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For fans of "Day and Night 2" who have been waiting for seven years, they may be disappointed again.

Previously, according to official news, "Day and Night 2" (renamed "Day and Night Dawn") will be confirmed to be broadcast in August.

But now, August is almost halfway through, and there is still no sign of it being broadcast.

However, on major official media and platforms, the broadcast time of "White Night Breaks" has changed to September.

Although we have waited for 7 years, it has only been postponed for one month, which does not seem like a long time.

But this month, it still aroused doubts from many fans.

After all, this is not the first time that "White Night Breaks" has been postponed. Various rumors about its rescheduling, postponement, or even re-production have begun to spread, with many different opinions.

I wonder if I will have a chance to watch "White Night Breaking Dawn" this year? What is the reason that makes the online drama "White Night Breaking Dawn" disappoint the audience again and again?

In fact, the truth may not be as complicated as everyone imagines.

The operation of "standing up" may not be the original intention of the film production team, but it was done out of necessity due to many objective and external factors.

After all, "Day and Night Chase" is a big IP, and its launch time and opportunity, publicity and promotion process and procedures must be carefully considered to ensure the image of the entire series of stories in the minds of the audience.

Combining the news circulating on the Internet, the rules of TV series scheduling and promotion, and some industry unwritten rules, it is time to reveal the secret behind the rescheduling of "White Night Breaking Dawn".

01. The film was sent back for re-editing and the criminal investigation drama will not be broadcast in the short term? Both statements are questionable.

What we can be sure of is that there is absolutely no problem with "White Night Breaking Dawn" passing the review and being ready for broadcast.

In June of this year, "White Night Breaking Dawn" obtained the program online filing, and the filing number is (Sichuan) Online Drama Approval No. (2024) 006.

Getting a registration number has at least two meanings.

The first level is that the web drama has been filmed and approved, and is waiting to be broadcast.

It should be noted that it is not possible to play it immediately after obtaining the registration number. It has to go through a series of processes, such as playing and promoting it on the homepage of various audio-visual program websites (clients), or using it for website investment promotion, program promotion, online recommendation, member recommendation and other activities.

The second level is to make it public.

For key online film and television dramas, after approval by provincial departments, they must be submitted to the State Administration of Radio, Film and Television for approval, and a planning registration number will be generated, and then it will be made public.

Only after completing these two steps can the program be broadcast normally.

We can see the promotion and reservation interface of "White Night Breaking Dawn" on Youku's homepage, which shows that the first step has basically been completed; but whether the second step of planning filing and publicity has been completed is not yet known.

However, the registration number obtained for "White Night Breaking Dawn" is 2024, which means that "White Night Breaking Dawn" will definitely be broadcast this year at the latest, there is no doubt about that.

However, due to the frequent schedule changes, there have been comments like the one below regarding the delay of "White Night Breaking Dawn". This statement itself probably has two meanings:

On the one hand, was "White Night Breaking Dawn" sent back for re-editing?

At present, there is no official support for this statement. There are neither relevant documents from supervisory agencies nor personal statements from the main creators. Instead, the broadcasting platform released a picture of the program to be broadcast, which seems to prove that the argument is incorrect.

In this picture of programs to be broadcast, "White Night Breaks" is prominently listed, and the broadcast time is in September.

If we send it back for re-editing, more than a month is obviously not enough.

Although the scale of "White Night Breaks" is quite large and involves some criminal cases, it is impossible for the authorities to send it back for re-editing after obtaining the record one month before the broadcast.

There is no basis for doing so, nor is there any need for it. "White Night Breaks Dawn" is just an online drama, not a theatrical movie, and there is no sensitive topic hidden in it.

Therefore, I believe that "re-editing" is a conclusion made out of thin air and has no persuasiveness.

On another level, criminal investigation projects will not be launched in the short term?

This way, the scope is a bit broad.

After all, "crime and criminal investigation" is a very common type of commercial drama. Almost every year, there will be a hit criminal investigation drama. Why won't there be another one this year?

Moreover, the statement that “it will not be reopened” was not accompanied by any official explanation, nor were there any relevant comments from any authoritative figures, let alone any media interviews or reports.

