The biggest winner of the summer file, what did "Sauvignon Blanc" do right?
August 15, 2023 | Issue 3328
Last night, written by Tonghua, directed by Qin Hao and Yang Huan, starring Yang Zi, Zhang Wanyi, Deng Wei, Dai Luwa, Wang Hongyi, and Tan Jianci specially starred in the costume drama "Sauvignon Blanc" ushered in a super point on Tencent Video, and a ups and downs of watching the drama came to an end.
For a wonderful drama, the audience will not stop urging changes, the speed of its broadcast is often very fast, and the twenty-day chasing time is fleeting. But in the same way, the audience's mood of "death and death" and obsessive aftertaste is also very long, like mountains and rivers stretching endlessly. From today, the "Sauvignon Blanc" belonging to Xiao Xiao has temporarily bid farewell, and the "Sauvignon Blanc" belonging to the audience has just begun.
What the audience "thinks" is Xiao Yao (played by Yang Zi), who is the appearance of the ideal heroine in their hearts; It is the different emotional patterns between the heroine and Lingying (played by Zhang Wanyi), Tu Shanjing (played by Deng Wei), Xiangliu (played by Tan Jianci), and Chishui Fenglong (played by Wang Hongyi), which stimulates their imagination of intimate relationships; It is a fascinating Chinese BE aesthetic with a highly unified plot and production aesthetics.
Undoubtedly, the costume drama "Sauvignon Blanc", which appeared last in the summer, won the audience's heart. Since its launch, it has broken all Tencent Video records at the fastest. Four days after its launch, members entered the annual list, and then began to dominate the list on data platforms such as Detaven, Lighthouse, Maoyan, Boneduo, and Vlinkage, and firmly ranked in the TOP1; In addition, the number of hot searches on Weibo and the discussion posts of netizens have also soared visibly, saving the decline of summer costume dramas.
This kind of grand situation of double killing of heat and public opinion has been absent for a long time. All of the above undoubtedly points to one thing: "Sauvignon Blanc" is a real hit in this year's summer drama market. And behind a blockbuster drama, it is not only the audience that gains, but often the industry. Today we will review, in today's costume drama market, what did "Sauvignon Blanc" do right?
"Sauvignon Blanc" revitalizes the summer file
The broadcast trend of each blockbuster drama is different.
Some open low and go high, go against the sky and change their lives, and some open high and go high and soar to the end. "Sauvignon Blanc" belongs to the latter, whether it is Tencent Video's on-site data or the lists of major data platforms outside the site, it shows this clearly and intuitively.
On the night of July 24, this drama became the fastest drama on Tencent Video to exceed 27,000 in terms of popularity value. Soon, it became the fastest drama with a popularity value of more than 30,000 in 2023, that is, the drama with the highest popularity value of Tencent Video in 2023.
It also arouses a strong desire for discussion and interaction among the audience. The number of barrage interactions on the site exceeded 200 million, refreshing the number of Tencent video barrage interactions in 2023 and jumping to the TOP1; In the episode "The Return of Dawang Ji", the first single-day barrage interaction reached 27 million, and the use of customized barrage emoji set a record of the fastest TV series to break 1 million, setting the highest single-day barrage interaction on Tencent Video in 2023.
The off-site data of "Sauvignon Blanc" also formed a crushing trend for other players in the summer file.
The data shows that "Sauvignon Blanc" ranked TOP1 in the total popularity list of Maoyan dramas on the whole network; Lighthouse's total market share of feature films on the whole network TOP1, won the championship for 14 consecutive days and reached a new high; Kuyun full-end broadcast list TOP1, Kuyun all-end popularity entered the second place in 2023; It also entered the 15th place in the 2023 effective playback annual list of Yunhe Data; Vlinkage's drama character new media index TOP1; Detaven's TV drama prosperity index overall list is the first fault; The Bone Duo Popularity List has won the popularity championship for 12 consecutive days.
It is worth mentioning that the peak popularity of "Sauvignon Blanc" in Detaven, Lighthouse, and Cat's Eye all exceeded the peak of "Canglan Recipe" last year; The peak of the single-day broadcast index of the lighthouse data has become the peak of the single-day broadcast index of new dramas in the past two years, and the single-day broadcast index of summer dramas in the past two years.
Data and public opinion confirm the real fire of "Sauvignon Blanc", and also revitalize the summer file that has been weak for many days.
As we all know, when it comes to competing for the audience's attention, movies and series are always in a trade-off relationship. This summer's summer film market has a strong sense of existence, and the drama market has always been explosive and lacking. The emergence of "Sauvignon Blanc" has brought a considerable number of audiences' eyeballs back to the drama market, won back a city for the series, and also regained the audience's enthusiasm and trust in costume romance dramas.
High-level romance drama, more than romance
To solve the audience's mystery of "Sauvignon Blanc", we must start with its high-level romance narrative.
