What does it mean when a star joins a short drama? , Stephen Chow’s first short drama is online
Stephen Chow's first short drama "Golden Pig and Jade Leaf", which was originally scheduled to be released in May, was not delayed for too long. It was officially launched on the Douyin platform on June 2, and the number of views exceeded one million within an hour. With the endorsement of "Master Star", this short drama, which has only updated one episode and lasts only more than 6 minutes, has attracted much attention, and many related topics have rushed to the hot search list. As of press time, the short drama has been played more than 32.41 million times.
Just one day before "Golden Pig and Jade Leaf" was launched, new regulations on the management of micro-short dramas were officially implemented. Micro-short dramas that have not been reviewed and registered are not allowed to be disseminated online. On the one hand, traditional film and television companies and performing arts stars have entered the industry to seize the short drama track; on the other hand, new industry regulations and supervision have been tightened. This has raised a common problem. The short drama industry, which is being "updated", is far from high-quality products. How far is the road?
In 24 episodes, you can find more than 100 places that pay tribute to Stephen Chow
From the beginning, "Golden Pig and Jade Leaf" has been labeled as "Produced by Stephen Chow". This is the first production of "9527 Theater", which is jointly developed and operated by Douyin and Stephen Chow. Stephen Chow serves as the producer of "Golden Pig and Jade Leaf", guiding the creation in terms of characters, plot setting and post-editing. Yi Xiaoxing serves as the producer and Ma Shi directs. "Master Xing will pay careful attention to every aspect. For example, after a rough cut of an episode, he will ask whether it can be more fun, more extreme, or faster-paced." Yi Xiaoxing said, "He often uses WeChat He sent me messages and called me for an hour or two, chatting about scripts and characters, and even said I really didn’t understand some Northeastern dialect.”
As of press time, "Golden Pig and Jade Leaf" has been viewed more than 32.41 million times
"Golden Pig and Jade Leaf" is based on an Internet fraud case. It tells the story of trainee lawyer Ye Xiaolai and anchor Zhu Hao to uncover the truth about the "Pig Killing Plate" fraud, save her sister Ye Xiaohui and find her own career path. After the first episode of the short series was released, it received mixed reviews. Some viewers believe that the show pays homage to Stephen Chow's works, with bold lines and dense meme content. However, some viewers say that the show's "star rating" is too low and "doesn't have the flavor of a celebrity."
Director Ma Shi revealed that there are actually many details that pay homage to Stephen Chow buried in the play, such as the "King of Comedy" poster on the wall of the actor's room, and some of the thriller scenes referenced the music and camera language of "The Night of the Soul". The crew tried to incorporate Stephen Chow's iconic classic film and television elements through props, lines, etc. "If you are serious, you can find more than 100 places of homage in the 24 episodes." Ma Shi told reporters that his generation grew up watching Stephen Chow's movies, and he hopes that while continuing the nonsensical comedy creation method, he can also do Find something different.
Yi Xiaoxing also fell in love with comedy because she loved watching movies starring Stephen Chow since childhood. "When I grow up, I want to fulfill my wish to cooperate with Stephen Chow." He told the Jiefang Daily Shangguan News reporter that short dramas are a new thing that is very short and fast. "Everyone had the right schedule, so we started quickly. As Stephen Chow said, creativity is not limited. Separate the size, make interesting content, be worthy of the audience, and be worthy of yourself, that’s all.”
"Golden Pig and Jade Leaf" has a total of 24 episodes, each episode is about 5 minutes long, and the total length is about 120 minutes, which is exactly the length of a movie. In Yi Xiaoxing's view, there is not much difference between doing the horizontal screen short drama "Golden Pig and Jade Leaf" and traditional film and television. "We still use traditional film and television thinking when developing scripts and characters. In editing, we will put more emphasis on rhythm and efficiency, not giving the audience the opportunity to watch at double speed, and ensuring that the information and conflicts within a few minutes are dense." He said, differently The point is that although the total length of the movie is the length of a movie, and the big frame continues the three-act rhythm of the movie, each episode is an independent chapter and unitary. "I hope it can do this, even if you don't watch the prelude." The audience can also find this episode interesting.”
