"Gone Her" stirred up June

The biggest topic in the entertainment market in June was "Disappearing Her".

As I have repeatedly emphasized in the monthly entertainment review, the current domestic entertainment market is still clearly driven by explosive models and scheduled consumption. After the Spring Festival, due to the lack of explosive models, the data in various fields are relatively weak.

This month, "Disappearing Her" has finally become a much-needed hit in the silent entertainment market, and its topic effect has also entered the daily social interaction of the public online and offline from the movie screen.

June is the prelude to the summer vacation, and July is the official start of the summer vacation, which means that the consumption of content with the theme of teenagers will be vigorously launched. In the past, this schedule has produced a large number of explosive content, and its long time span provides a fairly long fermentation cycle for explosive products compared to other tight holidays.

Therefore, in addition to movies, entertainment fields such as dramas and variety shows have also begun to prepare for the arrival of summer vacation. This month, the number of new dramas and variety shows is growing month-on-month, of course, there are no blockbusters yet. The piling up of quantities does not mean that explosive models will inevitably occur, and explosive models are not probability, but metaphysics in a certain sense.

Of course, this does not mean that the replay of the blockbuster is not necessary. Only by understanding the popular models from the two fields of society and entertainment can we deeply grasp the social psychology of the current mass cultural consumption, which can also lay a more solid foundation for the future production of cultural and entertainment production.

Movie: Phenomenal blockbuster rescue June

The film market in June ushered in "Skyfall Purple MSI", which became the highest box office in history.

The total box office in June reached 4.13 billion, up 115% year-on-year, and also achieved a 35% increase from May. A total of 60 new films were released, compared with 24 in the same period last year; The cumulative number of moviegoers was 106 million, compared with 52.89 million last year, and the attendance rate reached 7.7%, compared with 5.1% in the same period last year.

The monthly champion "Disappearing Her" leads the fault, cutting 1.54 billion at the box office, ranking third in the year, and is still soaring. In second and third place, "Transformers: Rise of the Power Warriors" and "Spider-Man: Across the Universe" only had 590 million and 340 million box office respectively.

"Disappearing Her", "Transformers: The Rise of the Power Warriors", "Spider-Man: Across the Universe"

This does not come from the schedule bonus of the Dragon Boat stall. "Disappearing Her" was only 500 million during the schedule, and the entire Dragon Boat Box Office was only 900 million. Although the Dragon Boat Festival has always been not the leader in the small long holiday schedule, this box office result is the second best in history, but after walking out of the schedule, the weekday single-day box office of "Disappearing Her" even exceeded the single-day box office of the small long holiday, which is an unprecedented rare spectacle.

The outbreak of a single piece is gratifying, but the market outside the explosive model is still difficult to be optimistic. "Disappearing Her" alone contributed 37% of the box office of the whole month, and the performance of the rest of the films, like other films in the first half of the year, was expected to be high, but the result was still tepid, and the 1 billion threshold became a "heavenly graben" that was difficult to cross.

Source: Lighthouse Pro

Especially imported films, before entering the July summer domestic film war, is now a node that can summarize the performance of imported films in stages.

If the performance of imported blockbusters in previous years was affected by the epidemic and the international situation, coupled with the decline in film quality and other factors, which led to poor performance, then there is no excuse in the first half of this year. There are high-reputation masterpieces such as "Journey to the Bell Buds", "Slam Dunk", "Guardians of the Galaxy 3" and "Spider-Man: Across the Universe"; There are also big IP sentiments such as "Fast and Furious 10" and "Transformers: The Rise of Super Warriors", but no matter who it is, it cannot pass the 1 billion mark, the thunder is loud and the rain is small, and it has completely bid farewell to the era when imported films supported the box office market in the past.

The box office potential of domestic films may exceed people's imagination under the confirmation of "Disappearing Her". In addition to super-large productions, medium-budget films still have the same explosive power as before the epidemic even if they hit the audience's emotional points, which is undoubtedly a boost to confidence.

Facing July, the head masterpieces such as "The First Part of Fengsheng", "Super Family" and "Warm" are ready to go, and it remains to wait and see how much they can eat the dividends driven by "Disappearing Her".

"Fengshen Part 1", "Super Family", "Warm"

Variety: A new story for old IPs

From the perspective of the number of new shows, the variety show market in June is as a whole more lively than in May: a total of 30 new variety shows (including galas) were launched in June, 10 more than the 20 new variety shows last month. But the "sea of people tactics" of the June variety show did not produce the same head hit as last month's "Riding the Wind 2023".

In general, the keyword of the variety show market in June is the return of classic variety show IP.

According to the data of Lighthouse Professional Edition, the public opinion popularity champion of the online variety show in June is "All Staff Accelerating 2023", which ranked second in the overall list of public opinion popularity in June and the only new variety show to enter the TOP10 of the overall list in June.

"Full Acceleration" is an old IP restart, the first season 8 years ago once attracted a lot of fans for TFBOYS, who had just debuted at that time, and 8 years later, the third season found TFBOYS' junior brother era youth group, and its outstanding popularity is probably one of the reasons for the outstanding popularity of "All Staff Acceleration 2023".

"All Staff Accelerating 2023"

However, from the perspective of playback performance, "All Staff Acceleration 2023" ranked 8th in the monthly list of the active broadcast market of Yunhe Data, and ranked 13th in the monthly list of Maoyan Professional Edition's broadcast index, and the performance is still good, but it is not as bright as the popularity list.

