"Old nine" With different forms, techniques, marketing platform to do, to become the year's most popular Chinese TV series.
If the CTR converted into money, then recently swept the Chinese Internet network drama "old nine" can be said that the vast fortune, because it lets people see there is not just the story behind the money games.
As China is currently the fastest in the history of broken billions network TV series, "the old nine," the scenery is not relying on his own power - Adapted from South Pine Uncle works by Chi Wen media, the South sent the Pan-entertainment, Olympic Pictures, music channel cross entertainment co-production, production budget cost of about eight hundred million NT dollars, accounting for 35 percent of the actor's paycheck, while others are in the art, costumes and special effects. But also because it enables young actor as the protagonist, with the stylish costumes, but also to the play is more and more emphasis placed on the actor's appearance, the deficit is to play the story were "powder colleagues' best shot material because the pace and content were very slow.
"" Old nine "Yan out value, effects a five." - South Pine Uncle ( "Tomb Notes" series author)
Even so, "the old nine" on the amount of playing iQIYI or constantly refresh the record, a big reason is that it caught the fancy marketing and audience tastes. "Old nine" on the Baidu search the masses to 19 years of age accounted for 40%; in iQIYI ratings population 18-30 years of age accounted for 53.2% more. Catch the target group "old nine" After the launch week to find a live one hundred master in his hand "I love the old nine" tagline, which was Cosplay and singing songs to play sizzling topic in this same time, over one million people to receive information, but will play in one fell swoop exceeded one billion mark.
"Old nine" A younger actor, extensive use of special effects, very popular with young people.
On marketing, iQIYI between these two hot push "Movies interactive tour", "nine old" course, can not miss the hand travel release of the same name, issued three days more than a million users, but also has to pay 12% utilization. Official microblogging publicity nor feelings on both topics, has driven a wave of "old nine # # What is" marketing terrier, the topic of conversation extended to different areas. In addition, recent popular drama also catch virtual reality (AR) introduced the topic of "nine old photo AR", whereby the implementation of "old nine GO # #" campaign to create app usage and online topics.
But even upstage than the drama is its sponsor ads, content featuring performances by the drama of supporting, in particular, the episode will not be repeated ad content, it also makes people look at the positives as well as more than a knowing smile fun. Such advertising tactics to use, "the old nine" is not the first one, but it is the most exciting play. Help fish water, fish help advertisers and launched the "old nine" barrage related products, movies and face packs and other ways to interact, play not only help their own brand impression, but help promote drama.
"Old nine" directly to the advertiser's product into the story which, undisguised.
Do not worry about how much money to spend, as long as the flow can be realized
Willing to let the advertising industry who are willing to go along with the producers, the premise is the need to ensure the flow (exposure). Iqiyi broadcast platform currently has over 20 million members of the VIP monthly active users up to 250 million people, "the old nine" As of now it is already broken five billion playback volume, while this figure is only recorded love Fantastic Art to play this platform. IQIYI positive developments in paid content contains hot IP drama, variety and homemade small network program, to ensure that he paid faucet throne.
"Old nine" of the boom, China is actually displayed in the IP (Intellectual Property, Intellectual Property Rights) commercialization milestones. In the broadcast at the same time, South Pine Uncle this period is called the "Pirates of the pen # carnival season," in addition to "old nine," the film version of "Tomb" and the musical "possession of the sea flower" while on-line. South Pine Uncle original in order to safeguard their intellectual property rights, entered the film made from the literary thing it is to work past interest in low prices for recycling, and then open the South sent to the Pan-entertainment career. Like in May of this year, the South sent the Pan-entertainment and more ants gold dress, Bona Pictures, etc. Huace joint venture Alibaba Amoy vote, will cause extending to internet.
"Old nine" yes "Tomb" prequel, from the same IP. The picture shows Tomb movie version.
Essence "IP fever" is actually a fan of economic effects. -- IQIYI
China called on the web is synonymous with IP platform published novels or hot game adaptation of the remake of a film and television work, with our impression of the different intellectual property rights. A good IP play, provided it can with images, there can be a selling point and the audience as well as business investment and marketing, but also covers its range of television movies, television, network drama.
They say that the most classic IP drama is all too familiar works of Jin Yong and starring Hu Ge "Paladin." In recent years, because China needs a large number of film and television works, in terms of coverage in order to reduce risk, and more to learn from South Korea, but also caused many Korean artists south. The other direction is a novel platform to network to find creative flourish, among them many of the works is the so-called ten million clicks classics, naturally the best target: such as "step by step startling," "Ring Zhen Chuan" and "Langya list." After that the waves swept IP drama, because it ensures that the ratings have a basic disk, can more often uneven quality of the production and casting and publicity ... etc .. IP drama has become flawed because that it does not restore the height of the fans imagine, people love to hate it.
