Every time edited, Duan Lian
On June 2, Zhou Xingchi’s first short drama was officially launched. Under the blessing of Xingye’s aura,The first episode of "Golden Pig and Jade Leaf" broke through one million views in one hour, definitely considered "top class".
But at the same time, after the first episode, the reputation of the show was polarized. Some critics thought that "the texture of the movie is full of sarcasm," but many people thought that "it is not funny and has nothing to do with Stephen Chow."
Stephen Chow skits go LIVE
word of mouth polarization
The 24-episode first season of Golden Pig Jade Leaf, each about five minutes long, is set against the backdrop of online fraud and tells the story of intern lawyer Ye Xiaolai teaming up with live streaming host Zhu Hao to uncover the truth about the "romance scam" fraud, save her sister Ye Xiaohui and find her own career path.Stephen Chow served as the producer of the play, guiding the creation of characters, plot setting, and post-editing…
"Golden Pig and Jade Leaf" invited many comedians such as Tudou, Jiang Shimeng, Pai Xiaoxuan, Zhang Baiqiao, Xu Zhisheng to join. The play also uses a senior cinematography art team to shoot horizontally.Strive to bring a cinematic quality comedy skit…
As the first road-themed boutique skit,"Golden Pig Jade Leaf" integrates comedy elements such as Northeast dialect and talk show, and is a creative innovation of comedy skitsThis drama is dense in jokes and meets the audience’s demand for fast-paced watching dramas on the mobile end
According to the official drama calendar, "Golden Pig and Jade Leaf" will officially end on June 21, with a total of 12 episodes…
At the end of January this year,Douyin announces an exclusive boutique micro-drama collaboration with Stephen ChowThe two sides will jointly develop and operate a boutique theater IP "9527 Theater". "Golden Pig Jade Leaf" is the first work of "9527 Theater". The theater is jointly developed and operated by Douyin and Zhou Xingchi, based on the official Douyin account of Zhou Xingchi’s director’s works "9527 Theater", and directly faces user content creation.
Image source: Visual China
Zhou Xingchi said at the time: "Short drama is a rapidly developing field of technological innovation and media innovation in recent years. This time we cooperate with Douyin Short Drama Theatre, hoping to bring more joy to the audience. I am looking forward to this new attempt, and everyone will join us." Douyin said that Douyin will continue to promote the exploration of high-quality micro-short dramas, and one of its important paths is to create benchmark works. This time, in cooperation with director Zhou Xingchi, we hope to explore the innovative creation of multi-theme content with the new genre and new grammar of micro-short dramas.
However, after the show went live, its reputation was polarized. Some netizens said that Xu Zhisheng’s acting skills were good, and 5 minutes per episode was not enough to watch; others said that it was not attractive enough, unlike Zhou Xingchi’s filming.
220,000 approved
The skit market could break 100 billion in three years
On June 1, the new regulations on the management of micro-dramas came into effect, and unreviewed and filed micro-dramas were not allowed to be disseminated online.
According to the China Network Audiovisual Program Service Association, on June 1, the new regulations on the management of micro-short dramas came into effect. The new regulations require the implementation of industry supervision responsibilities, territorial management responsibilities, and platform main responsibilities, and the implementation of "classification and layered review" of micro-short dramas."Key micro-short dramas" with a total investment of 1 million yuan and above shall be uniformly filed and publicized by the State Administration of Radio, Film and Television; "ordinary micro-short dramas" with a total investment of 300,000 yuan (inclusive) – 1 million yuan and not recommended by the provincial radio, film and television departments shall conduct planning, filing and review and complete film review; "other micro-short dramas" with a total investment of less than 300,000 yuan and not recommended by the broadcast or drainage and push network audio-visual platforms shall perform the duties of content management and be responsible for content review and copyright approvalIn addition, the new regulations also emphasize that unreviewed and filed micro-dramas cannot be broadcast online
According to Red Star News, the reporter found in the online audio-visual program filing system inquiry that as of 24:00 on June 1, there have been 3309 about 227,000 episodes of micro-dramas in the system to complete the filing and obtain the online filing number. On June 2, the topic of 220,000 episodes of short dramas being approved rushed to Baidu’s hot search first.
Most of the above mini-dramas obtained the record number issued by the audio-visual platform, which is the category of "other micro-dramas" with an investment of less than 300,000 yuan. After conducting high-frequency word cloud analysis of the titles of 3,309 mini-dramas, it was found that,189 titles use "CEO", 109 titles use "Madam", 81 titles use "Sweet Wife", and 80 titles use "Divorce"The person in charge of the Network Department of a provincial radio, film and television bureau said that according to the new regulations, the micro-skits that have passed the record and obtained the online qualification should be marked with the program record number at the beginning
The relevant practitioners and experts and scholars in the micro-drama industry have expressed that the new regulations on the management of micro-dramas have established a clear mechanism and standards, which can not only improve the efficiency and effectiveness of administrative management, but also ensure the quality of content production at the source, avoid the spread of vulgar and harmful content, and greatly promote the micro-drama industry to move towards high quality.
It is reported that short dramas refer to episodes broadcast on online platforms, with a broadcast time of generally less than 10 minutes and a plot advancement. Due to the compact content of short dramas, they can complete the portrayal of characters and the description of clues in a relatively short time, and they also have the reversal of episodes, which meets the current fragmented entertainment needs of users. Users can watch an episode of short dramas in a short time to form a complete viewing experience.
China’s online mini-drama market will show a hot trend in 2023, with explosive growth in short dramas of various genres. iiMedia Consulting pointed out that in 2022, micro-short dramas will rise and quickly enter the public eye. In less than three years,Its market size has approached the annual box office of Chinese films in 2023 (54.915 billion yuan), showing amazing development potentialAccording to iiMedia Research,In 2023, the size of China’s online micro-drama market is 37.39 billion yuan, an increase of 267.65% year-on-year, and the market size is expected to reach 100.68 billion yuan in 2027…
Haitong International pointed out that according to the scale of the number of short video users in the country, assuming the penetration rate, payment rate and single ARPU level of short drama users, and assuming that other income such as advertising accounts for 20% of the overall market size of short dramas,Forecast 2024 short drama market size of about 49.60 billion yuan…
edit|Duan Lian Yi Qijiang, Gaiyuanyuan
Proofreading |Wang Yuelong
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