The mini dramas that turn Hengdian into a "vertical store" are demanding quality from traffic
2024-04-07
From this year's Spring Festival period, micro dramas such as "I Will Be My Stepmother in the 1980s" and "The Great Chinese New Year" became popular, to the National People's Congress and the Chinese People's Political Consultative Conference, where several representative members discussed the development of micro dramas. It can be said that micro dramas characterized by "short, flat, fast, and refreshing" have become the biggest trend in the film and television industry. Wang Hui, who has just been in the micro drama industry for less than a month, has already recharged over 300 yuan on the short drama platform. Wang Hui, 49 years old, is an accountant. In her previous opinion, short plays are "boring and waste time". However, she lost sleep one night and changed her opinion after brushing a short play video from the Tiktok platform. "It's too catchy," Wang Hui told reporters. Currently, the dramas she watches mainly focus on "emotions" and "revenge" themes. "Although many short dramas are exaggerated, sometimes I can guess the direction of the plot, but I still can't control myself to continue watching. After watching a drama, I feel a sense of melancholy and loss." At first, to prevent her addiction, Wang Hui only bought single episodes, but she didn't watch much and asked to recharge, unknowingly spending a few hundred yuan. The reporter saw on the short drama platform that in order to attract viewers to recharge, many of the first ten episodes of short dramas are free, and then they start charging. Sometimes, even if you recharge your membership, some special episodes still need to be purchased separately. Wang Hui's daughter told reporters, "Short dramas have deprived mothers of sleep time and money." Many people, like Wang Hui, started watching short dramas by watching short video platforms. The Research Report on the Development of Chinese Online Audiovisual (2023) shows that the audience for short dramas is large. In the past six months, 50.4% of short video users have watched short dramas, variety shows, and instant noodles within three minutes (animated short films with a length of 3-5 minutes). Why did short dramas become so popular? Tian Yu, a producer of short dramas, believes that for audiences, "short and refreshing" is one of the factors that make them enjoy watching short dramas. "In the more than three years since the emergence of short dramas, audiences have begun to experience aesthetic fatigue, with a decrease in male content that emphasizes" pleasure points ", while female content that emphasizes emotions has always occupied a certain market." According to data from professional institutions entering the production of short dramas, more than 1400 short dramas were launched in 2023 alone, with a year-on-year growth rate of over 50% for two consecutive years. "; The total number of recorded micro dramas throughout the year is about 3000, which is a considerable quantity. "In industry jargon, Hengdian has become a 'vertical store', and many places can see TV crews filming short dramas on vertical screens. Feng Bai, who has just finished filming a micro drama, told reporters that short drama crews are now settling in one after another at major film and television bases.". Feng Bai is a graduate student who has been involved in micro drama production part-time for 3 years, mainly responsible for coordinating the production team. "Each drama takes about a month from the start of preparation to the end of filming. During filming, the daily work rhythm is from 7am to 9pm, which is already considered low-intensity compared to many short drama crews." Feng Bai told reporters that the "short, flat, and fast" of short dramas is more reflected in their production. ". Although the overall production process of short drama shooting is no different from that of movies and TV dramas, it has low investment, short production cycles, and faster returns on funds. The production team also has personnel, scale, and other aspects
Edit:Liangyongqing Responsible editor:Liyi
Source:WorkerDaily
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