Fans take photos of Reuters on the roof! This drama can explode at 800 times the speed？

Special feature of 1905 film network On April 29th, the crew of the TV series Hao Yi Hang, which was being filmed in Hengdian, boarded a hot search in Weibo for a statement.

This statement revealed that in just a few days of shooting, "a large number of substitute photographers and illegitimate students broke into the shooting base, which led to the rework of some types of work and increased the difficulty of shooting." The crew urged everyone to give the main creator some time and distance and obtain the drama information and materials through official channels in the future.

Just two days before the announcement, "Reuters Photos" appeared in many shooting scenes of Hao Yi Hang, among which the pictures starring Chen Feiyu and Leo met on the street and the rooftop was the most widely spread, and even the word "roof" was once brushed as a hot search term.

　

While the crew was busy making a statement, fans were anxious to persuade them to delete the picture of Reuters (urging the sender to delete the picture), and some passers-by were a little puzzled: Hao Yi Hang just started less than a week ago, how did it attract such a high degree of popularity? Are you chasing the drama at 800 times speed?

　

Indeed, although the play has not been shot several times, for fans who are concerned about Hao Yi Hang and the IP behind it, this work seems to have locked in an explosion quota in 2021 in advance.

Why can it be favored in a number of new dramas, and it has not been broadcast first? How did the explosion drama come into being? We found two friends who pay attention to Hao Yi Hang, and tried to find The Secret Behind from different perspectives of the audience and the industry.

　

The price of Reuters map exceeds 4 digits.

"Everyone believes that Hao Yi Hang will definitely explode."

　

A few hours after the "Hao Yi Xing" crew issued a statement, I first contacted Xiao Ni, a fan.

During the filming of The Untamed in Hengdian in 2019, Xiao Ni was also one of the "station sisters" who rushed to the front line to take pictures. Now, although people are not on the set, she still knows the current situation of "Reuters" in Hao Yi Hang.

　

"The picture is not easy to shoot, and the price is basically 4 digits." Xiao Ni revealed to me the current picture package quotation, which is far higher than the picture price of YiBo and others when shooting in The Untamed. "At that time, most of the pictures were taken by the original fans of the actors, and the number was very small. The crew did not guard against everyone, so it was very good. Now this crew, as you know, they are a production line with The Untamed, so they fully know how to prevent you. "

　

The Untamed started in 2018, and it was not until the series was about to be broadcast online in 2019 that the number of Reuters pictures gradually increased. "They only became’ red’ after the quick broadcast of the drama. (When filming) Although everyone was talking about big IP, it would explode, but the initial attention was actually not that high."

　

But Hao Yi Hang is different. In the eyes of Xiao Ni and many fans, Hao Yi Hang, which came from the same platform as The Untamed, was a "2.0" version of the former since the project was initiated. Xiao Ni bluntly said that the reason why Hao Yi Hang attracted a large number of generation shots just after its launch was because many people knew that "this drama will definitely explode".

　

From "Soul of the Town" and The Untamed to "Hao Yi Hang" to be broadcast in 2021, rice circles have given this series of works a title of "inheritance" — — Summer is limited. This kind of works usually rely on the popular Internet IP, bring a group of book powder audiences with considerable purchasing power, and adapt to the influence of the corresponding actors’ powder circle, which is easy to stir up water.

　

In Xiao Ni’s view, the success of "Zhen Soul" and The Untamed has proved that the audience of such works has a fixed "group flow", and even the acting photographers have learned how to "strike first" to get a share, not to mention the capital behind the film and television dramas.

"The theme, cast, casting configuration and publicity can all be seen as drawing lessons from previous works, which is already a product of foreseeable success. To put it bluntly, (for the audience) this kind of works can even be performed by anyone. The fans of the big IP of the net text are very large. Attracting them is equivalent to expanding the audience capacity of the drama and exploding to the public. "

　

"Summer limited" explosions are not easy to copy.

Made at 800 times the speed, Hao Yi Hang is more stressful than The Untamed?

　

As Xiao Ni said, the successive explosions of "Soul of the Town" and The Untamed have also made the industry optimistic about IP adaptation of this kind of theme again.

Miss L’s company is currently expanding the promotion business of film and television dramas. She told me that due to the super popularity of dramas and actors after The Untamed’s broadcast, such IP adaptation projects have sprung up like mushrooms after rain, "because everyone wants to continue to replicate the success of’ summer limit’."

　

"The Soul of the Town is the first generation of’ summer restrictions’. I think that from the perspective of the play itself, the Soul of the Town has a lot of gaps in plot advancement, rhythm control, adaptation content and special effects. However, Zhu Yilong and White’s acting skills and charm are still very good, and many people are’ really fragrant’. The Untamed is a’ master’, IP itself is more popular, and the drama series restores the famous scenes in the works in more detail, so it is easier to be recognized by the original fans. " Miss l said.