Yi Xiaoxing described "Golden Pig and Jade Leaf" as a short play with "too many elements". The play incorporates comedy elements such as Northeastern dialect and talk show, and also invited Tudou, Jiang Shimeng, Pai Xiaoxuan, Zhang Baiqiao, Comedians such as Xu Zhisheng joined the show, and a senior film and photography art team was employed to shoot horizontally, striving to bring high-quality short plays with a cinematic quality. ""Golden Pigs and Jade Leaves" comes from the idiom "Golden Pigs and Jade Leaves". This short drama contains suspense, romance, comedy, thriller, action, and even a bit of science fiction in some places, so it is a rich element The drama has different highlights in a single episode and a complete main line.”
On June 1, new regulations on the management of micro-short dramas were officially implemented and came into effect, requiring all online micro-short dramas to be broadcast, diverted, and pushed to hold an "Online Drama Distribution License" or complete the corresponding online registration procedures. Micro-short plays that have been reviewed and registered may not be disseminated online. As a horizontal-screen short drama that was launched after the introduction of new micro-short drama registration regulations, the upper left corner of the playback interface of "Golden Pig and Jade Leaf" is marked with the words "Online Micro-Drama Review No. 059", and the issuing authority is the Beijing Municipal Radio and Television Bureau .
The implementation of the new registration regulations is related to problems such as rough quality, homogeneous content, vulgarity, and deliberate amplification and exaggeration of contradictions that occurred in the short drama industry during its brutal development stage. Liu Jinyu, deputy editor-in-chief of Douyin Group, said that the new rules for classified and hierarchical review and filing of micro-short dramas are an innovative management model that pays equal attention to the development and safety of micro-short dramas. It is also an important measure for the sustainable and healthy development of the industry. “Douyin platform will actively respond to And cooperate to implement the compliance work of existing and new micro-short dramas in accordance with the specific requirements of hierarchical and classified filing work to ensure the healthy and orderly development of the industry.”
“9527 Theater” is jointly developed and operated by Douyin and Stephen Chow
"Short dramas are going through a stage of quality upgrading. Most of our team members have experienced or witnessed the development stages of online majors and online dramas. Without exception, these content products have experienced a process from a mixed bag to a quality upgrade." The person in charge of Douyin People told reporters that from an industry perspective, short dramas have provided many young people with opportunities to enter the film and television industry. Compared with movies and TV series, short dramas have lower production costs and shorter production cycles. They are shorter and faster content products and can more quickly reflect the current social emotions and collective expectations, thus significantly lowering the industry entry threshold. " What competes in short dramas is not a person's starting point, but the speed of learning, and investors are more willing to take risks and invest in newcomers. "This may explain why the short drama industry has grown explosively in a short period of time.
"Golden Pig and Jade Leaf", which debuted at the "9527 Theater", is the first high-quality road-themed short drama launched by Douyin. "Previously, the platform launched the 'Chenxing Project' with the purpose of encouraging the production of high-quality short drama content for film and television companies, MCN organizations, individual creators, etc." In the view of the person in charge, the development of high-quality short dramas is the general trend, and famous artists The addition of famous directors and stars will accelerate the trend of high-quality short dramas. "In the field of short dramas, our understanding of high-quality products is more at the story level. Facing different themes, we need to match more professional productions. From a platform perspective, we pay more attention to social value, practical significance, and character development. Relationships have new insights and new expressions.”
"Newcomers" Stephen Chow and Yi Xiaoxing, who have broken into the short drama industry, are also trying to "make a difference" for high-quality short dramas. "Short dramas, as an emerging film and television industry, are currently in a period of brutal growth with fierce competition. Most works are imitating each other and converging in quality." Yi Xiaoxing said, "My idea is that at this stage, there is a quality Works that are a little higher and have a slightly different temperament may make the audience feel brighter and attract more people to pay attention to this new track. From the perspective of attracting attention, it can also promote There are more works coming out of this track.”
More than 10 years ago, Yi Xiaoxing launched the rather nonsensical comedy series "Unexpectedly". From a creator's perspective, he feels that both he and Stephen Chow hope to catch up with the current trend of short dramas. "We must try our best to meet the audience's growing spiritual and cultural needs. This has nothing to do with whether we made movies or other short plays before." In Yi Xiaoxing's view, if we take "Never Expected" and "Golden Comparing "Zhu Yuye", this is the difference between "sprint" and "long-distance running". "The former is a unit drama, telling the different lives of Wang Dachui, and each episode is not related; the latter is a series, with the growth of character relationships and events. of gradual progress.”
Yi Xiaoxing described his first trial short play as a "pleasant adventure". "The adventure process will definitely involve sweat and tears. No matter what the result is, you should enjoy the adventure process. As for whether we are doing this is a right thing." An effective path still needs time and audience testing.”
