This article is from the WeChat official account:Banshu Caijing (ID: Banshu-Caijing) , author: Ye Zhiqiu, head – source: “mountains and rivers make”
By the side of the crowded market, two handsome knights, Wen Kexing and Zhou Zishu, were drinking.
After the two people talked about each other, Wen Kexing sighed: “It’s really good to live, be in the sun, and have a personal name called to me.” He couldn’t help but sit down to Zhou Zishu. At his side, he called out his nickname “Axu”. Zhou Zishu was taken aback, and said angrily: “It’s a soul!” The two looked at each other with a smile.
This scene was called the famous scene of “Shanhe Order” by netizens. The video barrage is full of pink bubbles: “Is it really a lover of the gods”, “It’s so sweet”, “I really hope that time can stay at this moment”…
This web drama produced by Youku and Ciwen Film and Television has been on the air for 28 days since February 22. It has ranked first in Maoyan’s hot list for 16 days, and it has mostly been in the top three for the rest of the time. #山河令# has read 9.65 billion Weibo topics, and it has been on the Weibo hot search list every day since its launch. At the same time, it also scored a Douban high score of 8.6 points.
Maoyan TV series hot list on the whole network, time March 21st
In the film’s publicity, the main feature of this drama is “National Style and New Martial Arts”. The main plot is a martial arts story in which two male protagonists with different backgrounds meet in the rivers and lakes, born and died together, and redeemed each other.
Fan discussions are more focused on the CP feeling of the two protagonists(English CoupliThe abbreviation of ng refers to the intimate relationship between two people in general, indicating the relationship between the pairing of characters), even directly calling them “wife” and “husband”. The Douban discussion group has opened up a special area for “knocking sugar” to analyze the sweet interaction between the two male protagonists in the play. “It seems to be watching Dongfang Unbeaten and Linghu Chong fall in love!” commented a Douban hot comment.
The discussion group of “Mountain and River Order” in Douban
From the film crew to the fans, everyone knows that the biggest label of “Shanhe Ling” is not the new martial arts, but “Danchang”. This drama is adapted from the novel “The End of the World” by Priest, a well-known Danmei author.
The term “danmei” originated from Japan, originally referring to aestheticism, and is often used in China to describe love between men.
The drama of Dangai is a film and television drama adapted from a novel by Danmei. In order to pass censorship, domestic dramas usually adapt the “love” between male protagonists into “brotherhood.”
“The promotional materials of our various channels, including the main creators, will never mention the words “Danchang” and “Danmei” in interviews, just to avoid risks. But fans who understand it understand it.” Xiao Ke (a pseudonym), the publicity officer of the company, told the author.
The Order of Mountains and Rivers became an instant hit, and there are a large number of delayed dramas lining up to be broadcast. According to incomplete statistics, there are 14 film and television dramas that are ready to be broadcast on the three major platforms of “You Aiteng” and are in preparation. In the film lists released by established film and television companies such as Huace Media, Guangguang Media, and Ciwen Media, there is no lack of delayed reform projects. The original small circle, non-mainstream Dangai drama has become the “fragrant rice cake” of capital.
Video platform to-be-broadcast delayed drama (according to incomplete statistics of public information)
Chen Weiquan, who is now focusing on being a female director, has once acted as a producer in the series of similar film and television series “Men Fox Liao Zhai”. Chen Weiqu told the author, “Dangai drama is indeed one of the most popular head genres nowadays, and its online public opinion volume will be greater than that of traditional Gongdouju and Zhaidouju. I think. In the current market conditions, Tangai is already considered the mainstream type, rather than the niche type previously defined.”
The popular password of the drama: Two handsome guys, respect the original, respect love
“Danmei is not equal to homosexuality.” The author of Danmei novel Wang Paoxiaopao (pen name) told the author that compared with gay literature, Danmei literature is usually very beautiful, almost discarding all elements of reality.
“Danmei, the most important thing is beauty!” This is the appeal of many Tanmei original fans to the drama. The literal meaning of Danmei is “being in beauty”. Therefore, in Dangai dramas, both the characters and the emotional model between the male protagonists need to show a sense of “beauty”.
The male protagonist needs to look handsome. This is the most basic standard feature of the drama. “The greatest joy of watching Tanmei is the happiness of two handsome guys. Look at my current mobile phone screen and micro-envelope, all of them are Gong Jun (“Shanhe Ling” male The protagonist)’s photo.” Tanmei lover Xiaoxia (alias) told the author. And those dramas where the protagonist’s appearance is not outstanding, fans will even ridicule it as “Dan Chou”.
“You can’t change the plot of the original, especially the character’s personality and the main line of the plot. Fans are most disgusted with this.” Many screenwriters mentioned that the main point of correcting the drama is to respect the original. Taboo is to add female mainline to pass the trial.
