This article**: Times Weekly Author: Ouyang Qianqian.
On January 29, Douyin announced that it had reached an exclusive boutique micro-short drama cooperation with Stephen Chow, and the two sides will jointly develop and operate the "9527 Theater", and the first season of the first high-quality micro-short drama "Golden Pig and Jade Leaf" jointly produced by the two parties is expected to be launched on Douyin in May.
Stephen Chow publicly stated that the creation form of micro-short dramas has attracted attention recently, and hopes that through this cooperation with Douyin, as the initiator, he will jointly unite outstanding young creators and create content directly for users based on the Douyin account of "Stephen Chow's works". "Skits are a rapidly developing field of technological innovation and media innovation in recent years. This time, we will work together with Douyin in this new field to cooperate with the short drama theater, hoping to bring more joy to the audience. I'm looking forward to this new attempt, and everyone will cheer for it. Stephen Chow said.
The name of "9527 Theater" originates from the "9527" stalk that has appeared many times in Stephen Chow's works, and in the movie "Tang Bohu Dots Autumn Fragrance", the number of Tang Bohu played by Stephen Chow who mixed into Washington as a servant is "9527". * According to the report, the first batch of works of "9527 Theater" is already in production, and the first season of "Golden Pig and Jade Leaf", which is produced by Stephen Chow, produced by Yi Xiaoxing, and starring first-line actresses, is expected to meet the audience in May 2024.
Guo Tao, an angel investor and well-known Internet expert, told the Times Weekly reporter that Stephen Chow's cooperation with Douyin's micro-short drama is an innovative attempt from the perspective of technology and cultural integration. "As an iconic figure in the Chinese film industry, Stephen Chow's unique comedy style and influence have attracted countless fans. Douyin, as a short ** platform, has gained a wide user base with its fast and easy content consumption method. He said that this cooperation may combine Stephen Chow's classic elements with the modern communication method of short ** to create new entertainment products, which is a positive exploration of brand value and content innovation for both parties.
*: Picture Worm Creative
Douyin plus micro-short dramas.
As the governance of special short dramas comes to an end, the micro-short drama industry once again ushers in new opportunities, and Douyin tries to seize this opportunity with all its might. In addition to the cooperation with Stephen Chow, in December 2023, Douyin will also launch the boutique micro-short drama "Chenxing Project". According to the plan, high-quality content creators from all over the industry can receive up to 5 million cash and 100 million traffic support, including film and television companies, ** institutions, MCN institutions and individual creators.
This is the first time that Douyin has released an industry-wide short drama support plan. Chen Duye, vice president of Douyin, said at the press conference that in 2024, Douyin will continue to adhere to the high-quality route, and in the future, it will form a high-quality support system for micro-short dramas.
In 2023, micro-short dramas have experienced rapid growth at home and abroad. According to iiMedia Consulting data, the size of China's online micro-short drama market in 2023 will be 373900 million yuan, a year-on-year increase of 26765%, and the market size is expected to reach 1006 in 2027800 million yuan. This also means that the short drama market will continue to be in a period of rapid growth in the next few years.
According to the data disclosed by Douyin, in 2023, the number of users who actively search for micro-short dramas on Douyin every day will increase by 2 times, and the number of micro-short dramas exceeding 100 million will reach 500, of which 12 works will exceed 1 billion, and the daily number of micro-short dramas will double.
On January 18, 2024, Douyin announced that 10 short drama works will be launched on Douyin in the upcoming 2024 Spring Festival, including "Beyond! Ajuan", "Little Nyonya at the End of the World" and many other popular "film and television IP" derived short dramas.
Not only the Douyin platform, but also Kuaishou's layout in the field of micro-short dramas is also accelerating. On January 12, 2024, Kuaishou announced the investment data of Kuaishou short dramas in 2023, and Kuaishou short dramas will cooperate with more than 30 short dramas in 2023, with reinvestment brands accounting for nearly 40%, and the overall cumulative number of commercial short dramas is as high as 8.6 billion. Wang Sixun, deputy general manager of the marketing business department of Kuaishou Magnetic Engine, said that in 2024, in terms of investment promotion of Kuaishou short dramas, it is planned to reserve more than 200 short dramas.
Guo Tao told a reporter from Times Weekly that there are many reasons why micro-short dramas are popular. First of all, with the development of the mobile Internet, people's attention is becoming more and more distracted, and there is a higher acceptance of the fast, direct and easy-to-consume content form of short **. Secondly, with its compact plot and short duration, micro-short dramas meet the entertainment needs of users in fragmented time. Moreover, the recommendation algorithm of the social ** platform enables high-quality content to be quickly disseminated, increasing the visibility of micro-short dramas. "Finally, with the development of mobile devices and network technology, it has become more convenient to produce and share, providing good technical support for the creation and dissemination of micro-short dramas. Guo Tao said.
The development of micro-short dramas is at the right time.
Stephen Chow's films are good at nonsense, and he is used to deconstructing everything in a humorous and funny way, and his masterpieces such as "Journey to the West" and "Tang Bohu's Autumn Fragrance" have been unanimously praised by the outside world. This time, Stephen Chow tested the water for a short drama, and many netizens expressed great expectations.
But some netizens are not optimistic, some netizens said, "Unless Stephen Chow can star, I may watch this short drama because of Stephen Chow at the beginning, but there will definitely be fewer and fewer people watching it in the later stage." Without the nonsense of Stephen Chow's performance, it's not that taste. ”
Stephen Chow's entry into the micro-short drama can cause a shock in the industry, on the one hand, because of the audience's favorability accumulated by Stephen Chow's early films, and on the other hand, because of the audience's expectations for good works in the muddy environment. At the moment when micro-short dramas are prevalent, high-quality products have become the consensus of the industry.
Zhang Yi, CEO and chief analyst of iiMedia Consulting, said that the employment structure of short drama producers is changing, indicating that short dramas are already in the stage of mature development. Traditional film and television practitioners have joined with richer technical means and experience, and they are also accelerating the arrival of high-quality short dramas. The star of the short drama means that the industry will move towards a broader and more demanding market in the future, which is a direction worth breaking through for the current short drama industry.
In December 2023, Douyin and Mango TV announced that they would take the joint development of short dramas as an incision, and then promote in-depth cooperation in many aspects such as second creation ** and brand marketing. Mango TV's self-made short drama "Wind and Moon Change" previously landed on Hunan Satellite TV in the evening session and became the first short drama in the country to be star-studded.
Guo Tao told the Times Weekly reporter that at present, micro-short dramas are in a stage of rapid development, and it has become an important branch of film and television content consumption. With its unique advantages, such as low cost, high efficiency, and strong interactivity, micro-short dramas have attracted a large number of creators and users. At present, long dramas and micro-short dramas have their own merits, long dramas have their irreplaceable advantages in depth and complexity, while micro-short dramas are better in terms of transmission speed and coverage. "In the future, the two are likely to develop in parallel, each serving different audiences and consumer needs. With the continuous advancement of technology and the change of user habits, both short and long dramas will continue to evolve, forming a more diverse and personalized entertainment ecosystem. Guo Tao said.