This year, there are more and more remakes.
The classics are no longer enough.
Before the new version of "Deer Ding", the Douban score once fell to 2.5;
After the new version of "Tianlong Eight Parts", one episode touched the chest, and the groove was more than mouthless.
Following Mr. Jin Yong's martial arts drama.
The fairy dramas that have exploded in the past have also been targeted.
"Paladin 1" has confirmed a remake.
Two days ago, news came out again:
"Ancient Sword Strange Tan" may also be remade.
Comment area a water refusal.
There is even a large number of angry fans who have attacked the Weibo of the suspected new version of the male protagonist.
The movement is too big and it is also a hot search.
Force the other studio to fight counterfeiting online.
Although compared to Douban 9.1's "Immortal Sword 1" and Douban 8.8's "Immortal Sword 3".
The reputation of "Ancient Sword Qitan" is still too far away.
Blowing a "childhood filter," or "classic," is not worthy of the name.
But, look at the cast list again:
Yang Mi, Li Yifeng, Chen Weiting, Di Lieba, Zheng Shuang...
Regardless of the protagonist's supporting role.
Everyone added fire to the back of the show, even soaring in place.
It is no exaggeration to say that it is the first real traffic drama in China.
The routine it created has been used by domestic traffic dramas to this day.
Today, Uncle Fish will talk about it ——
"Ancient Sword Strange Tan"
Routine 1
Magic change big IP
"Ancient Sword Qitan" is adapted from the original game of Chinese - "Ancient Sword Qitan: Where is the Qinxin Sword Dragon Now".
It has won the first place in Baidu Tieba "The World's Most Popular Game" domestic game.
Long before the drama version, many peripherals were derived.
For example, the novel of the same name, and various fan illustrations.
It is a rare masterpiece in the hearts of old players.
Adapted with such an IP, the advantages are obvious.
One is that it has a strong fan base;
Second, it is really convenient to adapt:
The shape of the characters in the play can be copied directly.
Baili Tusu
Wind and snow
Ouyang Shaogong
BGM in the game, take it and use it.
It can not only match the plot, but also full of the feelings of old players, killing two birds with one stone.
And the plot of the game itself is a ready-made big male protagonist script.
It tells how Baili Tusu, who was possessed by the ancient sword, passed the barrier and was reborn.
The world view is grand, the story line is complete, and the characters are full.
The drama version basically retains the main line, but has done a lot of "magic changes" in the details.
For example, there is a supporting character in the game named Luo Yunping.
He was raised by humans, but was deceived by the adulterers, and his parents became a tree demon, and he eventually died by feeding his parents with flesh and blood.
Originally a sad and pitiful tragic character, it turned out to be in the TV series and became:
"I was originally a banlan root in the mountains that cures all diseases."
At that time, this thunderous line was viral and viral all over the Internet.
"Ban Lan Gen Cheng Jing" was associated with this role and has since become a terrier.
The effect of communication is achieved, but it dissolves the complexity and tragic core of the characters that the original work wants to express.
There are also magic changes set up by people.
Baili Tusu's ability was weakened, and he changed from a god of war to a "rookie".
He and the heroine Feng Qingxue met by chance during the journey and gradually fell in love.
In the play, it was changed to a green plum bamboo horse, which suddenly weakened the jianghu atmosphere of this relationship.
In addition, there is a point that has been criticized by fans of the game:
The drama version is too flat and straightforward, losing the sense of suspense painstakingly created by the original work;
There are too many emotional dramas, and the noise is dominant.
Obviously, this is all out of consideration to cater to the market.
But as a result, the originally grand and profound text has become a cool drama.
The traffic dramas since then are no different.
Simplify the original, plus various gimmicks.
Whether it is reasonable or not, as long as it can attract attention and create a topic, the purpose will be achieved.
Routine 2
Traffic casting
The biggest selling point of this drama, of course, is the cast.
Casting does not look at acting, nor does it put the right role in the first place.
Instead, it focuses on traffic and appearance.
The heroine, Yang Mi, became a big flower as early as 2011.
With the explosive cross-over drama "Palace", she became the most popular actress of the year.
A song "The Provision of Love" is all over the streets.
