The short drama market, which has been soaring all the way recently, is like a whirlwind setting off a boom on the riverbank.
The so-called "short drama" is a short and concise web series, usually a single episode is about 3~5 minutes long.
Relying on "8 reversals in 1 minute", fast rhythm, strong emotion, "no logic", plus a variety of "categories" and multiple elements, such a "fast food drama" quickly became the head "top stream" of the film and television industry.
According to the statistics of the "2023 Short Drama Industry Research Report", the market size of short dramas will reach 37.39 billion yuan in 2023 alone, and it is expected to exceed 50 billion yuan this year.
In contrast, the annual box office revenue of Chinese films in 2023 will only be 54.9 billion yuan.
It can be seen that short dramas, as a new form of film and television, are rapidly activating the short drama market with explosive growth, bringing new vitality to the film and television industry.
Standing at this phenomenal "outlet", let's take a look at Jiang'an's group of "short drama operators".
In the 5G era, with the blessing of the Internet, people's leisure time has been fragmented a lot, and various emerging entertainment activities and apps have significantly increased fragmented time.
How to complete the portable and intelligent transformation has become an urgent problem to be solved in the film and television field.
A number of "short drama" shooting enterprises came into being on the riverbank.
Wuhan Weimeng Film and Television Culture Media Co., Ltd. (hereinafter referred to as "Weimeng Media"), located in Qingdao Road Duoniu World Fashion Creative Industry Park, is one of them.
As early as 2022, Weimeng Media, which is mainly engaged in cultural and artistic businesses such as film and television drama planning, production, distribution, and graphic marketing, began to try to graft some of its business branches to short drama shooting.
In 2022, Microdream Media will shoot a total of 2 female frequency short dramas. Even if there is a relatively complete professional team of screenwriters, shooting editors and actors, but for the first time to set foot in the new track, the rhythm of this kind of sliced short drama is a little jerky, and the lack of experience did not cause a bigger splash back then.
Weimeng Media, which has been spinning in the traffic vortex of the Internet for many years, knows that "in the ocean of traffic, there must be a few who become popular models", so it readjusted the development direction of short dramas last year, and cooperated with platforms such as Douyin, Kyushu, and Dianzhong to launch a total of 6 works on short drama channels such as female frequency, male frequency, and suspense.
This decision just caters to the needs of the current market and allows WeDream Media to catch up with the tide of the development of the times.
One of the female frequency short dramas has exceeded 60 million views, and the overall development momentum is improving.
And the whole team is more tacit and mature in the continuous running-in. The visual communication of the short drama has also moved from the initially slightly rough video to the refinement and quality.
Short dramas seem to have become a frequent field of the phenomenon of "earning tens of millions a day", but without a continuous supply of content, explosive products can only be short-lived.
The script is time-sensitive, and the audience's tastes and perceptions are constantly updated, so it is best not to delay a complete script cycle for too long.
Therefore, good plot creation has become one of the most time-consuming and challenging tasks of short dramas.
In the early days, most of the short drama screenwriters were converted from online writers, making many of the early productions more like video versions of online novels.
Now the content of short dramas is more sophisticated, and the influx of a large number of professionals has made the benchmark of the entire industry quickly raised. can tell stories, and tell seemingly illogical stories more emotionally, and dense plot reversals are constantly unfolded, making people call "top"!
In addition, today's short dramas pay more attention to the depth and extension of the narrative. The "de-homogenization" plot such as exquisite structural design, which can arouse the audience's thinking and inherit traditional culture, can capture the hearts of the audience.
According to Wang Yi, head of the short drama division of Weimeng Media, when their team finalized the outline of the script, "according to the development of the short drama market and the current hot spots, they will create a plot that the audience wants to watch and love".
From the selection of the subject to the completion of the script, it may only take a few days, and the filming process often does not take more than a week, and the post-production is even more complete in a month or two.
The whole process has a clear division of labor, a tight rhythm, and each link pursues short, flat and fast.
Today's short dramas are increasingly showing a trend of "micro" but not weak, "short" but not shallow, and are also moving towards a new channel of specialization, quality and innovative development.
More and more well-made short dramas have broken through the dimensional wall between online platforms and traditional media, and have been recognized by mainstream media.
Zhongchuang Network (Wuhan) Technology Co., Ltd., located in Houhu Street, filmed an episode of "Digital People in Life" last year. In three and a half minutes, through the simulation of life scenes, everyone can further understand the "daily life" of digital people.
The participation of digital people has made many people more curious about virtual humans with both "shape, movement, and intelligence", and even raised the question of "whether this drama is a real person or a digital person".
The short play also won the third prize of the Municipal Association for Science and Technology Science Short Video Competition.
The improvement of the content and production level of short dramas, combined with its light volume, fast rhythm and high content, will also create many "new outlets" for cross-border cooperation and theme innovation, which will promote a virtuous circle of short drama economy.
The combination of cultural tourism and short dramas will also become one of the important development trends.
With riverside life, Lifen culture, red culture and historical old buildings as the creative background, it has become a new fashion to create "Internet celebrity riverbank".
"Taking the intangible cultural heritage stories of the riverbank, focusing on the roaming routes, cultural life, historical buildings and other characteristic content of the historical area, creating a short drama with the theme of cultural tourism that not only satisfies the communication logic but also has the carrying capacity of the story is the direction we want to break through in the future. Wang Yi talked about the "micro-innovation" of the future of short dramas, and said with a little excitement, "I hope that the short dramas we create can also inject new vitality into the Jiang'an cultural tourism industry!"
With the continuous strengthening of supervision, short dramas are gradually bidding farewell to the stage of "savage growth" in the past.
Nowadays, like the "great voyage" of the digital age, the short drama market is quietly changing many things, showing infinite possibilities!
Stay tuned~
Set a star, and you're not afraid of not finding me~
- Planning: Propaganda Department of the District Committee
- Report support: Houhu Street, Weimeng Media
- Editor: She Biying
- Editor: She Biying
- Producer: Propaganda Department of Jiang'an District Committee of the Communist Party of China, Jiang'an District Financial Media Center
- Posted in [email protected]
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