2021-09-12

Embarrassment under the excitement: how to break the domestic series “Fire But Three”?

By yqqlm yqqlm

The last two episodes of the “Yunnan Worm Valley” controversy have ushered in the last two episodes

How to break the domestic series “Fire But Three”?

Embarrassment under the excitement: how to break the domestic series “Fire But Three”?

Embarrassment under the excitement: how to break the domestic series “Fire But Three”?(1)

Starring Pan Yueming, Zhang Yuqi, and Jiang Chao, adapted from the novel “Ghost Blowing Lantern: Yunnan Worm Valley” “Yunnan Worm Valley” was aired on Tencent Video on August 30. It only took 8 hours to go online, and its broadcast volume exceeded 100 million. After 5 episodes, word-of-mouth began to decline, and it is currently stable at about 7.0 on Douban—far lower than the high score of 8.2 in the previous “Longling Lost Caves”, falling back to the combination of Pan Yueming and director Fei Zhenxiang. The first “Fu Qing Xiangxi” of the origin is basically the same.

From “Love Apartment 5”, “Country Love 12” to “Big River”, “Ode to Joy” and “Zui Son-in-law”, the development of the unified IP series has been relatively stable in the domestic market after many years of running-in. The industry structure and production process have gradually become the climate. The development of a series of dramas is sought after by the market because of its inherent advantages, which can reduce development risks through accumulation of heat.

However, unfavorable factors such as policy changes, the replacement of actors, and the increasing difficulty of adaptation will also cause great fluctuations in the market. Therefore, the lifespan of domestic series is generally short… The performance is very typical: on the one hand, the audience has high loyalty, and a large number of regular viewers come in immediately after the broadcast; but after 5 episodes, the newly added Zulongzhai villagers branch caused strong dissatisfaction with the original fans, even ordinary viewers were not satisfied with this. The adaptation slows down the tension and refreshment of the adventure along the way. In any case, whether it is the “Ghost Blowing the Lantern” series or the “Dajiang Dahe” or “Ode to Joy”, the status of the series in the market has been different, but the “fire is not three” is still a “magic” that cannot be unlocked generally. What is a sustainable development model?

The development risk is reduced, but word of mouth is not as good as one.

The main reason why the market is keen on the development of series is to reduce the risk. There has always been a saying in the industry: “After finishing one project, the second project is zeroed, and you still have to bear 100% of the risk.” However, the series naturally has the accumulated heat and reputation of the previous work, and the audience and the market have higher expectations for it, and the development risk is lower than that of a single drama. Even if the first movie is not very profitable, as long as the brand is launched, there will be huge commercial returns in the second and third seasons. If further development, this series is not just a film and television work, but one that can generate great derivations. Value IP. From reserving IP to developing series of dramas, “sustainable development” has become a huge increase in the film and television industry.

However, for a long time, due to the lack of pre-planning, I wanted to make a sequel after a drama became popular, and even got together to compete for over-development. There was no long-term development of the series concept, which caused challenges and obstacles to be difficult to crack. . For example, most domestic series are adapted from IP. The authorization period of an IP in China is usually 6 years. From obtaining authorization to pre-planning, developing scripts, shooting and producing, and then successfully broadcasting a series, it needs Three to three and a half years, which means that the second work may expire before the IP authorization for shooting. If the producer continues to obtain IP authorization, he will face re-negotiation, and the sky-high copyright fees are enough to stop the project. If the first work becomes popular, the value of the actors and production staff will also increase, and it will be very difficult to maintain the original crew. Therefore, few domestic series have survived the three seasons, or they are in an embarrassing situation that one word of mouth is not as good as one.

Beijing Youth Daily reporter learned that the existing relatively successful series in the market have been planned for at least two to three seasons before IP development. Drama production is a huge project that requires the cooperation of many departments. A stable production team can not only ensure the quality of the work, but also continue the temperament of the work. In this way, even if the works are not related in content, they will still give the audience a sense of intimacy and familiarity, gradually forming the concept of the system, and giving play to the advantages of the series.

