[This article is from the WeChat public account "Douyu Film and Television", and The Paper is authorized to reprint, please contact "Double Talk of Film and Television" for reprinting. 】
In the past two years, one phenomenon worthy of attention in the entertainment industry is the play of the emotional card. In other words, the creation trend is such that people can temporarily forget the present and return to the past, and often win favor in the market.
The best-selling movies are closely related to "collective memory", and the marketing is inseparable from the phrase "owe someone a movie ticket"; brothers reunite in variety shows, sisters form groups on stage; classic old songs become social currency , "Old Artists" and "Unpopular Singers" are on the throne of popularity; the barrage area of classic old dramas is full of new faces nowadays, and the themes of popular variety shows change or return to "reunion".
TV shows are naturally not exempt. Just yesterday, the female costume inspirational drama "Meng Hualu" starring Liu Yifei, Chen Xiao and others scored 8.4 on Douban. After only half a day, this number jumped to 8.8. What this terrifying increase means is self-evident, it should be the result of the combined efforts of fans and passers-by.
Take advantage of the remake
Since the State Administration of Radio, Film and Television made it clear in 2019 to curb the bad creative tendency of "remakes of old dramas", the output of remakes has dropped significantly compared to before. In theory, only those remakes that rely on original versions of novels, comics, games, etc. will appear in the market. However, with the changes in the industry situation, it is very likely that there will be a loosening of the policy level for remake dramas.
Just when the voice of "Wang Xinling Boy" spread all over the Internet, news came out that the idol drama "Smile Pasta" starring Wang Xinling 16 years ago would be remade. In the group news, the slogan of the play is: After 16 years, the Pasta store full of love and smiles has opened again. As long as you smile, nothing can be done.
The production company Kaixinle has previously remade the Taiwanese puppet drama "The Prince Turns into a Frog", which will be broadcast successfully in 2020 under the title "Forget You, Remember Love". They also have another new drama "Fantasy Forest", which is a remake of "Green Light Forest", to be broadcast, but the background is replaced from modern to ancient. As a production company that focuses on "remakes of old dramas", they should have a keen sense of policy trends.
Coincidentally, the "Next Stop" prepared this year also clearly pointed out in the group news that the play was adapted from the puppet drama "Next Stop, Happiness" starring Wu Jianhao and An Yixuan, and indicated the three screenwriters of the original work.
The new version of "Xianjian" was launched last year. If there is no accident, it will be in the next two years and a series of "Xianjian" dramas such as "Xianjian 3" (new version), "Xianjian 4", "Xianjian 5 Prequel" and "Xianjian 6". Have a battle.
For example, an "Empty Mirror", which wrote about the confusion, choices and pursuits of young people 20 years ago, has a companion piece "What You Want to Do" 20 years later; one is still being screened on social platforms. , The poor mouth Zhang Damin mentioned also ushered in a "happy new life" twenty years later. Their propaganda point is to use the attitude of creating classics to demand the creation of today.
If you talk about feelings, I am afraid there is nothing more suitable than classic old dramas.
Just yesterday, after the opening of "Meng Hualu", which caused a heated discussion, Youku's official Weibo released a message: Youku broadcasts exclusively, 4K restoration of "The Legend of Sword and Fairy" completes the guide.
This is really not a simple "heat" behavior, but a beautiful coincidence. On June 1, Youku announced the 4K restoration theme film list for Children's Day, and "The Legend of Sword and Fairy" was on the list. Before this, the picture quality of "Legend of Sword and Fairy" has been restored from 480P to 1080P, this time it is a further improvement of the restored picture quality.
In 2019, Youku launched a high-definition classic section, which restored more than 2,000 old dramas in high-definition, including "Li Wei as an Official", "The Son of Heaven", "History of the Sky" and "The Story of the Cooking Class". iQIYI has also carried out a digital restoration project for classic TV dramas, digitally restoring classic Chinese dramas such as Journey to the West, A Dream of Red Mansions, Water Margin, and Romance of the Three Kingdoms.
In addition, iQIYI has also launched a "picture quality enhancement" function. As long as the video quality is adjusted to 480P, this function can be turned on. Users can consume 480P traffic and enjoy nearly 1080P visual effects. For those unrestored old movies whose highest quality is only 480P, this function also temporarily quenches the thirst of the audience.
