Korean dramas wear comics and national dramas wear online games. What is revealed behind the overlapping theme cycles?

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1. Korean dramas wear comics and Chinese dramas wear online games. What is revealed behind the overlapping theme cycles? Korean dramas have always been ahead of China in the theme cycle of "Cinderella" in the subdivision field. For example, the heirs, which was popular in 2013, has just confirmed that it will be remade this year, supervised by Zhang Yibai.

There are two dimensions in the leap of dimension, one is the penetration from the outside to the inside, and the other is the breakthrough from the inside of the circle of dimension 2 to dimension 3 If we want to use one word to summarize the trend transformation of the summer TV series market in 2016, the word "breaking the dimensional wall" must be most appropriate

in the domestic TV series market, the online broadcast volume of "a smile touches the city", adapted from Gu man's online game of the same name, has exceeded 10billion, and the broadcast volume of a single episode of 700million is enough to constitute the capital that dominates the 2016 Summer archives; Coincidentally, in the Korean drama market across the sea from the mainland, w two worlds, which almost perfectly constructs the model of comic and reality interpenetrating, swept the top four ratings list in South Korea, with an average audience rating of more than 14%, showing the same trend of dominating the screen

behind the data is the heat change of the theme cycle. Previously, he had written about the decline of fantasy themes. Times create heroes, and the shortage of popular funds in the TV series market needs to be filled by new themes. In this case, the rise of cross dimensional idol dramas is not surprising

however, cross dimensional theme plays are subject to innovative exploration and scale control, and there have been few cases before. "But it is undeniable that the younger generation who grew up with the Internet has put forward a demand for entertainment works that meet their cultural consumption habits." Zhang Junwei, director of marketing of cool communication, the producer of "a smile appeals to the city", said

on the one hand, there is an increasing market demand, on the other hand, there is a shortage of similar TV dramas. The above contradiction constitutes the centralized release of the suppressed demand of the audience. Therefore, it is not difficult to explain the hot data after the launch of "a smile is a city"

unfortunately, due to the introduction of the ban on South Korea, we were not able to see the face-to-face confrontation between "W two worlds" and "a smile makes a city fall" in the summer vacation. It is worth noting that the blending of quadratic elements and TV drama creation may bring new changes to the long silent market

1. Korean dramas wear comics, and national dramas wear online games. What is revealed behind the overlapping theme cycles? < / strong >

Korean dramas have always been ahead of China in the theme cycle of "Cinderella" in the segmented field. For example, the heirs, which was popular in 2013, has just been confirmed to be remade this year, supervised by Zhang Yibai. However, with the development of domestic TV dramas, the theme cycles of the two began to coincide gradually. For example, the two worlds of W and the city of a smile, which appeared one month apart, are both cross dimensional idol dramas, and even the loser case of step by step startling beauty appeared
Zhang Junwei believes that this phenomenon is not surprising. Because the capital of Chinese TV series is stronger than that of South Korea, with the help of capital, they can quickly make up for their shortcomings in capital and technology. In addition, in recent years, driven by the consumption upgrading of the new generation of audiences, the production level has also improved significantly. As the most thoroughly studied drama in the established mode, idol drama is very easy to go to the forefront
this also provides space for the same competition of similar products between China and South Korea. "W two worlds" was broadcast on MBC TV station on the evening of July 20. Due to the adoption of the form of double episode weekly broadcast, the time span is nearly three months. The domestic exclusive copyright party is Tencent video. And the fixed time of "a smile is very charming" is August 22, in the form of two episodes of daily broadcast
according to various data, "W two worlds" has firmly grasped the throne of the hottest Korean drama this summer since its launch. In South Korea, "W two worlds" achieved an average audience rating of 14%, and has always firmly occupied the first place except for the first two episodes. In the domestic market, the popularity of Weibo, which has important reference value, has achieved 5.16 billion readings of topics in the two worlds, and this data is purely based on the only four episodes officially launched, which are purely based on online disk transmission, and there is not a big gap with the 7.95 billion readings of a smile
if there is no external influence, we will be lucky to see the face-to-face confrontation between "W two worlds" and "a smile makes a city fall" in the summer vacation. Tencent video did not make a positive response to why "W two worlds" chose to retreat in the rush of heat. In this regard, there is widespread speculation in the industry that it may be the review system of "full film submission" issued by SARFT
Xie Xiaohu, the film and television planner, believes that there is no direct data to prove that the withdrawal of "W two worlds" is a hot side assist for "a smile is a city". According to the operation law of the TV series market, although it may have a certain impact, it is only limited to the degree of icing on the cake, for example:

1) pave the way for the popularity of works with the same theme
2) alternative compensatory viewing
in addition, "a smile is a city" did not show any excellence in ratings, hovering between 0.7-1.1 ratings so that it never topped the ratings during the broadcast. However, amazing data were obtained in the online broadcast channel, which helped it become the most successful TV series this summer. In terms of broadcast data, the network broadcast volume has exceeded 10billion, and the broadcast volume of the first episode has exceeded 700million. In terms of search popularity, the peak of Baidu Index reached 2million
< strong > 2. After breaking the dimensional wall, where will TV (online) dramas go? < strong >

the breaking of the dimensional wall has brought new creative increments to TV drama creation
Zhang Junwei said that at present, the exploration of cross dimensional themes in TV dramas is still very preliminary. For example, what "W two worlds" breaks is the comic dimension, while "a smile touches the city" connects the university campus and the online game dimension. In this way, even with acgn as the dimensional dimension, there are still three directions that are still blank, not to mention the specific subdivisions of fairy Xia, supernatural, online games and other topics
"with the rise of post-90s and post-00s audiences, cross dimensional dramas in the future are expected to gradually enter the mainstream vision." Zhang Junwei said. However, for the creation of cross dimensional theme dramas at this stage, Zhang Junwei warned, "we must not sacrifice the basics for the end."
take "a little smile is very attractive" as an example, the secondary direction is the feature rather than the project positioning. "Smile is a part of the smile youth series, and the project orientation has always been to" serve the hearts of girls ". Whether it's the creation of parallel game sense time and space or the series of "chair Dong, floor Dong" in the play, in essence, it has always been "serving the hearts of girls" Zhang Junwei said There are two dimensions in the leap of dimension, one is the penetration from the outside to the inside, and the other is the breakthrough from the inside of the circle of the second dimension to the third dimension
Ding Lun, CEO of Tianqi culture, believes that the cross dimensional attempt of the three-dimensional film and television company shows that the two-dimensional culture has begun to be recognized and valued by the mainstream culture, which is the embodiment of the minority culture gradually moving towards the public
as early as 2014, Chengdu Tianqi Culture Communication (Heitian Visual Studio) Co., Ltd., which started with cosplay, tried to launch the online drama "the remains of ancient Shu in Heitian coffee house", with a hit rate of 30million. My vampire boyfriend, which was launched in April 2016, has a hit rate of 110million
in Ding Lun's view, the boundary between the second dimension and the third dimension is not clear-cut. "As long as it is full of fantasy, the theme of three positive outlooks will conform to the aesthetics of the second dimensional audience. At present, Heitian is stepping up the production of the second dimensional online drama and online university, including the second season of" Heitian coffee house. " Ding Lun said
obviously, the market journey of cross dimensional theme plays has just begun
editor: Yvonne