“I really like this boy, so I don’t want another girl to step in.I just want him to fall in love with another boy. “Wang Pao Xiaopao explained the psychology of the fugitive. The fugitive refers to women who are keen to see the love between men and men. Girls who like Tanmei works are called fugitives.
In Tanmei’s works, the complicated relationship between the two male protagonists is the biggest difficulty in adaptation. In the drama, it is necessary to show this feeling perfectly, to be able to pass the trial, but also to meet the expectations of the original fans, and at the same time to be accepted by the non-corrupted group.
Fu Gui, the content director of Black Rock Planet, told the author, “From the perspective of several popular dramas, brotherhood and confidant love are the best adaptation methods.” The two male protagonists in “Shanhe Ling” are Close friends who share adversity, they guard each other, face the bloody storms of the rivers and lakes together, and trust and appreciate each other unconditionally, which is a feeling of mountains and rivers.
Wang Pao Xiaopao believes that “Danchang drama projects women’s yearning for pure love, which has nothing to do with gender.” The “brotherhood” in the eyes of ordinary audiences is implicit in the eyes of corrupt female audiences. The expression of love is “not Danmei is better than Danmei”.
In the interaction between the two male protagonists, it is very important to grasp the scale and not be too explicit. Too much corruption will arouse the audience’s disgust. On the other hand, deliberately setting up some ambiguous lines and lens language, leaving enough room for the imagination of the audience, on the contrary, it can stimulate the discussion of the series on the Internet.
For example, the line in “Chen Qing Ling” “I want to take one person back to Yun Shen’s unknown place, and take it back and hide it.” “What is their Gusu Shuangbi? We Yunmeng has two masters.” In “Shanhe Ling” “The fierce girl is afraid of her husband” “If you are gone, Qianshan Muxue, who will my lonely shadow go to?” “The mountains and rivers are not enough, but the most important thing is to meet your confidant”, as well as the “sleeve-breaking” action in the play, and the two male protagonists There was a meaningful look at each other. These eagerly talkative “side ball” expressions are “candies hidden by the show party” for the rotten girl group, which can greatly win the favor of fans of the original book.
“Shanhe Order” stills
Xiao Ke said, “The Order of Mountains and Rivers” was published according to all rules.And bring high traffic to the drama.
“The fan part of Dangai drama has a strong two-dimensional attribute and strong creative ability. Because of love, he will create a large number of fan art works, fan illustration works, fan clip video works, etc., and a large number of second creative works will be Attracting more like-minded fans, the benign superposition effect has promoted the continuous geometric growth and fermentation of the topic of the drama.” Chen Weiqu said.
The surrounding cultural output surrounding a Dangai drama is very rich. Fans will spontaneously produce short videos, comics, fan art, and various second creation works, which have increased the popularity of Dangai drama on the Internet.
In addition to the high traffic, the potential commercial return of the drama is also very high, and this commercial value mainly comes from the income brought by the actors after they become popular.
From “The Soul of Town”, “Chen Qing Ling” to “Shanhe Ling”, several dramas have proved its ability to create idol stars. “The Soul of Town” popularized the two heroes Zhu Yilong and Bai Yu. “Chen Qing Ling” also promoted Wang Yibo and Xiao Zhan from unknown artists to top stars.
The two male protagonists Gong Jun and Zhang Zhehan of “Shanhe Ling” officially announced 7 new brand endorsements in less than one month after the show was broadcast, covering categories such as beauty, personal care, food and beverage, and Wahaha Nutrition Express and Armani make-up have adopted the form of two-person endorsement promotion.
“Last year’s “Hidden Corner” or “The Silent Truth” is also a hit, but this kind of suspense drama will not create an idol. Because people don’t want to fall in love with the characters in the play.” Wang Pao Xiaobu gave an example.
He said that the change of the drama satisfies girls’ imaginations of beautiful partners and beautiful love, so the characters created in the drama can become the idols they chase, and idols can trigger consumption. “It starts with the value of the face and falls into the talent. Once the actors have some excellent qualities, they will be infinitely magnified by the fans.”
“I am the most easily cut leek among fans.” Tanmei lover Xiao Xia said, every time she watched the drama “Upper”, she began to “love her brother and brother”, thinking that the actor she liked did not have a business endorsement before. , Just willingly wanted to spend money for him. After the broadcast of “Shanhe Ling”, she has bought two male protagonists’ paid albums, magazines and a number of commercial endorsement products.
Sun Chengzhi, the founder of Lionfish, revealed that the cost of the delayed online movie “Force Majeure” made in 2015 was only about 1 million yuan, and the revenue was more than 7 million yuan. In addition to profit sharing on the platform, it mainly relies on fan meetings and peripheral sales.
