In 2022, on the 25th anniversary of Hong Kong's return to the motherland, programs featuring Hong Kong stars, Hong Kong music and Hong Kong dramas such as "Endless Sound" and "Infinite Beyond Class" have been launched, bringing countless "memory kills" to the audience. In recent years, Hong Kong Star has become increasingly active in the domestic entertainment market, and emotional marketing has also become a norm, in order to play the emotional card, it is necessary to grasp the distance, object and strategy, and should not consume the audience's emotions needlessly. At a time when Hong Kong Star has become a trend to go north and Hong Kong entertainment is in desperate need of revival, how Hong Kong Star integrates into domestic entertainment and how Hong Kong culture blends with the mainland is a topic that needs to be constantly explored.
Author | ZHOU Xuanjiu (Author of Cultural Industry Review / Researcher of Sanchuanhui Cultural Tourism Research Institute)
Editor: | time
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Source | Cultural Industry Review
2022 marks the 25th anniversary of Hong Kong's return to the motherland, and the revival and appearance of Hong Kong music, Hong Kong dramas, Hong Kong films and Hong Kong stars in the mainland can be described as having reached unprecedented activity.
Twins, who participated in "Sister Riding the Wind and Waves 3", revealed in an interview that they are paying social security and want to buy a house in Shanghai; Mango TV and TVB jointly launched the Hong Kong music competition tribute program "Endless Sound", allowing peak leaders such as Lin Zixiang and Yip Qianwen to recreate the Phantom of Hong Kong music; Zhejiang Satellite TV's "Infinite Beyond Class" gathered gold medal mentors such as Jackie Chan, Er Dongsheng, Hui Yinghong, Wu Zhenyu and other gold medal mentors to raid the internal entertainment performance ecology...
Today's internal entertainment, everywhere Hong Kong style.
And follow this article to take a look at the "Hong Kong color" of domestic entertainment in 2022.
2022 domestic entertainment "Hong Kong" popular color inventory
Color is an element that can leave a clear impression on people's visual senses, achieving the effect of "first color winning", and the stirring of Hong Kong elements in domestic entertainment in 2022 has also differentiated into different colors.
The Sound of Gold: Recreating the glorious moments of Hong Kong music
In the music variety show in 2022, "Endless Sound", which won the first place in the ratings of the five networks immediately after its launch, is undoubtedly a wonderful planning, during which a total of 415 double-list hot searches, won the Weibo variety show marketing power list Top1, Weibo topic list Top1, on the QQ Music platform has more than 24 singles collection of more than 10w, Hong Kong's new generation Yan Mingxi sung "Fly" topped the QQ Music Soaring List, and on the Douyin platform Lin Zixiang Ye Jianwen's "Dare to Love and Dare to Do" has received 200 million+ views. These beautiful data are undoubtedly announcing the return of "Hong Kong Music" to the audience.
Subsequently, the Douyin platform also planned and launched the "Hong Kong Music Classics Rekindling Project" project, replicating Beyond's "Life Contact" concert and commemorative concert, holding the "Next Stop Let Me Sing" performance, and opening the "Continuing Hong Kong Music Classic Concert - Fanghua Peerless"... Hundreds of millions of people are reminiscing about their youth on Douyin and tasting the golden voice.
With the blessing of freshness and collective nostalgia, "Hong Kong Music" will firmly hold the top spot in Hong Kong's popular colors in domestic entertainment in 2022.
Black and Red Curse: The senseless confrontation of Hong Kong Star Internal Entertainment
In contrast, the variety show "Infinite Beyond Class" focuses on "Hong Kong Star Rectification of Internal Entertainment", although there are classic Hong Kong drama IP tours such as "Shanghai Beach", "Luding Ji" and "Golden Bough Desire", it is still difficult to hide its black and red temperament.
It can be seen from the team building group ridicule of the B station up master, "infinite double standard", "embarrassing to close his eyes", "while marketing and rectifying internal entertainment, while customizing the royal script", the capital mask woven by Hong Kong drama feelings is ruthlessly torn off.
