On April 11th, the members of the hit drama "Walking with the Phoenix" ended, and the "after-sales" group variety "Pushing the Market for Business, Traveling with the Phoenix" was launched on Tencent Video on time at noon, #赵丽颖林更新摸头抱 ##赵丽颖林更新超强售后#等话题登陆微博热搜, continuing the popularity of the series;2month, iQiyi Little Comedy Theater successively launched the short drama "Young Master and Me" and "Don't Panic the King", both of which are variety shows "Annual Comedy Competition" , the starring role is a popular contestant in the show, so it is loved by many audiences, and it has received Douban scores of 7.3 and 7.9 respectively.
The gameplay of "drama variety linkage" is accelerating iteration, amplifying the value of IP while constantly expanding the boundaries of film and television creation.
Drama Yanzong: Attract drama fans and expand the "passer-by plate"
Variety shows derived from popular dramas are a more common way to link dramas. Derivative variety shows are mostly launched during the popular period of dramas, mainly providing "after-sales" services for dramas. Last year, iQIYI launched the interactive form drama variety "1 Million Promises", inviting the number of reservations on the station to exceed 1 million popular dramas to be broadcast starring in the recorded drama group comprehensive, up to now, has launched "1 million promises of seven auspicious" and "1 million promises: Ning An Like a Dream" two group comprehensives. Mango TV's hit drama "Da Song Juvenile Chronicles 2" also launched two group dramas "Team Building! Qizhai" and "Da Song Detective Bureau" last year, both of which achieved good results.
Qiu Yue
After Tencent Video launched a derivative micro-variety "The Adventure of the Great Wilderness" for the summer hit drama "Sauvignon Blanc" last year, this year it has created an "after-sales" group comprehensive "Pushing the Market for Business: Traveling with the Phoenix" for the costume drama "Walking with the Phoenix". Qiu Yue, deputy general manager of Tencent's online video program content production department and producer of "Pushing the Market for Business: Traveling with Fengxing", introduced that "Pushing the Market for Business" is a branch of the "Pushing the Market Universe", and the concept of "Pushing the Market Universe" is derived from the first season of Tencent Video's first reasoning program "Let's Start Reasoning". "We hope that the variety show IP of "Pushing the Market for Business" will be able to undertake the new category of 'Drama Variety Linkage' in the future, so that the concept of 'the group variety has a market promotion, and the after-sales goose factory is watched' will take root in the hearts of the main creators of the series, the actors and the audience. ”
At the end of last year, TV drama operations, variety show operations, and producers' studios came up with the idea of doing special shows, and began to communicate with artists about their willingness to participate and time, which was strongly supported by the filmmaker Xinli Media and Zhao Liying herself. The story setting of "Pushing the Market for Business: Walking with the Phoenix" revolves around the treasure hunt in the secret room of the variety show, and the guests go to the market to perform tasks as characters in the play "Walking with the Phoenix". From story design, art setting, costume to NPC interpretation, the team carefully planned and buried many episodes related to the series in the story. "The show seems to be just a few immortals going down to earth to have a wedding, but in fact, it needs to explore layers of secrets, find treasures, and finally catch the ghosts who do evil in the world. In addition to the fun performance of the guests when decrypting, the team also has some 'special' designs, hoping to bring the audience a pleasant viewing experience. ”
In Qiu Yue's view, from dramas to variety shows, the original drama plot not only provides ideas for the development of variety show scripts, but also enriches the content of the program and enhances the watchability of variety shows. Taking "Pushing the Market for Business: Traveling with Fengxing" as an example, the program is inspired by the content of the drama to develop the script of the secret room, and link the plot of the drama with the secret room link. "The relationship between the crew and artists is harmonious and tacit, which is very suitable for playing immersive games together, and the content is also exciting. The linkage of "Walking with the Phoenix" and "Pushing the Market" integrates the two major IPs, which meets the "after-sales" requirements of drama fans, and also makes a good start for Tencent Video's "after-sales" variety show. Qiu Yue revealed that the "push market" plot world is very inclusive and malleable, and the team plans to build it into a film and television drama publicity platform.
At present, derivative variety shows are mostly concentrated in the ancient puppet track.
Dong Xuanyu, general manager of iQIYI's variety show planning and business center, once said in an interview that for drama derivative variety shows, the "long tail effect" of costume IPs such as "Seven O'clock Auspicious" and "Ning An Like a Dream" is higher than that of other categories, and the audience's derivative consumption desire is stronger. "The core users of these dramas are also VIPs of the platform, and how to better serve them has always been an important consideration for iQiyi. In Dong Xuanyu's view, the development of drama linkage products like "1 Million Promises" can not only continue the popularity of dramas and further release the long-tail effect of content, but also provide users with more benefits outside the drama series and enhance the intimacy between users and the platform.