For example, “Ode to Joy” and “Great River” are all developed by a production company at Noon Sunshine. The consistency of the most important links such as screenwriters and actors is guaranteed through contracts. The directors are replaced, but the drama The style and tonality of the episode always emphasize unity, and the plot continuously achieves a one-stop effect. Therefore, the standards of the two “Ode to Joy” and “Dajiang Dahe” that have met with the audience so far have maintained the “high” level of national drama explosions. In contrast, it is also the “Langya Bang” series developed by the Noon Sunshine. The second “Wind Up Everlasting Forest” was re-developed after the first fire. Both the story and the actors have started anew, and the market recognition is very different.

The IP development of “Ghost Blowing Lantern” was very chaotic. The N different versions of “Hu Bayi” make it difficult to remember. The content also overlaps or breaks, and it is impossible to connect a coherent, Convincing “Ghost Blowing the Lamp” story. Until 2015, Penguin Films bought the right to adapt eight web dramas of “Ghost Blowing Lantern” and announced that they would be developed and launched one by one. In 2016, Penguin Film and Television and the Noon Sunshine filmed the first “Exquisite Ancient City”, with Jin Dong as Hu Bayi. In 2017, Guan Hu took over the second “Huangpizifen”. This is the first time that Guanhu’s team has directed a web drama. Perhaps it lacks experience, and the final market evaluation is average; after the first test, 2019 will also be The third “Angry and Sunny Xiangxi”, produced by Guan Hu and directed by Fei Zhenxiang, finally stepped on the audience’s excitement for this type of adventure theme, and completely bid farewell to the era of “Grave Head Dance”.

“Longling Miku” can be regarded as a turning point in the “Ghost Blowing Lantern” series. Taking this as a starting point, Penguin Films launched a five-season series of continuous shooting, and finally determined a fixed cast composed of Guan Hu, director Fei Zhenxiang, Pan Yueming, Zhang Yuqi, and Jiang Chao. The hot airing “Yunnan Worm Valley” is the second one, followed by “Kunlun Maze”, “Return to the South China Sea” and “Wu Gorge Coffin Mountain” to be broadcast.

This means that on the basis of integrating copyrights, after 6 years of attempts, “Ghost Blowing Lantern” IP has become one of the few domestic series that can be stably broadcasted in recent years. The core passwords for these five “achievements” are advance planning and overall development: a script master planner is set up, and a fixed team of screenwriters is adopted. Among them, “Longling Miku” and “Yunnan Worm Valley” are both screenwriters Yang Zhe. . At the same time, while ensuring the continuity of the five stories, let each have its own characteristics, go to the original story to learn from the story, and make a differentiated presentation of the geographical features. For example, “Longling maze” reflects The yellow scenery of northern Shaanxi, “Yunnan Worm Valley” will show the green color dominated by tropical rain forests, and “Kunlun Shrine” will reflect the whiteness of glaciers. These are all modes of thinking for the overall operation.

From being controlled by actors to achieving win-win for actors

For a long time, first-line actors have been the invisible voice masters in the Chinese drama market. For the series, a stable cast is the most difficult practical problem to overcome. Employing first-line actors usually has busy schedules and it is difficult to cope with the series’ development period of three years or more. When activating actors in the rising stage, the value of the first drama has skyrocketed and the cost will be greatly increased. Therefore, the difficulty of gathering the “original crew” has become one of the main reasons for the series’ “dropping fans”.

The “Dajiang Dahe” and “Ode to Joy” developed by Sunshine at noon, and the “Longling Miku”, “Yunnan Worm Valley” and “Ghost Blowing Lantern” series developed by Tencent have formed a stable “Nong Tide III” series. “Zi”, “Five Beauties” on the 22nd floor, and “Iron Triangle” on the tomb of the tomb. When determining the actors, they did not look for actors to carry the ratings like the development of a single drama, but looked for the best from the perspective of the win-win situation of the drama and the individual development of the actors. Matched candidates.

