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At present, the casting strategy of film and television projects is still relatively conservative, but from the cost performance of newcomers, the adaptability of specific roles, the potential value, and the freshness and surprise to the audience, it is impossible for many mature actors to give. For the film and television circle that has been in the doldrums for a long time, boldly using new people may be a way to break the game.
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A quarter passed, and I didn't expect that the internal entertainment was so cold that a new person did not come out.
Looking forward to the same period last year, dramas such as "Mountains and Seas", "The Age of Awakening", "Mountain and River Order", "Son-in-law" and other dramas were popular, coupled with the blessing of two popular talent shows such as "Youth with You Third Season" and "Creation Camp 2021", new people in internal entertainment emerged in an endless stream, and the types were diverse.
Among them, there are young actors such as Bai Yufan, Huang Yao, Zhang Wanyi, etc. who have become popular in the main drama as supporting roles, as well as actors such as Gong Jun, who became popular overnight with the help of the dongfeng of the double male protagonist costume drama, and countless love beans in the draft to supplement the market with fresh blood.
Unexpectedly, last year's "prosperous world" lasted only for more than one quarter. With the launch of the "Clear Lang" action, the delay drama and idol talent show were stopped, and the market lost two major newcomer traffic pools.
When the market is cold, it is difficult for newcomers to get ahead
The cold winter tide of film and television continues, and until today spring has not yet come, and the market temperature is getting lower and lower.
Affected by the epidemic, this year's film market is more uncertain. In order to live a stable life, practitioners have to increase ticket prices in the Spring Festival slot, and the direct consequence is that the number of moviegoers has been greatly reduced, the market has tightened, and it has led to the difficulty of dark horse films and blockbuster films.
Under the interlocking links, it is difficult for the movie to win the newcomers like the previous Spring Festival stalls.
The highest-grossing film in this year's Spring Festival is "The Water gate Bridge of Chosin Lake", and the only film that can be called a dark horse is "This Killer Is Not Calm". But the former is the sequel to the movie "Chosin Lake", and the actors have a high degree of national recognition, and there are almost no newcomers. Although the latter has a raw face male protagonist Wei Xiang, he has been acting for many years, and his age and image are far from the standard of "newcomer" in the traditional sense, and although the film box office is good, he has not copied Zhang Xiaofei's popularity.
The best Spring Festival film with the best reputation is "Sniper", and the performance of the newcomer male protagonist Chen Yongsheng can also be remarkable, but the film's dismal box office and the limit of popularity are not enough to push him to the front of the stage. However, after the "National Teacher" point, the reputation in the industry has begun to take shape, and the next star path is expected.
The performance of the drama market is relatively better, but it is only compared with movies and variety shows.
The popular projects in the first quarter are basically in the field of dramas, with the reality dramas led by "The World of People", "Heart Residence" and "The Beginning" contracting Weibo hot searches, idol dramas, "Please give more advice for the rest of your life" and "A Flash of a Shining Star" are more prominent, the suspense drama "Hunting Crime Book" has successfully gone out of the circle, and the big costume drama currently has only "Acquaintance with Junchu".
But a closer look at these dramas does not help newcomers much. There are no newcomer actors in "Heart Residence" and "Beginning", although Zhao Jinmai is young, he has been debuting for a long time.
Although the actors of Feng Yue and Zhou Nan in "The World of Man" are newcomers and the completion of the performance is good, there are many bones in this drama and the roles are pressed on the three brothers and sisters of the Zhou family, and their roles are relatively light, the role is less, and the character arc is less, so that the attention to the newcomers after the series is broadcast also dissipated.
Although the two idol dramas have newcomers as supporting roles, the idol drama genre itself is more prominent than other genres, and the space for newcomers to play as supporting roles is very limited, and it is difficult to stand out.
In contrast, "Crime Hunting Atlas" made a big splash in March, and the lead actors Tan Kenji and Jin Shijia gained high popularity, but both have been debuting for many years, are mature actors and have works leaning on.
Costume dramas are more suitable as a testing ground for newcomers, and many costume dramas such as "Ancient Sword Qitan" and "Three Lives and Three Worlds and Ten Miles of Peach Blossoms" have also won many newcomers in the past. It's just that although there are many newcomers in "Acquaintance with Junchu" this time, the appearance and CP of the helpless supporting characters are not good, and the audience can't "bump" sugar, and it is naturally difficult for newcomers to become popular.
In the past, Yu Zheng and Guo Jingming, two well-known newcomers in the industry, are now "rarely loud". In the first quarter of this year, the costume drama "Shang Food" controlled by The Company's Huan Entertainment Film and Television was broadcast, and in an effort to follow the route of "Yanxi Raiders", Xu Kai and Wu Jianyan finally smoothed out the "difficult peace" of many people, but still did not emerge a new actor who made people shine.
The era that belonged to Yu Zheng and Guo Jingming has passed, but who will take over the baton? It is not yet known.
As for the variety market, it is even more deserted. The draft has always been an important source of transportation for guests of other variety shows, and has become the only source of transportation in the past two years. After the idol talent show was banned, the only channel for artists to become popular through the draft was "Sister Riding the Wind and Waves", but unlike last year, the show did not start in the first quarter of this year.
After the lack of this section, other variety shows can only follow the old path of the past, inviting relatively mature artists to participate in the show, even if the newly launched "Hello Saturday" and the new season of "Ace to Ace" two ace columns, there is almost no soil for newcomers to survive.
The number of projects is reduced, and the artists are also downgraded
There are only a few popular dramas in the first quarter of this year, except for the infinite stream "Beginning" which belongs to the new genre, which is basically a reality drama dominating the screen.
