Recently, micro-short dramas seem to be getting more and more out of the circle. "I Was a Stepmother in the 80s" launched by the short drama label "Tinghuadao" controlled by Mimeng was popular, earning 20 million a day at a cost of 80,000 yuan.
Later, first-line directors such as Stephen Chow and Wang Jing also set up projects to shoot micro-short dramas.
Micro-short dramas, is it really going to become a "regular army of domestic entertainment"?
Are the directors and stars going to end in a short drama?
During this time, Jin Chao, the micro-short drama actor in "Infinite Transcendence Class", has caused a lot of controversy recently.
Some people think that micro-short dramas are very earthy, and it is a very correct decision for Jin Chao to hone his acting skills to transform.
Others believe that the market for micro-short dramas is still very large, and he should not give up dividends.
The works that Jin Chao participated in when he entered the industry were all evaluated by the industry as representatives of high-quality short dramas, which can be said to be "the peak of debut".
But some people believe that short dramas are "not on the stage" after all.
However, the earthy and cool micro-short drama has now attracted many big directors, professional creators and stars.
Some time ago, Douyin announced that it had reached an exclusive boutique micro-short drama cooperation with Stephen Chow to jointly develop the "9527 Theater".
Stephen Chow directly faced users as the initiator, and the first batch of works "Golden Pig and Jade Leaf" was launched in May this year.
The addition of Xing Ye is a milestone for the significance of the micro-short drama, and the audience is also very curious about what kind of sparks the short drama + Stephen Chow will rub.
In addition to Stephen Chow, there are also directors such as Wang Jing and Li Hongyu who have started filming short dramas.
Huace Film and Television, Lemon Film and Television, Wanda Film and other domestic leading film and television companies have also entered the game.
In addition to this, there are also many stars joining the short drama.
Xu Mengjie starred in "The New Year", divorced at the beginning, Chinese New Year's Eve had ...... acting skillsThe explosive start made many netizens on the table.
Bai Jugang, He Hongshan and others also starred in the urban love short drama "Don't be afraid, fall in love!" 》
Micro-short dramas have become one of the popular tracks that are developing on various platforms, directors and stars.
Most of the episodes of savage micro-short dramas are about one or two minutes long, and there is a key plot and emotional conflict in more than ten seconds, and the cookie-cutter routine has attracted a very large number of viewers.
The total consumption of micro-short dramas during the Spring Festival has reached 800 million yuan, which can be said to have grabbed a big piece of the cake.
Tranquility also said in variety shows that she is very fond of short dramas, and she is a loyal lover of those "dog blood" and "rotten to death" short dramas.
Why does the controversial micro-short drama attract so many fans?
A big change in the micro-short drama?
Most of the previous micro-short dramas were very earthy, with a strong cheap taste, and refreshing culture and earthy culture coexisted.
Southern Weekly once commented that many micro-short dramas have strong "three vulgar" characteristics:Vulgar, vulgar, kitsch.
In the early stage of the development of micro-short dramas, the production cycle was short and the payback speed was fast, resulting in mixed content quality.
The threshold for participating actors is also relatively low, and Internet celebrities and inexperienced amateurs can participate.
The subject matter is very similar, the male frequency is mainly cool, and the female frequency is mainly sweet, without any depth and connotation, completely grasping the "human nature" of the fragmented era.
At the same time, the proportion of high-quality products is very low, and only one hit may be released in hundreds of short dramas.
Just click on a short drama, which is "Rebirth XXX", "Black Belly XXX", "Time Back XXX", ......
The audience's pursuit of cool emotions in a short period of time determines that the director can give up exquisite big productions in terms of content and shooting.
Creators basically don't have to think about more professional space layout, lens scheduling, and service channels.
Many short dramas present a "Mary Sue" style of conservatism in terms of narrative context and plot construction.
The shorter, faster, and cooler the micro-short drama, the more satisfying it will be for the audience.
There are conflicts and reversals in 15 seconds, and the plot is advanced in 30 seconds. It's cool, what's the point?
