After the explosion in the second half of 2023, the vertical screen short drama officially entered the public eye"The revenue exceeded 100 million in 8 days of broadcasting""The monthly income of the streamer is 200,000"and other wealth stories began to shift from live streaming to vertical screen short dramas.
All walks of life are eyeing this field full of **, half a year later, what is the current situation of the short drama industry?
The main character's daily salary is 3000, and the crew works more than 15 hours a day.
Although it has been less than two weeks since the Spring Festival, most of the short drama crews are still rushing to work.
Actress Rita seamlessly entered a modern drama crew after finishing the costume skit in Hengdian, because the short play does not pursue exquisite sets, but emphasizes the plot and emotion, so the office buildings in prefecture-level cities in Jiangsu, Zhejiang and Shanghai are likely to become the filming locations of the short play.
Rita's new drama is a female workplace drama, and most of the scenes are filmed in an ordinary office building in Jinhua. The company rented half of the work area to the crew, and the rest of the area was still used as a normal office, which is why the sound of the next work area often interrupted the filming during the filming.
In addition to the staff, there is also air conditioning.
In January this year, Jiangsu, Zhejiang and Shanghai ushered in a cold wave, and the temperature was often below freezing, which was really a problem for the crew who needed to shoot summer scenes. The actress shivered from the cold but couldn't turn on the air conditioner to keep warm, and for the crew that used live radio, the sound of the air conditioner directly affected the shooting effect.
Live radio is regarded in the long drama world"Pursuit of quality"But in the skit world, live recording is to save post-dubbing, which is a better choice in terms of cost and timeliness.
Corresponding to the long production cycle of long dramas, short dramas still pursue low cost and fast pace.
Most short drama crews have a crew size of about 20 people (excluding actors), and the content shooting cycle of about 80-100 episodes is about 5-7 days. This means that almost everyone on site is engaged in a kind of overwork.
The daily working day of the rita crew starts before dawn, and it is necessary to shoot until after midnight, and it is the norm to work more than 15 hours a day, coffee and energy drinks are the most common things for the crew, and even the gifts brought by the platform are a whole box of Red Bull.
Lily, an actor who often plays in the Hengdian crew, told the Blue Whale reporter that staying up late in the short drama industry is the norm"I used to go to a crew, I started work at 8 o'clock in the morning every day, and one day I filmed until 5 o'clock in the morning, and there was only two or three hours of rest in between, and the crew was all sleeping on the ground, and everyone was too tired. "
It is understood that at present, the short drama market still adopts the salary method of daily settlement, in which the daily salary of the leading actor is about 2000-3000 yuan, and the daily salary of the main actor who has many successful experiences even exceeds 5000 yuan a day, and it is difficult to schedule the top tens of thousands of yuan a day.
There is a certain amount of this **short drama in the early stage**, Wang Zijiao, general manager of Judong Weiying and producer of the short drama, told the Blue Whale reporter that the daily salary of such an experienced protagonist actor will be about 800 yuan around May 2023"It has increased by 3-5 times in half a year, and the production cost is still relatively obvious. When this industry first appeared, it may be possible to make one for 180,000 yuan, but now 60-800,000 projects abound. "
The dimensionality reduction blow of the long dramatist? Schrödinger's refinement.
In the second half of 2023, short dramas will gradually move towards the public eye, which has also made the film and television industry, which has been silent for a long time, restless again, and many practitioners in the traditional film and television industry have also entered the vertical screen short dramas, including many well-known directors and filmmakers.
Before Hong Kong director Wang Jing's micro-short drama Hengdian was launched, and then Stephen Chow officially announced that the first season of his first work "Golden Pig and Jade Leaf" is expected to be launched in May this year. These events are seen as a sign that the skit industry has entered a stage of high-quality production, but in fact this view is still the same"The centrism of the long drama"under the generated. is the same first-class content, but the underlying logic of long dramas and vertical screen short dramas is very different, and the quality is not even necessarily"Good thing"。
In the past six months since the micro-short drama exploded, Wang Zijiao has seen a lot of newcomers and new money pouring in, and she has also seen many people returning home"One of the peculiarities of this industry is that you may either make several times the profit of a project, or you may lose all your money. It's different from long dramas, it's a completely to c content, if the content of your project can't be cast, your advertising money can't be consumed, and if you can't consume it, there will be no **, it's just that it can't be sold at all. "
At present, the discussion of short dramas in the market is still very broad, and it is not accurate to simply use short time as the classification criterion, and the more critical way to distinguish it is business logic. Although some short dramas have been branded or implanted to obtain income, this is similar to the business logic of long dramas, which really makes short dramas"Make money"is the payment model of mini program short dramas.
