Author / Zheng Yonghe
Editor / Zhu Ting
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Is "Long Moon Ember" a hit?
From the data point of view, two days after its launch, "Long Moon Ember Ming" became the fastest popular drama on Youku, not only breaking records on the station, but also refreshing a number of records in third-party popularity lists such as Yunhe Data and Lighthouse. Official news: The show successively refreshed Youku mobile viewers, user recruitment, membership income and other premiere records, driving Youku video APP to become the first in the Apple Store free list.
But can fairy tale dramas really say goodbye to the funeral fairy elite love template?
Farewell to the funeral style, Xian Xia is going to be renewed?
In 2005, "The Legend of Sword and Fairy" was born, and its success made fairy tale genre dramas an important genre branch of domestic dramas in the following ten years.
Later, "Ancient Sword and Qitan", "Flower Thousand Bones" and "Three Lives and Three Lives and Ten Miles of Peach Blossoms" came, which drove the capital boom of the big IP + small fresh meat formula, making fairy tale dramas one of the important ways for the careers of top stars. Among them, the popular "Ten Miles of Peach Blossoms" is now the opener of the funeral fairy.
Of course, this model also quickly failed. Lu Han, at his peak, performed "Chosen Heaven" on the street, Yang Mi Liu Shishi's "Fu Shao" and "Drunken Linglong" were not cared for, and the fairy drama was reduced to a negative disaster area.
With the popularity of "Fragrant Honey Sinks Like Frost" in 2018, the formula of big IP + small fresh meat has completely transitioned to the "funeral style" mode, coupled with the real fragrance of "Liuli" in 2020, the industry is in the bubble period of the film and television industry, so the development of fairy tale dramas has entered the perfunctory heyday of sweet and sadistic saccharin.
The film party and platform have never given up, and they have constantly increased their weight and kept coming out with new products, until the copying of "Agarwood Like Crumbs" and "Heavy Purple" failed, and the "funeral style" fairy was once again at an impasse.
By this year's "Long Moon Ember", which claims to have the highest market share in the past three years, the audience's taste has changed significantly - more looking forward to rebellion and "madness".
At present, the biggest controversy in the character setting of the play revolves around the heroine Ye Xiwu (played by Bai Lu) and the female second leaf Bingchang (played by Chen Duling).
There are three main topics discussed: the first is to criticize the evil of the female protagonist, the second is to think about the evil of the female second, and then there is to expect the "blackening" of the female second and discuss the rationality of its blackening.
On the surface, it is the audience who begins to love evil women, but in fact, this "love" reflects the audience's cry of powerlessness to resist the fate of individuals in the face of the twists and turns of the big time. A very heartfelt reality, in the past, people had expectations for life and substituted abstract collectives, so it was easy to empathize with the heroine. And nowadays, everyone will take on the role of unlucky children, referring to the prevalence of mad literature.
"The second female in the original book accidentally saw the future in which she would be made an adult, and she was afraid to resist and fend for herself, what was wrong?"
"Or you look at the male protagonist, he does much more disgusting things than the female second."
The collision of similar views actually reflects a partial shift in the audience's attention to fairy tale dramas - robbing men is no longer the only focus. In the peaks and troughs of fairy tale dramas, the changes and ups and downs of this key theme genre drama also reflect the changes in market sentiment.
This is also reflected in the audience's changes in requirements for the male protagonist of Xian Xia. For example, Yehua of "Three Lives and Three Lives and Ten Miles of Peach Blossoms", who is in a high position, but he can't even keep his lover's eyes, and now he is almost a shame for the male protagonist of fairy tale dramas.
Another example is last year's hit "Canglan Recipe", the male second who theoretically won the audience's heart, lost to the villain Moon Zun male one who specializes in killing all sides.
If the success of the summer file "Canglan Recipe" in 2022 is a signal for Xian Xia to open a new stage, the most important message it releases is the audience's attention to the individual fate elements in Xian Xia dramas. The blackened discussion of the female second in "Long Moon Ember Ming" once again demonstrates this point - what is love, and the villain Bking kills all sides is cooler.