Watermelon Video also joined the Volcano Engine last year to start repairing classic videos, and launched 70 4K restored versions of classic art films during May Day this year. Attracting and retaining some users with nostalgic China Video is obviously an important step in Xigua Video's "China Video Platform" strategy.
An old drama has been eaten all over the sky. Some time ago, the annual broadcast revenue of "The Legend of Zhen Huan" still caused heated discussions. Last month, Li Hongsi, the director of the internet celebrity drama "Mao Liar", landed on the "Little Theater at Station B" with the HD restored "Mao Liar", and added the starring role and official title to the list in the creative team. UP master. This means that without bothering to create new content, 7 UP masters with a certain basic number of fans have been hatched entirely by relying on an old drama, and they continue to attract new fans by relying on the more eye-catching high-definition version.
Emotional business
Dai Jinhua once pointed out in a discussion on TV dramas that the era of mass culture in the world has come to an end, and we have entered the era of focused culture in an all-round way. When we discuss popular culture, popular culture, and popular culture, when dealing with any object of popular popular culture, it is difficult to discuss in a sense of resonance, consensus, and synaesthesia.
In other words, the show is, in a way, no longer appropriate to identify itself as "popular culture." For now, the nostalgic style reflected in the series may be a cracking of this phenomenon, and probably only such works can achieve resonance, consensus, and synaesthesia.
One obvious change now is that it is much easier than usual to make nostalgia a fad. Going back a few years, every time the sentimental wind strikes, there will always be a phenomenon of anti-sentiment in society, but it is hard to see it now.
Creators are scrambling for one another, viewers are actively hugging, and the platform is gently pushed behind, nostalgia seems to have immediately become a must-have social currency, and everyone advertises it.
So far, the video account has moved the concerts of Xicheng Boys, Mayday, Leslie Cheung's concert restoration, Cui Jian, Jay Chou's concert restoration and Luo Dayou to online, and Douyin has also earned enough momentum through Stefanie Sun's concert. There is no doubt that the short video platform will have more online concerts in the future, and the long video platform will also play more nostalgic cards.
In "Start Broadcast! On the sitcom", the crew of "Sisters in the Family" borrowed some classic IP roles and creative methods on the stage. For example, You Haoran on the stage called Gao Yalin on the jury "Dad", and Fan Ming re-named Xing to catch the head. The image of the debut and so on, anyone who sees it has to sigh "Ye Qing Hui".
Nostalgia is human nature, remakes and restorations are routine operations, and nostalgia business is an indispensable basic configuration at any time. But in the era of the epidemic, life in lockdown has invisibly magnified this demand. More importantly, the new work lacks innovation, strength, and appeal, which gives more reason for nostalgia.
This may also be a question to be considered when the drama is nostalgic. Is there a degree of nostalgia, and how should the drama be sung after the nostalgia is over?
In the past two years, one phenomenon worthy of attention in the entertainment industry is the play of the emotional card. In other words, the creation trend is such that people can temporarily forget the present and return to the past, and often win favor in the market.
The best-selling movies are closely related to "collective memory", and the marketing is inseparable from the phrase "owe someone a movie ticket"; brothers reunite in variety shows, sisters form groups on stage; classic old songs become social currency , "Old Artists" and "Unpopular Singers" are on the throne of popularity; the barrage area of classic old dramas is full of new faces nowadays, and the themes of popular variety shows change or return to "reunion".
TV shows are naturally not exempt. Just yesterday, the female costume inspirational drama "Meng Hualu" starring Liu Yifei, Chen Xiao and others scored 8.4 on Douban. After only half a day, this number jumped to 8.8. What this terrifying increase means is self-evident, it should be the result of the combined efforts of fans and passers-by.
"Menghualu" scored 8.4 on Douban, and after only half a day, this number jumped to 8.8
Even if fans are reluctant to admit it, they must agree that the gimmick of Liu Yifei's first drama after a lapse of 16 years or even an adult has attracted a lot of passers-by for this drama. A netizen's voice may be summed up: after more than ten years, it is finally possible to review Liu Yifei's dramas in real time on the Internet."Menghualu" stills
The positive feedback received by "Meng Hualu" is just a microcosm of this sentimental trend. In fact, the grafting of nostalgic elements in the drama market has never stopped.Take advantage of the remake
Since the State Administration of Radio, Film and Television made it clear in 2019 to curb the bad creative tendency of "remakes of old dramas", the output of remakes has dropped significantly compared to before. In theory, only those remakes that rely on original versions of novels, comics, games, etc. will appear in the market. However, with the changes in the industry situation, it is very likely that there will be a loosening of the policy level for remake dramas.
