Sohu Entertainment Special Article (Wei Xie/Text)
This summer, the CP in the ancient doll is out of the circle.
As of August 25, "Star Han Brilliant" starring Wu Lei and Zhao Lusi's CP super talk "Wu Lu can escape" has more than 300,000 fans. After the broadcast of "Free Lan Tiao", the CP "Di Xin Gravity" of the starring Wang Hedi Yu Shuxin has been on the hot search of platforms such as Douyin, Weibo, and Kuaishou.
What exactly does CP marketing do? And what can it bring to the series? Is it a blessing or a curse for the work to fry CP?
Sohu Entertainment chatted with several publicists, and the story behind the episode fried CP.
Drama: Live-action CP? Don't dare to fry
Drama Xuan Meizi is almost at the mercy of CP marketing.
She gave the characters in the play CP names to build CP super words, cut the CP videos in the hot search topics on Weibo, sent Douban posts to guide netizens to snort cp, wrote Weibo interactive copywriting for artists, and planned online and offline live broadcast processes.
In 2020, she sent three pairs of CPs on the hot search, and ushered in their vigorous be outside the play.
"We will definitely target CP marketing," Meizi said bluntly, "but they are only character-oriented, and do not take the initiative to fry real people." ”
Meizi explained that marketing CP is almost a fixed routine for every drama. "CP can play the traffic function of the main actor, and can connect with the plot to help the drama out of the circle, and the audience also likes to snort CP." Episodes with more brilliant emotional lines will put a large number of marketing expenses on CP.
"After all, all our purpose is just to let the audience watch the play." Plum explains.
What kind of CP can catch fire? One of the most commonly said words in the drama publicity circle is that whether CP can be fried is to see whether the actor has a sense of CP.
"Without a sense of CP, even the CP in the play can't be fried, let alone a real person." Drama Sheep explains.
After a few years of drama, sheep still think that CP sense is a metaphysics. However, she believes that the sense of CP still has hard conditions, "at least one of the parties has a higher appearance." ”
"Appearance is the first productive force, no one likes to watch ugly people fall in love." But in fact, including many dramas I have done, the appearance of the starring actor is not very good. Plum said.
Meizi once participated in the marketing of a popular IP remake drama, and at the beginning of the broadcast, a large part of the public opinion feedback she received on the Internet was to spit on the appearance of several leading actors. "A lot of people are saying that this group of ugly dolls, ugly people are piled up, and no one wants to snort CP at all."
When the appearance of the lead actor is not high, CP marketing depends on the timing.
"Those who don't look good can only wait for the audience's eyes to be PUA before they can be fried." Meizi explained that the reason why the wind direction of this drama turned better later, and many viewers also began to snort CP, was because one of the scenes had a high degree of restoration, and the audience began to recognize the quality of the play, "The drama went on, there was a filter for the actors, and there was a chance to fry CP." ”
Another big problem in CP marketing is the attitude of artist fans.
Male artists who rely on the draft or double male lead drama to go out of the circle, "We don't even dare to market cp in the play, and the fans scold very badly." ”
Meizi once did a project, one of the male protagonists is currently very hot traffic, in the play as long as there is an interaction between the male and female protagonists, fans will scold, "his fans do not eat this set at all, they hope that their brother is uniquely beautiful, they all feel that female artists are just a cooperative relationship, refuse to fry CP." ”
"Male artists who have idol feelings, generally we will avoid frying CP."
In the marketing of live-action CP, the most publicized drama is actually just fueling the waves. For example, releasing some behind-the-scenes footage from time to time is a convenient and effective means for CP marketing.
The accounts related to the "Freesia Recipe" episode continue to publish tidbits. One of the kiss scenes by the river, even three fragments with different contents were released, and the kiss scene tidbits also successfully appeared on the hot search.
Sheep have also marketed CP through tidbits. One of the projects she did in 2021 was asked to market the "BG Light" label. "We have checked a lot of information in private, and even watched a lot of interviews with the lead actors, and found that the so-called ideal type of the two main actors can be matched, and their tidbit interaction is more loving than in the positive film, and there are many points that can be fried."
But the sheep waited until the interaction of the main actor in the play was on the hot search, and the real CP super words of the two starring actors were established, and then silently released the tidbits. "Rps (referring to the creation of fandoms in real people's images), drama publicity will not take the initiative to do it."
Artists' Avoidance and 'Compromise'
"Try not to touch the real CP" is one of the most commonly heard requirements of the drama Xuanmeizi when working.
In another ancient puppet drama that Meizi has participated in, the heroine has not participated in the promotion from beginning to end. Even if she proposes a plan that only hopes that the artist will interact with the character name on the social account, the artist will fully refuse.
"Many people don't want other names of the opposite sex to appear on their Weibo, just like allergies," Meizi recalled, "the publicity period of that ancient puppet drama was that the male lead actor was singing a monologue, and the female lead was like she had never filmed this play." ”
The drama propaganda sheep has also been clearly told by customers not to do CP marketing, because the personalities of the two protagonists are not coped with. Customers require two people to interact less, live broadcast to split the screen, do not consider any integrated planning. "It's still a relatively small drama, and there are almost no other publicity points except for the emotional line."
In contrast, in episodes with large volumes and high popularity, the actors' cooperation will be higher.
During the hit of "Long Song Line", the lead actors Wu Lei and Di Li Reba gathered under the line to sweep the building. During the broadcast period of "Lady Huozhu", the Weibo of the starring Yang Mi had more than 20 PIECES related to THE TV series. Before the start of the broadcast, the two people appeared on the "Happy Base Camp" program for publicity, which is a common process for S-level or above dramas.