In the same year, she starred in the film "Far Cry", which set a box office record for Chinese thrillers.
The commercial value has been recognized by the market, in today's terms, "top stream".
Male protagonist Li Yifeng, the first generation of traffic.
In 2007 he started his career from the talent show "Come on! "Good Boy" debuted and accumulated a batch of face powder.
The title of "National School Grass" was well known at that time.
Although he was a singer in the early days, he gradually emerged in the film and television field due to his outstanding appearance.
He was one of the most explosive young students at that time.
Female partner Zheng Shuang, at that time she was in the rising period of her career.
Although the masterpiece "Let's See the Meteor Shower" was scolded as a thunder drama, it did make her famous in one battle and quickly became a new generation of small flowers.
And Zheng Shuang's sadistic cp Ma Tianyu in the play has long been well-known because of the "Damn Gentleness" that has been popular in KTV across the country.
Other supporting characters are also handsome men and beautiful women.
Chen Weiting's Hong Kong male style is uninhibited, coupled with the aura of the master brother's personality, it is simply the orientation sniper of the female audience.
Qiao Zhenyu, Zhang Zhiyao, and Gao Weiguang are all beautiful men known for their ancient costumes.
Zhong Xintong, Di Lieba, Chen Zihan and Qi Wei are also undisputed beauties.
Under the packaging of this lineup, the self-positioning of "Ancient Sword Qitan" is very clear:
Traffic blessing + face control benefits.
Even if it is criticized by game fans for not fitting the character, it does not prevent it from firmly grasping the passerby disk.
Routine 3
Hot search marketing
Big IP and stars are just the basic configuration of a traffic drama.
The explosion of "Ancient Sword" still relies on marketing.
It pioneered a whole set of marketing models that have since been copied and enhanced.
The first is the choice of broadcast method.
"Ancient Sword" was selected to start broadcasting in early July, ensuring that the entire broadcast perfectly covers the summer file.
At the same time, it boldly adopted a weekly broadcast mode, releasing 4 episodes per week.
You know, the earlier TV series were basically daily broadcasts.
This decision directly made "Ancient Sword" have the effect of starvation marketing.
Today, weekly broadcasting is the norm.
Major platforms have also further opened VIP sneak peeks, paid advanced on-demand, drama calendars and so on.
Users who do not pay can only see very little content, and there is a huge information gap with paid users, so they are forced to open a membership and buy episodes.
Take a new drama that has recently aired, when non-members can only see 12 episodes, VIP paid can already see 20 episodes of the finale.
This is actually a kind of hunger marketing in disguise.
The second is the hot search to chase the drama.
At that time, Weibo hot search was not called hot search, but "hot topic list".
The "Ancient Sword" promoter made forward-looking use of the list.
When the weekly drama is broadcast, the corresponding topics are arranged immediately.
Big V collectively plays terriers to create an atmosphere of chasing dramas across the network.
Netizens who don't watch the drama can't even pick up the stem, and they will feel that they have missed a lot of fun.
Therefore, more and more people are following the trend.
At the same time, the actor sent a microblog to cooperate with the publicity.
Fans are also happy to interact with them at regular times each week.
This makes "Ancient Sword Qitan" gain a large number of "free water troops" and long-term top the topic list.
In the top 20 of the artist new media index at that time, 11 were actors in the play.
On the day of the end of the play, it was even more on 30 hot topics in one go.
Even netizens who do not follow the drama can also see the relevant discussion of "Ancient Sword" everywhere.
Seven years have passed, and the Weibo hot search list has become a must-fight place for all drama parties.
New dramas often prove their popularity by "having been on several hot searches".
Among these hot searches, a considerable part of them are self-directed and self-acted by the drama side.
At that time, the hot search of "Ancient Sword" still had obvious traces of publicity.
Nowadays, TV series-related publicity is perfectly integrated into a number of hot searches, which at first glance looks like social news and is easier to induce users to click.
All are hot searches for episode promotion
Whoever can grab the attention of netizens will win.
Routine 4
Sell rotten hype
"Ancient Sword" is probably the "pioneer of selling corruption" in the ancient puppet drama.
Although the emotional line between men and women is clear.
