Antique IP dramas have cooled down, how big is their market potential?

the Beijing Press, publication, Radio and Television Development report (2016-2017) shows that China's realistic TV dramas have had a bumper harvest, and the ancient IP dramas adapted according to online literature have cooled down significantly.

what do you think of when it comes to costume IP dramas? Is it a fantasy plot or a gorgeous costume? There is no denying that earlier costume dramas adapted from popular IP, such as Nirvana in Fire, are very popular. In the end, Nirvana in Fire scored a high score of 9.1 (out of 10) in Douban.

however, the Beijing Press, publication, Radio and Television Development report (2016-2017) released not long ago shows that China's realistic TV dramas have had a bumper harvest, and the ancient IP dramas adapted according to online literature have dropped significantly. In the view of a person in the film and television industry, there are indeed signs of a cold encounter in the costume IP drama, and the final reviews of many plays broadcast in 2016 and 2017 are not very satisfactory.

"IP TV series adapted according to network literature is an important force in costume dramas. Film and television production companies and broadcasting platforms compete to purchase popular IP copyrights and remake TV dramas." Zeng Xiangmin, a professor at Communication University Of China Television School, once said that recently, a number of costume IP dramas have been broadcast one after another, but most of the market effects and word of mouth have not lived up to expectations, and the IP fever in the TV industry, which has lasted for several years, has obviously cooled down.

for example, Qingyunzhi, with a total investment of 280 million yuan, premiered in July 2016, and the lineup of Li Yifeng and Zhao Liying failed to save the ratings. According to media reports, the show lasted three and a half months and hit an all-time low of 0.265% on October 30. At present, the score on Douban is only 5.2.

as for the four dramas broadcast in the same year, such as "the Garden is empty and Lonely Spring is dying,"the Legend of the Green Hill Fox," and "the Legend of the concubine", according to media reports at that time, the lineup and platform of the four dramas are not weak, but the audience rating is not very ideal. The highest one has just broken 1, which is "cold" compared with the ratings of several popular costume dramas last year.

in early 2017, the costume drama "solitude without self-admiration", adapted from popular IP, began to air. Although it had two good-looking stars, Zhong Hanliang and Angelababy, it finally got a score of 3.1on Douban. At one point, it got caught up in the storm of "stingy acting", and its ratings plummeted to more than 1.

" there used to be "A Thousand bones of Flowers", and then a series of IP dramas such as "Kyushu Sky City" appeared, all of which starred in gorgeous scenes and popular actors, but they felt that the more they watched it, the more boring it became: the plot and the relationship between characters can always find certain routines, and they gradually become aesthetic fatigue. I don't want to pay attention anymore. " So said an audience who has been chasing dramas all the year round.

if the popular costume IP dramas of the past few years were indeed "not as expected", what would be the reason? Screenwriter Wang Hailin analyzed in an interview with reporters that the "hot" of the market had been a bit hot before, and some data, including ratings, were not true. While IP dramas have a certain fan base, IP alone is not enough to attract audiences. After being adapted into TV series, the story quality can not keep up, and it will also lose some appeal.

"it turns out that costume dramas with big IP+ and fresh meat can be sold, at least on the market end, that is, the broadcast platform, so everyone huddles together to buy popular IP and do it according to a fixed pattern, which is easy and profitable." Wang Hailin believes that, coupled with the fact that the online literature IP itself has some "congenital defects," that is, the quality of the story itself is not very high, the similarity of the character structure is high, and the homogenization is more serious, and so on, in the process of adaptation, it is also "inherited" to the IP drama, "it has been filmed all the year round, and the audience is bored with it."

in the view of the writer and founder of Yanbeitang Chinese Network, Tieyu, the current costume IP drama is not as expected, which is actually a performance of the market returning to rationality. "from the perspective of investors, the money it needs to invest is guaranteed and rewarded as much as possible, so it tends to adopt a known, low-risk IP drama production model, which will inevitably lead to a 'swarm'. In fact, this situation exists to varying degrees in many industries."

"when antique IP dramas have problems in the market, they will remind us that such practitioners will examine themselves and work hard from every link of the industry chain such as content and production, and the industry may gradually become healthy." Tieyu said that the cooling of costume IP drama is not a bad thing. "if you want to have a good way out, as long as you are serious, do not blindly cater to capital, blindly seek perfection, the market of IP drama still has potential."

Edit: mary