Liu Jingcheng
Director Liu Jingcheng (representative works: "Brilliant Chinese 2", "Great Challenge", "Great Wall", "Light and Shadow Gazing for a Hundred Years") is currently preparing a drama comprehensive linkage project. He said that variety shows born on dramas can not only feed back the IP of dramas, but also enrich the path of variety show creation. However, derivative variety shows also have certain limitations, and it is necessary to strive to expand the "passer-by plate" (referring to the number of passers-by viewers who are not fans of dramas) while attracting drama fans, "When designing the links, the drama variety should be loyal to the characters, core and values of the original drama, but it is necessary to avoid simply copying the content and form of the original drama, and provide additional content and experience for the audience through innovative methods such as interesting interactive links, so as to attract a wider audience and achieve a real breakthrough." ”
Variety: Actor selection is key
Compared with the various platforms that have made efforts to derive variety shows, the linkage development of variety show derivative dramas is less as a whole. This year, "The Young Master and Me" and "Don't Panic" launched by iQiyi Xiaodou Theater are new representatives in the field of variety dramas. "Young Master and Me" was originally written by Zhan Xin, and the sketches performed by Zhan Xin and Zhang Zhehua won the "Audience Favorite Work of the Year" in the second season of "Annual Comedy Competition". The drama version of "The Young Master and I" continues the sketch style, telling the story of Long Aotian and Liu Bo meeting in a parallel universe with different identities. The starring Tudou, Lu Yan and a number of supporting roles in "Don't Panic King" are all from "Annual Comedy Competition", and the plot is new and original, which has nothing to do with the content of the show.
Button follows the new
Niu Jixin, vice president of iQIYI, said that as the IP of iQIYI's comedy brand, "Annual Comedy Competition" has activated the long-dormant comedy content market, which is a "bonanza" worth digging into. "At the end of 2022, when the second season of "Annual Comedy Competition" was broadcast, the relevant teams began to intensively discuss whether they could do dramas and who would do them, and also discussed the content highlights with the variety show department, and conducted several rounds of divergent discussions with small teams. The comedy contest has cultivated many combinations, and after many discussions and researches, it was finally decided to give priority to converting "Young Master and Me" and "Fat Master" into dramas. ”
Niu Jixin believes that the reason why the Little Comedy Theater can be successful is that it has successfully captured the highlights and characteristics of the actors in the "Annual Comedy Competition". "From variety shows to dramas, the work must be special enough to make everyone's eyes shine. Compared with other dramas, the comedy 'last mile' effect is more obvious. But these all depend on the actors to present, if there are no good actors, even if there are good ideas, they may not be able to generate loud voices. ”
Liu Jingcheng said that variety show derivative dramas are not only one of the paths for the diversified development of variety show IP, but also an effective strategy for dramas to break the circle with the help of IP resources. Variety shows pay more attention to the authenticity of the guests' on-the-spot reactions and the entertainment effect under the setting of strong rules, while the drama works focus on the drama of the beginning and the end and the clear narrative logic of cause and effect. Therefore, derivative dramas cannot be like drama variants, which can form highlights just by setting the situation and rules for the guests to play freely, but it is necessary to strictly control every aspect of the production of the drama, including the plot setting of the beginning and end, high-quality prop setting, etc., which is expensive and difficult to produce. "Spin-off dramas should continue the lineup and highlights of variety shows, make full use of the content and brand advantages of variety show IP, and ensure that spin-offs have a high degree of independence and watchability, so as to avoid making spin-offs become a form of variety show. This requires creators to have a high level of innovation and storytelling skills, while balancing the needs and expectations of the show's fans with new audiences. ”
Drama synchronization
Planning "All-in-one"
Nowadays, more and more drama linkage projects choose "pre-planning and synchronous development". For example, "Ning An Like a Dream" started the group comprehensive recording before it was finalized, not only soliciting the wishes of drama fans in the early stage and co-creating content with drama fans, but also broadcasting simultaneously with the drama in the later stage to achieve two-way drainage of the drama series. "Sauvignon Blanc" recorded the derivative micro-variety "The Adventure of the Great Wilderness" during the filming, invited the leading actors to participate in exclusive tasks, and brought character makeup to participate in the "after-sales" service, so that the audience has a more sense of substitution.
