Entertainment: Top players who started out as trainees

Chapter 643: Dismal Film and Television Market and False Prosperity

After a short nap, Ning Luo woke up in the evening. He stared at the dim sky outside the window for a long time. Then he stretched his body, got out of bed, and walked lazily into the bathroom.

There is no doubt that Sister Tong rejected his invitation to sleep, and spat at him very rudely, then walked away with her little butt thudding.

Ning Luo guessed that the other party might have misunderstood.

Tsk~
After washing up, Ning Luo leaned on the sofa in the living room, sent a message to the fat girl to order food, and then turned on the TV and watched "Special Warfare Glory" out of boredom.

I have to say that although Mr. Yang Yang's performance in this drama is indeed oily and a bit difficult to deal with, the shooting scenes are still quite interesting.

Moreover, Sister Tong looks really pretty in military uniform.

After following the show for one and a half episodes, during which Teacher Yang Yang acted like a bitch for the entire episode, the little fat girl and her boyfriend finally came back with a lot of bags.

Dinner was Frank beef noodles, spicy and numbing, with two slices of beef so thin that it was transparent.

I have to admire the knife skills of these merchants.

While slurping noodles, Ning Luo took out his phone to check what was going on, and then he saw a very interesting hot search.

#Why didn't "Please Give Me More Advice for the Rest of My Life" become a hit#
The show just ended for members, and the negative comments came right after. This is really a plan to put down the God of War and Zi Mei~
Ning Luo read the battle report of "The Rest of Your Life" with great interest.

In terms of ratings, Kuyun ranks first among provincial satellite TV stations on average daily basis.

Penguin Video ranked first in popularity on the site during the same period, with daily views exceeding 18 million for 2.3 consecutive days, with a daily peak of 34 million. The current cumulative view volume is billion.

It has been ranked first for most of the time during the popular period on the Maoyan Popularity List, V List, Datawin Prosperity Index, Yunhe Data and other lists.

The data on paper is still very impressive, but in fact it cannot stand up to close scrutiny.

For example, in terms of ratings, the most valuable VCB is not listed.

The average CVB ratings of "The Rest of Your Life" was 0.68%, ranking fifth among satellite TV stations in the first quarter and third among Mango TV stations. It is far from being a hit.

In terms of playback volume, Penguin Video had 34 billion playbacks, but the effective playback volume of Yunhe’s main film was only 8.18 million.

Among the online broadcast volumes of TV series and movies in the first quarter, it could only rank ninth, even lower than "Hunting Crime Picture Book" starring Tan Jianci and Zhan Bo.

This drama is a suspense drama produced by Taoyuan Film Studio and distributed to Tencent Film Studio. It was launched about a week earlier than "The Rest of Your Life".

Generally, dramas distributed to other platforms are those that the producers are not very confident in and believe are unlikely to become hits.

However, what no one expected was that this drama suddenly emerged with its good reputation and won 11.97 billion effective playbacks of the feature film, beating the small hit "The Beginning" at the beginning of the year and "The Rest of Your Life" which was blessed by two top-tier stars.

Ranked first is this year's hit drama "The World", with 34.86 billion effective views, leading by a huge margin.

This is also the only drama series with over 20 billion views so far this year.

It can be clearly felt that this year's film and television market is much bleaker than last year.

Breaking 20 billion effective playback volumes seems to be a difficult achievement to achieve.

Normally, the data from a drama’s hit period accounts for about 70% to 80% of the total data.

Except for the ultimate meal-watching dramas like "Knowing Your Destiny", "Joy of Life" and "Want to See You".

This also means that for a "hit drama" like "The Rest of Your Life", the final effective broadcast volume is estimated to be only 1.1 to 1.2 billion.

Even if the fans of God of War are very enthusiastic, the number of views from the beginning of the year to the end of the year is estimated to be only 1.4 billion or 1.5 billion at most.

This basically shows that the formula of "traffic + IP = hot seller" is completely invalid.

A large part of the credit for the current popularity of "The Rest of Your Life" can be attributed to the massive amount of publicity and promotion.

In the more than 20 days since the premiere, "The Rest of Your Life" has appeared on more than 130 hot searches on Weibo's main search list alone, an average of six per day.

Among them, Zimei accounted for 24, Zhanshen accounted for 73, and the two-person hot search accounted for 37. Even the internal staff of Tencent came out to reveal that the publicity and promotion of this drama, even among S+-level dramas, is the best.

It can almost be said that the momentum of a "hit drama" was created purely by massive marketing and fan manipulation of data.

However, even so, the platform will certainly continue to promote this type of traffic drama in the future.

After all, "traffic drama" is more of a product attribute rather than a work attribute.

Even in today's market environment, it is difficult for such dramas to break through the circle beyond fans, but its product effectiveness is still very strong.

First, most of the popular dramas are based on the fans of the leading actors, and then try to radiate more users.

Ning Luo is the most extreme example.

The fan base is one of the guarantees for data in terms of playback volume, discussion, etc.

Even if it may not achieve the usual sense of "explosion" or "breaking the circle", or even may encounter a reputation crisis, fans can make the data on paper look good.

For example, last year’s "You Fei" and "Douluo Dalu", and this year’s "The Rest of Your Life".

For platforms that need to report "work results" to all parties, data is one of the most intuitive and visual measurement criteria.

The second is the imagination space in commercialization.

The most intuitive manifestation is advertising investment.

Just from the position of "such and such brand invites you to watch" at the beginning of the series, we can see that when "The Rest of Your Life" just started airing, there were three brands appearing, while "The World", the annual hit drama that set off a craze for chasing dramas, only had two.

In addition, traffic stars have great advantages in terms of mid-roll ads, creative ads, end-credits skits, and brand sponsorships in the drama.

Third, attract new members.

There is no need to say more about this point, and this is also the point that the platform is most concerned about nowadays.

Tencent stated in its third-quarter financial report last year that the number of paid members for paid value-added services increased by 15% year-on-year, and the number of paid members for video services increased by 13% simultaneously, mainly benefiting from the promotion of high-quality content, including "Honor" and "Sweeping Dark Storm".

Fourthly, it is the effect of the series going overseas.

In recent years, as Taobao and Tencent have vigorously expanded their overseas markets, the influence of Chinese sweet pet dramas in Southeast Asia cannot be underestimated.

In fact, Ning Luo is the initial promoter of this trend of going overseas and also the biggest beneficiary.

His first TV series, "A Little Thing Called First Love", was the first drama in recent years to spark a drama-chasing craze across Southeast Asia.

The subsequent "Joy of Life" and "Want to See You" spread this craze to Neon, Peninsula and other regions.

Last year's "Glory" also triggered a "Lost" craze overseas.

Even many Southeast Asian female celebrities and well-known figures have taken the initiative to photoshop themselves together with "Yu Tu".

In addition to Ning Luo, dramas starring top stars such as Xiao Zhan, Wang Yi Bo, Gong Jun, and Reba are also generally popular in Southeast Asia.

Idol actors who are able to become top-tier have very good looks, and with the halo of the drama, they can naturally easily attract overseas fans.

The above points are the reasons why the platforms are so keen to pay for popular dramas.

Even though it is difficult for a "breakthrough" hit to appear, it does not affect the platform's profits.

To put it bluntly, it is to create a false prosperity to deceive fans, advertisers, and perhaps even shareholders.

Ugly but effective.

　Godfathers, I cooked a hot pot last night. After eating, I planned to play with two golden shovels and write some words, and then I fell asleep on the sofa.

　　
　
(End of this chapter)