For example, Wang Kai, before “Dajiang Dahe”, he obtained a very high starting point for newcomers through male group portrait dramas such as “Langya Bang”, “The Pretender” and “No War in Peking”. Excellent work proves that he is a leading actor who can be alone and draws a clear line from idol actors. Three consecutively filmed “Big Rivers” is a very suitable opportunity for Wang Kai. Only one performance of “Song Yunhui” in three years has turned into a kind of accumulation rather than consumption of popularity for an actor who is on the rise. . Facts have proved that Wang Kai’s choice has made his work and himself more successful.

The same is true of “Ode to Joy” to Liu Tao, and “Ghost Blowing the Lantern” to Zhang Yuqi. The former has always been labeled as “good wife” and it is difficult to broaden the drama. “Andy” helped him open the “Strong Woman” personality, including later variety shows and live broadcasts. Liu Tao’s personal development in recent years does not violate the label of “Ode to Joy” And; the latter was troubled by multiple negative news such as divorce and domestic violence at the time of the shooting. The market believes that its reputation is difficult to save, and its personal status is very depressed. In a variety show with an agent as the protagonist, Zhang Yuqi’s agent recommended “Ghost Blowing Lantern” to him. The “disadvantage” of this project is that in addition to the difficult working environment in the field, it also has to be continuously filmed in the crew. “Circle” disappeared for a year, but the advantage is that you can temporarily avoid external disturbances and devote yourself to performance creation-a good work is the only chance to save his acting career. Zhang Yuqi finally accepted the agent’s suggestion.

To set up the stage, you have to sing well

To set up the stage, you still have to sing well. Under the layout of serialized development, the key to the continuous output of high-quality series is the control of quality and content. The “Ghost Blowing Lantern” series of web dramas are very sincere in special effects and original restoration. In “Longling Miscellaneous Grotto” and “Yunnan Worm Valley”, the tombs of the Western Xia Kings, the Yellow River waterway, and the rain forest are all shot for real scenes. Looking at it, the texture and realism of the real scene are obviously better than matting.

However, it is regrettable that “Yunnan Worm Valley” has seen a significant decline in word-of-mouth after five episodes. The reason is that the adaptation has not been recognized by the audience. The play adds a branch of Zhalongzhai villagers that is not in the original, and the plot accounts for a large proportion. The original party considers it to be a “random play”, and ordinary audiences also feel that the focus is shifted, and chasing the drama is not addictive.

In fact, this kind of dissatisfaction is also a difficult problem that is difficult to circumvent in the adaptation of IP film and television: Pan Yueming’s version of the Ghost Blowing Lantern series of web dramas, the protagonist is always in the process of treasure hunting. These are the natural foundations endowed by the original work, and it’s just a matter of adapting it into a web drama “copy”. Although “Yunnan Worm Valley” is the most exciting and scariest chapter in the original series, it is also a chapter that many original readers are looking forward to seeing the film and television, but the only drawback is that the length is short, the characters are single, and the plot is single-line, which is not suitable for film and television. The play needs the law of conflict promotion. “As a last resort”, the side plots and characters are added. The original intention of joining the villagers of Zhalongzhai is to increase conflicts on the one hand, and on the other hand, it is also to finally embody the theme of reconciliation and cooperation.

After “Yunnan Worm Valley”, the Ghost Blowing Lantern series and “Kunlun Maze”, “Return to the South China Sea” and “Wu Gorge Coffin Mountain” line up to be broadcast. In addition, this year, there will be “The Great River” and “Zui Son-in-law” that are worth looking forward to. I believe that after more and more works have been running in with the market, with a mature and stable production team, a fixed audience, and an increasingly popular character image, the future of the series is not only a good business, but also the audience can entrust. An expectation.

Text/Reporter Yang Wenjie