Rhino Entertainment Original
Text|Xiaofu Editor|Park Fang
Thanks to "Long Moon Ember Ming" for saving the April drama famine.
On the evening of April 6, as soon as the series was broadcast, users responded enthusiastically, directly shutting down the Youku member background, and even prompted the Youku video APP to rise to second in the Apple Store free APP list, netizens laughed and said that "the popularity of Changyue made Youku feel the happiness of Double 11." ”
The premiere data is gratifying, and Yunhe data shows that "Long Moon Ember Ming" has set a record for the highest effective broadcast of a feature film on the first day of online broadcasting of dramas in the past two years. Lighthouse data shows that the main broadcast market of the airborne lighthouse of "Long Moon Ember Ming" accounted for the champion of the whole network, with the highest market accounting for 22.76%, which is the highest market share on the first day of costume dramas in the past three years. Youku data shows that "Long Moon Ember Ming" has set a new broadcast record in many indicators such as mobile viewers, new awakening, and membership income. In addition, on the day of broadcasting, the popularity of Youku exceeded the 9,000 mark, and it ranked first in the popularity list on many data platforms such as Maoyan and Detaven.
The first few episodes of "Long Moon Ember Ming" can be described as unprocrastinating. The opening game immediately enters the high-energy scene of the Demon God Ember opening the killing ring, and after the dizzying special effects scene, the reverse future plot is opened non-stop. In just a few episodes, the heroine has already taken the main script and began to struggle to save Cangsheng.
"Even brushed six episodes, leveled the update, really did not stop in one breath", "The special effects are really okay, I want to praise the production team after watching the first episode", the fast-paced story advancement and the presentation of special effects beyond expectations have been praised by many audiences, and they have begun to "really fragrant".
This market has never lacked fairy dramas, only "good-looking fairy dramas". The contradiction between users' desire for good content and the inevitable convergence of content deepens, and innovation becomes more urgent. And "Long Moon Ember Ming" uses anti-homogeneous narrative techniques, rich and diverse character settings, and a chivalrous value system to redefine the innovative boundaries of fairy tale dramas.
The main characters of "Long Moon Ember Ming" have multiple identities and span several lifetimes. The screenwriter takes advantage of the natural advantages of Xian Xia drama as a character complexity, and in the creation process, through the supplement of character experience, the two sides of "human" and "non-human" on the character are shaped more three-dimensional, and human nature is more vivid. For example, the "most complex" male protagonist Tangtai Ember is reasonably evil and good enough, and the audience can see the struggle and vulnerability in him, and naturally can have emotional resonance.
"Redemption" is often the core of fairy dramas, but this time, the heroine Li Susu who took the rescue script in "Long Moon Ember Ming" was the heroine. When she faced the male protagonist who became a demon god, her brave and tenacious, loyal to her heart, clear and firm personal characteristics of salvation goals broke the traditional thinking set of women in a weak position in most fairy tale dramas in the past.
The mouth shouts fairy righteousness, but in fact, in recent years, many fairy dramas have tended to fairy puppet dramas. Fortunately, in "Long Moon Ember Ming", we see a comprehensive return of the "chivalrous" spirit. From the chivalrous spirit of salvation based on the worldview, to the integration of the main plot and the concrete expression of the character setting, "chivalrous spirit" runs through the entire text. According to the screenwriter He Hao and Luo Xuan, the highlight plot of "Twelve Divine Forces Fighting Demon Gods" in the play is not only a piece of history that the disciples of the Immortal Gate are familiar with, but its spiritual value is also continued in the main story ten thousand years later, whether it is the Demon God Tangtai Ember in the dark, or the heroine Li Susu who walks towards the light, or even the waste wood Ye Zeyu, there is a chivalrous spirit in his heart.
From the moment when "Long Moon Ember Ming" was first officially announced, there was no stop praising about the art style and the texture of the costume. Why is it eye-catching? Because it's so beautiful.
In the past, we can rarely use "rich and magnificent" to describe a fairy drama, before the protagonists of the fairy drama dressed in blockbuster white, between plain and monotonous, the shape is the same, so that the audience of the fairy drama has no pressure. However, seeing the magnificent composition and color matching in the materials of "Long Moon Ember Ming", and the Dunhuang styling of all the staff, such a bold aesthetic innovation is not only the unique "Long Moon Aesthetics" of "Long Moon Ember Ming", but also the most intuitive difference from most fairy tale dramas.