Another strong new variety show is "Escape Room 5". The fifth season focuses on "infinite streaming" and ushered in the return of veteran guest Xie Yilin, the current program has been broadcast for two episodes, and it has squeezed into the top 5 of the monthly list of Yunhe Data feature film effective broadcast market within 17 days of its launch. "Escape Room" has been broadcast for five seasons, and the theme of the show itself is vertical and uncommon in the current market, and has formed a stable audience.

In addition, the reality show track in June continues to expand the territory of "acquaintance variety show". "Happy Adult", which is extended by Shen Yue's vlog, records the daily stories of Shen Yue and her friends; "A Weekend of Good Friends" focuses on acquaintance socialization, allowing guest groups with native friendships to plan weekend excursions together; The pilot film was broadcast in June, and the first episode of "Trip to Jump into the Geography Book" was broadcast yesterday, which recorded the trip of the "courtyard people" to Yunnan for six seasons...

"Happy Adult", "It's a Good Friend's Weekend", "Trip to Jump into a Geography Book"

Since the popularity of "Happy Departure", the reality show market has high hopes for the spark of the artist's original friendship relationship. It's just that even if friends travel, not all artists can be relaxed enough in front of the camera. The "Acquaintance Variety Show" has only broadcast three episodes, and the real effect will probably depend on the audience feedback after that.

Episode: June's drama, brewing changes in the second half of the year

The closer to the summer vacation, the hotter the drama market.

The number of new dramas that have been declining for three months has begun to rise, and a total of 30 new dramas (longer than 20 minutes) have been broadcast this month. Some of these dramas are old faces that have not been seen for many years, some kick off the summer season, and some are a genre after a blowout development, to a moment where it has to change.

The old face that has not been seen for many years is the drama "The Sea in the Dream" that is the first comprehensive popularity of Lighthouse Professional Edition. This story takes place in Beijing in the 70s, an era once favored by many Beijing school creators, and has rarely appeared in recent years, belonging to the "old face" that has not been seen for many years.

This broadcast has achieved good results on multiple channels. According to the performance of all broadcast dramas in June 2023 of Kuyun Interactive, "The Sea of Dreams" won the championship with 1.628 billion views.

"The Sea of Dreams"

Looking closely at the main creative team of this play, it is more mixed. The production company is Xixi Pictures, who was born in Shanghai and has rich experience in the production of costume big IP dramas, starring Xiao Zhan, the "top" Xiao Zhan, and it is difficult to connect them with a Beijing school TV series.

Judging from Xixi's next film list, "Dream Sea" is a turning point for Xixi's works, and it is also the response of Xixi, which has now become a first-line drama production company, to the current market. Among their next dramas to be broadcast, there is only one ancient doll, and the rest are two urban female group portrait dramas and one era female group portrait drama.

In these two urban female group dramas, the main female age is 30+ or even higher. This is what Xixi thinks is the flow of the tide. And just this June, two "middle-aged idol dramas" are also quite discussed, one is "Shining Her" starring Qin Lan and Wang Yang, and the other is "Blossoming Flowers" starring Zhang Yuqi and Gao Weiguang.

"Shining Her" and "Blossoming Flowers"

As a "middle-aged idol drama", on the one hand, it is highly recognized among young people, and on the other hand, the plot of opening and closing has stepped on the psychology of the majority of family consumption audiences, and the popularity of these two dramas is also good. "Shining Her" has repeatedly entered the top 5 performance of Kuyun full-end broadcast market, and "Blossom Like Flowers" has also ranked among the top three in the performance of primetime satellite TV dramas.

This is already the second urban female drama played by Zhang Yuqi, and it is the Nth female elite in the workplace played by Qin Lan. Qin Lan and Gao Weiguang became famous and transformed into costume dramas and period dramas far from the city, and they met Wang Yang, who killed all sides in spy war dramas, in modern cities, building an elite image in domestic urban dramas.

Unfortunately, their stories are far less convincing than their appearances. In terms of publicity, I want to play a mature male and female urban love drama, but in the end, I can only end up in a somewhat embarrassing "middle-aged idol drama".

But this June, in addition to these two somewhat "old" idol dramas, there are also two beautiful youth dramas that are blowing the "youth storm". One is "Can't Hide Secretly" and the other is "When I Rush to You". The protagonists of these two dramas are still wearing school uniforms, and just looking at the actors' appearances is full of collagen. The former is basically stable in the top five of the full-end playback market, and the latter also continues to have hot searches.

"Can't Hide Secretly", "When I Rush to You"

Coincidentally, the original authors of these two dramas are Jinjiang post-95 writers Zhuji. Post-85 writer August Chang'an's "Zhenhua Trilogy" once set off a boom in youth dramas in the just rising years of online dramas, and now seven years have passed, it is time to gradually turn youth dramas into a small-cost, niche theme online drama market, some small post-95s shocked.

The genre of youth dramas rises and falls in the market, and ancient puppet dramas always have the strongest audience chassis. In the June data of Lighthouse Professional Edition, the runner-up and third place are two ancient puppet dramas "Changfeng Du" and "Hua Rong". Among them, "Changfeng Du" exceeded 10,000 at the peak of iQiyi's content popularity, becoming the fastest drama in the history of the station to exceed 10,000, and it is also the second iQiyi work with more than 10,000 popularity after "Crazy" this year.

"Changfeng Du" "Hua Rong"

Judging from the film list, the excitement of "Long Wind Crossing" is only the beginning of the summer excitement. From June to August last year, three ancient dolls exploded in a row, "Menghualu", "Star Han Splendid" and "Canglan Tips", I don't know which ancient dolls will be chosen by the audience this year?