The current micro-short dramas are mainly attached to the short ** platform, which has obvious characteristics of upward theme and high-quality production.
The popular micro-short drama "Provocation" in 2023 has a very high rate and reputation, and it has been on the hot search many times.
"Lock Love Sansheng" ranks in the top 1 of the Detaven micro-short drama prosperity index in the first half of 2023, and it is also the first micro-short drama with a prosperity index of 1 in the first half of the year.
It is not difficult to find that they are very advanced and meticulous in their character settings, plot content and atmosphere portrayal, and even publicity posters.
The values have changed from shallow to aesthetic, and the themes of many short dramas have shifted from virtual to reality and returned to society, which is very different from the previous earthy micro-short dramas.
This also attracts more and more viewers to watch micro-short dramas.
At the same time, the production of micro-short dramas is becoming more and more volatile, and the team configuration is slowly approaching the traditional film and television standards.
In the list of micro-short dramas for the Spring Festival in 2024, many short dramas show a trend of IP, and the dissemination of traditional culture has also become a kind of knowing.
Go above and beyond! "Ajuan" is a derivative live-action micro-short drama of "Lion Boy";
My Way Home is Windy is an adaptation of the hit series To a Windy Place......
Not only is it integrated into traditional culture, but there is also positive energy content.
The micro-short drama will not be sung for a long time to come.
In January this year, Radio and Television held a creative plan of "Traveling with Micro Short Dramas", and it is not difficult to see the great determination of the official to regulate the development of micro short dramas.
In December last year, more than 20 ** institutions such as Xinhua News Agency, Xinhuanet, and Central ** reached a cooperation intention with Douyin for high-quality micro-short dramas, and the mainstream ** is also seizing this traffic outlet.
The producer also needs to achieve a bumper harvest of word-of-mouth and traffic, and the audience and the producer will also emphasize the aesthetics of micro-short dramas.
Qian Li, the person in charge of Douyin's boutique short dramas, once said: "The format of boutique short dramas is becoming more and more like movies, and the industry is on the way to explore high-quality short dramas." ”
The micro-short drama is entering 2In the quality improvement stage of 0, the trend of high-quality will not lose the positioning of the short drama itself with fast pace and cool plot.
There will also be more cutting-edge explorations and attempts in the future.
A few days ago, the first domestic AI full-process production of the micro-short drama "Mending the Sky" was released, and the art, storyboarding, dubbing, and soundtrack were all completed by AI.
Coupled with the addition of "regular troops" such as "Aiyouteng", high-quality micro-short dramas have become the main trend and industry consensus.
The famous director is gone, but the audience sings a short drama?
Everyone knows that it is easy to produce a micro-short drama, but it is difficult to make a hit.
The logic of the short drama focuses on the problem of probability. Launch a bunch of them, and you can earn them if you can get one.
It is undeniable that famous directors and famous actors intervene in micro-short dramas, and meticulous craftsmanship can also bring a part of the traffic and audience.
The intuitive benefit is that it can bring more attention and volume, attract more audiences, and lay a little base for watching movies.
Traditional directors often have their own unique artistic styles and creative concepts, and their participation can be more innovative and breakthrough.
The faster the top, the higher the commercial value.
There is a passage in Reconstructing Aesthetics: In the superficial aestheticization, it is the most superficial aesthetic value that dominates the world: pleasure, entertainment and enjoyment regardless of the purpose.
is like Stephen Chow, he directs movies with strong comedy elements, paying special attention to social reality and life.
But this does not mean that these personal characteristics can be completely accepted by the audience in the short drama.
The short drama started from the reckless, and the real consumer body is in the sinking market.
Objective data shows that the main audience of micro-short dramas is low-income groups, and the creative style and concept of the famous directors themselves may not be in line with the original style and audience of micro-short dramas.
If you like cool dramas, you don't necessarily like sweet pets.
Those who like revenge don't necessarily like campus.
All in all, whether the famous director can produce a hit depends on the quality and content.
Good works can always keep the clouds open and see the moon.