According to Huang Wei, the costume styling director, during the creative process, the creative team went to Zhangye Colorful Danxia, Mingsha Mountain Crescent Spring, Dunhuang Mogao Grottoes, Dunhuang Yulin Grottoes and other real scenes to investigate, and integrated inspiration into clothing styles, styles, colors and other aspects, forming a "unique style that not only has a strong classical Dunhuang mythological artistic conception, but also has innovative design of Chinese aesthetics." ”
For example, the costumes of the Protoss in the play refer to the flying sky in the Dunhuang murals. Relative to the two races of demons and demons, the team is original according to the color matching of the mural. There is also the "Twelve Gods vs. Demon Gods" based on the legend of the twelve ancestors in ancient Chinese mythology, which is also designed according to the attribute elements of the characters.
Complex, innovative, but ancient, the memorable shape of "Long Moon Ember Ming" is full of the team's small thoughts. Traditional mythological elements and classical oriental aesthetics are the threads that run through the setting of the entire series. For example, the display of the dragon driving scene, the myth of "the corpse king cutting flesh and saving the pigeon" in the Dunhuang murals, the elements such as the Dinghai God needle, Buzhou Mountain, and Jianmu, the concept of the twelve earth branches and the elemental god, the creative team has ensured that there is a history to follow, and the historical thickness that the fairy tale drama should have the most should have.
The art setting is also an indispensable soul grip in the "Long Moon Aesthetics". Art director Luan Hexin and director Ju Jueliang finally settled on a design style that is "people-oriented, with both oriental mysteries and humanistic feelings" after repeated polishing. Translated into the behind-the-scenes workload, 12 studios are used, covering an area of nearly 50,000 square meters, and the prop production volume is huge, with nearly 30,000 theatrical props in the entire play, and there are hundreds of props designed for the overall design of the male and female protagonists alone.
During the filming process, in order to make the fairy world more "grounded", the main creator referred to the design concept of Dunhuang culture and the legacy buildings of the Tang and Song dynasties, and went to the location of Yongkang City, Zhejiang Province to spend nine months building the real scene; In the creation of the Human World God Online architecture, it also combines the "old Chinese medicine" ornament to integrate history, adding historical elements while retaining the mystery of fairy tales. Based on the fairy fantasy style extended from the real scene, the design of the Four Realms scene is more realistic and tense.
Under the close collaboration and communication of various departments, from content to modeling and art, the aesthetic design of "Long Moon Ember Ming" presents a high degree of integration. The people-oriented design concept, born from oriental culture, has realized the aesthetic innovation and exploration of the theme of fairy tale dramas, and set a new benchmark for oriental aesthetics of fairy tale dramas.
People-oriented, "chivalrous" to solve the problem, reflecting the main creative team's courage to break the creation system and amplify the content advantages; The fairy tale drama, which is rooted in traditional Chinese culture, inherits classic oriental aesthetics with his own practice, refreshes the audience's inherent cognition of fairy tales, and obtains a broader imagination space.
It can be seen from the high opening of "Long Moon Ember Ming" that with sufficient quality and frequent innovation, Youku's deep cultivation in the field of fairy tale dramas has yielded fruitful results:
First of all, it is reflected in the Youku station, including 13 classic fairy dramas such as "The Legend of Sword and Fairy" series, "Three Lives and Three Lives and Ten Miles of Peach Blossoms" and "Fragrant Honey Sinks Like Frost", gradually cultivating the user mind of "Xian Xia watching Youku".
Moreover, in recent years, Youku has successively launched explosive fairy tale dramas, making "must-see fairy tales in summer" a habit of chasing dramas.
In 2020, "Liuli" ignited the summer file, and the emotional entanglement of the ten lives and ten lives of "The First Couple" made the audience extremely unforgettable; In 2022, two blockbuster fairy dramas "Acquaintance with Jun Chu" and "Agarwood Like Crumbs" from spring fire to summer, Ji Yunhe, Yan Dan, etc., who dare to love and hate, and never admit defeat, have become classic characters written into the audience's memories of chasing dramas; "Starfall into Sugar", which just ended in March this year, with the innovative and humorous style of the comedy fairy with the two hostesses, gave the audience a different way to open up fairy tale dramas, and became more popular abroad, and was praised by the cultural counselor of the Chinese Embassy in Pakistan.
And the arrival of "Long Moon Ember Ming" allows us to see more possibilities for fairy tale dramas to explore space. In terms of the industry, the characteristic oriental aesthetic innovation of "Long Moon Ember Ming" and the restoration of the meaning of the core of Xian Xia meet the strong needs of the market and users, and also set a new benchmark for content for Youku, the "first label of Xian Xia drama".