△ B station up owner's criticism of "Infinite Beyond Class"
The Douban score of 3.8 also sounded the alarm for the veteran Hong Kong stars, and the audience was a little sad about their misfortune, angry with their sense of indisputability, and shouted that the program group "stop consuming Hong Kong stars without a lower limit".
△ "Infinite Beyond Class" Douban comment
As a result, the classic Hong Kong drama IP in "Infinite Beyond Class" has not formed a strong radiation force on mainland audiences, and the reputation and experience accumulated by big-name Hong Kong stars over countless times have also weakened into a vague slogan in the face of variety show effects.
Red Waves: Variety shows by the Tai Wan Chai
"Phi Ge 2" and "Sister Lang 3", although not as popular as the first season, still continue to write the story of the "Greater Bay Area", so that some Hong Kong stars have increased their exposure and "become popular" again, not only appearing on various satellite TV parties, but also spin-off variety shows "Our Hot Life" and "Night in Greater Wan Chai" specially created for them.
When those Hong Kong stars who once left their names and images in Hong Kong's golden age used yuppie temperament, relaxed and easy-going attitude, and professional stage ability to reconstruct cultural symbols such as retro Hong Kong style and "Confused Boy", it not only evoked the audience's memories of Hong Kong culture, but also made people have a new examination of domestic entertainment stars in comparison.
Black Storm: A steady output of Hong Kong genre films
In the domestic film market, Hong Kong films have always been an indispensable landscape. In 2022, the domestic film industry under the influence of the epidemic is still difficult to move, and Hong Kong films are naturally difficult to break. However, in the top 5 Hong Kong films (including land-port co-productions) released in the mainland, the crime category occupies three places, which shows the unique charm of Hong Kong classic genre films.
For example, the first name "Detective Wars" portrays a "mad detective" Li Jun, who is hidden in the boundless rainstorm, black ditch, steel ship iron shackles, and plasma bones, hunting down the evil spirit, making people deeply tremble and mad. This is exactly a "black storm" brought by Hong Kong films to the audience.
Looking at the popular colors of domestic entertainment "Hong Kong" in 2022, we may have been intoxicated by the golden years carried by the songs of Beyond, Anita Mui and Yip Qianwen, perhaps sighed at the quacks and relaxation of the "brother in the Greater Bay Area", or may be curious about the several confrontations between big-name Hong Kong stars and domestic entertainment chaos, in short, in 2022's domestic entertainment, Hong Kong elements have left a series of colorful imprints.
From a piece of paper to a pile, the emotional card finally becomes a flowing feast
In 2022, feelings set off a traffic boom: "Sister Lang 3" "Sweetheart Godmaster" Wang Xinling quickly became popular with the golden song "Love You"; The online concert of "Childhood" by Luo Dayou, the godfather of the Chinese music scene, told the story of time to 35.66 million people; "Friends Reunion Special" was launched on the domestic video platform, quickly rushed to the hot search, causing countless memories to kill... The support of feelings behind the popularity of Hong Kong stars and the rekindling of Hong Kong music is also indispensable.
△ "Sister Lang 3" Wang Xinling's topic soared
Feelings are a good card, especially for people trapped in the midst of the epidemic, the deep and precious memories of the past years are the gentle water and soil that nourish the spirit. But feelings can't be a pile of old cards, reuse, overexposure, unlimited consumption, will make the marginal utility of the product wrapped in feelings diminish rapidly, for example, when the audience sees Li Ruotong reproducing "Xiaolongnu" for the first time will feel fresh and satisfied, then the tenth time, the hundredth time?
△ Li Ruotong reproduces Xiaolongnu on Douyin
Therefore, to play the emotional card well, three elements should be considered.
One is the sense of distance. Feelings are an urge to look back at the past, a powerful emotional experience need, and to stimulate the audience's nostalgia, the most important thing is to grasp the sense of distance.
The longer the memory cellar, the more beautiful and lasting it will be when it is excavated; The image is increasingly blurred, and it is only when it is clearly displayed that it causes a sensation.
