Text/Mantis Finance (ID: TanglangFin)
Author/ Yining
If you want to be popular, play and change. This has become an unspoken road for male stars.
Since the first Danmei novel was put on the screen in 2014, according to incomplete statistics, a total of 24 Dangai online dramas have been broadcast on major platforms, among which three are low-cost, "Addiction", "Soul Soul" and "Chen Qingling". The small-produced Yanchang drama became a hit in the circle that year, which not only made the broadcasting platform a lot of money, but also made several male protagonists rise to the top of the throne overnight.
Dangai drama has therefore become a hot cake for the major film and television capitals , and 2021 will usher in a blowout year. Headed by Tencent Video, leading film and television companies or video websites such as Youku, Ciwen, Huanrui, Guangguang, and Mango TV are hoarding the IP of Danmei novels. There are as many as 59 Dangai dramas registered in the case, starring Dangai. There are as many as 118 male actors in the play, and they are dubbed "Dangai 101" by netizens.
At the same time, the number of dramas to be broadcast this year has also doubled compared to previous years. As of now, six dramas have already been completed and are waiting to be broadcast, and four of them have been activated and tentatively scheduled to be broadcast this year.
So, here comes the question, why did the niche subject matter of delay change suddenly become the darling of capital pursuit? Will there be the next out-of-circle myth under the competition between Youai Teng forces?
From no one cares to the market, why did the Dangai drama strongly counterattack?
In fact, "Mantis Finance" understands that the concepts of "Danmei Culture" and "Rotten Girl" are imported products. The Rotten Girl culture is a new subcultural group spawned by Japanese animation culture, and it is for women who love BL and GL. A self-deprecating term. It was only in the 1990s that it was introduced into China from Japan and took root. Although there is no specific number, it has continued to grow with the development of the Internet. According to CNNIC data, as of June 2020, the number of netizens in my country was 940 million, 36.25 million new netizens from March 2020, and the Internet penetration rate reached 67.0%, an increase of 2.5 percentage points from March 2020.
In China, the culture of rotten girls is very popular among the post-80s and post-90s female groups, among which college students and high school students are the main groups. It is understood that the number of monthly active users of Chinese rotten girls exceeds 3 million, and there is a trend of rapid increase.
Due to their innate "sensitivity", "corrupt girls" have relied on radio dramas, audiobooks, or novels and comics to build their imagination for a long time. The process of film and television has been quite slow, and the demand has always existed, but the market has not. Very blank.
According to the "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center, as of March 2020, the number of users of online video (including short videos) in China has reached 850 million. According to statistics, the proportion of female viewers of online dramas is 58.5%. At the same time, iiMedia Consulting data shows that in 2020, the proportion of pure love novels in the top 50 Chinese online literature female writers' influence list will reach 12.0%.
The suppressed demand did not turn around until 14 years. The first Tanmei IP was adapted into a movie under the spontaneous release of Tanmei culture fans and put on the screen, followed by the first Tanmei network drama "Counterattack Love Love Rival" in 15 years. "Broadcast.
Tanmei culture really ushered in the carnival when "Addiction" was aired in 2016. Within 24 hours of the launch of "Addiction", the web series had more than 10 million hits on the entire network, and the top list of Weibo topics surpassed "Prince Concubine's Promotion". First, it is No. 1 on the Sina Weibo TV series list and No. 1 on the Internet drama list.
In addition to the considerable amount of broadcast, what capital values more is the powerful consumption power of the "corrupt women". "Mantis Finance" learned that some netizens have done relevant surveys. Among the rotten girls, more than 77.4% of them have a bachelor's degree or above, and most of them are located in big cities. The economic status of these people's families It is often better, which can satisfy them to come into contact with corrupt culture through the Internet, animation and other channels. In addition, because "corrupt culture" has long been in a subculture state of "not visible", there are not many places to spend money. Therefore, Danchang dramas often have the characteristics of low cost and high return.
In the early days, most of the dramas were spontaneous production of food by fans, but they unexpectedly obtained benefits that far exceeded the cost. In 15 years, Chai Dan collected money and posted 400,000 yuan to shoot "Counterattack". Although it did not go out of the circle, the realization was first-rate. According to reports, the first batch of its DVDs sold 7,000 copies on Taobao, each of which was 235 yuan, and was sold out within 3 minutes of being on the shelves. The first batch of DVDs had revenue of 1.645 million. Tickets for the meeting are priced at 380 yuan and 520 yuan, and they are robbed in 3 seconds, and the scalper ticket price is 2,000 yuan.
Not to mention "Chen Qing Ling", which was broadcast exclusively in the summer of Tencent Video in 19, in addition to the current nearly 9 billion views, the finale of this drama advanced on-demand to make Tencent Video's revenue exceed 150 million, and it was exclusively broadcasted by Tencent Video. Saying goodbye to the concert tickets caused Tencent to block 200 million, which is not even the benefits of the new active users and new video member users brought to the video platform during the episode's broadcast.
These visible gains are only small heads, and the most important thing for capital is the dividends behind it. "Tanmei is the top stream", the male lead actors of "Shenzhen" in 18 years and "Chen Qingling" in 19 years were originally little-known little stars in the entertainment industry, but after the show was broadcast, they turned into the same year. The hottest male celebrity is softened by the announcement.
Not only that, the commercial value of male celebrities who were born in the drama series far exceeds that of other famous celebrities in popular dramas, which has a lot to do with the relatively high level of income of corrupt girls and their willingness to spend money. It has been a year and a half since "Chen Qing Ling" was broadcast, but the two male protagonists Xiao Zhan and Wang Yibo still firmly occupy the first and second places in the Weibo star power list, and their resources have been very good. Even if fans made the ao3 incident that shocked the public, Xiao Zhan was still active on the screen.
