Author | Hiu
Source | Internet Brand Officer
Reborn me, I took back everything I had through a skit.
At the beginning of the Year of the Dragon, #咪蒙一个寒假靠2部短剧收入过亿#的话题 completely opened the door to the short drama industry and injected hot fresh blood into the capital market.
And the "Wang Ma", who exploded out of the circle with the public opinion of the collapse of houses such as backstabbing workers, once again concretized the gold-absorbing power of the short drama universe. A "Reborn Me as a Nanny in the Boss Short Drama" can make the monthly advertising income of the "Seven Orangutans" account reach 7 figures.
Recently, the bustling boom in the skit market has also blown to the king of comedy.
On June 2, Stephen Chow came to us with his first short drama "Golden Pig and Jade Leaf".
Source: Douyin @9527 Theater
The movie tickets that I owed to Xing Ye when I was young can now be repaid in the short video track?
01, "Golden Pig and Jade Leaf" was launched, and the first short drama of Xing Ye entered the game
At 17 o'clock on June 2, "Golden Pig and Jade Leaf" launched the first episode on Douyin @9527 Theater. The number of views exceeded one million within one hour of launch, and as of press time, the number of views has exceeded 35 million.
Source: Douyin @9527 Theater
This is the first work launched by the "9527 Theater" with the exclusive cooperation between Douyin and Stephen Chow, produced by Stephen Chow, produced by Yi Xiaoxing, and directed by Ma Shi, and invited many well-known comedians such as Xu Zhisheng, Jiang Shimeng, Tudou, Pai Xiaoxuan, Zhang Baiqiao, etc.
Because it is about social issues such as Internet fraud (pig killing plate) and workplace injustice, the first episode of the show won the #Golden Pig Jade Leaf Metaphor Pull#, #金猪玉叶太敢拍了#等话题 on Weibo.
It successfully attracted me, and I had never seen a skit before, so I clicked on it. Produced by Xingye, it didn't disappoint me.
"Warwick has been fired", "Tikotoko is also going to be banned", "The mountain village discharges nuclear wastewater", "There are so many shootings in Sam's house", "The fat man and the little boy are a thunder...... One line and one stalk, netizens bluntly said that this line is simply close to the face and full of connotation.
Source: Weibo
Among them, talk show actor Xu Zhisheng set the characteristics of metaphor, irony and nonsense, which directly made him the "MVP" of the first episode (the best in the audience).
Netizens commented: "I thought that the star lord was back, but Xu Zhisheng won the first place." ”
"Internet Brand Official" learned that the first season of "Golden Pig and Jade Leaf" has a total of 24 episodes, and each episode is about 5-6 minutes long.
Unlike mainstream vertical screen short dramas, "Golden Pig and Jade Leaf" is shot in landscape mode, which can be seen as a 120-minute movie edited into a 24-episode horizontal screen short drama.
In addition to this, no fee is also another major feature of "Golden Pig and Jade Leaf", which is destined to have a completely different temperament from the kind of short dramas chased by the capital market.
Previously, Yi Xiaoxing also said in an interview with the media that neither he nor Stephen Chow wanted to follow the trend to make short dramas with the theme of hegemony, "make something different, make a short drama script with the temperament of a star and a cinematic short drama" This is his vision to make short dramas.
So, has Yi Xiaoxing's expectations been achieved?
02, "star content" was questioned, do you feel the existence of Stephen Chow?
The twin stars of expectation and disappointment often surround the person we like. And the higher the liking, the stronger the emotional gravitational effect.
Based on this principle, looking back at "Golden Pig and Jade Leaf", which is related to Stephen Chow's super big IP, no matter what role Stephen Chow plays in it, this drama will be deeply branded as "Stephen Chow".
While enjoying the dividends brought by the natural flow effect, it is natural that it has to be subject to more rigorous scrutiny.
As the saying goes, the greater the expectation, the greater the disappointment.
Rushing to Sing Chow's fame, the first batch of disappointed people were born.
This little poke gave a bad review, all because of the lack of "star flavor", and I didn't feel Stephen Chow's nonsensical comedy style.
Some netizens think that "it's not funny, it has nothing to do with Stephen Chow".
Some people also questioned Stephen Chow's participation in the show, whether it was just a name.
In this regard, Yi Xiaoxing revealed in the creator's sharing meeting that Stephen Chow is indispensable in all aspects of this work, and gives guidance on the creation of characters, plot settings and post-editing.
He also mentioned that more than 100 easter eggs to pay tribute to Stephen Chow were buried in the play. For example, the poster of "The King of Comedy" on the wall of the male protagonist's room, some of the thriller scenes borrowed from the music and lens language of "Night of the Soul".
In the first episode, the appearance of the actor Zhu Hao (played by Shi Yuanting) who killed pigs is an obvious tribute to Stephen Chow's classic movie "Domestic Lingling Paint".
