Chinese Entertainment 2017: Starting from the Top Writers

Chapter 506: Fancy Promotion, Before the Release

In the next two days, Lin Li devoted himself to the filming of the crew, and as the campus plot continued to advance, he and Zhang Jingyi had more and more intimate scenes.

All the leading actors in the crew are looking forward to the first kiss scene between Lin Li and Zhang Jingyi.

They wanted to see if the two would still be so hard after their mouths kissed!

Lin Li and Zhang Jingyi, the parties involved, also had a secret expectation in their hearts. They knew very well that the relationship between the two was just one layer of window paper away from being broken.

The entire lit filming set seemed to be filled with a strange atmosphere.

On the other hand, the phenomenal display of affection continues.

截止到7月23号晚间第27集、28集更新结束后，亲热的集均播放量正式超过荣耀在大结局时的3.5亿集均播放量，一跃成为2018年度集均播放量最高的电视剧。

At the same time, on the Kiwi Video site, the popularity value of Intimacy topped the list for 14 consecutive days, with the highest popularity reaching 10956, making it the most popular TV series in 2018.

When it comes to the popularity of Kiwi, we have to mention that Kiwi is a new measurement method specially designed for popularity.

July 7, one week before Intimate is set to go live.

Kiwi released a statement, officially shutting down the display of front-end playback volume and replacing it with a unit of measurement called "heat".

On July 7, one day before the launch of the hot promotion, Kiwi held a media communication meeting.

Chen Hongjia, who was the vice president of Kiwi at the time, said that Kiwi conducts two nationwide surveys every year, with nearly 1 people as the survey subjects. He was surprised to find that among the factors that consumers consider when choosing content, the website's broadcast is basically not ranked in the top ten. Douban, Zhihu, and Weibo are the focus of audiences' choice of watching information.

In fact, there has never been a unified industry standard for playback volume.

For example, in Kiwi's previous calculation system, the "play volume" of TV series, movies, variety shows and other content only included the main films and highly relevant clips, trailers and behind-the-scenes content, but did not include content that was less relevant to the series, movie, or variety show, such as celebrity interviews, voice-over commentary videos, etc.

The playback volume of Penguin is divided into two categories: feature film playback volume and album playback volume.

Pants and mangoes also have their own calculation methods.

There is no national standard or industry standard.

Li Xuelin, CEO of third-party data provider Yunhe Data, said, "If we use the front-end click volume as an evaluation system to assess which is the most popular online drama in 2017, there will be great differences between platforms, because each platform has a different method for calculating the number of views."

What is “heat”?
It is a measure of who is more popular at this moment.

Turning off the foreground playback volume is not an original idea of ​​Kiwi.

In fact, the world's streaming giant Netflix has never announced its viewing volume, and now even the "like" function has been removed.

This platform relies on its internal big data system to recommend personalized content to users. If users’ viewing time increases and discussions increase, it means the recommendation is successful.

Kiwi hopes that after turning off the playback volume, it can use "heat" to help users understand the popularity of the work within the current time frame.

It consists of three types of user behaviors: the first type is the direct viewing behavior, including how many people have watched it and how long they watched it.

The second category is the interaction generated during the viewing process, including his thoughts, comments, attitudes of support and criticism, barrage, etc. generated during the viewing process.

The third is sharing behavior, such as how many times I am willing to recommend it to my friends...

These are combined together and formed into a content heat value through an algorithm, which is intuitively expressed as a number.

Chen Hongjia said that he hopes it can reflect user feedback and the quality of the content itself.

At the media communication meeting, Linghe Media CEO Bai Yicong, as a representative of the earliest producers who transformed into online dramas, recalled the changes in network data.

"In 2014, we thought it would be very difficult to reach over million views. When we actually reached million, everyone in the team went crazy."

"But today, if a work has less than 100 million views within two hours of being online, we would find it very strange. Has the number of views really increased so much? Has it increased hundreds of times in just three or four years? Of course not! A lot of data is generated in a very strange way."

"Some dramas have 20 or 30 million views a day, and then suddenly 100 or 200 million a day two days later, and then go back to 20 or 30 million again."

“Maybe he just needs to reach a certain level in those two days to show it to the advertisers. Such data has nothing to do with normal playback volume.”

"For content producers, fake traffic is like bad money driving out good money."

Bai Yicong spoke earnestly at the scene.

Bai Yicong also introduced that his team has stopped looking at the number of views since last year.

Now they mainly look at the number of reposts and barrages of the drama, its performance on Weibo and WeChat, and the number of new members attracted. In fact, how many new paying members a drama can attract.

For shared-revenue web dramas and online movies, the number of views and popularity have never been indicators of measuring the work, but rather how much money can be shared. The effective viewing of paid members determines the shared box office.

Interestingly, after Kiwi shut down the front-end playback volume, some order-brushing companies said that the popularity can also be manipulated artificially.

It’s just that it takes longer to place orders and the price is higher.

In response to this, Chen Hongjia clearly responded that if a drama needs to spend money to increase its popularity, the cost will be much higher than simply increasing the number of views. In order to increase the data, you may spend more than you earn. Moreover, popularity is a real-time data. If you don't increase the data, the data will drop. Unless the producer of the drama does not want to make money, only a fool would do this.

Following Kiwi's move, platforms such as Penguin have also begun internal reforms, planning to replace the front-end playback volume with popularity.

