Sohu Entertainment Special Article (Fat Department/Text)
The kiss scene is an important object in the field of dramas, especially in the marketing of idol dramas.
Which drama doesn't have a few hot searches for "kiss scenes", and they are embarrassed to say hello to people. "Yi Nian Guan Mountain" # Liu Shishi Liu Yuning Kiss Scene # created the topic of "Maple Leaf Kiss"; "I Want You Very Much" has famous scenes such as "Recliner Kiss" and "Strawberry Kiss"; "Shen Yin" even treats the tidbits of the big wedding kiss scene as a 6 million reservation benefit for fans to urge.
Idol and sweet pet dramas have been popular so far, and kiss scene marketing is always with you. The old-fashioned gameplay is still in play today, and it can really drive the conversation and heat.
"Kiss scene" has its own magic.
For this kiss scene, this idol drama of Bao
In the era of idol dramas, kiss scenes have always been a weapon for communication.
If you look back at the history of idol dramas, from the kiss of Daoming Temple in "Meteor Garden" and the "kiss in the rain" in "Mischievous Kiss", the kiss scene was not only a big killer that created topics at that time, but also became a ticket for the content to realize its long-term value. Idol dramas have entered the mainstream of the mainland film and television industry, and this practice has also been continued.
"Mischievous Kiss"
"The kiss scene has several characteristics, one is that there is a natural topic, in our oriental cultural circle, the kiss is a kind of content that must be used with caution and with a little challenge, at least in the early years; the second is that the kiss scene is a plot point where the hero and heroine completely open their hearts and formalize the relationship, which is the value of the content; the third is that it combines the actor himself, and it is also a topic value. ”
Executive producer Tongtong introduced to Sohu Entertainment that at present, urban emotional or idol dramas have formed a relatively routine set of operations around kiss scenes.
"The whole process is relatively pre-emptive, and when the kiss scene is filmed, the material team of the drama has to do a big job, and the tidbits must be filmed interestingly, so as to contrast the scene with the final film. The value of this kind of off-site tidbits is mainly to amplify the diffusion effect on the actors' fans, so it is necessary to better link the inside and outside the venue, and warm up before the plot of the kiss scene. ”
Screenwriter Ruan Jie also further mentioned why there was a flood of "kiss scene marketing" in the first two years. "The head drama has a big IP and a large traffic, where does the topic of small and medium-sized cost and account-sharing dramas come from? In 2021, some urban sweet pets also made a famous scene of 'chest tone', and the reputation was so bad that it was not good, and as a result, the account sharing broke 50 million. ”
"We had to be very careful when it came to the kiss scene. Ruan Jie introduced, "In the script stage, we need to design the kiss scene, and the focus in the first two years will be on how to create unexpected patterns. I haven't played like this in the past two years, first, these tricks have been played badly, and second, the long video removes the pseudo-waist, and not so many people have done small and medium-cost dramas. ”
Although similar marketing is very rare nowadays, the efficiency of kiss scene marketing is still not to be underestimated. The recent head idol dramas basically have many kiss scene-related topics on the main list, and the gameplay is very diverse.
"Ning An Like a Dream", which is "good at kissing", and "Kissing Everywhere" "Kiss Everywhere" "Camp with Love" came with a wave of "vicious linkage"; "I miss you very much" directly released a collection of 20 groups of kiss scenes in 680 seconds; and "Yi Nian Guan Mountain"#I want to ask Liu Shishi and Chen Turin if there is a kiss scene#, an oolong topic actually ran to the first place on the Weibo entertainment list, and it can also be seen that the magic of "kiss scene marketing" can also be seen.
"It is no exaggeration to say that the most reliable topic in some dramas is really the kiss scene. Tongtong said.
With the love sweet pet dramas have already entered the dilemma of homogenization and routines, especially account-sharing dramas and short dramas, which further aggravate the content problem, it is difficult to create memory points and topic points in similar content, such as "good kiss", "kiss to blush" and other entries, which can also increase the popularity of some topics.
"Having this kind of topic can attract viewers, especially to stimulate passers-by, how many selling points can the current drama hit beyond the basic audience?" Tongtong said, "Don't care about being old-fashioned, it's enough to be easy to use." ”
"Kiss scene marketing" in the past five years
To trace back to how the entire industry formed the industry norm of "kiss scene marketing", it is inseparable from the rise of sweet pet dramas.
Around 2017 and 2018, Mary Sue and Jack Su became popular, causing mainland idol dramas to fall into a crisis of word-of-mouth popularity, and the high popularity of a number of Korean dramas at that time made domestic entertainment change its thinking and open an era of focusing on sweet pets and sugar. The content characteristics of sweet dramas have further intensified the market demand for kiss scene marketing.
Especially the subsequent opening of the account-sharing drama market stimulated more small and medium-cost online drama projects, and sweet pets accounted for a very high proportion of them. Compared with the industry's head projects, the kiss scene is almost the only breakthrough for this type of drama.
