This article from the micro-channel public number: One Entertainment observation (ID: yiyuguancha), Author: Dewey, the original title: “
In 2019, “It’s Your Turn” and “Nai’s New Life” and other Japanese dramas have set off a wave of popularity in China. In 2020, following “Hansawa Naoki 2”, a Japanese drama “Thanmei Pure Love” “When I reach 30 I am still a virgin and seems to become a magician” (hereinafter referred to as “I’m still a virgin at the age of 30”) once again has the potential to go out of the circle.
The episode was newly aired on October 8. It only aired one episode, and the episode was only 24 minutes long. Douban has already attracted more than 7,000 reviews and scored 9.3, which is second only to ” “Sacred Drama” “Hansawa Naoki 2”, crushed a number of hit domestic dramas, rushed to the top of the Douban popular drama list in the past week.
On Weibo, # is still a virgin at the age of 30 and seems to become a magician# topic and quickly attracted 21 million views.
Different from the formerly popular Japanese prime-file orthodox dramas such as “It’s Your Turn” and “Nagi’s New Life”, “Is a Virgin at 30” is an adult-only late-night drama, and the duration is only 24 minutes.
Stills from “Nai’s New Life”
Speaking of late-night short dramas, Japanese drama fans will not be unfamiliar. Its three major charms are adult orientation, curious elements, and duration. Representative works of high reputation include gourmet dramas “Late Night Canteen”, “Lonely Gourmet”, and suspense thrillers. “Wonderful Stories of the World”, Danmei drama “Indigo Blue Mood”, “Yesterday’s Food”, dreadful drama “Mahoro Station Front of the Field”, Deli series “The Brave Righteousness”Yan and the Guided Seven” etc.
On the other hand, driven by suspenseful skits such as “The Hidden Corner” and “The Silent Truth”, skits are highly sought after in the Chinese market. Different from the “double short” in the number of episodes and duration of late-night shorts in Japanese TV dramas, the domestic short series are now more concentrated around 12 groups, that is, the number of episodes has become shorter. So, for domestic creators and platform parties, can the “double short” thinking and focus thinking of Japanese late-night dramas be applied in the future? The creation code hidden behind the late-night drama in Japan is worthy of every domestic content creator to ponder.
Japanese drama plus late night skit track
“A Virgin at 30” is adapted from a popular Japanese manga of the same name. The original book ranked first on the LGBT manga sales list in Japan in 2019. “A Virgin at the Age of 30” is a standard late-night short drama, broadcasted by TV Tokyo on (Thursday) at 1 am. For the standard 24 minutes, its subject matter focuses on Danmei pure love, which is different from the large-scale Danmei dramas “Erotic Novelist” and “Indigo Mood” in previous years. “I am a Virgin at 30” focuses on fantasy and other elements. .
This episode tells the story of the protagonist Anda Ching because he remained a virgin until the age of 30, which triggered the “urban legend” awakening skill and became a magician who can read people’s hearts as long as he touches them. When he accidentally touched Kurosawa, the company’s elite talent, the story of the two’s love unfolded unexpectedly.
From the first episode alone, there is nothing special about the drama’s narrative. The attributes of Tanmei are naturally the favorite of domestic rotten girls. With the high-value starring CP, fantasy perspective, high-sweet attributes and other content characteristics, the drama The set is temporarily in the “three highs” status in the country (high reputation, high popularity, high expectations).
Stills of “A Virgin At 30”
Behind “Still a Virgin at 30” is the Japanese late-night drama market that many Japanese drama fans talk about.
For non-Japanese drama fans, late-night dramas will have a stereotype, that is, a large-scale H, extremely violent and bloody restricted adult zone. In fact, a rough summary of late night dramas generally refers to dramas that are broadcasted by major Japanese TV stations after 23:00, are not family-friendly, and are not suitable for children to watch. They include adult restricted dramas, such as H part, bloody violence, homosexuality, etc. Content, but these are not necessary.
Thanks to the severe viewing pressure from adults to the audience and not as severe as the prime time, the planning of late night dramas is easier to pass, and the content is more interesting and the subject matter is richer.
Suspense and horror are like the series “The Wonders of the World”, healing warmth like “Lonely Gourmet” and “Late Night Canteen”, large-scale mouth such as “Mosaic Japan” and “Erotic Novelist”, and sometimes sand sculpture spoofs like “The Brave Yoshihiko and “The Guided Seven”, there are also themes such as the dark cult, de-power decadence and so on.