Compared with the single profit model in the early days, now the producer has developed more diversified business models for fans, such as member viewing, leadingOn-demand, paid albums, brand co-branding, peripheral derivatives, concerts and other fancy paid projects.
During the broadcast of “Shanhe Ling”, Youku launched a series of “TV series remarks” activities based on Tencent Video’s talent show(“Datou” It is a term in the fan circle, that is, let fans play the list and vote) to attract fans krypton money.
Among them is a “add update” (speed up the update of the series). The audience can help and watch by inviting friends Feature films, purchase Youku’s annual or season cards, etc., to get the item named “Liu Li Jia”. When all users participating in the event contribute items and reach a certain number, they can get the benefits of “Meeting the Main Creator Cloud”, “Add 1 episode every Saturday” and “Add 1 episode every Sunday”.
According to the results of the event, all participating users contributed 100 million glass armors in the end, which is roughly calculated according to the activity rule of “260 glass armors for every 128 yuan half-year card purchased”. Participating users bought a total of 380,000 semi-annual cards, bringing revenue to the Youku platform of 48.64 million yuan. The ability of this activity to attract gold is evident.
Youku “Catch Up! Shanren” event page
Youku is still taking a step forward in advancing on-demand. There are a total of 36 episodes of “Shanhe Ling”. Youku has been on-demand since the 18th episode. VIP members can watch one episode in advance for an additional 3 yuan.
Xia Xia said that even though fans criticized the platform for “eating badly”, they still couldn’t help but pay for the show.
It can be said that the wealth code of the drama is based on the fanatic pursuit of flow artists.
From the niche to the leading company: the film and television industry re-excavates the Tanmei gold mine
From the development of subculture to the present, Tanmei culture has been accepted by more and more young people outside of the rotten female group, and the boundary with mainstream culture has gradually blurred.
“For children born in the 00s, Tanmei is no longer a banned subject, but a product of universal values.” Chen Weiqu believes that the audience of Tanmei culture is young This group of young people with spending power is also the group that film and television companies and employers want to “please”.
Xia Xia, born in 1998, said that she had been influenced by Danmei literature since she was a child. “When I was in junior high school, it was the peak of Danmei’s online writing. Many good works by Danmei authors were written during that period.”
“Take Jinjiang as an example. More and more headline posts are focused on Danmei topics, and the female fan base of Danmei posts is also expanding. Whenever there is a profit, capital will intervene.” Chen Weiqu said As a director, she has just accepted a film and television adaptation project that is biased towards the big IP of the Danmei type, but it is still in the confidential stage.
The outbreak of Danmei’s online literature has attracted the attention of the film and television industry. These Tanmei novels themselves have accumulated a large number of loyal readers, and they are high-quality IP with the potential for film and television.
Fugui said that the market for Dangai dramas can become hot. On the one hand, there are audiences who like this type of drama. On the other hand, there are not many Dangai dramas in the past, and the audience has a new sense of this theme. Moreover, the success of “Chen Qing Ling” has attracted everyone to make a swarm of productions.
In 2019, there was a phenomenal drama called “Chen Qing Ling”. The play was produced by Penguin Film and Television and Xinpai Media, and was adapted from Tanmei IP “The Great Master of Magic”. This drama brings a lot of benefits to the product side.
At that time, 7 days before the broadcast of the finale, Tencent Video used a package price of 30 yuan to pre-order the members. More than 2.6 million people paid for it in one day, and Tencent Video attracted 78 million overnight. The film party also held a Chen Qingling music concert, which was broadcast live on Tencent Video, with an online fee of 30 yuan (non-VIP fee of 50 yuan), and finally The number of viewers of the live broadcast reached 3.267 million, and the platform received nearly 100 million yuan in revenue.
“Chen Qingling” on Tencent Video’s advanced on-demand page
As early as 2015 to 2016, there was the first wave of drama reforms in China, mainly involving small film and television companies.
Lionfish Studio is one of the earliest teams in China to make changes. In 2015, it produced the online movie “The Secret of the Force Majeure Manservant”, and in 2016 the online drama “Fight against the Front”, both of which were adapted Since the original Danmei novel.
Sun Chengzhi said frankly that he had no idea what Tanmei was before he made the reform. The two novels were selected by girls who love to watch Tanmei in the company. “At that time, there was still a blank period for changing dramas, and online movies and online dramas were just emerging. We inadvertently noticed that rot girls are audiences with a high level of knowledge and culture and also have the ability to consume, so we thought about what content to film for them. “
“The rotten girls are a well-meaning group. We have some shortages in production due to limited funding. They will consider a lot for us.” Sun Chengzhi said that at the time, the audience was more focused on the characters and had no interest in the production. Such a big desire. “As long as you work hard on the two protagonists, most audiences can accept it.”