The rekindling of Hong Kong music in 2022 is not accidental, although there is no lack of Hong Kong music in variety shows, film and television dramas, and concerts in the past, but the real power of the program is rare, "Endless Sound" is to seize all these mouths, in the theme, quality, audio-visual level are excellent, so that the audience has a panoramic and personal experience of Hong Kong music.
△ "Endless Sound" Lin Zixiang
The second is objectivity. As a consumer product, feelings have a deep connection with the audience, and audiences of different generations link different emotional symbols. You can't sell Beyond's feelings to the 00s who grew up listening to new rap, and you can't make audiences who haven't seen "The Golden Bough" thrilled by the reunion and the play of the clip.
△ The main creator of "Golden Bough Desire" reunites
The separation between entertainment and classic IP in "Infinite Beyond Class" is an important reason why it is difficult to maintain. Most of the people who are keen on Hong Kong stars to rectify domestic entertainment may know little about Hong Kong's popular Hong Kong dramas in the 80s and 90s, let alone feelings. The reunion and recreation full of script sense also made the authenticity and appeal of feelings plummet. Emotional killing fails, and all that remains is chicken feathers.
The third is strategic. If there is not just one sentiment card, but a pile, then what needs to be thought about is how to combine and how to play its strengths to create the maximum benefit. In 2021, the "Greater Bay Area Brother" represented by Chen Xiaochun, Zhang Zhilin, Lin Xiaofeng, Xie Tianhua and Liang Hanwen in "Brother Against Thorns" is undoubtedly an effective output, not only personal exposure has increased, mainland resources have come one after another, and "Greater Bay Area Brother" has also become an influential symbol.
On the contrary, although the variety show "Please Eat Sister" in the same year also invited Cai Shaofen, Chen Farong, Zhu Yin, Hong Xin, four beauties at the peak of Hong Kong films, due to insufficient topic of program planning, lack of highlights of Internet celebrity guests, and too frequent advertisements, the Douban score of this variety show was only 4.5, and the average popularity of iQiyi during the broadcast period was only 3,000, and there was more room for improvement.
There is nothing wrong with sentimental marketing, it is wrong to abuse feelings. Feelings are like a glass of wine, suitable for a small sip, and there is a day when you will see the bottom. What's more, some variety show planners have not studied the taste of wine, but take a sip and are tasteless.
Hong Kong entertainment is declining, Hong Kong stars go north, who will take the baton?
Hong Kong stars seize domestic entertainment, and Hong Kong music sweeps all directions, which not only makes people admire the vitality and combat effectiveness of Hong Kong's golden age artists, but also worries about the lack and anxiety hidden behind countless "emotional killings" and "nostalgic killings".
First of all, it has become a trend for Hong Kong stars to go north, but not everyone has the opportunity to become popular.
In recent years, with the decline of Hong Kong entertainment and the rise of domestic entertainment, more and more Hong Kong stars have shifted their focus from Hong Kong to the mainland, participating in variety shows, participating in online universities, live streaming goods, and operating businesses. Yuan Qiongdan played Pomegranate Sister again in "Tang Bohu Dotting Autumn Fragrance 2019"; Li Guolin incarnated as Hatomochi peddles small goods in the live broadcast room; "Virtual Bamboo" Fan Shaohuang and "Duan Yu" Chen Haomin became Internet majors; Former TVB actor Cai Qijun opened a hot pot restaurant in Foshan, Guangdong... They are also Hong Kong's veteran Hong Kong stars, but they are still marginal when they go to domestic entertainment.
△ An online movie shot by Chen Haomin
Therefore, the encounter of the head Hong Kong star does not represent the vast number of Hong Kong entertainment, and the Hong Kong star who can transform the emotional dividend into real commercial value is still a minority.
Second, the aesthetic transfer of the mainstream audience of domestic entertainment, the appeal of Hong Kong Star is not as good as before.
