Youku, iQiyi and Tencent Announce Episode Reserves for the Second Half of the Year
Who is the film list that sells well and explodes?
On June 21, the 2022 Tencent Video Film and Television Annual Release was held in Beijing, and posters and trailers were released in the new dramas to be broadcast and post-production in the second half of the year, including "Three Body", "Yugu Yao", "County Party Courtyard" and "Prosecution Elite" " and other works that have attracted much attention from the beginning of the project.
So far, the 2022 reserve resources of the three major video platforms Youku, iQiyi, and Tencent have all been made public.
Mainstream narrative works are the foundation of life
Like traditional TV stations, mainstream narrative works with both humanistic depth and feelings of the times are also the foundation of the video platform's pursuit, and there are many potential stocks such as "The World".
For example, "County Party Courtyard", produced by Noon Sunshine, tells the story of the grass-roots struggle of Mei Xiaoge, secretary of the county party committee and colleagues, "Public Prosecution Elite", the first domestic focus on female prosecutors, and "The Peace of Mind" that shows the spiritual outlook of grass-roots safety construction workers. My Hometown uses stories rooted in life to carry and reflect the great feelings of reality; "The Sea in Dreams", which describes young people's pursuit of dreams and growth under the changing times, and "Blossoming Flowers" adapted from the award-winning work of Mao Dun Literature Award ", "Happy Face", which shows the various forms of life in the red era, and "Infernal Affairs" and "The Lurker", which reflect the beliefs of the family and the country, are all masterpieces that have been polished with ingenuity.
In the realism theme section, it shows the warmth and warmth of the world and the various states of the world in multiple dimensions, capturing the resonance of public values and emotions.
In terms of Tencent Video, "The New Five Beauty on the 22nd Floor" debuted and continued to perform "Ode to Joy 3"; "The Battle of the Roses", "Just Love" and "Even if the Wind Rises", which show different urban life with professional backgrounds; She just doesn't want to lose" and "Today's Them" all convey a broader perspective of life to the audience through insightful portrayals and feel the power of growth.
Among the top dramas to be broadcast on Youku, there are also real-life boutiques.
Among them, the rural revitalization reality drama "Happiness to Ten Thousand Homes" tells the story of the rural girl He Xingfu growing up under the multiple tests of career, marriage, love and family; "Bend" tells the story of a group of young people who grew up in a hutong since childhood, and the stories of their continuous struggle and growth over the past 40 years of reform and opening up.
In terms of iQIYI, there are also works of realistic themes such as "Hurricane", "Big Exam", "Savage Growth" and "Life·Luyao".
Puppet drama is expected to come out of the low level
Under the background that the film and television industry has entered a new cycle of "improving quality and reducing quantity", it is foreseeable that in the second half of 2022, especially the summer season, the diversity of themes will be significantly enriched compared with last year. In addition, ancient puppets, sweet pets, urban, suspense and other types have also been fully refined and developed.
In the ancient costume content section, Tencent Video has further strengthened the theme reserve, expanded emotional expression, and carefully produced more works.
Among them, dramas such as "Bright Stars", "Yugu Yaoyao", "Sauvignon Blanc", "Feng Xing", "Le You Yuan", and "Scorching Merry" cover different themes such as ancient costume family, fantasy, Xianxia, and mythology.
In addition, Tencent will also launch classic rebooted fairy tales such as "Xianjian" and "Xianjian Six Prayers for the Present", as well as ancient costume martial arts dramas such as "Flying Fox Story" and "This Is the Dream".
On Youku, there are "An Le Biography", "Agarwood as Crumbs", "Stars Falling into Sugar" and "Heart Care" waiting to be broadcast.
iQIYI's "Xinchuan Daily", "Worryless Crossing", "Please King", "Fox Fairy Little Matchmaker", "Legend of Sword and Fairy IV", etc., also follow the ancient puppet route.
Affected by the policy, ancient costume dramas have been hovering at a low level for a long time, and ancient puppets have gradually entered the small circle of fans to entertain themselves. "Meng Hualu" may lead to an upward breakthrough in this sector as a whole.
I hope that the summer season's "Bright Stars", "Jade Bone Remote", and "Agarwood like crumbs" are not "carved boats for swords" - the trailers are amazing enough, and the finished films can match the appearance of real S-class works.
