At the beginning of this year, the State Administration of Radio, Film and Television launched the "Travel with Micro Short Dramas" creation plan, proposing to create 100 excellent micro-short dramas in 2024, and promoting the goal of a number of physical filming locations to follow the popular "out of the circle" of micro-short dramas.
As soon as the news came out, the popularity of micro-short dramas with the theme of cultural tourism soared. From radio and television media, traditional film and television companies to emerging micro-short drama companies, players continue to announce their entry into the game, and the enthusiasm of local cultural and tourism departments has also been fully mobilized.
Recently, the General Administration announced the second batch of recommended catalogs of the "Follow the Micro Short Drama to Travel" creation plan, plus the previous batch of 7 works, 28 excellent micro-short drama works have surfaced.
What is the response to these cultural tourism micro-short dramas that have been broadcast? What is the business model and cost recovery? What are the hot story tracks and new trends?
In order to answer these questions, "Film and Television Monologue" has combed through the 28 excellent micro-short dramas on the theme of cultural tourism recommended by the General Administration in detail, and found these key words to solve the problem.
10 have been broadcast, and the homecoming, highway, and pastoral love tracks have been run
10 cultural and tourism micro-short dramas have been broadcast.
These 10 micro-short dramas are the derivative micro-short drama "My Way Home is Windy" of the TV series "To a Windy Place", the tourist road comedy "Take You to a Good Place" launched on Douyin Daren, the "Journey to the West" theme comedy "Don't Panic" broadcast by iQiyi Xiaodou Theater, the anti-fraud drama "I Am a Hunter" launched by Tencent Video, the pastoral crossing romance drama "Your Island Has Arrived" and the rural entrepreneurship drama "Don't Disturb Me Farming" launched on the dual platforms of Mango TV and Hunan Satellite TV, and the urban romantic drama "Don't Disturb Me Farming" with Dalian as the background Mackerel Falls in Love with Cat", Hebei Cultural Tourism launched the time-traveling romance drama "Waiting for You for 3,000 Years", as well as the road comedy "Lonely Travel Group" launched by Kuaishou Xingmang's short drama, and the urban topic drama "Intern Lettuce Dish".
Among them, there are 3 films with a good response and a relatively considerable number of broadcasts.
The first is "My Homecoming Wind", which shows the beautiful scenery of Leshan food in the story of returning to his hometown to heal.
This drama has a total of 18 episodes, a single episode is about 3 minutes long, and the number of views on Douyin is 190 million, which has reached the threshold of popular micro-short dramas.
The second is the pastoral romance drama "Your Island Has Arrived", a single episode of about 20 minutes, a total of 12 episodes, and 63.692 million effective playbacks of Maoyan, which performed well in the horizontal screen micro-short dramas of the same size.
This drama is filmed in the Peach Blossom Source Scenic Area in Changde, Hunan, the long-cherished wish entanglement of the male and female protagonists a hundred years ago is the abuse point of this drama, and the love between women chasing men staged by the two on a secluded island in modern time and space is the sugar point of this drama.
The third is the road trip comedy "Lonely Travel Group", a single episode of 3-5 minutes, a total of 18 episodes, and currently has more than 130 million views on Kuaishou.
It's a road comedy with a rather funny setting. Under the mysterious sponsorship, the tour guide Xiao Wang took a car of single dogs to embark on a journey to check in Guilin, Guangxi. Because of the matchmaking of a pair of lovers, the tour guide can get 50,000 yuan in sponsorship, and this way not only has the beautiful scenery, food, and customs of Guilin, but also the prehistory of each protagonist and the funny "head press" of the tour guide.
Some of these 10 micro-short dramas are not cultural tourism themes in a narrow sense.
For example, the workplace comedy "Don't Panic", which is dressed as a legendary costume drama, does not have a real tourist destination as a background. However, the core plot of making Huaneck Mountain bigger and stronger in the play is secretly in line with the logic of cultural tourism, and it is intertextual with Internet celebrity attractions such as Riyue Mountain in Qinghai and Huaguo Mountain in Lianyungang, which has the effect of playing with stalks and drainage.
This kind of soft cultural tourism-themed micro-short drama has a lot of room for development in the future.
There is more customization of the platform and few paid short dramas
From the perspective of business model, the 28 cultural and tourism-themed micro-short dramas in the recommended directory cooperate with major long video platforms and Douyin and Kuaishou, and works with a certain "customized" nature of capital preservation are the mainstream.
At present, this kind of work has a definite broadcast platform information, and the cost recovery can be basically guaranteed through customized fees and platform accounting.
Initiated by the related parties of paid mini program dramas, the micro-short drama of the streaming + payment model, at present, there is only a capacity short drama and Huashu Exploration Cooperation, "Hot Mom Returns to the Village".
This drama was filmed in Pan'an, Zhejiang, with a single episode duration of 3 minutes and a total of 31 episodes, telling the story of Lu Shengnan, a single mother and a promising aviation elite, who went to apply for the first secretary of Shenxian Village in the golden period of her career.
This drama is a drama of entrepreneurship and common wealth, and there is also a popular "slap in the face" routine of going to the countryside in mini program dramas - when urban people go to the countryside, they must always give him a little shock from rural life and traditional culture!
Judging from the keywords of getting rich, slapping the face and sinking, "Hot Mom Returns to the Village" is a rare work with payment potential among the micro-short dramas with the theme of cultural tourism.
There are few paid micro-short dramas in the recommended catalog, and the key is that most mini-program drama players still have a wait-and-see attitude towards the cultural tourism micro-short drama track. Cultural tourism micro-short dramas have high requirements for scripts, and there is a certain conflict between the healing requirements of cultural tourism and the coolness pursued by mini program dramas.
A more likely way for Mini Program drama players to participate in the creation of micro-short dramas is to cooperate with the cultural and tourism department or traditional film and television companies to enter the game as a producer.
However, it is difficult for this kind of micro-short drama to find a target audience with a streaming + paid business model, and the initiator needs to find channels and promote the work.
This led the topic to the new trend of the dissemination of cultural tourism micro-short dramas.
New Trend: Turning to Official "Account Drama"
Recently, there has been a hot topic about micro-short dramas, called "The wind of the boss short drama still blows to the blue V official number". It is said that a group of official short video accounts represented by the Shenzhen Health Commission, Hunan Traffic Police, and Tianjin Political and Legal Affairs have carried out popular science or popularization of law through the method of "parody" the boss's micro-short drama, resulting in the phenomenon of breaking the circle.
Among them, the Shenzhen Health Commission's brain-hole work "Difficult Clinic" series, because of the large fan base of the original account, received widespread attention as soon as it was launched. Among them, the episode of "Heartbreak Clinic" has more than 2.58 million likes on the Douyin platform alone.
This provides a new solution for the spread of cultural tourism micro-short dramas in the future.
To be an official "account drama" with the theme of cultural tourism, it is not limited by the volume requirements of the platform, and it does not have to completely compromise with the "cool text" idea of the mini program drama, but also accumulates fans for the account and improves the user conversion rate. As long as the brain hole of the work is big enough and the incision is clever enough, the contrast brought by the official account can still activate the spread to a certain extent.
Among the 10 micro-short dramas that have been broadcast in the recommended catalog, "Waiting for You for 3,000 Years", which integrates ancient and modern travel, historical allusions and love stories, chose to use the official Douyin account of Hebei Cultural Tourism to promote it, and gained a good reputation from netizens.
Under the idea of controllable cost and main publicity, it is a way to try to create micro-short dramas through the promotion of the theme through the official account of cultural tourism.
【Text/Tin Sheet】