Just when the voice of "Wang Xinling Boy" spread all over the Internet, news came out that the idol drama "Smile Pasta" starring Wang Xinling 16 years ago would be remade. In the group news, the slogan of the play is: After 16 years, the Pasta store full of love and smiles has opened again. As long as you smile, nothing can be done.
It is understood that the title of the remake of "Smile Pasta" will be "Smile Pasta"
It is understood that the title of the remake of "Smile Pasta" will be "Smile Pasta". The producer of the show said in an interview that he will not copy it, nor will he change it, and will seriously make a new "Smile Pasta". ", to be worthy of "Wang Xinling Boy" and "Wang Xinling Girl".The production company Kaixinle has previously remade the Taiwanese puppet drama "The Prince Turns into a Frog", which will be broadcast successfully in 2020 under the title "Forget You, Remember Love". They also have another new drama "Fantasy Forest", which is a remake of "Green Light Forest", to be broadcast, but the background is replaced from modern to ancient. As a production company that focuses on "remakes of old dramas", they should have a keen sense of policy trends.
Coincidentally, the "Next Stop" prepared this year also clearly pointed out in the group news that the play was adapted from the puppet drama "Next Stop, Happiness" starring Wu Jianhao and An Yixuan, and indicated the three screenwriters of the original work.
"The Next Stop" prepared this year is adapted from "The Next Stop, Happiness"
Liu Yifei's masterpiece "The Legend of Sword and Fairy" also has a new version more than ten years later, but the new version is a remake of the original game rather than the Chinese version of "The Legend of Sword and Fairy". The characters and stories have changed from the original drama, and they are not there. within the scope of the policy.The new version of "Xianjian" was launched last year. If there is no accident, it will be in the next two years and a series of "Xianjian" dramas such as "Xianjian 3" (new version), "Xianjian 4", "Xianjian 5 Prequel" and "Xianjian 6". Have a battle.
The new version of "Xianjian" was launched last year
The news of the remake also came this year, and there is also a "New Wedding in the Wrong Sedan chair to marry the right man". On the day of the show's launch, the slogan "The first remake of "The Wrong Sedan Chair and Marry the Right Man" was released, and the old version was invited. Actors Huang Yi, Li Lin, Juanzi, Wang Jinghua, Xu Jingling and others sent boot blessings from the air, and the atmosphere of the memory killing was full.The slogan of "The First Remake of "The First Remake of "The First Remake of "Shang Wrong Sedan Chair"
It is worth mentioning that some creators associate new dramas with classic and old dramas. The purpose is not to remake them, but to show the audience the creative attitude of new dramas.For example, an "Empty Mirror", which wrote about the confusion, choices and pursuits of young people 20 years ago, has a companion piece "What You Want to Do" 20 years later; one is still being screened on social platforms. , The poor mouth Zhang Damin mentioned also ushered in a "happy new life" twenty years later. Their propaganda point is to use the attitude of creating classics to demand the creation of today.
The poor mouth Zhang Damin also ushered in a "happy new life" after 20 years
technical dragIf you talk about feelings, I am afraid there is nothing more suitable than classic old dramas.
Just yesterday, after the opening of "Meng Hualu", which caused a heated discussion, Youku's official Weibo released a message: Youku broadcasts exclusively, 4K restoration of "The Legend of Sword and Fairy" completes the guide.
This is really not a simple "heat" behavior, but a beautiful coincidence. On June 1, Youku announced the 4K restoration theme film list for Children's Day, and "The Legend of Sword and Fairy" was on the list. Before this, the picture quality of "Legend of Sword and Fairy" has been restored from 480P to 1080P, this time it is a further improvement of the restored picture quality.
The picture quality of "Legend of Sword and Fairy" has been restored from 480P to 1080P
Helping old dramas look new and at the same time attracting some loyal users of old dramas with their feelings is what video websites have been doing in the past few years.In 2019, Youku launched a high-definition classic section, which restored more than 2,000 old dramas in high-definition, including "Li Wei as an Official", "The Son of Heaven", "History of the Sky" and "The Story of the Cooking Class". iQIYI has also carried out a digital restoration project for classic TV dramas, digitally restoring classic Chinese dramas such as Journey to the West, A Dream of Red Mansions, Water Margin, and Romance of the Three Kingdoms.