Xia Xia said, “The early audiences were still very tolerant of the producers, which was to generate power for love. As long as you shoot out and respect the original work, we lovers will feel very grateful.”
In the early years, the cost of delaying and reforming dramas was mostly not high, and the highest investment was one million yuan. In terms of the content of the plot, it is more “authentic”, with a larger scale, basically restoring the original, and there will even be a scene of two boys kissing directly.
At the end of January 2016, “Addiction”, produced by Tanmei novel author Chai Menghua at his own expense, was first broadcasted at his own expense. year”. However, “Addiction” only caught fire in the rotten women circle, and did not achieve the effect of “out of the circle”.
At this time, the drama has already aroused regulatory attention. In March 2016, the “General Rules for the Production of TV Drama Content” issued by the State Administration of Radio, Film and Television banned homosexual elements, and a number of delayed dramas including “Addiction” and “Force Majeure” were removed from the shelves.
thisOne year, the online movie “Male Fox Liao Zhai 1 Xiu Lang” in which Chen Weiqu participated as a producer, chief screenwriter, and art director was also taken off the shelves not long after it was released. “We were all watching and experimenting at the time. It was originally broadcast smoothly, but due to the relatively large influence of the film, as a rare online movie, it was removed from the shelves.”
After the introduction of the new regulations, the review of Dangai dramas has been greatly tightened. Chen Weiqu said that although “Male Fox Liao Zhai 2 Lanruo Temple” was not based on Tanmei themes when the case was filed, due to the influence of the first part, it still took nearly two years for the second part to pass the trial. After repeated deletions, “Although the two male protagonists are only pure confidants, they can’t show up when they look at each other a little bit”, and finally the film was deleted to only 1 hour. As a result, the reputation of this movie plummeted. On the Douban score, the first score reached 7 points when the first score was the highest, but only 3.9 points in the second part.
From 2016 to 2017, the Danchang drama market fell into a period of silence, and few works were remembered by the public.
Wang Pao Xiaopao believes that if there is no control, the drama will always be popular. It’s just that if the policy is tightened, the drama will be taken off the shelves. A little looser, there will be new dramas.
In August 2018, the drama of the same name, adapted from Priest’s masterpiece “Soul Soul”, was released and became a summer hit of that year. The two male protagonists Zhu Yilong and Bai Yu rose to traffic stars.
Wang Pao Xiaopao said, “”Soul Soul” adapts the emotional model between the male protagonists to “socialist brotherhood”, providing new ideas for the industry to adapt.”
In 2019, “Chen Qing Ling” was launched. The show portrayed the feelings between the two male protagonists as “confidential love”, and received the attention and recognition of mainstream culture with the positioning of new national style and new martial arts.
People’s Daily Overseas Edition reviews “Chen Qing Ling” article
The explosion of “Chen Qing Ling” proved the market benefit of the drama. Since this year, Dangai drama has been produced in a small workshop and has become a major TV drama.A major production project for a video website.
“Looking at the entire team and quality to estimate, the production cost of “Shanhe Order” is estimated to be no less than 80 million. The cost of the other dramas to be broadcast and modified is estimated to be over 100 million yuan, and the highest should be able to Reached 300 million.” Chen Weiqu said.
In the past, only new actors were willing to appear in Dangai dramas. Now many famous actors have also appeared in the cast of Dangai dramas, dubbed “Xiahai” by fans.
The increase in production costs has made the script quality and service production of Dangai play more sophisticated. The requirements of the audience group are also higher.
However, most of the Tanmei IPs that are now scrambled by platforms and film companies are the early well-known works of Tanmei’s leading authors such as Priest, Moxiang Tongxiang, and Mengxishi.
“The adaptation of the young author is risky, so everyone dare not touch it.” Fugui said. Recently, after “Shanhe Ling” became popular, their team was also purchasing the copyrights of Tanmei novels. However, “well-known IPs have basically been bought out, and now the price has risen. It used to be about 1 million yuan, but now it has generally risen to 2 million yuan. ~4 million yuan.”
Sun Chengzhi said that in today’s more diversified and segmented drama market, Dangai drama, as one of the special types, will always have its audience, and will not be outdated and cold.
Every popular drama is hit by the opportunity of “the right time, the right place and the people”, and it has its special characteristics that cannot be copied.
The reason for the popularity of “Mountain and River Order” is not only because of its good production quality, but also because it rushed to be broadcast before similar series, which ate the bonus of delaying the change of the drama.
Danchang drama is a type of drama with both high returns and high risks. Under uncertain policy factors, it is still unknown how long the drama will be popular.
This article is from the WeChat official account:Banshu Caijing (ID: Banshu-Caijing) , author: Ye Zhiqiu