1905 movie network news On September 28, the New Wave Boutique Short Drama Forum was held in Beijing. Dai Ying, vice president of iQIYI and general manager of the self-produced drama development center, Ma Lingshan, co-founder of Wuyuan Culture and co-producer of "Doom" and other works, Lu Dan, co-founder and producer of Haoji Films, and Qi Xi, the actor who starred in "Doom", gathered together to talk about the phenomenon of short dramas that attracted attention.
The forum was mainly divided into four units, discussing the rise and characteristics of short plays, the creation and performance of short plays, the marketing and profitability of short plays, and the impact and future of short plays. When talking about past success cases, Dai Ying revealed that, for example, the team cooperation was very successful, and Qin Hao’s cooperation was very high, creating many "stalks" that went out of the circle. Qi Xi also mentioned the feeling of cooperating with Lu Han, saying that the other party is also an actor who wants to play a good show.
Recently, a number of 12-episode short dramas have been launched on mainstream video websites, which has also set off a trend of short dramas within the industry and among audiences. Dai Ying said that since 2017’s "Undocumented Crime", the team has been exploring how to make short dramas work to the extreme. In her opinion, short dramas are products between movies and long dramas, which make plot creation more possible.
In the matching of short drama actors, there is a common phenomenon of strong actors matching new actors. Qi Xi worked with Lu Han in "Doom". She found that Lu Han was a very real person, and aside from all other distractions, he was an actor who wanted to go more down the road of actors and performances and constantly prove himself.
Ms. Ma added: In the first scene of Xiaolu’s appearance in the interrogation room, there was a lot of praise, saying that he performed a lot of layering. She also said that at the scene, Lu Han took a lot of pressure, and Mr. Wang Qianyuan and Qi Xi would also patiently lecture Xiaolu on the scene. According to the guidance of these professional actors, Lu Han will try to make the role more outstanding, and sometimes even burst into the energy of many senior actors.
The forum also discussed the issue of soft placement and mid-insertion of advertisements for short dramas. Lu Dan believes that the fermentation cycle of short drama marketing is too short, and the publicity and marketing invested in large quantities in the early stage will harvest very short benefits. Therefore, product placement has become the main profit channel for short dramas. Dai Ying also emphasizes that entertainment marketing is really important. A good marketing requires team cooperation to maximize communication and entertainment marketing, so as to gain recognition and recognition at the user level. For example, "Hidden Corner" initially only gained a good reputation in the industry, but it was only after the success of a large number of entertainment marketing that it achieved "breaking the circle".
Dai Ying analyzed the issue of the mid-insert advertisement of the short drama because the current short drama mainly focuses on the suspense type, so when the rhythm and emotion of the drama are interrupted by the mid-insert, it is easy to cause the audience’s disgust. Therefore, after the first episode of the drama was launched, the team immediately optimized the location after hearing the audience’s response.
Looking to the future, the guests also believed that short dramas would enrich the genre of domestic TV dramas in the market, and they also hoped that in the future, they could receive more recognition in the market and awards for this type of drama.
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