In terms of ratings, Shanghai TV and Shonan TV occasionally win or lose. After the latest two episodes, Shanghai TV's highest ratings in the same period exceeded 1.911, and the average rating was 1.893. Shonan TV's highest ratings in the same period exceeded 1.893, and the average rating reached 1.881. This performance is already the best performance among modern urban idol dramas in 18.

Even two years ago, the same was true in this genre.

Putting aside the popularity of the series itself, the data of the leading actors Zhang Ruonan and Lin Gengxin on the V list are also quite excellent.

Although some passers-by responded that Zhang Ruonan and Lin Gengxin's frequent dominance in hot searches hindered their perception, the audience's discussion about the two people was real.

During the broadcast of Intimate, Zhang Ruonan and Lin Gengxin's V-list index continued to exceed 9 and remained on the list, and Zhang Ruonan now topped the list with a score of 9.54, leading the V-list.

Lin Gengxin, who became popular again after "Princess Agents", also performed very well. His scores continued to exceed 9.5 and he even surpassed Zhang Ruonan from time to time, which also shows that the character of Han Shangyan is really loved by the public.

As a youth inspirational drama in the summer season, "Intimate" has been popular since its premiere, especially the highly sweet plot between the Squid Couple formed by the new partner Zhang Ruonan and Lin Geng, which has caused many girls who follow the drama to shout that they are addicted and are brainwashed by Han Shangyan, the dad-like boyfriend.

Because of the hit drama, Zhang Ruonan and Lin Gengxin also gained a lot of popularity among the public and attracted countless fans.

Tong Nian is smart and sensible when she is intimate. She is a graduate student and has attended the junior class. Her research projects involve medicine and criminal investigation. As a top student, she is really a sweet little bean that everyone loves.

Zhang Ruonan also used her acting skills to bring the audience into the play and fell in love with Han Shangyan.

Zhang Ruonan also said in an interview that as long as the audience can identify with and like Han Shangyan, the drama will be a success.

From the current perspective, the success of this drama has far exceeded her expectations. After all, Lin Gengxin has become the "July new boyfriend" of many girls.

As of today, the Weibo topic "Qin Re" has been read 221.9 billion times and discussed 751.2 million times, far exceeding the second-ranked "One Thousand and One Nights" at the time. And the work has been aired for less than half a month, which shows how popular "Qin Re" is!
What is even more amazing is that many official media reported on Qinre, and the overseas edition of China Daily reported extensively on Zhang Ruonan and the work Qinre.

It was featured in Guangming Daily and Beijing News at the same time, and even the entertainment and sports section of Global Times was vying to report on it!

Previously, the two had to cancel their meeting in Hangzhou due to too many fans at the scene.

In fact, what best reflects the popularity of the drama is the open and covert struggles between the two major TV stations. While they continue to broadcast trailers to attract audiences, they are also secretly competing with each other, and even changed their avatars to stills of Zhang Ruonan and Lin Gengxin.

Moreover, there are upgrades compared to the previous period. Now, when updating the series every day, the official Weibo accounts of the two satellite TV stations will use different stills of the two leading actors in the updated series as their avatars, which really makes the netizens happy.

In addition to the two TV stations' bold moves, Kiwi has also launched new ways of playing.

Yesterday, November 7th.

Zhang Ruonan and Lin Gengxin were invited to the Kiwi headquarters for a promotional event.

Commonly known as "sweeping the building".

This is also the first time that this type of promotion method has appeared in the history of domestic entertainment drama promotion.

Yesterday's event also attracted widespread attention for its unique promotional methods and good interactive effects.

At the event, Zhang Ruonan and Lin Gengxin interacted closely with Kiwi employees, including distributing gifts and playing games, in an effort to increase the exposure of the series and audience participation.

This offline promotion method not only attracted the enthusiastic participation of fans and employees, but also further amplified the promotional effect through sharing on social media.

"Intimate Sweeping the Floor"

This post was on the hot search list of multiple platforms including Weibo, Douyin, and Kuaishou, sparking heated discussions across the entire network.

Can the drama promotion be played like this?
Not to mention the audience, even a number of film and television companies in the industry were stunned.

No! Where do you get so many tricks?

When did the top executives at Kiwi Fruit become so smart?

Gong Yu was sitting in the office, watching the soaring popularity and discussion of the topic, thinking happily.

In fact, I am just a tool, and I am not the real person behind the scenes.

But, wouldn’t it be nice if I’m the one who benefits?

Gong Yu increasingly felt that Lin Li was a very reliable person!
Not only are the dramas they produce good, but they are also very good at promoting them. He feels really safe working with Lin Li.

He has already planned to make additional investments in Zhou Sheng Ru Gu and Yi Sheng Yi Shi. After all, these projects are sure to make money and are certainly worth more investment.

This floor-to-floor visit also reflects the popularity of the series and its market response, as well as the leading actors’ promotion and support for the work.

Through this kind of activity, the leading actors are able to establish a more direct connection with the audience, while also adding more topicality and discussion to the series.

The intimate door-to-door campaign was a very successful publicity and promotion case. It not only increased the popularity of the series, but also provided new ideas and references for the promotion of other series.

While paying attention to the intimacy, netizens also did not neglect the boy.

At 23: pm on the rd, the official Weibo account of Nanxun Culture suddenly updated its status, showing a simple and clear poster with black text on a red background to everyone.

"2.1 million!"

The pre-sale box office of "Youth" surpassed the 1.6 million of "Dying to Survive" with an overwhelming advantage!
(End of this chapter)