In addition, iQIYI has also launched a "picture quality enhancement" function. As long as the video quality is adjusted to 480P, this function can be turned on. Users can consume 480P traffic and enjoy nearly 1080P visual effects. For those unrestored old movies whose highest quality is only 480P, this function also temporarily quenches the thirst of the audience.
Watermelon Video also joined the Volcano Engine last year to start repairing classic videos, and launched 70 4K restored versions of classic art films during May Day this year. Attracting and retaining some users with nostalgic China Video is obviously an important step in Xigua Video's "China Video Platform" strategy.
Watermelon Video launched 70 4K restored classic art films during May Day this year
In fact, the development of restoration classics and video sites is a relationship of mutual achievement. iQIYI once said that the repair technology has been continuously optimized and experienced in actual combat, and it has a huge test database, laying the foundation for future development. For an Internet company, technical reserves and accumulation are of self-evident significance.An old drama has been eaten all over the sky. Some time ago, the annual broadcast revenue of "The Legend of Zhen Huan" still caused heated discussions. Last month, Li Hongsi, the director of the internet celebrity drama "Mao Liar", landed on the "Little Theater at Station B" with the HD restored "Mao Liar", and added the starring role and official title to the list in the creative team. UP master. This means that without bothering to create new content, 7 UP masters with a certain basic number of fans have been hatched entirely by relying on an old drama, and they continue to attract new fans by relying on the more eye-catching high-definition version.
"Mao Li" after HD restoration landed on "Small Theater at Station B"
Under normal circumstances, the demand for old dramas on video platforms is not too high, because in addition to lower costs and increased daily activities, the commercial added value brought to the platform is far less than that of new dramas, but this does not It does not prevent people from continuing to make new articles around classic works under the nostalgic trend.Emotional business
Dai Jinhua once pointed out in a discussion on TV dramas that the era of mass culture in the world has come to an end, and we have entered the era of focused culture in an all-round way. When we discuss popular culture, popular culture, and popular culture, when dealing with any object of popular popular culture, it is difficult to discuss in a sense of resonance, consensus, and synaesthesia.
In other words, the show is, in a way, no longer appropriate to identify itself as "popular culture." For now, the nostalgic style reflected in the series may be a cracking of this phenomenon, and probably only such works can achieve resonance, consensus, and synaesthesia.
One obvious change now is that it is much easier than usual to make nostalgia a fad. Going back a few years, every time the sentimental wind strikes, there will always be a phenomenon of anti-sentiment in society, but it is hard to see it now.
Creators are scrambling for one another, viewers are actively hugging, and the platform is gently pushed behind, nostalgia seems to have immediately become a must-have social currency, and everyone advertises it.
So far, the video account has moved the concerts of Xicheng Boys, Mayday, Leslie Cheung's concert restoration, Cui Jian, Jay Chou's concert restoration and Luo Dayou to online, and Douyin has also earned enough momentum through Stefanie Sun's concert. There is no doubt that the short video platform will have more online concerts in the future, and the long video platform will also play more nostalgic cards.
Luo Dayou and Stefanie Sun online concert poster
However, the opening is easy and the continuation is difficult, especially for the creation of the series.In "Start Broadcast! On the sitcom", the crew of "Sisters in the Family" borrowed some classic IP roles and creative methods on the stage. For example, You Haoran on the stage called Gao Yalin on the jury "Dad", and Fan Ming re-named Xing to catch the head. The image of the debut and so on, anyone who sees it has to sigh "Ye Qing Hui".
"Broadcast! On the sitcom, Fan Ming re-emerged as Xing Caotou
Director Zhang Xiaohe said afterwards that this is actually a clever use of nostalgic elements in creation, and he will not borrow so many classic works in the future, and he will be finished.Nostalgia is human nature, remakes and restorations are routine operations, and nostalgia business is an indispensable basic configuration at any time. But in the era of the epidemic, life in lockdown has invisibly magnified this demand. More importantly, the new work lacks innovation, strength, and appeal, which gives more reason for nostalgia.
This may also be a question to be considered when the drama is nostalgic. Is there a degree of nostalgia, and how should the drama be sung after the nostalgia is over?
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