Text | Niu Jiaojian
The history of ritual drama is not long ago. As a theme of the Red Revolution that was born out of an important propaganda period and is dominated by policies, the market will take turns to stage several "gift dramas" during special periods every year, and this year is no exception. In addition to the latest batch of "gift list" updated by the State Administration of Radio, Film and Television, all David TVs and companies are also actively deploying gifts.
At the just-concluded 25th Shanghai TV Festival, Zhejiang Huace Film and Television successively announced a new list. In the list, tribute dramas that focus on realistic themes and promote the main theme occupy an important part. The chairman of Huace Film and Television, Zhao Yifang, even bluntly stated at the opening ceremony of the TV Festival, "The number of dramas presented by Huace has expanded to more than 30%."
Similarly, there is Perfect Film, which started as a game business and has been frequently acting in the film and television industry in recent years. The "Gifts" section of the main theme of the times has more than 10 works to be broadcast.
According to media reports, apart from the two established film and television companies that entered the "gift" field earlier, Huace and Perfect Pictures, Huanrui Century, Yaoke Media, Huayi, Other leading companies such as Helichenguang have gradually joined the "gift" battle.
It is worth mentioning that in the past, Aiyou Tengmang, who used to focus on genre themes and increase the size of self-made dramas, has also begun to attach importance to the tribute drama market. The broadcast of "Ice Breaking Operation" is one of the important works in this year's gift repertoire. From the perspective of market feedback, the audience has quite recognized the test of the theme + genre. Next, video sites will continue to offer audiences many different types of gift themes.
It is foreseeable that a battle of gifts with "red rain" as the main battlefield is about to strike.
The number to be broadcast exceeds 60, and the tribute drama officially opens the market "valve"
Before talking about the tribute drama market, why not talk about what tribute drama is? As the name suggests, the gift drama is a group of special themes used to promote the melody of the times and record the true face of people's lives in a special period. In the early 2000s, the domestic drama market also ushered in a number of excellent gift themes, such as "Glory" which wanders between justice and evil, "Bright Sword" and "Soldier Assault" which explain the lives of soldiers, etc. . However, the term "gift" had not yet been born in the drama market at that time, so it was replaced by military, police and bandits that promote positive social energy.
Until 2017, with the 20th anniversary of the return of Hong Kong, 90 weeks after the founding of the armyIn 2016 and the 19th National Congress of the Communist Party of China, the term "presentation" was officially born. After that, the National Press Publishing House basically held at least one meeting a year to announce and delineate the list of shortlisted drama series.
In 17 years, the National Press Publishing House issued a list of 72 tribute dramas. In that year, the number of actual broadcasts reached 26, and some of the head works continued to In 18 years; in 18 years, the National Press Publishing House held two "gift offerings" conferences, and a batch of ritual dramas such as "Big River" and "Facing the Sea" were formally shortlisted. By the end of last year, more than 30 tribute themes had been broadcasted. .
By the time this year, judging from the market in the first half of the year, there are still many dramas that have been broadcasted. "New Year's Eve Trilogy", "Dajiang Dahe", "Sesame Hutong", and "Old Chinese Medicine" have achieved good reputations, but also welcomed many loyal audiences; "Take Dad to Study Abroad" and "Good Time Flowing" "Although it has a disadvantage in word-of-mouth, it breaks the previous mainstream gift themes of military, police and bandits from the subject matter, and instead places its perspective on popular elements such as studying abroad and childhood sweethearts that are more popular among young people.
From a data perspective According to incomplete statistics from reporters, there are as many as 60+ dramas to be broadcast and in reserve for major films and televisions. Among them, the two major film and television companies, Huace and Perfect, have the largest share, reaching more than 10 each. .Hua Ce's upcoming "Diplomatic Storm", "Awakening Age", "Desperate Sword", "Light Chaser", "Come on, You Are the Best", "No One Less" 6 tribute dramas , Has been clearly shortlisted in the list of key selected topics of the 100 planning released by the TV Drama Department of the State Administration of Radio, Film and Television.
According to public information, "Diplomatic Storm", a panoramic view of the diplomatic front of the People’s Republic of China, "Awakening Years" which restores the history of the founding of the Communist Party of China, and "Come on, you are the best" which tells the struggle history of low-level people Broadcast this year. At present, there have been rumours that "Go on, you are the best" starring Deng Lun and Ma Sichun is expected to be broadcast on Dragon TV at the end of July. If the news is true, it will be the summer archive this year. Another blockbuster work.
Perfect Film and Television further expanded the layout plan based on the main theme of last year’s layout."Legend of Blood" and "Zhuangzhi" "Goofy", "Brave Heart 2", "New Year After Year" were included in the 100-year planning list of ritual dramas, and stepped up production of "The Best You in the World" and "Sydney Stewed in Rock Sugar" On the basis of the youth field, a "sports program" that keeps pace with the times is added to further narrow the distance with the theme of the times.