Due to problems such as narrow audiences and difficulty in direct viewing returns, late-night dramas have long faced stretched shooting budget control, from the scenes of the work to the presentation of special effects, sometimes revealing a breath of cheapness.
“Late Night Cafeteria: Tokyo Story 2” stills
In addition, late-night dramas have various forms of expression. Skits, dramas, variety shows, etc. all bring unique artistic aesthetics. When the content of ordinary dramas is increasingly lacking in innovation, late-night dramas often bring great sensory stimulation to Japanese audiences.
Japanese late-night dramas have developed since 1980. As Japanese society’s work and rest have gradually evolved, the effective viewing time of social and livestock audiences in their 20s to 40s has been postponed to around 23:00, so the demand for late-night dramas is also More intense.
Late nightAnother major process of the play is that its single episode time and number of single season episodes are gradually shortening. At present, late night short dramas are generally fixed within 15 to 30 minutes, and 24 minutes is standard. The number of episodes in a single season is generally between 6 and 12 episodes. This makes it less difficult for the audience watching night dramas to appear. Procrastination, water injection, etc., in the event of low ratings and poor reputation, the producer can immediately stop the episode to minimize the loss.
According to Japan’s Asahi Shimbun, due to the impact of the epidemic, the current broadcast schedules of major TV stations have begun to become irregular. In this case, late-night skits have further developed.
According to the distribution of Japanese dramas starting in January 2020, there are 19 prime-time dramas and 25 late-night dramas. In April, there were 21 prime-time dramas and 25 late-night dramas. Only 17 prime-time dramas started broadcasting in September, and there are still more than 20 late-night dramas. In terms of quantity, late-night dramas have surpassed prime-time dramas.
On the other hand, late night dramas have also gained a lot in terms of ratings, word of mouth, series development, and audience expectations. “I Am Big Brother” reached an average audience rating of 10.8% in the fall of 2018, becoming a monument to the ratings of late-night dramas. “Lonely Gourmet” was successfully serialized to the 15th work. The late-night short drama “Yesterday’s Food” can be compared with “Tianxia” and other high-rated high-rated works were selected by Japanese audiences as the most anticipated movie series in 2020.
“Yesterday’s Food” stills
Back to China, Japanese late-night short dramas have been enthusiastically loved by domestic audiences many times, whether it is “The Wonders of the World”, the “Late Night Canteen” series, the “Lonely Gourmet” series, etc., and the audience’s reputation and network In terms of popularity, they have achieved amazing results.
This time, “I’m a virgin at 30”, an adult-oriented and same-sex drama in Japan’s unpopular period. With the effective time of the first episode of 18 minutes, it successfully scored 9.2 on the domestic Douban. Capture a large number of loyal audiences. It can be seen that the “double short” focus series is alsoCan harvest the hearts of domestic audiences.
In fact, throughout 2020, the domestic drama market has been centered on short dramas and focus on the next article.
Can “Double Short + Focus” set off a new wave in the domestic drama market?
At the 8th China Online Audiovisual Conference, Gong Yu said when summarizing this year’s online student content: “The mainstream audience of online film and television content is diversified. The era of blindly pursuing “breaking the circle” of entertainment content has passed, and the focus must be new. Trends.” Therefore, iQIYI’s highlight this year is the Misty Theater. In Gong Yu’s early settings, the Misty Theater did not use “breaking the circle” as a measurement standard, but met the needs of specific audiences and produced high Quality skit.
Unintentionally inserting willows and willows into the shadows, the Fog Theater ran out of hit dramas such as “The Hidden Corner” and “The Silent Truth”. With this potential, 2020 has successfully become the first year of the skit.
“The Silent Truth” stills
The idea behind the Misty Theater is actually similar to the Japanese late-night drama. In addition, other features of the Japanese late-night drama are also worth exploring by domestic drama creators.
For example, the “double short” attribute. However, domestic short dramas are basically focused on shortening the number of episodes, with 12 episodes as the current main phenomenon, and the duration of a single episode is still between 40 and 60 minutes. The Japanese late-night drama achieved a single episode of about 24 minutes, which is the length of an ordinary cartoon single episode in the perception of domestic audiences, but the content produced can still make the audience want it.
According to a survey conducted by the Beijing News in September 2019, 67.38% of respondents often use the double-speed playback function for domestic dramas, and 88.7% have used the double-speed function to chase dramas. “Double-speed playback” has become The characteristics of the Chinese market are mainly aimed at the general phenomenon that the plot is too procrastinated, and even in the short drama market, in addition to the top boutiques such as “The Silent Truth”,Other short plays will also have double-speed playback, but the audience has adjusted the 4x speed to 1.5x.