Regardless of whether "Canglan Recipe" and "Long Moon Ember Ming" can open a new stage of fairy dramas, platforms may realize that the fairy stage of fairies wearing white clothes and loving and falling in love should also end.
Highly homogeneous, "Immortal Sword" is still the pinnacle
Too homogeneous is still the dilemma of the current fairy tale drama.
KK does not think that the current IP, fairy books, and production quality are worse than those popular projects in the past, and the same genre must have different expressions of the work, the problem is - repetition.
Xian Xia drama has been iterated for more than ten years, a large number of routines have been reused, acting back and forth is still that set of stories, and even streamlined, the overall context of the story is highly similar, lack of freshness.
The emergence of funeral wind is essentially the result of assembly line output.
The word vent, in the PPT of your circle trading project, can probably be explained as: a swarm, along the explosive routine crazy output of the time mouth.
Although the investment in fairy fantasy is relatively high, the success rate and explosive probability of star-making are in front of them, so it is also the easiest to be refined into the so-called routine.
This means that if a project is selected and enters the adaptation process, in the "explosive model" of the pressure of review and past successful cases, the bright settings in the original work that are originally different from other works, the original author's expression with the times and even ahead of time, will be cut and rounded with a high probability. Then follow the path of "explosive mode" and become another version of some explosive models.
For example, the explosive mode in the plot - "Agarwood Like Crumbs" for "Liuli" for "Xiangmi", "Heavy Purple" and "Flower Fairy Bone", etc., and for example, the large traffic + IP explosive mode in the configuration - "Mrs. Huzhu", "Fu Shao", "Drunken Linglong" and so on.
The result is also obvious, the fairy in white clothes with the same special effects scenes as the page game, black magic, smoky makeup, big red lips, as well as cliffs, white palaces, similar shots and scenes, almost all of the fairy dramas.
While marketing special effects, the same thing is the same. Not to mention the posters that are almost a mold copy and paste to change the actor's face, the shape is similar, and these fairy tale dramas are basically the same even the basic setting and the main outline of the story:
The male protagonist who is high cold, high-energy, high-status, but ascetic, with the Demon Race Bead or the hidden god but the current low-level, low-energy and low-intelligence female protagonist, they love each other, but for the sake of life, for the sake of pure functional content that does not care about details, in short, they cannot love each other. In the middle, there are also troublesome vicious female partners and the necessary male two for love triangles, entangled with each other, three lives, three lives, ten lives and ten lives, and finally the male protagonist and the female protagonist live happily together and raise babies happily.
And the matter of changing the original work with aura to "standard configuration", "Long Moon Ember Ming" also has a similar problem, the heroine Li Susu in the original work came with the task of hunting the demon lord (before becoming a demon) to save the life, and the drama version weakened the heroine's ability to some extent and strengthened the portrayal of the love line.
Of course, this is not an absolute drawback. It's just that it still hasn't escaped the narrative mode of fairy love, chivalrous chivalry and pity.
In "The Legend of Sword and Fairy" that year, Zhao Linger, who never enjoyed the rights and interests brought by the status of a princess, but finally assumed the responsibility of a princess and sacrificed her life to protect Cangsheng, in 18 years, so many fairy dramas, no one has written a second.
Don't the film side know?
Of course, you know, so it is visible to the naked eye that whenever a fairy tale drama is launched, it will almost certainly market a wave of the show's expression of chivalry. The plot can't be written and the character can't be given, but the hot search terms are enough.
The output of fairy tale dramas has not decreased for a long time, and it is always linked to the S+ configuration of the platform, which can be paid attention to, and naturally has its market support.
On the one hand, the subject matter has a wide audience and a large foundation, and people can never refuse dog blood; But more importantly, on the other hand, its star-making success rate cannot be ignored.
From Liu Yifei, Hu Ge, Yang Mi, Liu Shishi in "The Legend of Sword and Fairy" 1 and 3 to Zhao Liying in "Flower Thousand Bones", Li Yifeng and Chen Weiting in "Ancient Sword and Qitan", the latter two "Three Lives and Three Lives" brought out Di Li Gerba while making Yang Mi go to another level.