(now renamed "Heat BloodLegend")
Other film and television companies, such as Huanrui Century, Yaoke Media, Huayi, Heli Chenguang, and Aiyou Tengmang have also stepped up The footsteps of the tribute drama. Huanrui Century firmly dominates the audience’s attention with the three upcoming dramas "Secret and Great", "Never Say Goodbye" and "Autumn Cicada"; new companies such as Huayi, Helichenguang, and Yaoke Media have also All have at least one.
Among these, there are also many tribute dramas and video websites that have established a good relationship. Ciwen Media and iQiyi jointly created "Storm Dance", Huanyu Film and Television "Army Military Academy" jointly created with iQiyi and Tencent Pictures, and "Facing the Sea", "Wind Sound" and "Burning" held by Tencent Pictures' "Five One Projects" were all selectedThe 100-year planning list of the gift-giving drama is expected to be launched in this and next two years.
An obvious trend is that With the strong support of the party and the government, and the TV drama market is gradually returning to the cooling-off period, tribute dramas are gradually occupying the market. C position. Next year will be the initial implementation of building a well-off society in an all-round way. The year after will be the 100th anniversary of the founding of the Communist Party of China, and the 20th National Congress of the Communist Party of China and the Winter Olympics will usher in the next year. Under important publicity schedules, ritual dramas are naturally indispensable. Some netizens joked, "Some dramas (referring to dramas that are difficult to set up, such as ancient costumes) will no longer be broadcast. I am afraid that they will have a chance to be broadcast after 2022."
A "Gift New Year" with the background of the times as its core mission officially kicked offCurtain.
With diverse themes and younger actors, tribute dramas usher in the 2.0 era
If there is a surge in number, It is the first step to open the valve in the tribute drama. Then, with the entry of a number of leading film and television companies and the market's emphasis on the theme of gift offerings, the gift drama has ushered in a comprehensive upgrade in terms of themes and cast.
Take the many tribute dramas broadcast last year as an example, focusing on the background of the times and the red theme of revolutionary history is the main focus of the screen. However, as many contemporary themes such as "Returning", "Entrepreneurship", "You and Me Allure Time" and other contemporary themes were included in the list of ritual dramas, The tribute drama market has ushered in a new breakthrough in the true sense: it is no longer the theme of mature artists of the older generation, and the theme is no longer the main theme work that only pursues middle-aged audiences.
"The Big River" producer Hou Hongliang mentioned during the broadcast of the show that his son had no interest in the main theme at first After a few laps in the living room, he finally sat down with his father and ran after him. The implication also expresses the creative rules of the main theme, that is, first capture the older generation of audiences and lead the main theme drama series to break through the dimension wall with the effect of linkage. Iqiyi’s cops and bandit drama "Operation Ice Breaking" launched in May, with a new combination of "genre drama + main theme + three generations of old, middle and youth", further opening up the theme of giftsNew style of play.
Successful cases come first, which also makes more followers value the field of young audiences. Among the many tribute dramas to be broadcast,Yu Xiao Beast was surprised to find that many gift themes have adopted "similar" programs.
Take several tribute dramas with higher voices as an example: "Legend of Warm Blood", jointly created by Perfect Film and Television and Hello Youth, is a film wrapped in a shell of youthful blood Under the theme of the Republic of China, the cast selected two popular traffic, Huang Zitao and Yi Yanqianxi's "double male protagonist" lineup, focusing on contemporary young audiences; Huace Film and Television’s "Ordinary Glory" borrows the "workplace drama" shell , Telling about the entrepreneurial era under the background of reform and opening up, the cast selected the young and middle-aged actors represented by Zhao Youting, Bai Jingting, and Qiao Xin, focusing on the young and middle-aged groups.
Similarly there is "New World" jointly created by Guangguang Media and Heli Chenguang, which gathers many national acting schools such as Sun Honglei, Wang Jinsong, Wang Luyi, Wan Qian, Hu Jing; "Hidden Secret" created by Huanrui Century And Greatness" invites top traffic Li Yifeng to join, telling the story of Shanghai during the Anti-Japanese War.
It’s not difficult to find that the young audience has become a new force in the present tribute dramas.In the past, the TV battlefield focused on middle-aged and elderly audiences, and the first-line production companies such as Huace and Perfect have entered the tribute drama market. , Has ushered in the 2.0 upgrade era. Whether it’s the subject matter or the collocation of the cast, the tribute drama has obviously been able to provide the audience with more choices. But only from the perspective of ratings and word of mouth, the tribute drama needs There is still a long way to go.
2019 is the 70th anniversary of the founding of the People’s Republic of China. At this key point, what will be the result of the next gift theme? , May wish to wait and see with the audience.