Heavy bets to increase the number of delays to change the drama, 2021 You Aiteng must have a battle?
Among the 24 Dangai dramas that have been broadcast since 2015, it can be seen that most of the Dangai dramas were broadcast on multiple platforms at the beginning, and even directly on Weibo, which is not very promising for the three major video sites. The production level is also uneven, most of which are relatively crude.
In 2016, there were nine dramas with the highest number of releases, and there were many other dramas, but the ban of "Addiction" made the new dramas suddenly enter the cold winter. Four of the dramas in 2017 were deleted. The deletion, modification, and modification were difficult to release, and they did not cause much splash. Even if capital sees the huge market behind it, it still does not dare to act rashly and is still in trembling temptation.
If you maintain Tanmei’s relationship line, basically you can’t pass the trial, so what should I do? Add heroine, change BL to BG? Change to no CP? However, they are not satisfied with the taste of the rotten female audience, until the socialist brotherhood proposed in "Soul Soul".
It’s okay to serve the shamelessness of the road and the magic of the plot, as long as you look good and the CP is full of feelings. Therefore, "Soul of the Soul" suddenly became a limited hot sale in the summer of 18 years. One of the heroes, Zhu Yilong, was promoted by this drama." "Double top stream", Youku also tasted a lot of sweetness.
But soon Tencent was unwilling to show weakness and launched "Chen Qing Ling" the following year. Although iQiyi also launched "Juvenile Rivers and Lakes Story", there was no splash. On the battlefield of Youai Teng Three Kingdoms, iQiyi It can be said to be temporarily behind. But this war is not over. The three major video sites are still hoarding Tanmei IP in a racetrack.
Due to the epidemic, the filming schedule will be suspended in 2020, and only three dramas have been broadcasted. The three major video sites have already stocked several dramas and are preparing for full fire in 2021.
In addition to Aiyuten, Mango TV has also entered this battlefield. According to incomplete statistics, there have been 6 dramas that have been finalized and confirmed to be broadcast in 2021, of which Tencent has nearly half the advantage, Youku and Mango Each TV has one. Not only that, Mango TV released three posters of the drama in 2021's blockbuster drama list, two of which have already started up and are being filmed.
It can be said that Mango TV and Tencent are determined to eat this piece of cake. Not to be outdone, iQiyi announced the launch of "Capture a Dream" adapted from the original work of the same name a few days ago.
For investors, a series of marketing methods such as member viewing, advanced on-demand, paid albums, brand co-branding, fancy peripherals, Guofeng concerts (offline tickets + online paid live broadcast), and Fanwai movies have repeatedly created sales miracles. , Earned great economic benefits.
For the actors in the play, in addition to the double male protagonists Xiao Zhan and Wang Yibo who have risen to the top traffic stars and joined the "three explosions" ranks, other supporting actors have also gained popularity from amateurs and gained a certain degree of popularity. , Take the endorsement and so on.
The above are all dramas that have been completed and are even being filmed. In fact, according to the statistics on the Internet, there are nearly 50 IPs in the United States confirmed to be filmed in 2021. It can be said that the past two years will be two years of dramas blowout. .
However, the benefits are tempting, but there are many hidden dangers behind the drama.
The three major problems of limited audiences, overseas competition, and policy red lines.
In fact, "Mantis Finance" believes that Tanmei, as a niche culture, has a limited market. There are so many rot girls in China. However, in 2021 and 2022, what if there are not enough rot girls? Not to mention that compared with the domestic "covering up", the same-sex themes of Thai dramas and Japanese dramas are more open and open. Starting from the early "Siam Love", Thai movies have become benchmark works in the corruption world. From "Moon by Month" to the recently popular "Interpreting My Love with Your Heart", in Japanese dramas, from "Uncle's Love" to the recent fire "A virgin at the age of 30, seems to become a magician" , Or beautiful or weird or brain-opened, a variety of subdivision styles have attracted different groups. In terms of Korean dramas, the delicate emotions have also been constantly exerting efforts in recent years, such as the recent "color rush".
In addition to the competition in the drama, the after-sales of domestic rot dramas are also embarrassing. After the famous actor who played rot dramas, he switched to acting in BG romance, as if he had to completely separate the relationship with rot dramas. Relatively speaking, the industry chain of corrupt dramas abroad is more complete. For example, Thailand has formed a complete industry chain of corrupt dramas. There are more than a dozen corrupt dramas broadcast every year, and the leading actors of various dramas can operate offline for a long time, such as " Krist and Singto, the two leading actors of "One Year," won the Best CP Award for three consecutive years.
This also has a greater relationship with China's national conditions and policies. In recent days, the State Administration of Radio, Film and Television of the Internet is going to strictly rectify the drama and prepare to introduce policy control in the second half of the year. There is even more news that "it is determined to be a thorough and complete ban on Danmei film and television works." In addition, among the six delayed dramas to be broadcast, there is news that only "Tian Yike" has been reviewed, and the others have to be revised. In the current domestic system where various aspects of the system are not sound, they are walking on the edge of law and morality. The dramas of "Danchang" have been sought after by young people, and derivative works have emerged one after another. In the case of an imperfect system, problems will emerge one after another, such as the 227 incident.
There is still a long way to go for China's dan-changing drama. As for where it will go, it is too early to make predictions. It is still unknown whether the myth of out of circles under the policy red line can continue to be written.
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