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"Meng Detective 3" can't get rid of the "Wu Tong formula"

"Meng Detective 3" can't get rid of the "Wu Tong formula"

Rhino Entertainment Original

Text|Fangzheng Editor|Park Fang

#Zhao Liying jumping pineapple jackfruit#, #Xie Na cos bankrupt sisters#, #Huang Zitao was so angry that she spoke Qingdao dialect#, #娜扎 broke her love brain#, #Xie Na was crying by Sun Honglei#...

If you are a pure passerby in domestic entertainment, when you see these Weibo hot searches, you will probably think that this is just some headless star gossip. In fact, these entries are all from the same variety show that is currently popular - "Meng Detective Detective Case 3".

As a variety show with a strong "Wu Tong flavor", the social media feedback of each season of "Meng Detective" is the same, the show usually creates a wave of star hot searches in batches after each update, and then disappears collectively at the speed of meteors in the hot list, which is generally called "short-lived hot search".

"Meng Detective 3" can't get rid of the "Wu Tong formula"

So it's hard to tell if the show "Detective" is popular or not. said that it is not popular, and the frequency of hot searches on it is obviously more than many variety shows in the same period; Speaking of its popularity, the discussion of topics driven by those hot searches seems to be very limited, and the Douban official group that has broadcast three seasons of "Meng Detective" has only 3259 people paying attention so far.

This season of "Meng Detective 3" has a variable, director Wu Tong quit the main creative team for the first time. However, whether it is linking "Crazy", "Journey to the West" and "Manjiang Hong" to sell IP feelings, or borrowing star gossip such as Zhao Liying and Xie Na to create batch topics in each issue, "Meng Tong 3" has not essentially got rid of the "Wu Tong formula" of selling IP feelings + speculating on celebrity topics.

"Meng Detective 3" can't get rid of the "Wu Tong formula"

"Meng Detective 3" does not see Wu Tong, but there is his shadow everywhere.

"Crazy" can't bring "Meng Detective"

"Detective 3" actually has a high-energy start.

Different from the feelings of selling old and old dramas in the past, the first phase of "Meng Detective 3" linked "Crazy Universe" is actually a novelty. While the long tail effect of explosive dramas has not yet dissipated, it is a good move to quickly launch IP variety shows to connect the public's mood of chasing dramas.

"Meng Detective" is a hilarious point for fans of the drama, the first issue gathers the original Lao Mo, Li Xiang, and Xiaohu to reproduce the "Jinghai Heavenly Group", plus Song Xiaobao's 1:1 restoration of the "old sin" crazy donkey, Xu Zhisheng's new interpretation of "Frozen Fish God of War" Gao Qisheng and other hot terriers, this issue of "Crazy" plans to take the topic password throughout.

"Meng Detective 3" can't get rid of the "Wu Tong formula"

The setting is also the consistent production advantage of "Meng Detective", and this issue of "Crazy" restores landmark scenes such as the old factory street vegetable market, Baijin Han clubhouse, and the old house of the Gao family in almost 360 degrees, and the relevant card segments are actually very suitable for putting on short videos for a second time.

Rhino Jun believes that this is also the strength of "Meng Detective", the general reasoning variety story "threshold" is relatively high, but "Meng Detective" can always create a familiar and immersive reasoning world view for ordinary audiences, and the audience looks more relaxed and burden-free.

The issue of "Man Jiang Hong" is more typical, the program reproduces the classic torture room, green building and other scenes in the movie, when Sun Honglei and Xu Zhisheng dress up as Lord Sun and Lord Wu's costumes to play conspiracy and cross eyes in the dangerous "spy war environment", this kind of movie live-action script killing feeling The audience will be very introductory and very high.

"Meng Detective 3" can't get rid of the "Wu Tong formula"

So it can't be said that "Meng Tong 3" is not innovative, in the past, we complained that Wu Tong variety show loved to rub old drama IP selling feelings, but "Meng Tong 3" took the route of a popular drama after-sales variety show, and the linkage is still iQiyi's own works. This kind of derivative drama can actually amplify the IP effect, so as to realize the dual-guide flow of dramas and synthesis on the same platform.

However, the popularity of public opinion driven by "Detective 3" "Crazy Universe" is still less than expected, and the show only climbed the hot search on the day of the show's launch, which did not fully arouse the public's enthusiasm for playing terriers. In fact, the idea of variety shows rubbing the popularity of "Crazy", Wu Tong played it as early as the beginning of the year in "Our Inn", and it is always difficult for the audience not to be aesthetically fatigued.