As for the unfriendly voice, Shi Yuanting also responded on his personal account, "Every episode of the script and every word of our play, Xing Ye has read it, and Xing Ye has checked it." When we were shooting, every day we shot and edited out the materials, and the star master had something to watch. ”
Source: Douyin @ actor Shi Yuanting
Aside from the "star content", many netizens affirmed "Golden Pig and Jade Leaf" and gave a high evaluation.
Netizens left messages "with a movie texture", "It's a little interesting, it's exciting to dare to say it", "The lines are very deep, I have to admire".
It is true that in particular, the dog leg played by Xu Zhisheng satirizes the unspoken rules of the workplace in a dark humorous way, and also keeps up with current affairs, integrating realistic issues such as Sino-US technological confrontation, Japan's nuclear wastewater, and the chaos of American shootings into the plot.
For example, the heroine Ye Xiaolai's superior is Sam, and Sam here alludes to the beautiful country. Warwick and Ticotoco allude to Huawei and TikTok (the overseas version of Douyin), respectively.
Source: Douyin
For example, Sam's reason for refusing the heroine Ye Xiaolai's leave was "no one has anything to do", and the dogleg employee echoed: "Last year, Kimura (Japanese employee) discharged nuclear wastewater at home, and no one went home to take a look at such a big thing, and there were so many shootings in Sam's house, didn't people bear it silently?" ”
Source: Douyin
For another example, the two thunders "fat man and little boy" mentioned by the heroine are with historical knowledge points in them, and they represent the two real "thunders" that the beautiful country throws to the small days. The mushroom bombs in Hiroshima are called little boys, and the rounder ones in Nagasaki are called fat men.
I don't have any knowledge points on my body, and I really can't understand what this short drama is trying to express.
There is also an unpopular knowledge point, the label name of "9527" also has origins, it comes from Stephen Chow's classic film. In "Tang Bohu Dots Autumn Fragrance", Tang Bohu, played by Stephen Chow, infiltrated Washington as a servant, and the number used at that time was "9527".
Source: Weibo
03, crazy track, crazy skit
According to iiMedia Consulting's "2023-2024 China Micro Short Drama Market Research Report", the market size of online micro-short dramas in mainland China will be 37.39 billion yuan in 2023, a year-on-year increase of 267.65%, and it is expected to exceed 50 billion yuan in 2024, and the market size is expected to exceed 100 billion yuan by 2027.
It can be seen that the short drama market is a huge piece of sweetbread, opening up a broad world for content creators to display their strengths.
Short dramas are the products of the collision of short videos and long dramas, and they have the characteristics of explosive themes, fast rhythm, and cool density, which are more in line with the appetite of short video users.
Compared with long dramas and movies, short dramas pursue a completely different set of narrative modes and business models.
The short, flat and fast pace of listing puts forward higher requirements for content creators. In order to quickly catch the attention of users and make them take the initiative to recharge in a very short time, content creators must focus more on the polishing of the script and content in the early stage.
If the content is pounced, the investor's money will be wasted.
The number of short dramas in the period of savage growth showed a blowout explosion. The more crowded the track, the more competitive it is, which means fewer opportunities to be seen.
At a time when it is becoming more and more difficult to make explosive models, "casting" has become an important driving force to help short dramas get out of the circle, and sometimes it can even be said to be a lifesaver.
In the face of gradually rising input costs and uncertain return on investment, there are many people in the short drama market who use bad value-oriented content as the eye-catcher, deliberately create gender discrimination in dramas, deliberately exaggerate family conflicts, exaggerate bloody violence, confuse the concept of right and wrong, spread soft pornography, etc., and even have illegal and illegal plots such as taking the womb to make medicine, which seriously violates public order and good customs.
Yesterday (June 4), the popular "Big Guy, Your Daughter Was Bullied by Her Mother-in-law's Family" produced by Kyushu Culture was disposed of by the China Network Audiovisual Association because of the above problems.
Source: WeChat Coral Security
At present, Douyin, Kuaishou, WeChat, Bilibili and other platforms have taken the film offline, and it is forbidden to cast it and delete relevant video materials.
In December last year, the popular short drama "Black Lotus Upper Manual" produced by Mimeng was also removed from the platform for reasons such as suspected extreme revenge, countering violence with violence, and over-exaggerating the evil in human nature.
It is worth mentioning that on June 1, the new regulations on the management of micro-short dramas issued by the State Administration of Radio and Television officially came into effect, and micro-short dramas that have not been reviewed and filed are not allowed to be disseminated online. Short dramas that have already been broadcast need to be re-filed, and short dramas that have not been reviewed and filed must not be disseminated online.
Short dramas need to be "licensed", which means that the industry is moving towards standardization, and at the same time puts forward higher requirements for the quality of the subject matter and content.
Judging from "Golden Pig and Jade Leaf", which has not yet opened the payment model and has no advertising title/implantation, Stephen Chow, as a head director, seems to want to set a benchmark for the industry and lead the short drama market to the direction of high-quality development.
Douyin's wishful thinking is sound, and it is still unknown whether the market will buy it.
Let's see how many surprises I don't know about in the next "Golden Pig and Jade Leaf".