The beginning is out of the circle, and the broadcast volume goes straight to 65.438+0 billion! Online drama has become the mainstream of drama market.

1

"Infinite Flow" series "Beginning" is on fire! In the first episode alone, the woman died six times.

According to incomplete statistics, "Beginnings" has attracted more than 300 hot searches in Weibo, with a broadcast volume of 654.38+0 billion. According to the Development Report of 20021Online Drama, there were 268 and 266 online online dramas in China in 2020 and 20021year respectively. With the popularity of Sweet Pet and Ancient Costume, the phenomenon of "Out of Circle" in Hidden Corner did not reappear.

The first episode of "2022", "Explosion" and "The Beginning" became an instant hit.

Let netizens "dream about buses" every day.

The play is a brand-new bus with environmental protection signs printed on it. The body was painted with colorful colors, and all the pupils wanted the same toy when they saw it.

The sun is shining outside the window and the car is calm and peaceful. Looking around, fitness men listen to songs, spend shirts and brush short videos, and everyone is immersed in their own world. But ten minutes later, with a cannon, there will be a huge explosion here. With the explosion, time began to "cycle", the ugliness and flash of human nature were exposed one by one, and death lingered like a shadow:

In the first episode alone, the woman died six times.

Despite this, there are still many netizens thinking on social platforms: "If I am on the bus." Last night, the beginning was more than three episodes, and these netizens couldn't help but shout. Don't ask, asking is the "beginning".

As the first domestic film and television drama with the theme of "unlimited traffic", "Beginning" became a new "social currency" in the circle of friends within a few days.

According to the lighthouse of the video data platform, as of press time, the market share of Start, which was only 10 days, rose to the first place with 14.45%; On Douban,123,000 people have "watched" the beginning, and102,000 people are "watching", and the score finally dropped to 8.2. Tencent's video shows that in just three days (65438+ 10, 18, 19, 20), the broadcast volume of "The Beginning" has increased from "breaking 300 million" to "breaking 700 million".

0 1 About "infinite flow"

"Compared with most other plays, the theme of this play is novel." Programmer Zheng Jin commented that he was initially attracted by the series posters on social platforms, but he didn't expect to "catch up with 8 episodes in one breath". Later, he began to "Amway" to his friends spontaneously, and even set up a small group to "urge" his friends to see it.

As far as the theme is concerned,

At the beginning, it was described as the first infinite flow drama in China.

But after careful study, I'm afraid this drama can hardly be called "infinite flow" in the orthodox sense. The word "infinite flow" originated from the novel Infinite Terror serialized by the author zhttty 2007. In this work, the protagonist constantly travels to different worlds through the system to complete tasks, just like "brushing copies" in the game. The beginning is only a partial setting based on the concept of "infinite flow", which is more like the "time cycle" mode in foreign films such as groundhog day, Cruise of Terror and Edge of Tomorrow. But this can't dilute the scarcity of such themes, and even "time period" is very rare in domestic dramas. A person in the film and television industry analyzed to the IT Times reporter that the theme of the "time cycle" type itself has many elements such as suspense, plot and emotion. You can keep a suspense atmosphere while unfolding the plot. The plot has a tense rhythm and strong discussion, and it is easier to reach audiences in different circles through social sharing.

The above-mentioned people also think that the beginning is more like actively promoting it with the gimmick of "unlimited flow", and then relying on the quality of the drama to circle the powder. In fact,

In addition to good reputation, Beginnings has really made great efforts in marketing. According to Dengta Data, at present, the popularity of 578683 is more than twice as high as that of the second-place Mirror of Twin Cities.

According to the "good news of the first week" published by Guan Bo, from the warm-up before the broadcast to the present.

There are 303 "Start" related topics and 4 "Top/kloc-0" related topics.

; 65438+ 10 month, 18 and 19 are two days of continuous updating, and 12 topics such as # Lu Di finally went to save the world # # Shi Liqing Collapse # # began to update # and entered the hot search list.

Call for "breaking the cycle"

In the second half of 20021,a "Squid Game" became a phenomenal drama series, which not only made the drama side earn a lot of money, but also made many people see the power of online drama. According to "202 1 online drama development report" issued by CMNC.

In 2020 and 20021year, the number of online dramas in China was 268 and 266, respectively, and the overall number of filings developed steadily; Judging from the theme, the dramas of Sweet Pet and Ancient Costume are quite popular, and the suspense drama is temporarily backward, failing to reproduce the phenomenon of "out of the circle" like Hidden Corner in 2020.

The domestic online drama "Hidden Corner" hopes to "break the circle", but "lack of quality content" is still the key issue. On Douban, a short comment with more than 9,000 praises expressed the concern of many film and television industry practitioners: "It has reached the level of exportation."

On the other hand, the long video platform, the shelter of online drama, is facing a severe test, and the three mainstream long video platforms of "Aiyouteng" have not yet got rid of losses. After the "on-demand in advance" mode was stopped by the supervision, iQiyi took the lead in showing weakness and exposed large-scale layoffs at the end of last year.

According to public statistics, the domestic "Aiyouteng" three-parent video head platform has burned more than 654.38 billion yuan in ten years, and there is no profit hope so far.

On the other hand, Netflix, which launched Squid Game, is also a long video platform, but it seems to be another species. In the final analysis, it still lies in the reputation and quality of platform drama. "Compared with the drama, the long video platform has no less expectation for the work to burst into red than the drama." An investor who pays attention to the field of film and television concluded with the IT Times reporter: "Breaking the circle is very important for the producers, publishers and producers behind the works in today's environment."

03 online drama "Catfish"

When "breaking the circle" became the goal, it was originally considered as a niche and low-cost online drama, and people's impressions were quietly changing. "The beginning is very similar to the explosion of Squid Game." "infinite flow" and "The Great Escape" are also minority themes, but they have attracted so many audiences. Liu Bao, the video director, said that in his eyes, "online drama" is not a mainstream drama series, but it conforms to the movie-watching characteristics of the younger generation, with short space, clearer audience and small scope. Although it is not easy to "break the circle", it also makes the drama party invest less and the income is more stable. For example, The Secret Book of Mao, known as "the pioneering work of China's online drama", was shot on 20 10, and the Douban score is 8.6 so far. At that time, the shooting team was composed of several college students. The producer of Squid Game is Netflix, and the director of The Furnace, Huang Donghe, was invited to direct, and many famous actors such as Li Zhengzai and Park Hae-soo joined. The Beginning was produced by Sunlight at Noon in the Awakening Age, and the Hidden Corner was released, with Bai Jingting and Angels invited to star in it.

The similar "broken circle" process and strong background of the two dramas made Liu Bao more and more aware that online dramas may be changing, and he could not tell whether they were good or bad. Zheng Jin admits that he has no habit of watching TV, which he thinks is a good trend. "More good content in China will attract and cultivate more audiences." According to the relevant data released by the State Administration of Radio, Film and Television,

In 20021year, the number of national TV dramas recorded reached a new low. Last June 1- 10 recorded 447 TV dramas, a decrease of nearly half compared with 20 19. On the other hand, the number of online dramas is increasing year after year. 202 1, the number of online dramas is 30% higher than that of traditional TV dramas, and it is increasingly becoming the "main force".

Will the "beginning" in 2022 be the "beginning" of the evolution of online drama? Author /IT Times reporter Cui Pengzhi Editor/Wang Xin was kicked by his sister for typesetting/Ji Jiaying Picture/Beginning Lighthouse Hidden Corner Noon Sunshine Source /IT Times WeChat official account vittimes