Hu Ge and Liu Yifei jointly performed "Paladin", adapted from the stand-alone game.
Filmography director is no longer just a small circle of the world, but listed companies, fund companies and other film and television capital Trader composed of "capital game."
Currently undoubtedly Iqiyi most IP investment perspective, the 2015 top ten IP network which it arranged a drama, two more five works list; Ci Wen media undoubtedly has a lot of popular IP inventory, it is more expected within three years of film and television more than 20 works of. Both catch South Pine Uncle headed South to send Pan entertainment, then with music as its music and entertainment channel cross marketing investments to ensure the Olympic Pictures on the topic of full of "old nine."
IP drama now booming, the main reason lies in its early image of the imagination narrow, low-cost selling and after the signing of the agreement by copyright OF rarely considered. Ruby like the production and broadcast of "The Glamorous Imperial Concubine" When tens of thousands of pieces can buy the copyright, but then the "beautiful country" is the need to spend lots of money to buy. But the premise is to have a better platform to play a creator, because China's rapid economic and social development over the paper and entered the Internet era, Jinjiang Literature City will become IP drama origin.
"The Glamorous Imperial Concubine" adapted from Internet writer Murong submerged children's novel, set in the historical background of the Five Dynasties and Ten Kingdoms.
Continental crazy novelization, Korea is committed in the comic book, and now some IP on behalf of Taiwan, it was only in Giddens's "You Are the Apple of My Eye" mesa, "a man waiting for the coffee" and the new "downstairs tenants' profile.
"Only On survive, the reader can have a look at the story. On only to find ways to survive, in order to realize their dreams." --- Xie goldfish (well-known romance / historical novelist)
Taiwan is no shortage of ideas, but the lack of internet play. Take novels concerned in Taiwan is also a Chinese work, because of the restrictions on the subject matter, as long as it is classified in the romance is considered unrefined works, you want made into a film and television works is impossible . China market may not care about such a classification, it will also be happy to see the video of the main cause of its own popularity. The best example is the Qiong Yao, although it is to write the script was replaced by the publication of the novel, the commercialization of such diversification is the foundation.
Although tempted to attribute the low economic development of Taiwan's underground economy is too advanced, just as the devil is in the details, but also in the creative fun of them, people need to discover. There are many Taiwanese romance writers can not rely solely on the writing life, but also because China began to export original copyright, publishing houses began to surrender because of cost considerations and writer. As readers really feel sad, because the writers have lost internet, and even more innovative way to self-publishing can be arranged to go this way, more people may choose to shut the shop. Novel ring true, and not to mention the cartoonist. And then forming a half-filled with industrial society, and then died.
Giddens's work is representative of Taiwan IP adaptation. "And one coffee" (left): "You Are the Apple of My Eye" (in): "downstairs tenant" (right)
"Fans economy" is China's vast market, the safest road, China and South Korea in the past we have inadvertently played their "power prehistoric" film and television production to improve their physique. China fancy marketing is that the target groups that occupy most of the population of 700 million Chinese Internet users, of which more only two percent of people use mobile phones, and therefore how to create a drama hot topic is the core through the community, in the Chinese market, which to explore and develop more out effort.
Some would say that is because Taiwan's market is small, so there is no way to make huge amounts of money compared to the works to build a motion picture, and therefore harder to sell harder to get out of Taiwan, but may forget to circle among Asia, owned by Taiwan's largest advantage: "freedom." Without restrictions thinking environment, the system produced a lot of upsets in other countries did not dare mention the sensitive topic. Now the network broke a lot of restrictions, do not say, does not mean that does not exist, so it is more valuable in Taiwan. Like the public TV channel works, swept the annual Golden Bell Awards and convincing people, in addition to reach more viewers than the social element, while giving people the opportunity to play a lot of motion picture, produced brilliant works.
The recent launch of KKTV to date, primarily Korean, will launch home-made drama. Yahoo TV is the main force made live broadcasts.
KKTV successive Founding and YAHOO TV, also said Taiwan began to develop video platform, this road can go far, but also rely on a subsequent substantial and I hope it is not only to buy the copyright, better production system works. Taiwan's most beautiful scenery is the "people", and possess the ability to play like Ip Man like a ten strokes is not impossible. Reason Under the ruins of society, we have been making things difficult to have a self Survival, also we want to "unlimited freedom" of Taiwan, can give full play to the advantages of the past had to polish scenery!
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