　

As for Hao Yi Hang, in her opinion, it already has the taste of a summer-limited "assembly line" work: "Even some fans have operated it as an assembly line and industrialized content. I believe that two actors can bring dividend traffic, create a group of KOC(Key Opinion Consumer), and the private domain traffic explodes, and even profit from it."

　

Reuters’s hot search for Hao Yi Hang mentioned at the beginning and Xiao Ni’s "substitute quotation" just confirm Miss L’s statement that many people have made early preparations to embrace the heat and flow that Hao Yi Hang may bring to themselves in the summer of 2021.

Miss L admits that no drama party will reject the "heat", but no propagandist wants his propaganda rhythm to be disrupted. "Everyone wants heat, but such heat is also a double-edged sword. The’ non-positive’ propaganda content will actually put great pressure on investors, contractors and subsequent propagandists. "Hao Yi Hang" is now exposed to the role modeling and some interactive content, which is the so-called "Reuters" rather than the official material. Then everyone will see the trailer poster stills carefully planned and produced by the propagandist, and the freshness and excitement will be weakened a lot. To put it bluntly, the bonus and heat may go to the photographer personally, which is also a dispersion of the drama heat. "

　

"This kind of work is really hard to come by. It needs to be tried because of its large IP, mature production team, excellent adaptation content, and whether the two actors are in harmony." Miss L also raised her concern about the next "summer limited" explosion. "Hao Yi Hang’s current attention is really due to the previous works’ experience talk’. But in the end, it depends on the work. If the content is not satisfactory and the early expectations are too high, it may harm the work. This is the expected management problem. I personally think that "Hao Yi Hang" is more stressful than The Untamed, and the two actors are also more tested. "

　

The "secret" behind the birth of the explosion:

The IP platform is an Amway-style marketing aid for kingcraft short videos.

　

It is true that the "summer limit" with its own audience popularity is always a minority, but for the drama and propagandist, creating "explosion" is still the ultimate goal of every film and television drama during the hot broadcast. Behind this, what are the conditions of "the right time, the right place and the right people"?

　

First of all, in Miss L’s view, the publicity given by the "platform" itself is the most irreplaceable and not to be underestimated, no matter whether it is webcasting, Taiwan broadcasting or network broadcasting.

　

"Every year, most of the project conferences of Tencent, iQiyi and Youku are announced as S-class projects. Most S-level projects are broadcast on the platform alone, with excellent production teams, directors, screenwriters and actors. Now the most popular traffic+acting school collocation and whether it is a big IP adaptation. It also involves the basic heat of IP, such as the "Ghost Blowing Lights" series, which itself will have a large number of users who watched it in the first week. "

　

In addition, Miss L revealed that compared with the film’s more "physical" marketing methods such as roadshows, TV dramas have relatively less marketing expenses, so how to reach the target audience directly has become the key for propagandists to consider.

　

"Now the short video platform is really awesome. Because of the algorithm, if the content quality is good, its broadcast volume and attention are particularly prominent, which can be said to be a relatively’ fair’.’The platform. Indeed, everyone can also spend money on it, but in terms of communication effect, hot content is bound to be hot. "

　

At present, most TV drama propagandists will choose to launch marketing on video and short video platforms such as bilibili, Tik Tok and Aauto Quicker. "There are more explanations in bilibili. For example, I watched many videos of Up main explanations in the first few episodes in the early stage of the broadcast, and the short video platform is mainly the cut of the drama itself." Miss l said.

　

In addition, Miss L is also paying attention to some new publicity methods that are slowly becoming popular in the industry.

　

"There are some accompanying and Amway-style drama-watching marketing, and some KOC (key opinion consumers) are used. They may be just large-scale beauty bloggers, entertainment bloggers or bloggers who draw two-dimensional paintings, but when their fans see that these’ wives’ are also following the drama, and what they say is very entertaining and interesting, they will’ eat Amway’." Miss L said that it is not excluded that some of them are really chasing dramas and Amway, but now there are many filmmakers who have signed contracts with KOC bloggers to let them come to Amway, which is a more effective way to promote film and television dramas.

　

There are also some filmmakers who choose to make "interactive dramas". "Tencent will continue to do it, making everyone more involved." Miss L told me that at present, most forms of interactive dramas still stay in the audience’s simple choice to unlock exclusive content outside the series.

However, at present, some companies have begun to specialize in making interactive dramas, which I believe will become the propaganda trend of film and television dramas in the future.

Interactive drama of Longling Cave

　

However, no matter how many tricks the propaganda means are, Miss L once again stressed to me at the end of the interview that IP, platform and lineup will always be the stepping stones for film and television dramas to become "explosive models". As for wanting to continue to go out after the broadcast, only "good reputation" is the eternal truth.