The platform has a layout, but the battle cannot be compared with the long drama.
If the first impression of short dramas in the past was suspension and "dog blood", some of the recently launched episodes may refresh some of the audience's cognition, and they come from long-form video platforms such as Aiyou Tengmang.
When racing on long video platforms
Recently, a number of micro-short dramas have been launched on major long video platforms, including social life themes such as elderly life and women's mutual assistance, as well as cross-genres, and the golden sentences in the drama are frequent and the laughter points are dense... These works let the audience see that the label of the original short drama is not only "sweet".
Youku's recently completed "This Killer Doesn't Change Demand" will replace the contradiction between Party A and Party B into the costume plot. The painter has not passed the revision after 1642 times, and he can't bear to cooperate with the killer, intending to seek revenge on Party A. There is no shortage of plots in the play that satirize the phenomenon of overtime such as "big factories", and humorous lines closely follow the current hot spots. The director's personal cameo also contributed a lot of "laugh" points.
The bald girl makes a pact with the killer to pay tribute to the plot of "Magic Card Girl Sakura"
The great "sacrifice" of the director's "Miracle Warm" dress-up show
Mango TV's "Don't Mess with white pigeons" tells the story of three women who help each other and finally get rid of their emotional difficulties. Different from the common routine plot of short dramas, there is no dog blood setting of "overbearing president" and "brave green tea"; on the contrary, they bravely seek solutions to the dilemma, and the plot is also quite suspenseful.
Tencent Video's "Ten Theater" film list types are also very diverse. "Big Mama's World" focuses on the happy daily life of retired aunts; "Master Brother Please Follow the Script" tells the story of a young girl crossing into the TV series with a remote control; "Please, Don't Spoil Me" is similar to "Rumored Chen Qianqian"...
It is not difficult to see that the major long video platforms are opening the race with short dramas as the incision.
In December last year, Tencent Video launched the "Ten Theater", of which "Datang Snack Goods" is Tencent Video's "S-level cooperation" benchmark project, with a sub-account of more than 10 million; Mango TV's "Da Mang Short Drama" is also making efforts, and at the beginning of the year, it also launched the short drama APP "Da Mang"; Youku launched short drama works in the form of "Small Theater" and upgraded the relevant sub-account model; iQiyi has not recently laid out micro-short dramas, but is successively launching video-length comedy works in the "Little Comedy Theater". It can be seen that the operation mode of short drama theater has become quite common.
Short dramas have also become a new model for IP incubation such as comic adaptation and network text.
"This Killer Doesn't Change Demand" is a short drama produced by Youku's "Fu Sha Project", adapted from the exclusive comic of the same name of the Quick Look APP; B Station also launched the comic adaptation short drama "There is a Peach Blossom Next Door" in this year's Spring Festival file; Mango TV's Damang Plan also cooperates with creators such as Xinshixiang and Mi Reading Novels; at the Tencent Video Micro-short Drama Conference last year, Rabbit Culture announced that it would join hands with Tencent Video to develop the "Game of Cards" IP.
Various long video platforms have embarked on the short drama racing track, forming a situation of multi-party wrestling. The theme of the short drama also presents a rich and diverse form.
The short drama wind is waiting to blow
What cannot be ignored is that the quality of short dramas is uneven, and the problems of script logic and routines still exist.
Tencent Video's "Ten Theater" shortly after the completion of the "My Brother Can't Be So Cute" full drama highlights the love line of the male protagonist, the setting of the friend's soul possessed on the pet is dispensable, and the actor's acting skills are also slightly jerky. The "nostalgia" universe of "Ivory Mountain Doing Good" has not turned up, and the form of the narrator gag is novel, but the content is old-fashioned. The integration of nonsense and comic style in Youku's "This Killer Doesn't Change Demand" is eye-catching, but there is a sense of weakness in the middle of the episode - the plot and laughter points are repeated, and the structure is scattered.
In "My Brother Can't Be So Cute", the soul of a friend is "sealed" by a dog collar
In "Ivory Mountain Deeds of Charity", Zhao Si wants to persuade his daughter-in-law to prepare for pregnancy "three children"
Although the theme has been expanded, love dramas are still the mainstream of short dramas. Browsing the list of films that have been broadcast and are to be broadcast on major platforms, the love theme accounts for the vast majority, and the "sweet soil" style is still difficult to get rid of. Whether it is the recent Youku is broadcasting "Please! Big Hero", or Tencent's "Datang Snack Goods" and other popular short dramas that have been played more than 100 million times, the novel setting has become a tool for serving the love of men and women, and it is inevitable to regret.
Even if the content is acceptable, the communication power is in a state of "powerlessness". "Big Mama's World" Douban score 8.1, Tencent video playback less than 60 million; the well-received "Don't Mess with White Pigeon" is still not scored, with only more than 300 reviews. Almost the same period of broadcast "The Beginning" in Tencent Video played more than 2.2 billion, the slightly less popular "Gold Rush" in iQiyi's history of the highest popularity also reached 6536 (excellent level).
There is still a big gap between the popularity of short dramas and "top-stream" network dramas
However, even if the "blockbuster" has not yet appeared, the recently launched works still open up the imagination of the future of the short drama for the audience.
No matter the length of the episode, the content with novelty and sincerity can always be sought after by the audience. This round, whether Aiyouteng can make the short drama look like another, it remains to be seen.
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Editor-in-Chief: Yi Wu
Author: Quokka
EDIT: Whales
(Some of the pictures come from the Internet)