In the past two weeks, several batches of friends have been amway to the same short web series: the first batch of sisters in online classes have called out to find "happiness between classes" - each episode is about 10 minutes long, but the plot is very compact, the laughter is super dense, and people are on top. The second batch is a veteran drama fan, who left a message spontaneously in the background, marking "treasure, surprise, there is no publicity." The third batch of friends who "unintentionally entered the pit" during the Qingming Festival holiday lamented that "now the creators of the short drama are very good, there are several reversals in one episode, and the human settings are also flattering - the costume Smith couple". All Amway points to the same web short drama - "Mindless Ignorance" produced by Mango TV Da Mang Short Drama and Shanghai Sugar-free Culture Media Co., Ltd.
After watching 12 episodes with curiosity, Xiaobian not only willingly ate Amway, but also specially arranged an interview with the creators of this treasure short drama to see how "Mindless Ignorance", which has become a "hot search nail household", has seized the password for the success of the network short drama drama although it has not done any publicity.
"Costume Smith and His Wife" Extreme Tension,
Reverse the human design to catch the audience's attention
The plot of "Nian Nian Ignorance" takes place in the overhead era, the female protagonist Si Xiaonian is the owner of the Silk Nian Fang Garment Workshop, the male protagonist Yan Wuming, is the Langzhong who opened his own medical center, after the two met, under the heroine's "stalking", the two exchanged hearts and decided to get married. On the surface, they look like an ordinary couple, but in fact, the cute and cheerful Si Xiaonian is actually a gold medal killer with a famous dart board on the rivers and lakes, and the gentle and kind Yan Wuming is actually the dark guard camp cultivated by the imperial court, and the leader of the present song division is the lord -
People have to sigh, such a clever person set up two people with their own "suspense", "laughter" and "cool point", how did they come up with it?
Du Hao, the producer of the show, who was interviewed by observers, said that in the category of short dramas, the human setting must be more extreme, "We actually need to make a persona, the stronger his tension, the greater the surprise to the audience." So like the two kinds of characters in "Mindless Ignorance", they are actually the same as the costumed version of Mr. and Mrs. Smith:
The male protagonist, Yan Wuming, is a doctor, who is very elegant and quiet on the surface, and even looks a little weak. But in the first scene of the opening scene, he hides behind a cold mask, stabs a double knife into the hands of others, pushes the other person's head back, makes him feel endless pain, and after getting the information he wants, he lightly goes out and says "kill them all", which reflects extreme fierceness. In just two short scenes, the audience discovers a two-faced person who has never been seen before.
What's more, the ultimate two-faced person also appeared at once - Du Hao said in the introduction of the birth of the heroine, such a person as "Jianghu Female Dart Man" is set up for many screenwriters and directors, they to create such a role, it is easy to shape a very simple and sassy heroine image. Then this character will actually be more tough, the tougher the female character, she will form a certain viewing distance for the audience (especially the female audience). In the end, we set the heroine in turn to have a strong side, but also a very "little woman" of the normal girl, she also needs her husband to take care of her, after she put on new lipstick, she also has to ask her husband "you see where I am different today", after drinking, she will also be drunk crazy and cute... In fact, the tension of the entire character and human setting has been achieved, which is relatively extreme.
After such an extreme male and female protagonist meets, the audience stands in the perspective of God and expects when the two will reveal their true faces in front of each other. Such expectations have also become a trick to catch everyone's attention.
In addition to the protagonist, the secondary CP setting of "Mindless Ignorance" is not sloppy, which is a rare and valuable thing. Every time the heroine's sister Si Bao'er, who has poor eyesight, appears, I see pity, but this "weapons expert" always has a sighing reversal. Du Hao introduced, "The male and female protagonists have been relatively satisfied, and the remaining character sisters may be able to be well-behaved and cute and obedient." However, if such a person is actually not of much effect, the meaning of existence is not great. From the perspective of the play, it is impossible to do without these supporting roles, otherwise the play of the male and female protagonists cannot be sustained, and at that time, I was thinking that even if it is a role that does not bring a strong promotion to the main line, at least let the audience see some highlights of this character. So "sister" we do a "sharpening knife Lolita" setting: "Grinding the knife every day, but the whole state is very cute, very petite, holding a pillow every day, others still look very cute and cute, but the pillow is open inside is full of knives, so in fact, the audience has not seen this person." There must always be a supporting role, but if the supporting role also makes a relatively bright point, it can basically ensure that the audience can see some of the points he wants when watching each scene. ”
Similarly, other supporting roles are also given "highlights" like sisters, such as the male supporting studio, even if it is a common "male attendant" setting in the general sense, but from the beginning to the end is given the "everyone knows, do not tell the study room" terrier, always a protected ignorant outsider, through this, let the character full of joy.
There is no room to waste in the "Dehydration" skit
Episode 1 comes up to become a parent, Episode 2 does a mission to worship heaven and earth, Episode 7 turns from joy to abuse, Episode 9 leaves last words for each other, Episode 12 "The Truth Comes Out"... The speed of the plot of "Mindless Ignorance" is really on a rocket, and the amount of information in these 18 ten minutes is far more than the two movies, 3 episodes of variety shows or 4 episodes of TV dramas that are also 180 minutes long...
