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Author | Book of Tang
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"LeEco? Still there? Netizens asked.
"Why not?" LeTV officially really has to pick up every terrier.
"How much is left in the debt?" Netizens asked again.
LeEco replied, "Which pot does not open which pot." ”
Remember the Spring Festival of 2021, a number of video sites are playing their New Year activities on the icon, "2 billion points", "2.2 billion points", only LeTV's new logo shows "12.2 billion owed".
LeTV self-deprecating also has a hand (image source Weibo @ LeTV video)
Now LeTV often frantically seeks attention under topics related to "The Biography of Zhen Huan". It can be said that "The Biography of Zhen Huan" has become leTV's "iron rice bowl", of course, Youku is also.
A drama has saved the "glory" of a video website, and compared with the audience, LeTV and Youku are now more afraid of the actors of "The Biography of Zhen Huan".
Zhen Huanchuan, cash cow
Recently, Dun Yong, the founder of Hua'er Film and Television (one of the production companies of "Zhen Huan") said, "'Zhen Huan Biography' has been broadcast for 11 years, and it is still continuing to make money for the company, bringing an average of more than 10 million yuan of income per year. ”
The copyright contract between "The Biography of Zhen Huan" and the broadcast platform began in 2011 and expired in 2017, and then signed a ten-year contract with the broadcast platform for 2018-2027. In addition to this, there are also revenues from TV stations and other platforms.
LeTV Video revealed to the media that "the income brought by "The Biography of Zhen Huan" to LeTV Video every year is more than 10 million. ”
Image source Weibo @ LeTV video
A film and television work, as a commercial project, can stand firm for decades and continue to make profits; as a literary and artistic achievement, it is always an absolute benchmark TV series in the hearts of the audience, and it can also burst out new cultural vitality with social changes, which is simply an evergreen existence.
In September 2013, LeTV Video purchased the exclusive online broadcasting rights of "The Biography of Zhen Huan" from Hua'er Film and Television. According to the data of LeTV, the traffic of the whole network during the broadcast of "Zhen Huan" exceeded 2 billion, firmly occupying the first position in the number of broadcasts.
In 2018, after falling into its own business difficulties, LeTV Video distributed the broadcast rights of "Zhen Huan" to Youku Video, and the "Zhen Huan Chuan Effect" was staged again. After Youku hit "The Biography of Zhen Huan", it reached 150 million views in a week, which is brighter than many new hit series.
"The Biography of Zhen Huan" was launched on Youku in 2018
That's still the case today in 2022. According to Yunhe data, in the last 30 days, the effective playback ranking of "The Biography of Zhen Huan" is basically in the top ten, and the highest ranking is in the seventh place. The popularity of "The Biography of Zhen Huan" in Youku Station is still often at a high level of more than 8,000.
Netizens even laughed and said, "A "Biography of Zhen Huan" has preserved the glory and wealth of Youku's life"; as long as "The Biography of Zhen Huan" is still there, it is willing to open Youku members.
A film and television drama has been broadcast for ten years, and it still has such a strong appeal and influence, and in the end, it still relies on excellent quality.
Although it is a work from ten years ago, the costume of "The Biography of Zhen Huan" is placed at the level of today's no outdated, the old drama does not have exaggerated filters and skin grinding, and the antique picture makes it easy for the audience to immerse in the story of "Zhen Huan", which guarantees the lower limit of a "Mary Sue" TV series.
As a TV series with a length of 76 episodes, "The Biography of Zhen Huan" does not have the common "water injection" problem of domestic dramas, the logic is clear, the rhythm is compact, the characters are distinct, and the core plot also carries the audience's favorite "pain points" and "cool points", and the exquisite plot often raises the upper limit of film and television works.
Stills from "The Biography of Zhen Huan"
The theme of this drama is not limited to the general "palace fight". The emperors, concubines, palace women, and eunuchs in the play, whether they are protagonists or supporting characters, have their own distinct personalities and helplessness.
It is no wonder that the audience of "The Biography of Zhen Huan" is so sticky, they are not only willing to pay for it, but also willing to spend a lot of time to ponder, to share, to discuss. There is a widely circulated emoji on the Internet to see Zhen Huan's biography with a microscope, and after laughing, I have to admit that this drama does have enough space to be "magnified".
"Zhen Xue" group
The prosperity of "The Biography of Zhen Huan" today is inseparable from the secondary creation of netizens.
The popularity again and again makes the size of the "Zhen Xue" group bigger and bigger, netizens interpret the plot scene by scene, find the details of omissions, and then praise the crew's intentions; it is rare to find a place to wear a gang, and they shout everyone to watch it together.
In this process, the memes and memes related to "The Biography of Zhen Huan" are more and more numerous, and the circulation is getting higher and higher, until it is not just a TV series, but a specific network culture phenomenon.
For example, in recent days, the epidemic in some cities has been repeated, and doing nucleic acid has become an indispensable part of people's lives, and in the plot of the blood test in "The Biography of Zhen Huan", there is a line of the emperor 're-testing'. This emoji was witty and witty, and quickly spread.
You may not have seen Zhen Huan's biography, but you must know "Guanguan Class Qing", heard "whether it was wrongly paid", and perhaps used the "this blessing to you or not" memes.
The role of the queen played by actor Cai Shaofen in the play is also a classic
After all, "The Biography of Zhen Huan" is a women's play, and there are too many golden sentences that can be applied in the emotional and social fields, coupled with the high activity of girls in social software such as Weibo and Xiaohongshu, this kind of dissemination is almost a one-shot.