How to ensure the quality of creation while continuing the popularity of the original work? Niu Jixin said, "The core methodology is 'integration'. As an 'integrated circuit', the platform integrates the production forces in the industry and plans in advance, such as thinking about who will perform first, and then pushing back who to write and who to direct. In the creative process, everyone should be on the same frequency. ”
Liu Jingcheng believes that the synchronous development of drama variety will help the two content categories to be related to each other in terms of content, theme, character setting, etc., forming a unified world view and story line, thereby enhancing the audience's viewing experience. At the same time, "pre-planning" binds variety show recording to drama shooting, which can provide more creativity and inspiration for producers, "In the early days of IP development, the audience often saw that after the drama became popular, they would do post-extension of other categories, but it was often difficult to connect the popularity. Planning the linkage plan in advance can allow the drama series to collaborate with each other and amplify the popularity. He emphasized that the synchronous development of drama variety is not a simple time preposition, and the producer needs to carefully plan and design the content, theme, character setting, etc., to ensure the coordination and echo of the drama and variety show in style and tonality. In addition, during the linkage process, it is also necessary to pay attention to the feedback of the audience and adjust the production plan in time to meet the needs of the audience.
Liu Jingcheng said that no matter what form of drama variety linkage, it is necessary to achieve the continuation of the narrative in the balance between the two, "The innovative play method of drama variety linkage must rely on good products, and only with excellent quality can we accumulate enough topic popularity and audience reputation during the broadcast, so as to achieve mutual empowerment." ”
Qiu Yue said that at present, many platforms are exploring the content of drama drama linkage, and the biggest difficulty is to find the right form, "Just in terms of drama variety, we believe that immersive games are a very good solution." It is believed that in the future, there will be more and more drama linkage models, and the forms will become more and more abundant, so as to promote the innovation and development of the entire industry. ”
Word-of-mouth is on the rise
What did the "after-sales" group of "Walking with the Phoenix" do right
Text: Du Mainan
"I'm probably in love with you!" In "Pushing the Market for Business: Traveling with Fengxing", Zhao Liying and Lin Gengxin reproduced the famous confession scene in the play, triggering a barrage carnival of drama fans.
"Pushing the Market for Business: Traveling with the Phoenix" is a paid after-sales group comprehensive specially created for the costume drama "Walking with the Phoenix", which was launched on Tencent Video on April 11. The popularity value of the program exceeded 21,000 within 10 hours of its launch, and there were 335 hot search lists on the whole network. Why is a drama derivative variety show where VIP members also have to pay for a single film?
In terms of program mode, "Pushing the Market for Business" inherits the form and style of the immersive plot reasoning variety show "Let's Start Reasoning". The game structure is logical, the atmosphere of the show is quite immersive, and even if it is separated from the IP of the series, the show itself is highly enjoyable.
In terms of story design, the show revolves around the theme of treasure hunting in the secret room, and 6 guests go to the market to perform tasks as characters in the play. On the basis of the theme of secret room reasoning, the content design echoes the worldview of the series, and integrates the classic scenes in the play, such as Lin Gengxin appearing from the tank, catching chickens, and everyone playing the flute together, etc., bringing fans full of memories to kill. The part of the group comprehensive independent of the drama also contributed a lot of highlight moments, such as Zhao Liying in the shape of a jade-faced judge, riding a sedan chair with a classic suona soundtrack, which is amazing. It is reported that Zhao Liying has put a lot of effort into this group show, focusing on the plot of the part of the drama and the shape of the jade-faced judge, etc., and has made suggestions many times, and the costume plan alone has been communicated for nearly 1 month, and finally selected the graduation design works of the graduates of the costume design major of Beijing Institute of Fashion Technology.
In terms of service, although it is a group show, the service is excellent, such as the famous scene out of the circle - Zhao Liying's red and black color matching jade-faced judge style, the texture of the costume and the impact of the picture are not inferior to the drama. It is worth mentioning that the inspiration of the sedan chair bearer in this passage comes from the intangible cultural heritage of the Chaoshan region of the mainland - "Ying Song and Dance". It integrates drama, dance, martial arts and other elements, with a vigorous, majestic, rough and unrestrained dance posture, constituting a majestic, mighty, strong and heroic momentum, giving people the shock of strength and beauty. The masked ghosts in the ceremony are taken from the intangible cultural heritage that originated in the Shang and Zhou dynasties - "Wu Opera", which is a kind of performance performed by ancient ancestors to ward off evil spirits and pray for blessings and auspiciousness.
In terms of content interpretation, the guests not only have excellent acting skills, but also let them cooperate tacitly when they partner in the time of the crew leader, and the performance of the task part of the reasoning story line is full of variety shows.
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