The interface of a short drama applet.
It's actually more like fast-moving consumer goods, how do consumer goods hit users? It's all about grasping the user's psychology, so a long drama may pursue critical thinking or educational significance, but a short drama needs emotion. For example, when we shoot rich people, we don't shoot the real appearance of rich people in society, we shoot the image of rich people in the imagination of the target audience. Be sure to know who your audience is. "Wang Zijiao said.
So long drama"Dimensionality reduction strike"does not exist, the boutique of short dramas is not a simple production of high-quality production, Wang Zijiao said:"At the end of 2023, a lot of high-quality short dramas will be launched, but in fact, they are very powerful in the end. The fundamental reason is that the quality of short dramas must be built on the basis of the accuracy of short dramas, accuracy is the foundation, excellent is the superstructure, only excellent and inaccurate are like castles in the air, but it is not as good as the production of ordinary but solid foundation products. Therefore, it is still the logic of the film and television content industry to emphasize drama theory and shooting techniques, and sometimes overemphasizing these failures is very probable. The key to the skit is to accurately find that emotional point, and then put a 'hook' to be effective, so that the user will have the urge to recharge. Your emotional points are pulled accurately, and you can pull in place, and on this basis you go to improve the production, which is useful. "
Is there still a chance for the short drama market in 2024?
The popularity of short dramas has brought new opportunities to many people, including a large number of low-level actors who have no scenes to shoot in the cold winter of film and television.
A drifting actor told the Blue Whale reporter that there will be more and more short drama projects after October 2023"In the past, they may only be able to play a trick in a long drama, but in a short drama, they can have a very formal role, and the key short drama is also very fast, because their whole rhythm is like double the speed. "
Wang Zijiao said that there are two main actors in the short play"Some of them are some actors who used to shoot information flow commercials, they came in when they appeared in this industry, and they were able to master the skills of skit performance in more than a year or two. On the other hand, it is indeed the former film and television industry actors, as well as some students who have just graduated from professional colleges and other extras in Hengdian, they may have been very marginalized before, but they can have more opportunities in the short drama crew, such as some martial arts stand-ins, if his image is okay in all aspects, he can be the leading actor in some God of War dramas. "
As an emerging industry, short dramas do create a lot of opportunities, and both investors and producers are really involved, but on the other hand, the explosion of any industry in China means that they will flock to it and turn into a red sea.
According to *** reports, more than 1,400 short dramas will be launched in 2023, with a year-on-year growth rate of more than 50% for two consecutive years; The number of short dramas recorded annually is nearly 3,000, and it has remained stable at this high level for two consecutive years. According to iiMedia Consulting data, the domestic short drama market size in 2023 will be 373900 million yuan, correspondingly, the total box office of the domestic film market in 2023 will exceed 54.9 billion yuan. Judging from the data, short dramas have reached nearly seventy percent of the scale of the film market.
Wang Zijiao believes that there are still opportunities in the short drama industry in 2024"2024 will definitely shuffle and will be clearer, so there are still opportunities. Douyin's daily activity is more than 800 million, and there is a lot of room for imagination in this plate, and the concept stocks of short dramas in the secondary market are so hot, people from all aspects of follow-up resources and funds will definitely enter the market, and this plate will get bigger and bigger. "
For example, in the first year of the short drama breaking the circle, the Spring Festival file of the short drama has appeared. On January 18, Douyin's 2024 Spring Festival high-quality micro-short drama list was released, and 10 works will be launched during the Spring Festival, of which 4 are popular film and television IP spin-offs. The Network Audiovisual Department of the State Administration of Radio, Film and Television has also recently focused on promoting 16 high-quality micro-short dramas that will be launched during the Spring Festival.
This means that during the Spring Festival in 2024, micro-short dramas will become another new option for content consumption in addition to movies and long dramas.
Wang Zijiao and her colleagues have also been preparing for the Spring Festival file for the short drama for a long time"During the Spring Festival, it is basically the work of delivery. But before that, we had been preparing for quite a long time, such as the content of the reserve. We will also be like a theater, before the movie is launched, there is an analysis of the schedule, and there is an analysis of the user's psychology and behavior, for example, we will definitely not release a new one when everyone is playing mahjong, all in order to seize the user's time. "
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