From the arrangement of the characters, it can be seen that the producers of the series will not waste any information carrier, even if the supporting characters have to shoulder different "tasks", in terms of plot, how can they tolerate any bit of wasted space? When Du Hao talks about creation, one of the most commonly used words is "to dehydrate", the cutscene in the long drama, don't; the lyrical shots in the long drama, remove; the dialogue between the characters, sweet? Funny? Is there a sense of suspense? If there are no points, then all are removed. The production team clearly stipulates that in any scene, one of the three atmospheres must be seen: funny, emotional, and suspenseful, and each scene must have at least one! Otherwise, they are all treated as "moisture" and will be removed!
Such a requirement for the early play, in the process of post-editing and second creation, the producer is also constantly adding for the "concentration", Du Hao takes music as an example, telling the "heavy responsibility" of each element in "Nian Nian Ignorance": take the music of "Nian Nian Ignorance", it is completely in accordance with my requirements for the play to lay, when the next music, look at all the music laying, not in the emotional music, or in the play of funny music (can make some of the scenes that may not be too funny more interesting), often " There is a lot of music in "MindlessNess", and its atmosphere is stronger than the atmosphere of the play itself. Maybe for many professional people, music is too preemptive, but for me, this is the late for the early stage of the compensation, through the design of music and some sound effects, can make the original 70 points of suspense atmosphere reach 90 points, which will give the audience some improvement in watching the movie.
The "circle fans" of "Mindless Ignorance" are quietly completed in these three most easily obtained "sense of atmosphere", and when the "small broken drama" meets the viewing habits of most audiences, it quickly arrests people into the play. Under the trend of "ancient puppets" in network dramas, this "super condensed" version of the contradictory choice between "husband and wife relationship" and "hostile camp" is probably only the word "addiction".
The completely different plot structure adopted by each episode of the series is expected to be reasonable, making people sigh "good sweet and abusive soil, but I like it", while not catching the "routine" that does not actually belong to the "ancient doll" and "sweet pet" routine.
Fans "raise" the drama
The social attributes of web dramas have been greatly expanded
It can be seen that the way out of the circle of "Nian Nian Ignorance" is quite special: after the spread of Douyin, tap water poured into the various platforms amway, so that there were several hot searches on Weibo for #Nian Nian Ignorance, and even the host was not.
There are also fans who apply for entries on Douban and advise each other not to play 5 stars so as not to be blocked. More than 1500 people scored the entry within 3 days of opening. Even the up-lord low jun comment area of the B station chasing KOL has also been attacked.
As a latest track that is booming, the strong social attributes of online short dramas almost exceed any other form of online broadcast dramas, whether it is the audience's viewing habits, the characteristics of multi-platform social communication of online short dramas, or the younger main audience groups, all of which are fully reflected in the way of "Mindless Ignorance" out of the circle: Z generation audiences love to share, spontaneously publicize, call themselves "little dirt dogs", "protect the best small broken dramas", and even shout platform parties, asking for increased publicity. This in itself is a phenomenon worthy of study and summarization by practitioners.
As a producer who has had several years of experience in the production and exploration of short plays, "Mindless ignorance" also left enough interactive space for the audience in the early stage of creation, "Short dramas in logic and movie-watching fun, we focus more on choosing movie-watching fun, so now many viewers will discuss some logical issues when they watch the bullet screen, they will explain themselves, will discuss, and the answers given are actually far beyond our expectations." Still want to give everyone a certain space for discussion, let's completely improve such a network work. ”
The wind direction of "high-quality" network broadcast short dramas has arrived
Strong setting, fast pace, and reversal are mostly the refinement of Du Hao's requirements for the "quality" of online short dramas based on the creative experience of "Mindless Ignorance", but the most important thing is only one sentence - a good story.
In the environment affected by the epidemic, the audience's demand for high-sweet, light comedy is just needed, under the shell of "suspense" on the surface of "Mindless Ignorance", or in telling the "sweet pet" story between husband and wife, "the so-called camp confrontation is just a dispute between husband and wife" When the truth is revealed, we who chase the drama may be able to discover the true meaning.
The quality of short dramas is also reflected in the quality of various work links, "Mindlessness" is talked about by the audience "sense of atmosphere" and "film texture", etc., not based on "big cost" and "big production" of large strokes to create, do it with heart, think of ways, and strive to meet the "small and fine" standard is the professional requirements of photography, editing, service and other links.
When the creators of micro-short dramas are based on the development route of high-quality products, high standards demand themselves, seek improvement in many aspects, and make unremitting efforts, it is possible for micro-short dramas to move to new heights and lead new trends in challenges.
In today's era of information fragmentation, small shorts with an episode of only ten minutes are becoming more and more popular, and their market is getting bigger and bigger. Fully occupying the audience's fragmented viewing time is only the basic requirement for such episodes, and the short drama has not only been satisfied with the positioning of passing the time and filling the user's time gap, but has begun to have a higher standard, become an independent track, and begin to improve the quality of production. Allowing the audience to get the enjoyment of "dehydration" in a unit of time is the secret to the success of "Mindlessness", and this experience should also become the direction of efforts of more producers on this track.