In addition, the cooperation of the cast and crew of "The Biography of Zhen Huan" is also exceptionally high. Last year, Cai Shaofen, the empress of "The Biography of Zhen Huan", posted a short video on her personal Weibo on "Playing the Emperor's Brain Gate", which reached 17.01 million views.
On the tenth anniversary of the launch of "The Biography of Zhen Huan", almost every actor with an important role posted a commemorative long article on Weibo to share the small stories in front of and behind the scenes.
Their own excellent strength, endless secondary creations, and the cooperation of actors and platforms have jointly created the long-term prosperity of "The Biography of Zhen Huan".
Old drama layout
The Biography of Zhen Huan is a special existence, but it is not the only special existence.
Taking the yunhe data of the last 90 days as an example, the market share of the TV series "Do You Know If It Should Be Green Fat Red Skinny" released in 2018 has reached the top 10 of the TV drama market, and the effective broadcast volume and network discussion heat can be called hanging some so-called "hot" TV series; and the "Langya List" broadcast in 2013 is a small evergreen tree, which has a stable "follow-up force" for many years.
In the 2020 series of effective broadcasts and screen domination, "Know It or Not" is still ranked high (data source: Yunhe Data)
Yunhe Data has counted the top 100 annual list of effective TV dramas in the three years of 2018-2020, and it is surprising that every year there are more than 20 old dramas on the list; the proportion of old dramas played is stable at more than 12%, and in 2020, it will reach a peak of 17%.
The long tail effect of popular old dramas is even more amazing, such as "Langya List", "Chu Qiao Biography", "Do you know if it should be green fat red skinny", which triggered a national upsurge in drama chasing when broadcasting, has entered the effective broadcast annual list for three or four consecutive years.
In addition to the real broadcast volume is not inferior to the new drama, the network traffic generated by the old drama in the interactive topic should not be underestimated. "The tenth anniversary of zhen huan's broadcast", "the sixth anniversary of the opening of the Langya list", "what does the most cattle peripheral of wulin look like"... In Douyin and Weibo, various topics about old dramas will be popular from time to time, which shows the wide audience and high popularity.
On occasions such as variety shows and evening parties, it is even more necessary to rely on the national popularity of old dramas to support the field. Last year, at the Jingdong Double Eleven Night Party, the main creator of "Bright Sword" appeared on the stage to sing the theme song, and the scene was suddenly boiling, and the effect of classic film and television works condensing people's hearts was by no means comparable to ordinary film and television dramas.
The gust of "nostalgia" has been blowing for several years, and now in the film and television drama market, the "nostalgic wind" has not only not stopped, but has become more and more intense. In fact, in terms of the "layout of old dramas", all platforms have long been prepared.
Youku has said that in the past five years, Youku has been committed to creating a massive film library of classic works, restoring more than 5,000 classic literary and artistic works, and successfully attracting many members through these old dramas, driving VIP viewing income.
Especially in the TVB classic works, Youku's advantages are clear at a glance.
Open the Youku video website Hong Kong drama zone, the episodes are marked with the "solo broadcast" logo
Nor is it a one-day effort. In 2010, Youku launched TVB channel, which provided the only video channel on the whole network at that time that had a large number of genuine Hong Kong drama resources; the following year, it merged into Youku's 2-year Tudou Online TVB Zone; in 2013, Youku Tudou and TVB formally reached a cooperation to purchase the copyright of all TVB TV series in the next 2 years. "The Tyrant of the Towel", "The Quest for Qin", "The Desire of the Golden Branch"... The introduction of a large number of TVB works has made Youku the first choice for Hong Kong drama lovers.
What is amazing is that it is not only the elderly who are keen on old dramas; in the B station, which is dominated by young users, the performance of old dramas is even more eye-catching.
Among the top 50 effective broadcasts of the series on Station B, 49 are old dramas.
On June 12, 2020, Station B simultaneously launched the classic remake versions of the four masterpieces. In just 12 hours, the total number of broadcasts of the four series is as high as 3.85 million, of which "Romance of the Three Kingdoms" is 1.45 million, "Journey to the West" is 1.26 million, "Dream of the Red Chamber" is 650,000, and "Water Margin" is 490,000.
Benefiting from the unique bullet screen culture of Station B, the playback mode of "old drama + interaction" makes the cultural atmosphere more intense. Open classic dramas such as "Let the Bullets Fly", "Romance of the Three Kingdoms", "Dream of the Red Chamber" and other classic dramas at station B, if you do not turn off the bullet screen, I am afraid that even the actor's face cannot be seen clearly, and its popularity can be seen.
Young people love old dramas, and they are also willing to gather around old dramas and share their lives.
There is a plot in the drama "Dream of the Red Chamber", Lin Daiyu was asked what book she was reading recently, and whenever she opened the episode, there would always be the latest bullet screen floating by to answer the question: "Physical Chemistry", "Chinese Tax System", "Ancient Literature"... There are all kinds of answers, and they reflect the truest aspects of young people's lives.
Many people deliberately went to the "famous scene" of the punch card bullet screen (source: b station "Dream of the Red Chamber" screenshot)
If a film and television work wants to be truly profitable, in the final analysis, it must capture the hearts of the audience and create a real "cultural identity". A TV series, everyone is willing to pay the bill, naturally as a way out of the commercial project; and if the producer blindly enables traffic and shoddy production, the audience is afraid that it will not be used, otherwise the ancient dolls of S-level investment will not be thrown on the street one after another.
The reason why the afterglow of the old drama is so long is that the audience is showing their attitude. If the film and television drama market has not been able to bring surprises, then the audience would rather consume old dramas repeatedly than necessarily spend money on bad dramas; after all, the works that are really careful are not afraid of the test of time.