But in various scenes and lines, the hints of male CP are not uncommon.
The villain Ouyang Shaogong once said to Baili Tusu, who did not want to take medicine:
"Even if it's a parent, they don't mind using tough tactics."
And Baili Tusu and Lingyue.
Due to the matching appearance, coupled with the fact that there is a lot of intimate physical contact in the play.
And lines worth savoring.
Therefore, the yue su CP was formed by the audience.
Although some people do not like the drama side to sell corruption, especially gamers.
However, this is too much for the audience of CP, and the more it is bumped, the more it goes up.
Naturally, the drama side will not let go of this wealth code.
After the drama was broadcast, Li Yifeng and Chen Weiting were tied up for a long time.
Hold hands, travel, drink a bottle of mineral water, and even take children on variety shows.
Thunder Peak CP, a hot whole network.
Reverse attraction to people who do not watch the play, in order to bump CP to go to the show.
The model of selling corruption pioneered by "Ancient Sword" is still being emulated tirelessly.
It has become a tacit wealth code for internal entertainment.
More and more male stars have eliminated the original disdain.
Be brave enough to get involved and enjoy it.
Huang Jingyu, Xu Weizhou, Zhu Yilong, Bai Yu, Xiao Zhan, Wang Yibo, Gong Jun...
It's all the traffic that comes out of the rotten drama.
"He who has corrupted women will win the world" has become a well-known fact.
In fact, in the same year that "Ancient Sword" was broadcast, there were many powerful competitors in the Chinese drama market:
Deng Chao Dong Jie's "Ten Years of Love";
Zhang Han Zhao Liying's "Here Comes the Shanshan";
Wu Xiubo Yao Chen's Divorce Lawyer.
All are strong and eye-catching.
But no one expected that it was "Ancient Sword" that exploded high and became the biggest winner.
Play a number of divine dramas such as "Step by Step" and "You from the Stars".
He was rated by the media at the time as "a generation of drama kings" and "anti-Korean pioneers".
Not only did it bring out a top of the entertainment, Li Yifeng.
It also brought out a number of new traffic that can be independent, Chen Weiting, Di Li Reba, Ma Tianyu...
Ushered in an era that truly belonged to traffic.
From a market perspective, "Ancient Sword" is indeed a successful commodity.
What's more, its success looks highly replicable.
It is nothing more than the formula of big IP + traffic + marketing.
As a result, it attracted a large number of latecomers to follow suit.
The producers are eager to create the next "Ancient Sword Strange Tan".
But it ignores:
The routines created by "Ancient Sword" are only for revenue considerations.
It doesn't feed back into high-quality episodes.
On the contrary, as routines become more common and frequently used.
Traffic dramas will inevitably fall into a homogeneous situation.
And the audience will always be aesthetically tired and no longer buy it.
This point is actually reflected in the bodies of several leading actors in "Ancient Sword Qitan".
Although Yang Mi is still the top stream.
Whether it is daily wear or showing off the body, it can be on the hot search.
But it is undeniable that she has not had a blockbuster drama or a role out of the circle for a long time.
And Li Yifeng entered a bottleneck period after the explosion.
No longer young, the top stream position has begun to be replaced by a new generation of traffic.
The transformation from "traffic" to "actors" is not smooth.
Zheng Shuang and Di Li Reba, step by step, climbed to the position of the top stream of small flowers.
The former gradually lost himself in Vanity Fair.
The latter became the seventh Golden Eagle Goddess in controversy.
Slowly leap to the top of the female stream.
Although the data is very good, there are still too few works that can really be obtained.
To put it more broadly, this is the dilemma of internal entertainment -
There are also few traffic dramas in the entire market that have passed the word-of-mouth.
Even if the fans are desperately amway on douban, they hit 5 stars.
What you get is only the stronger disdain and disgust of ordinary audiences.
The producer only knows how to do it and make quick money.
Unwillingness to show sincerity and novelty.
Traffic drama is destined to be reduced to mass production products.
Limited to self-congratulations within the rice circle.
Of course, it is difficult to have a real sense of the circle of works.
In such an environment.
The new version of "Ancient Sword Qitan" is probably only worse than the original.