"Meng Detective 3" can't get rid of the "Wu Tong formula"

It is not enough to rely on Xie Na to carry the topic

After talking about the big IP, look at the big stars.

"Meng Detective 1" was a blockbuster in the market that year because Wu Tong played "type reversal". Said to be a reasoning variety show, in fact, Wu is still playing the "Star Acquaintance Bureau Game Show" that he is best at. But at that time, the audience was very buying, and the funny interaction of Na Ying, Sun Honglei, Huang Zitao and several E people was hot search every day.

"Meng Detective 3" can't get rid of the "Wu Tong formula"

"Detective 3" essentially continues this kind of star topic marketing, but the protagonist is replaced by Xie Na. At first, "Meng Detective 3" will bring a batch of hot searches about Xie Na whenever it is launched, there are comments #Xie Na said that she grew taller after giving birth#, there is a speculation about character relationships #Xie Na was crying by Sun Honglei#, and the gossip #Zhang Jie took his daughter to visit Xie Na# and so on.

This is the two hot search pictures listed at the beginning of this article, and Xie Na alone contracted the massive high-level hot search of the previous episodes of the program. The reason is that Xie Na Weibo has 127 million fans and comes with a physique of controversial topics, whether it is "Meng Detective 3" or "Sister Lang 4", as long as the variety show announcement entry brings #Xie Na#, you can easily complete the hot search KPI assigned by the leader.

In the fifth issue, Xie Na found "friend in the circle" Zhao Liying, and this marketing trend was more obvious. The #Zhao Liying Jade Rabbit Princess# entry was quite normal, and by the latest issue of #Zhao Liying Jumping Pineapple Jackfruit# was a bit hard to rub the taste of this pair of girlfriend CP.

What's even more outrageous is #Zhao Liying rushed to Xie Na#, #Zhao Liying said that Xie Na's face is full of people I can't stuff in#, #Xie Na's daughter saw Zhao Liying's advertisement called her mother#, let's just say that it is necessary for an entry to engage in such a complex character relationship!

"Meng Detective 3" can't get rid of the "Wu Tong formula"

So see what's the problem?

In Rhino Jun's view, the hot search and speculation method of "Meng Detective 3" may be very good to write about the data in the war report, and it is easy to communicate to the propaganda leaders, but this kind of hot search that passes without a trace and cannot extend the discussion of public topics is essentially a false fire "invalid hot search".

Celebrity hot search seems to be easy to use, but it brings greater side effects. But any passerby viewer, seeing these headless star entries are at a loss, not to mention that because of these hot searches to jump to watch the show, click in to watch for half a day may not understand the meaning of this entry.

"Meng Detective 3" can't get rid of the "Wu Tong formula"

So for "Detective 3", it is not enough to rely on stars such as Xie Na to carry the topic, your show must attract new fans, be recognized by more people, and come up with excellent program ideas is king.

Is there still a market for the "Wu Tong Formula"?

What if you lower the bar to look at "Detective 3"?

In fact, in the third season, the content weapon of "Meng Detective" is very simple, it is a hilarious and decompressing family variety show. In the third season, iQiyi positioned it very accurately and pragmatically, called "Happy Variety Show".

"Meng Detective 3" can't get rid of the "Wu Tong formula"

In other words, the core of the program of "Meng Detective" has never been a brain-burning reasoning variety show, it is a show that gathers a group of terrier and material stars to play games, which meets the needs of many audiences to purely relax and decompress.

According to the report of that year, among the audiences of "Meng Detective", users aged 0-17 accounted for about 44.26%, and audiences aged 17-24 accounted for 38.94%, and the two combined were as high as 83%.

In other words, the variety show that "Meng Detective" should really target is actually the kind of "Running Man", a pure decompression star variety show suitable for student groups and young audiences. In this sense, the "Detective" series is definitely a work of sincerity.

"Meng Tan" can grow into a comprehensive N generation, which just shows that the "Wu Tong formula" still has a large market. Although Wu Tong's "three-board axe" of doing shows is often complained about, they meet the most basic entertainment needs of human nature, such as decompression, voyeurism, and nostalgia.

"Meng Detective 3" can't get rid of the "Wu Tong formula"

Because everyone has these needs, the program model of "traffic stars group games and play games" represented by Wu Tong's variety show will always have a market, from the early years of "Running Man", "Extremely Picky" and "All Staff Accelerating" to recent years "Youth Travels", "Beautiful Battle" and "Meng Detective" are proving this.

In a word, the words are:

It's so complicated to think about shooting variety shows, everyone is happy to watch.

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