This drama is adapted from Tonghua's novel of the same name, telling the story of the emotional entanglement story of Minxiaoliu (played by Yang Zi), who became a hanging pot for a living in Qingshui Town after Haoling Wang Ji Xiaoyao was displaced, and Lingying, Tu Shanjing, Xiangliu, Chishui Fenglong and others.
Who is Xiao Yao thinking about, and who is thinking about her? This emotional suspense is introduced at the beginning and runs throughout.
Xiao Yao is strong and gentle, has experienced hardships, and has a pure personality, and through Yang Zi's delicate acting skills, the audience can see her rich inner world. Lingying, played by Zhang Wanyi, is lonely and resolute, and her love for Xiao Xiao is tragic and deep, spanning time and space. Tu Shanjing, played by Deng Wei, is proud but gentle, does not care about worldly eyes, and constantly manages love and accompanies the heroine. Between Xiangyanagi, played by Kenji Tan, and the heroine, there is the most primitive spiritual connection of love, and no one can deny it...
In terms of character shaping, "Sauvignon Blanc" has no tool people, the charm and recognition of each character are very high, the viewing experience is silky, there is no love for no reason, and the emotional clues of each pair of CPs are clearly visible. The initial CP does not mean the final CP, the CP line always changes with the growth of the heroine, and the focus of "1V4" is the same as the flowing essence of love.
The data shows that Xiao Xiao is the first female character on Tencent Video Station to exceed 20 million in popularity in 2023. "Sauvignon Blanc" is an ancient dream story in which four male characters all love the heroine, and inside there is a modern redemption growth story in which the heroine is constantly abused. When the audience is immersed in the romance narrative, they can deeply empathize with the heroine.
In the category of romance, the heroine's heart is the universe, and the history of emotions is her epic. Although "Sauvignon Blanc" is romantic, it is more than a single love. Its emotional category covers love, family affection, friendship, family and national conditions, and the emotional depth reaches the sense of fate and the protagonist's struggle against fate. It also has the general pattern of the country and the world, and these have a strong tension between them and the romance, penetrating the audience's deep hearts and bringing the audience a rich viewing experience.
Love is inseparable from love and hate, sweet and sadistic. These standard configurations, "Sauvignon Blanc" is not lacking. The essence of romance is to maximize the audience's empathy and understand the hearts of thousands of people, and "Sauvignon Blanc" does it. On top of the thick and solid story background and fierce competition, it captures the grandeur of everyone's emotional world burning, which is intertwined with the delicate feelings of the heroine, and finally detonates the audience's strong empathy.
The landing of Tencent Video's costume drama model
Costume dramas are just needed, but the audience has been in suspension for a long time. From the beginning of the broadcast to the present to have such results, "Sauvignon Blanc" is not an accidental luck.
The reason why Tencent Video Tianxing Studio Group chose to adapt the novel "Sauvignon Blanc" is because of its modern heroine and local emotional model. Therefore, in terms of production and expression, the creative concept of land-based costume dramas and Chinese love concept is consistent.
The script is a seed that determines whether a project has the genes to grow into a towering tree. The script adapted by Tonghua himself respects the spiritual style of the original work, but also makes more compact and smooth deletions and adjustments. The plot unfolds unhurriedly, and the characters stand and begin the emotional experience. Here in "Sauvignon Blanc", the original fans and drama fans can live in harmony.
In casting and acting, the actor's appearance conforms to the character's personality, and the acting skills accurately grasp the character's personality and emotions. Yang Zi plays the heroine, forming a tense balance relationship with rising actor Tan Jianci, potential newcomers Zhang Wanyi, Deng Wei and others. The final effect is that the actors are in awe of the characters, serve the creative concept of the drama party, and shine.
After the play was launched, it kept pace with the times and adopted a variety of innovative gameplay to reach the audience. For example, on the opening day, combined with the plot of the ultimate Shura field, the combination of voting lists, so that the audience can cast four pairs of pairs: Yaoying, Xiaojing, Xiaoliu, and Xiaofeng; After that, he also accepted the suggestions of drama fans and opened the character penalty wall gameplay, providing the audience with an emotional outlet for chasing dramas and creating a benign sense of interactive atmosphere.
In summary, "Sauvignon Blanc" is accurate from adaptation, casting, production to publicity and marketing, which is a project with a good chemical reaction when the average value of all factors is very high, and it is a classic case of finding a new romance system and a new production model under the new industry cycle.
After the turning point of the industry of improving quality and reducing quantity, the previous model of "holding high and fighting high" of costume dramas did not work. "Sauvignon Blanc" pays more attention to the adaptation and production of the play than the IP halo, and the casting adaptation is more important than the coffee position and traffic, and everything is shifting towards the center of gravity of respecting the audience and respecting the rules. Its success undoubtedly provides a methodology for the creation of costume dramas in the future.
【Text/Flying Fish】