibility and awareness of leading the public." According to Zhang Ayi, "only do the head and small and beautiful tail work", is his initial entrepreneurial firm route, for new projects, he frankly said "insist on not repeating themselves, the content done whether it is good reputation or good traffic, we hope to not repeat as much as possible, to develop new innovative projects." ”
At present, there are more than ten reserve projects of Magic Pupil Pictures, and the team has layouts in both long episodes and short dramas, with different types. Among them, the realist dramas "Gold Like Them", "Tongue War", "Sparkling Us" and other plans have begun to shoot one after another: "Gold Like Them" is an original realist female group portrait drama, the series tells the story of independent women in a multi-line narrative, injecting new vitality into the "Her Drama"; "Tongue War" is a female workplace drama focusing on the legal industry, adapted from the novel of the same name by senior lawyer Wang Ying, mapping the sensibility and rational tearing of the legal profession from a female perspective; "Glittering Us" focuses on the post-95s who cherish the Chinese dream. Presents the story of the youth who dare to dare to love; "Thank You for Your Love 1999" begins a group of millennial friends who have crossed the 20-year healing journey.
At the same time, works such as "Mr. Night Cat and Me", "I Can't Love You", "Stay until Spring Blossoms", "The Teenager and His Uncle", "White Dove Love Plan" and other works cover different materials and different genres such as youth, two-dimensional, main theme, comedy, etc., and will gradually meet with the audience. It is worth mentioning that Magic Pupil Pictures will also focus on IP development, carry out the layout of humanistic variety shows and dramas, and improve the development of the industrial chain, such as "Hello! "Mother Adult" drama of the same name, iQIYI S-level humanistic variety show "My Study and Me", etc., "My Study and Me" has been recommended by the iQIYI World Congress because of its profound humanistic heritage, and is currently launching investment promotion.
Behind the reserve project, the script research and development center of Magic Pupil Pictures is like a think tank of the team, with both cooperative screenwriters and contracted screenwriters, and the team controls the two dimensions of developing original scripts and adapted scripts, starting from the source, and the production direction, type innovation, budget control, etc., all have mastery. From Hello! From "Mother Lord" to "He Came Across the Mountains and Seas", the logic of the industrial production process of Magic Pupil Pictures has begun to bear fruit.
"The company's vision is to grow into a film and television entertainment group that continuously provides young content products that meet the trend of the times and aesthetic needs for the new generation of users in the era of 'high-speed iteration, content is king'", does not repeat, does not set the type limit, adheres to the quality of content, and extends the industry to touch the face, for the cutting-edge company, look forward to more works with aesthetic pursuit, inject vitality into the industry.