Sheep has participated in the marketing of a summer screen drama, and several leading actors are very cooperative with the interaction with the role and tone, and the effect of online live broadcasting is also very good.
"Our live broadcast actually doesn't have a very detailed process, but they themselves know very well what the audience wants to see, and in terms of eyes and dialogue, it is the artists themselves." And these behaviors will allow the audience to see the charm of the actors and have a sense of substitution at the same time, which is actually good for the further out-of-the-loop of the series. ”
At the same time, sheep also mentioned that in general, the protagonist will be more cooperative with the publicity than the supporting role.
"After all, it is not a drama he starred in, and the part that promotes him is already small, and the benefits will indeed be small for him." Sheep also understand this.
In the view of Yixuan Guoguo, the CP interaction during the publicity period is necessary, but there are many cases where the artist team rejects CP marketing, "the team needs to consider the willingness of the artist, to see whether the artist itself is willing or not, it may be that the artists cannot fit in, there may be the positioning of the two people is not consistent, and there are many reasons for the long-term route planning of the artist." ”
However, the degree of cooperation of the artists will also change with the broadcast of the series.
"The drama is broadcast well, and some artists will increase their interaction."
Meizi was involved in an S-level project before, and was told when she was contacted that one of the main actors was unwilling to hype real CP. The episode received a good response after broadcasting, and even once topped the list of various lists such as Yunhe Maoyan, and Meizi's colleagues arranged a live broadcast while it was hot after communicating with customers. And this artist, who was very active during the live broadcast, even kissed another lead actor.
"I was scared to death, we didn't dare to arrange this kind of process, he played it himself, we were afraid of being scolded."
But at the same time, she also understands the artist's idea, "After all, this is a good opportunity, everyone wants to be popular." ”
CP is on fire, is it a blessing or a curse?
"CP can catch fire, the premise must be a fire." The drama sheep said firmly.
In her opinion, a good CP must be built on good works.
"The quality of the series is the most important", Sheep believes that the individual strength brought by the artists with high traffic is always unable to overcome the integration of the production of the series. Even if the suitability of the male and female protagonists in terms of appearance and personality is not low, if the episode itself is fooling the audience, the logic is not clear, and the perception is awkward, there is no way to make the audience snort CP, and then bring fire to the episode.
"It's like if you put two pieces of premium chocolate in a pile of, and it's definitely hard for everyone to swallow." So I'd rather watch CP marketing out of the loop than watch bad movies. ”
On the basis of ensuring the quality of the works, CP can go out of the circle is inevitably inseparable from the cooperation of the artists. In the eyes of the drama publicists, the artist's participation in CP marketing is a manifestation of their dedication.
Whether it is the sweeping of the stairs starring Jing Tian and Zhang Binbin in "Si Teng", or the double live broadcast of "Cang lan ti", the sheep are very recognized.
Jing Tian and Zhang Binbin's sweeping interaction has become a learning model for later episodes. Dramas such as "Love Special Forces" and "Long Song Line" have reproduced the mode of double sweeping the building.
Yu Shuxin is filming "The Legend of the Paladin Sword" in Hengdian, but she will also participate in the double live broadcast of "Freesia Tips" after the end of work. And the small episode that is "quarreling" in this live broadcast makes the CP of "Freesia Recipe" out of the circle again.
"You think, after all, the drama is a love scene, they are also to continue to meet everyone's sense of substitution and sugar needs, you can't dismantle the stage or do nothing, which is not responsible for the audience." 」
Sheep's view of artist marketing CP has never changed, "The works are not hot, he can only be a paste coffee forever, but many people really don't count in their hearts." ”
Drama Xuan Meizi feels that artists should have a cognition, that is, since there is CP in filming love scenes, you should perform your duties well inside and outside the play, and this responsibility is not to end after filming this play, but to finish this play until it is over.
In her opinion, the promotion work of the series is part of the artist's work. "Even if this may be the part that needs to be overtime for them, but who doesn't work overtime, should I be the only one who should work overtime?"
Meizi described the harmonious screen CP state, which should be "partnering to earn a good future", "After the episode is broadcast, you two will play by yourself if the relationship is good, the relationship will not be contacted, don't make it too ugly, but you don't need to market on the table anymore." Because you still have the next piece and CP needs to be marketed. ”
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Meizi also mentioned that the minefield that needs to be avoided in CP marketing is that the producer is too deliberately manipulating public opinion and guiding sugar. Because the current audience is spontaneous, they can find their own points, interpret cp by themselves, and look at the series more calmly.
"They have learned from their previous experience, only the CP of the broadcast period of the series, after the drama is broadcast, everyone gathers and scatters the rivers and lakes", under the general trend of the audience becoming more and more sober, the producer should not actually force the audience to feed sugar, "because everyone can see whether this is industrial saccharin." ”
"It feels like, I've been sucking so hard, I think it's the treasure I've dug up. As a result, you deliberately did this, so that I could find out that it was a trap sent to me by someone else. I could have deceived myself and could have lived in dreams all the time. ”
Meizi believes that TV dramas are meant to create dreams for the audience, not to break dreams.
On the other hand, when the audience snorts CP, in fact, it will gradually put filters on the producer, especially the artist, "In this case, in fact, there is not much need for the producer to explain anything, and many things can be self-consistent." ”
The big hit IP remake drama that Meizi did before, in the week of broadcasting, the male protagonist's black material spread rapidly on Douban, and even appeared on Weibo hot search, "but fans sniffed CP, and no one mentioned his black material later." ”
"The filters that are spontaneously established by CP are rare treasures for actors, works, and production teams."
(Plums, sheep, and fruits are pseudonyms.) ）