From "Xiangmi" in one fell swoop, Yang Zi smoothly turned into a traffic flower, from "Liuli" to Cheng Yi at a small cost, followed by Di Li Gerba's "Acquaintance with Jun Chu", Yang Zi's "Agarwood Like Crumbs", "Canglan Tips" that made Wang Hedi among the top streams, and "Long Moon Ember Ming", which is now on the air to help Luo Yunxi and Bailu constantly rush into the hot search topic.
In addition to delaying changes, I am afraid that no other type of theme can have such a high success rate of star making. The same strong type of suspense dramas are beyond the dust, let alone the current couple.
The next blockbuster, bet
The bet on fairy tale dramas continues.
According to incomplete statistics, there are more than 10 new batch of "fairy projects" to be broadcast, including three works of Jiu Lu Feixiang.
The first is the rumored "Heart Protection", which was originally supposed to be online, co-produced by Youku, Curiosity (Beijing) Pictures, Zhongguang Natural Selection, Perfect World Film and Television, Hou Minghao partnered with Zhou Ye, adapted from Jiu Lu Feixiang's novel of the same name.
The story is:
A Xuanmen cultivator fairy girl Yan Hui was expelled from the division because she was too rebellious, and she thought about the salted fish life of "eating and waiting for death to drop money in the sky", but was abducted by the rumored "evil dragon" Tianyao pit, and had to help the "evil dragon" find the body seal, and finally fight against the ultimate great demon king.
Secondly, "With Phoenix Xing", which is also adapted from the novel of the same name by Jiu Lu Feixiang. Xinli Trading, directed by Deng Ke, director of "Son-in-law", Lin Xinxin's partner Zhao Liying, "The Legend of Chu Qiao" CP second pair, tells the love story of the king of Bicang and the god king who was born of pearls.
Or adapted from Jiu Lu Feixiang's work "Seven Times of Good Luck" is also a hit, produced by perseverance gravity, the success of "Canglan Recipe" is ahead, and the audience's expectations naturally rise. However, the starring Yang Chao's performance in this quarter's Tencent S+ "Heavy Purple" is too collapsed, and under such circumstances, the risk of this "Seven O'clock Auspicious Luck" will naturally increase.
These three to be broadcast, judging from the introduction of the story, the mold is not bad, and the key is whether it can restore the essence of the original work like "Canglan Recipe".
In addition, "Sauvignon Blanc", adapted from Tonghua's novel of the same name, takes the bloody male race route, starring Yang Zi, and the partner is Zhang Wanyi, who previously relied on the "Age of Awakening", which can be expected.
In addition, there are fairy sword series with a very high index of worry, among which, "Immortal Sword Six" starring Xu Kai and Yu Shuxin, the most anticipated variable may be Shandong Film and Television. The addition of Mountain Shadow has increased the possibility of some breakthroughs in this series, which was originally not very good-looking.
There are still a bunch of left: "Jade Bone Yao" (Xiao Zhan & Ren Min) that S + has not yet lifted, "Snow Eagle Lord", "Streamer Introduction", "Dust Edge", "Thousand Autumn Order", "Xinghe Changming", "Hua Rong" and so on... Including Zhao Lusi and Wang Anyu starring, "Shenyin", which was officially announced last week.
The poster styles of these works are highly similar, and the story is basically a routine from the introduction alone, and can only wait for the online audience to judge by themselves.
In addition, there are also works with relatively high expectations, from the "Fox Demon Little Red Lady" series. The film and television adaptation of the well-known IP of national comics, although the comic adaptation is a high-risk area for film and television dramatization, but the story of this series, with some fantastic and magnificent tragic martial arts colors, the animation version has a good evaluation, and the two who are not in the rut give up the setting for the ideals of the two worlds, and also directly hit the current audience's expectations for the protagonist to focus on his career.
Whether "Fox Demon Little Red Lady: Moon Red Chapter" can integrate the two-dimensional elements and the advanced needs of fairy tale dramas will soon be known.
Whether it is the number of broadcasts or the number of shooting, fairy tale dramas are still the key track for S+ betting on major platforms. But to talk about the advancement of the overall content of the genre, there is still some distance to go.
Source: Weibo, Douban, invasion and deletion.