With the continuous reduction of cultural and entertainment funds in the past two years, the number of film and television projects has been comprehensively reduced, whether it is a large costume drama with a wide audience or a realistic theme drama supported by policies, it has been affected to varying degrees.
Under the clear, the market and the audience are silent about the word traffic, film and television publicity is becoming more and more difficult, coupled with the impact of the epidemic, the overall economic downturn, the audience's emotions are becoming more and more difficult to be mobilized.
During this period, the days of the platform side have become more and more difficult, iQiyi has laid off employees since the end of last year, the funds of various platforms have been tightened in an all-round way, many projects have been cut, and film and television investment has become more cautious and stable.
According to the internal news of the platform, only two of Tencent Video's more than 70 projects passed, and Youku's 53 passes only passed one.
This is bound to lead to the cutting of small and beautiful projects that were previously used to innovate or focus on vertical circles, such as iQiyi's previous "Love Theater" and Tencent Video's light-weight costume dramas.
And this part of the project is exactly the type of project that boldly enables new people, and if this position is lost, the newcomer actors will lose the opportunity to enter the public vision in a short period of time.
After the project is cut and the investment in the series is fully downgraded, the previous public faces will reduce their own price to grab the newcomer market, and the filmmakers will also prefer to use young actors who have been verified by the market in order to seek stability.
Tencent Video's "Yan Yu Fu" in the first quarter of this year is typical. The drama is the same as "Rumored Chen Qianqian" is a light-weight costume drama, but unlike the newcomers Zhao Lusi and Ding Yuxi when chen Qianqian starred, the actor level of "Yan Yufu" is Qiao Xin and Xu Zhengxi, both of whom have starred in many larger projects. Especially Qiao Xin, the male protagonist of her last drama "Sleeping Garden" is Gong Jun, who has become popular.
If you compare it with the market before the adjustment of the actor's salary, with the volume of "Yan Yu Fu", it is almost impossible to invite actors of this level.
The situation of the TV station is also the same, as one of the five David TV, Hunan Satellite TV recently broadcast a costume drama for "Jade Face Peach Blossom Always Meets", the male protagonist Tong Mengshi, the female advocate han rhyme. This may be the smallest costume drama broadcast by Hunan Satellite TV in recent years.
The comprehensive downgrading of projects and artists has further compressed the living space of newcomers, the market size has always been limited and is further shrinking, and how many newcomers can change their lives against the sky?
The Winter Olympics are full of newcomers, and the future of internal entertainment is in the sports world?
In addition to the traditional film and television winter, the epidemic and other factors in the film and television market in the first quarter of this year, there is also a key external cause that cannot be ignored - the Winter Olympics.
Throughout February, the Winter Olympics were the hottest topic on the whole network, occupying almost all the "explosions" of Weibo hot searches, which greatly snatched the attention of the audience.
Of course, the market needs fresh blood, and at the public level, there is no separation of culture and sports, especially for variety shows, and the sports circle has also sent many guests. From swimming stars Sun Yang, Ning Zetao and Fu Yuanhui, table tennis stars Ma Long, Zhang Jike and Liu Guoliang, to retired swimmers Guo Jingjing and Wu Minxia, athletes have always been favored by audiences in the field of culture and entertainment, and their popularity is comparable to that of traffic artists.
Because the audience's time is always limited, and the number of newcomers that the market can accommodate is relatively fixed in a time period, this year's Winter Olympics successfully transferred the share of newcomers from the entertainment circle to the sports circle.
Gu Ailing, Su Yiming, Wu Dajing, Ren Ziwei, Ling Zhi, Liu Xinyue, Wang Shiyue, Jin Boyang and other active national athletes have successfully entered the public eye and become household names during the Olympic cycle.
Under the radiation of the Olympic heat, the Japanese figure skater Yu Yu has not yet arrived in China, the hot search has been on many, and Wang Meng, who has retired for many years, is even more popular in the commentary with "My eyes are the ruler".
Under the clear action, the audience's tendency to pursue celebrities has also changed. Compared with the entertainment industry artists who evad taxes and evade taxes and act and dubb, the audience is obviously more inclined to athletes who like to fight for the glory of the country on the field, especially Gu Ailing and Su Yiming, who have both appearance and strength, and have a sincere and lovely personality.
Even after the Olympics, the heat of these athletes will continue for a long time.
In the past, the field of fashion magazines and commercial endorsements, which were firmly controlled by entertainment stars, has now loosened a lot, and many athletes, including women's football players, have filmed first-line fashion magazines and received multiple endorsements. Gu Ailing has robbed the market of current traffic stars with a number of first-line big-name endorsements.
When the epidemic improves and the film and television industry picks up, these athletes will surely have more variety show invitations, at least in the field of variety shows, they are bound to occupy a certain share.
Although the channels for newcomers to appear in the first quarter are not in the fields of film, drama, and synthesis, the impact of the sports industry on the entertainment industry is not necessarily a bad thing, on the one hand, it can allow major brokerage companies to have new reference objects when recruiting new people, on the one hand, it gives the audience a great sense of freshness, and their hard work and dedication are exactly what artists should have the most at the moment, and it is also the most important thing that new people in internal entertainment should learn.
For the filmmakers of major film and television projects, the excavation of newcomer actors is endless, although the industry casting strategy is still relatively conservative, but from the perspective of the newcomer's cost performance, adaptability in specific roles, potential value and freshness and surprise to the audience, it is impossible for many mature actors to give.
Zhang Yimou and Zhou Xingchi will use newcomers as protagonists in almost every movie, and over time, "Mou Girl" and "Star Girl" have also become one of the means of film publicity. Who says newcomers don't have the heat? For the film and television circle that has been in the doldrums for a long time, boldly using new people may be a way to break the game.