The emergence of “double short” series may further enhance the quality of the series.
Take the “double short” dramas in Japanese late-night dramas as an example. One Entertainment has sorted out major Japanese late-night short dramas with a reputation of over 8 points and a duration of less than 30 minutes. According to incomplete statistics, the series with more than 9 points of evaluation include “The Wonderful Story of the World”, “Late Night Canteen”, “The Lonely Gourmet”, “A Field in Front of Manhoro Station”, “A Virgin at 30” and so on. There are works such as “Yesterday’s Food” and “The Brave Yoshihiko and the Demon King Castle”. The time span is from the 1990s to 2020, and the subject matter also covers almost all adult-oriented subjects.
This kind of sensory stimulation brought by unique and diverse perspectives, curiosity attributes, experimental works, adult-oriented content, etc., coupled with high drama quality and an ideal 24 minute chase duration, a series of dramas are integrated into Douban dramas Collect explosives concentratedly.
For example, “The Wonders of the World”, which has continued since the 1980s, is a 20-minute single episode that tells different suspenseful fantasy stories in Japan. Each episode has a different style and covers a variety of elements. It is creative and narrative. Unique, it has become one of the world’s most classic suspense IP series and the source of inspiration for many suspense masters. “Late Night Canteen” builds up the concept of late night food. The owner of the canteen chooses different ingredients according to the story and mood of each different diners, and produces a variety of delicious dishes. The drama is a combination of viewing, social, and popular science…
Although there is a red line in the domestic drama market, it is unable to show off in terms of curiosity and sensory stimulation like the Japanese late night drama, but like the “Late Night Canteen”, both social and healing dramas, or other diversified With the innovative genre, the “Double Short” series may not be able to play the role of pioneer. In addition, the creation of the “Double Short” series can also be pioneering and innovative in terms of precise character design, unique narrative techniques, and unique regional content.
With a duration of 24 minutes, you can obviously get rid of the disadvantages of water injection and slow pace in creation., It is also easier to form a series of works, and further expand to film and theater in Japan. For example, “The Wonders of the World” has developed more than 50 related film and television works with the characteristics of the creative suspense and thriller column. The “Lonely Gourmet” produced in 2012, in addition to the late night short drama, has also been filmed in a series, with related works reaching 15 Ministry, the same example appeared in “Late Night Canteen” which was launched in 2009.
“The Lonely Foodie (Season One)” stills
Another advantage of the “Double Short” works is that it develops a good experimental field for young film and television creators. This part is actually obvious in the domestic short drama market. The director of “The Silent Truth” Chen Yifu, “The Hidden Corner” director Xin Shuang is the first market-oriented work. If in the form of domestic short dramas, the innovation of “double short” can better control costs and give more opportunities for young people to exert themselves.
The innovation of short dramas and the innovation of Focus is undeniable. It will be the next core topic of the domestic drama market. For Youai Tengman, continuous increase is inevitable, but on the other hand, “Double Short + Focus “The investment of choice” may be a good opportunity for the short video platform to “overtake on a curve” in high-quality content.
In this regard, Kuaishou is more involved. In addition to just announced that Kuaishou has reached a strategic cooperation with Happy Twist, one of the key cooperation directions in the future is to produce short dramas, and its own “Kaishou Small Theater” is also actively operating. The data shows that as of the first half of this year, the Kuaishou Theater has accumulated 16,000 skits, with over 20 million daily active users and over 1 million paying users. Douyin has launched a tens of billions of good-looking dramas program, supporting short dramas with traffic, and launching rankings for submitted original scripts and original short dramas.
Quick shot screenshot
Of course, Kuaishou and Douyin have not specialized in the production of “Double Short + Focus”, and most of them are still at the stage of spontaneous creation by users or MCN agencies. However, as the head content producers such as Kuaishou and Happy Twist get closer and closer, it is still worth watching whether Youai Tengmang can lead the show’s “double short + focus” track in the future.
Gong Yu also directly stated at the 8th China Network Audiovisual Conference that D2C is the development direction of the network audiovisual industry. D2C, which means directly to consumers, to a certain extent, promotes the direct payment of drama series by the C-end. In this proposal, the “double short + focus” series that has been practiced in late night dramas in Japan may be the further D2C in the domestic market. Good trial and error method.