In the heyday of Hong Kong pop culture, film and television dramas, variety shows, and records flourished like spring trees. From the 80s to the early millennium, Hong Kong Star was treated favorably to the mainland. Liu Xiaoqing once broke the news that when filming "Listening to Politics" (1983), he once walked out due to the difference in food treatment between mainland actors and Hong Kong actors. When TVB actor Tang Zhenzong filmed "Alien Girl" (1991), his salary was nearly 100 times higher than that of mainland actors in the same group, and due to the success of this drama, he turned his acting focus to the mainland. In 2007, after Liu Kaiwei moved to the mainland, he got rid of the situation that he could only play supporting roles in Hong Kong entertainment and was semi-tepid.
But in recent years, Hong Kong Star has no longer sat on the honor and eaten all the dividends. On the one hand, the freshness of domestic entertainment audiences for Hong Kong stars has been greatly weakened, coupled with the unrelated business, first look at the stance of scrutiny, mainland audiences have more requirements for Hong Kong stars; On the other hand, the new generation has become the mainstream audience of domestic entertainment, tastes are differentiated, feelings are lost, and Hong Kong stars' appeal in domestic entertainment is not as good as before.
Third, Hong Kong Star has not formed a hierarchical pattern, and its influence is difficult to maintain.
Hong Kong stars who are active on the screen are still well-known Hong Kong stars such as Cheung Chi-lin, Lui Liangwei, Yam Tat-wah, Tse Tianhua, Koo Tianle, Lau Qingyun, Choi Cheuk-yan, Lin Feng, etc., while there are few representatives of the younger generation. The old Hong Kong star is evergreen, and it is also a fact that the green and yellow are not accepted.
For example, MIRROR, a popular top boy group in Hong Kong, may not be known in the mainland so far if it were not for a concert accident at the Hong Kong Red Hall.
△ Boy group MIRROR
The "Thousands of Stars Shine Taiwan Celebration" TVB 55th Anniversary Taiwan Celebration Ceremony held in 2022 can't even catch a familiar face of the Chinese people.
△TVB 55th anniversary Taiwan celebration ceremony
In the face of irresistible decline and the weakening of emotional filters, how should Hong Kong entertainment save itself?
As a microcosm of Hong Kong's entertainment culture, TVB's changes in recent years are noteworthy. In April 2015, Mainland Capital Chinese Culture invested in TVB. Du Zhike, then the deputy general manager of TVB's program and production, once said in an interview: "The board of directors has more and more communication with our management in Hong Kong, so we have begun to take two more steps in the whole direction. In 2015, we started communicating with major mainland platforms. "Under the guidance of high-level and driven by the policies of the Guangdong-Hong Kong-Macao Greater Bay Area, TVB's cooperation with the mainland has been continuously strengthened, and the gameplay methods have become more diverse.
According to TVB's 2022 interim results announcement, the mainland business has accounted for 22% of the Group's revenue, increasing from HK$284 million to HK$403 million, and the video streaming business has received HK$95 million, mainly from the increase in revenue from co-production programs and digital media business. Among them, "Endless Sound" co-produced with Hunan Satellite TV is also TVB's highest-rated music variety show this year, reaching 70% of Hong Kong's TV audiences in total, and has also successfully allowed TVB strength rookies such as Yan Mingxi to open up the situation in the mainland and catch the express train of CCTV's Spring Festival Gala.
△ Yan Mingxi
And "Infinite Beyond Class" in cooperation with Zhejiang Satellite TV is also based on TVB's overall strategic goals. In the plan of Li Ruigang, Chairman of Chinese Culture, TVB will further optimize and innovate in content production, artist management and new business development, and synchronize the return and incubation of Hong Kong entertainment talents in the future, and the exchange and cooperation with the mainland will be further improved.
epilogue
How does Hong Kong Star integrate into the domestic entertainment market? This is a topic that needs to be constantly explored and time-tested. In recent years, the different circumstances of Hong Kong stars' conquest in the mainland, the difference in the reputation of "Endless Sound" and "Infinite Beyond Class" have also given some inspiration to the successors, only by maintaining characteristics, respecting the audience, and insisting on innovation can we not be overwhelmed by the cross-current of domestic entertainment, leaving only a place for the afterglow. Putting aside the differences in identity and the filter of feelings, audiences will still vote for works that are truly worthwhile.
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