Cover News Trainee Reporter Liu Ye
Revenge, counterattack, rebirth, sweet pet...... There is always a "cool point" of a short drama that can catch you, but at the same time, some short dramas have also been criticized for being "shoddy" and "vulgar plot". On April 10, a number of well-known short video platforms removed short dramas such as "My Husband is a Mommy Boy" and "The Rebirth of a Bald Woman", which attracted the attention of the industry and netizens.
Recently, the "Latest Work Tips for the Filing of Micro-short Dramas" circulated in the short drama industry stipulates that micro-short dramas that have not been reviewed and filed shall not be disseminated online. Although this document has not yet been released through official channels, many industry insiders have already taken action.
The reporter combed through and found that the biggest selling point of these deleted short dramas was the contradiction between mother-in-law and daughter-in-law. The platform that removed a number of short videos this time issued an announcement saying that the short dramas removed from the shelves "promote unhealthy and non-mainstream family views, marriage and love views, deliberately amplify and exaggerate conflicts between husband and wife, mother-in-law and daughter-in-law, intergenerational conflicts and other behaviors, deviating from the mainstream value orientation of society." "How do short drama practitioners view the announcement of the takedown? How to circumvent the "red line" of creation? On April 17, the cover news reporter conducted an interview on this.
Short dramas with a production cost of more than 300,000 yuan need to be recorded
The scale of family conflicts is difficult to control
"All the films we shoot are filed and reviewed here. "Chengdu director Mr. Feng has just finished filming a short drama recently, and is currently preparing for the launch. He showed reporters two short drama filing platforms, one is the "State Administration of Radio and Television Key Online Film and Television Drama Information Filing System", and the other is the "Online Audiovisual Program Filing System".
He explained, "Although there is no formal requirement at present, we are already implementing this requirement, and the current investment cost of the drama in hand is more than 300,000 yuan, and it must be filed before it can be launched, and only dramas below 300,000 yuan will be reviewed by the platform." ”
The reporter contacted a number of well-known short video platforms and video websites, and the staff of one of the video platforms replied: "The content review process is a company secret, which is inconvenient to disclose to the public, and we have signed a confidentiality agreement." ”
In this regard, Mr. Feng bluntly said, "The review is a very important step, and the kind of short dramas that are obviously pornographic, black, or have problems with values at a glance will definitely not be able to get on, but family conflicts and children's affection are really difficult to control." ”
Director Zhang Zixian previously focused on traditional films and micro-films, and the themes were mainly dramas. In 2023, he will begin to transform into the short drama industry, "Short dramas are a new product of this era, and many bigwigs in the film and television industry have also entered this field one after another, and I am still exploring it." ”
Director Zhang Zixian is filming a costume movie (photo provided by the interviewee)
Faced with the problem of vulgarization in the content of some short dramas, he personally believes, "Compared with traditional dramas, the core of short dramas is to delete the redundant foreshadowing part and only retain the cool points, why does the audience like to watch some bloody content? In fact, it is the emotional value it gives everyone, such as time and space travel to make up for regrets, counterattacks, anti-bullying, etc., which is also what I want to express in the short drama."
The popularity of female frequency continues to rise
The content party should spread the new trend of family civilization
Looking at the short drama market, the proportion of female frequency themes such as unruly daughters, domineering presidents, and sweet pets is increasing, and in the short drama section of a video platform, the top three short dramas on the hot list are "sweet pets" and "love" and other content.
Most of the popular short dramas on the short video platform are female-themed (screenshot of the platform)
Actor Liu Kejie is a professional in acting, and in the summer of 2022, he got the villain role of a short play and began to officially appear in a short play. According to him, as of April this year, he has acted in a total of nearly 25 short dramas, and nearly 20 of them are female frequency overlord roles.
Liu Kejie plays the boss (photo provided by the interviewee)
Zhang Zixian also set his sights on female frequency short dramas, "At first, the focus was on male frequency, but later I found that the market response of female frequency themes was better, so now the theme is beginning to lean more and more towards female frequency."
However, some women's short dramas use the contradiction between mother-in-law and daughter-in-law as a selling point, establish the opposition between men and women, deliberately create contradictions and conflicts, and artificially create cool points, so as to retain the audience, and finally they were taken off the shelves. For those works, Zhang Zixian analyzed the reasons for being taken off the shelves, saying, "Film and television works need realistic content, but the theme must guide truth, goodness and beauty." If you deliberately exaggerate and emphasize certain aspects in order to please the audience, it will have a negative impact on the growth of the family and the whole social atmosphere".
Since last year, Wang Jing, Stephen Chow, Zeng Zhiwei, Gao Yalin and other film and television celebrities have turned to short dramas, making them embark on the route of "high-quality" and "high-quality", but some short dramas are still hidden in the corners of WeChat mini-programs and short video platforms, using some "three vulgar" plots to attract traffic.
As a practitioner, especially a content producer, Mr. Feng said, "The removal of vulgar short dramas from the shelves is to clarify the red line of content creation, and we must consciously shoulder the responsibility of spreading the new trend of family civilization, follow the mainstream value orientation, and adhere to the due ethics and cultural taste." ”
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