Continue to develop suspense and other subdivisions
Deeply cultivating the vertical track, giving various themes rich expressions, and through the upgrade of visual technology, it brings a better viewing experience. Famous scenes such as "Countdown", "Cosmic Blinking" and "Three-Body Game" have been highly restored; in addition, "Kunlun Shrine" and "Return to the South China Sea" in the Ghost Blowing Lantern series and "Jade Gate from the West", which combine elements of exploration and monsters ”, “Tibetan Sea Flowers”, “Ruyue”, “Tian Xingjian”, etc. will jointly start a new adventure; in the comedy section, Tencent Video, together with domestic first-class creative forces, launched “Break Friends, Dad”, “The Legend of Magpie Sword” and “North Latitude”. A matrix of drama series such as Road No. 1, A Wedding with Lan Girl, etc.; in terms of suspense content, Tencent Video also explores themes in subdivided fields, gathering "Under the Fanciful City", "Black Soil Silent", "The Long Season", "Black and White" "Password", "Are You Safe", "The Eve", "Plum Blossom Hearts" and other works covering various genres such as costumes, family, comedy, criminal investigation, etc., are exciting.
"The Corridor Pavilion", "The Coward", and "Ligong: The Story of the Northeast Monster Mountain", which was supervised and starred by Fan Wei, are all suspenseful works.
In the youth emotion section, Tencent Video focuses on the emotional demands of young people today, and conducts subdivided theme mining and development.
There are not only "Illuminate You", "Everyone Knows I Love You", "The 28th Law of Love", etc., which have grown up with each other, as well as "The Farthest Distance", "Summer Flower", "If There is Time" and "You", which are warm-hearted and healed. Love for Me", etc., as well as works related to dreams, growth and struggle, such as "Summer of Love", "Three Points", "Love in the Red Dust" and "Youth Babylon".
iQIYI also reserves youth series dramas such as "The Way Love Should Be", "Freedom of the Orchid", and "Overtime Romance".
Still rely on popular IP, star CP
The summer solstice is approaching. Looking at the repertoires announced by the three video platforms of Youai Teng for the second half of 2022, it generally reflects the logic of the current market creation and the influence of the forces of all parties - each theme is not dependent on popular IP and star CP. Low, such head projects such as "The Legend of An Le", "Agarwood is like crumbs", "Ode to Joy 3", "Splendid Xinghan", "Yugu Yao" and "Three-Body Problem" are the same.
"Ode to Joy" is a popular IP that has been broadcast for many years. The third part gathers stars such as Jiang Shuying, Yang Caiyu, Zhang Jianing, and Zhang Huiwen.
Dilireba and Gong Jun in "The Legend of An Le", Xiao Zhan and Ren Min in "Yugu Yaoyao", and Wu Lei and Zhao Lusi in "Bright Stars" all play the star CP card.
This kind of "routine" can easily make fans and the market revel, and earn enough attention before the broadcast, but it also reflects that the overall market's confidence in originality is still insufficient, and innovation and breakthroughs are even more insufficient.
In fact, in the first half of the year, works like "The Rival" and "The Beginning" made tentative innovations in certain aspects of character design and theme, and even if there was only a small step forward, they were immediately noticed by the audience.
In addition, past experience also tells us that there is no necessary connection between people who rely on trailers and real blockbuster dramas.
For major platforms, big hits such as "The World" are hard to come by, but small and medium hits such as "The Beginning" and "Please Call Me Director" can still be expected.
In particular, the current popularity of "Menghualu" may lead to an upward breakthrough in the ancient puppet sector as a whole.
The summer season has always been the world of ancient puppets, and many top works such as "Bright Stars", "Jade Bone Remote", and "Agarwood like crumbs" will wait for the market to test.
Of course, there are dozens of reserve film lists released by the three major video platforms, and each of them sells well, but according to the probability of previous years, the five fingers who can really make it out of the circle can be counted.
Therefore, the release of the film list is more of a marketing method for the platform to attract investment and build brand strength. The audience is chasing the drama, and what they want is the real quality responsibility.
Text / reporter Yang Wenjie