For example, the 2017 broadcast of "The Favorite Concubine of the Two Worlds" not only embarked on the fast track of "two episodes of marriage, three episodes of kissing, and eight episodes of round house", but also contributed to the well-known "sandwich biscuit kiss": when the heroine hugged her sweetheart, the male protagonist came from behind to kiss her; At the same time, the series is also known for the number of kiss scenes, and by the third season, the 40 episodes of the plot are said to have 80 kiss scenes.
This has also become the background for the proliferation of "outrageous kiss scenes" mentioned by Ruan Jie.
At that time, practitioners took out the spirit of "kissing is not amazing and dying", and quickly walked out of the primary stage of "falling and kissing by chance", and contributed to the physical skills such as handstand kisses, horizontal bar upside-down kisses, swing kisses, orange kisses, noodle kisses, red wine kisses and other food systems, as well as chest kisses and other bridges that are difficult to classify.
"On the one hand, it is forcibly creating topics, on the other hand, these designs are also related to the arrival of the short video era, attracting attention has the hope of transformation, anyway, these dramas don't expect Douban to score. Tongtong said, "Everyone actually knows what a good kiss scene is and what standards it should follow." ”
Nowadays, the hit dramas based on the platform's head dramas are also relatively more elaborate in the design of the kiss scene, Ruan Jie said: "The audience's requirements are getting higher and higher, the appearance of the two people must be right, the environment must be in place, the emphasis is on creating a sense of atmosphere, creating hormones, and making the plot before and after more 'desire'." ”
To a certain extent, whether the audience is on the kiss scene depends on whether they recognize the CP of the drama series, and the difference in the marketing effect of the kiss scene is actually directly related to the completion of the love scene.
From the actor level, whether or not you can shoot a good "kiss scene" is also a manifestation of business ability.
Representative figures such as Zhong Hanliang, from 2010's "Too Late to Say I Love You", his excellent kiss scene became the topic of conversation at that time, and ten years later, "Jinxin Like Jade", his kiss scene cut for many years was also released on the Internet, so that the audience further looked forward to the kiss scene between him and the heroine Tan Songyun, and guided users to discuss the related topics of the play's "decent kiss".
"It's too late to say I love you"
And this kind of sexual tension shown in the kiss scene is also the key evidence of the actor's marketing "Su sense" and personal charm. "You see a lot of kiss scenes on Weibo, and the names of the actors are directly written instead of the characters, because the times are different, and the actors will not refuse to have this kind of 'good kiss' label. Tongtong said.
She also mentioned that in the roadshow and live broadcast this year, there are also actors who "reproduce" the kiss scene, "amplifying the topicality and controversy of the kiss scene marketing". Aesthetics and values are changing, but no one doubts the importance of kiss marketing.
How long can you "kiss"?
But it also needs to be seen that compared with the past, the audience's dull sense of kiss scene marketing has become more and more serious.
"In fact, it's not just kiss scene marketing, it's a problem that is difficult for the overall content to get out of the circle now, the core audience of the drama is basically in-depth drama fans, and then fans, it's too difficult to expand beyond the basic plate. And the kiss scene used to be the nail that broke through the basic plate, but now the problem is that the nail can't be pierced. Tongtong analyzed.
It can be understood that it is not so much the dullness formed by the marketing of kiss scenes, but the genre of sweet pets and idol dramas that has occupied the market for a long time has made the audience lose interest.
In today's cultural environment, the topic function of kiss scenes is far less prominent than in the past, which is also the reason why the industry "seeks curiosity and change" in the past two years.
There are also restrictions on the marketing of kiss scenes, as well as the objective value orientation problem.
Previously, after the launch of "Love Only", the filmmaker once released an intimate scene known as "Love is only 3 minutes", which did achieve a good communication effect, driving entries such as "Is this broadcastable" to explode the screen. But after the actual broadcast, the relevant scenes were only retained for more than 30 seconds, and it was previously reported that the intimate scenes of the show had been deleted.
"It's about the scale. The show will now allow us to amplify the amount of kiss scenes, and at the same time make these scenes more tense. But as far as I know, these attempts have actually been changed a lot. Ruan Jie mentioned that there are many cases of intimate scenes being deleted this year. "Some will put out the reduced scenes as propaganda and make the best use of them. ”
Judging from the publicity effect, the audience is still interested in the kiss scene with emotion and tension. But if there is more marketing like "the wrong goods", it is obviously a greater consumption of the audience.
"The audience will no longer come to chase the drama just to watch the 'kiss', the difficulty of transformation lies in whether the kiss scene is really textured? If the audience is interested in understanding your reputation, can your content itself catch the marketing traffic?" Tongtong said bluntly, and now the kiss scene marketing is hitting the ceiling of its effectiveness.
But for the drama industry with the continuous development of high-quality products, this ceiling is not impossible to loosen.
"When I entered the industry, Party A asked me to add kiss scenes, and after ten years, the producers of the platform still let me add kiss scenes. The value of kiss scenes, whether for idol dramas or other genres, is very prominent, but the magic weapon also depends on whose hands it holds. Ruan Jie said, "In the future, the explosive model will still use this knife to open the way." ”
In the past few years, the chaos in the marketing of kiss scenes has also reflected many problems in the development of the industry. And the audience is also looking forward to how long it will take for the next drama that makes them scream and excited for a kiss comfortably to be launched.