In fact, this year is also a big year for criminal investigation suspense dramas.

Among the dramas that have been aired, "Tang Gui 2" can actually be considered a costume criminal investigation drama. In addition, there is "Black Soil Without Words" that has already been aired, "I Am a Criminal Police" that is yet to be aired, and so on.

If criminal investigation dramas are no longer broadcast, then many dramas will have to be "reproduced" without exception, which will have a huge impact on the online drama market.

As it stands, the claim that “crime and detective dramas” are no longer being produced is neither credible nor plausible.

In this way, before "White Night Dawn" was launched, there were actually no confirmed obstacles or force majeure.

Perhaps the only thing we need to worry about is the problem with the film company.

02. The film producers want to “avoid hot spots”?

If you were a film producer, how would you choose the specific release time of the drama in order to gain maximum attention?

Or, let's put it another way.

If a drama has already confirmed its release time, but due to various emergencies and hot events, would you choose to change the release date?

The answer is almost certainly yes.

Although "White Night Breaks Dawn" is a popular drama, fans are looking forward to it and the audience is eagerly waiting for it.

But for the film producers, it is very important to find the most suitable time to go online.

"White Night Breaking Dawn" was originally scheduled to be broadcast in August, but to be honest, for a web drama, August may be the most inappropriate time to go online in the second half of the year.

First of all, we all know that there are the Olympics in August.

The Olympics attracts almost universal attention, and will occupy a large amount of hot topics, news space and discussion. People's discussions on Olympic gold medals, Olympic athletes and Olympic events will inevitably far exceed that of an online drama.

If it is decided to go online in August, it will be competing with the Olympics for popularity and snatching food from the tiger's mouth.

I believe that as long as the film producers are normal, they will not go ahead with it, but will avoid it reasonably.

Secondly, August is the core time point of the summer vacation.

Since August, the summer movie season has been in full swing and competition among theater movies has become increasingly fierce.

"Catch the Dolls" and "White Snake" are competing with each other, while "Backdraft" and "The Decryptor" are catching up. Hollywood movies such as "Deadpool vs. Wolverine" and "Despicable Me 4" are also released intensively during this period.

Although the summer season has a large audience base, the large number of high-quality movies released can easily distract the audience's attention.

If you have been paying attention, you will find that there are very few new dramas launched on major platforms throughout August. Popular dramas such as "Longing for You 2" and "Tang Gui 2" have all been broadcast as early as August.

Such an operation is actually a strategic adjustment to the release schedule of the series in a highly competitive market environment.

Wise creators, when faced with such a market environment, would definitely not choose to launch "White Night Breaks" in August. Waiting is both a stopgap measure and the best solution.

Finally, there is the appeal of September.

The audience of "White Night Breaks" is mostly young people.

September is the beginning of the school year, so we can take advantage of the time when college students are starting school to do a wave of marketing promotions.

In this way, not only can we avoid the fierce competition in August, but we can also attract young audiences to the greatest extent, which is killing two birds with one stone.

From this perspective, doesn’t it make more sense for “White Night Breaking Dawn” to postpone its launch?

Of course, this is just Tomato’s guess based on industry rules.

The delay in the broadcast of "White Night Break" cannot be ruled out as the last reason.

03. The film company’s “promotion and marketing bottleneck”?

To be honest, if it wasn’t officially announced that the release date would be August, I would have never seen such a Buddhist promotion.

"White Night Breaks Dawn" is a very popular online drama, but the film company's publicity and promotion can be said to be calm, and there is even a suspicion of "slacking".

Generally, online dramas that are about to be released will be promoted 3 to 6 months in advance.

At the latest, a month before the release date, all kinds of publicity and promotion activities will be completed, including releasing materials in a rhythmic manner, releasing trailers and highlights in a step-by-step manner, and even appearing on various hot searches, marketing actors, hyping up CPs, etc.

But even if "White Night Break" can be launched in September, there is less than a month left, and the official promotion is still hard to describe.

To date, "White Night Breaks" has no official blog, no trailer, and even no plot introduction.

All we have are a few pretentious posters and a few Reuters photos that are so blurry that only people's silhouettes can be seen.

Could it be that the creators are so confident in the quality of their drama that they think they can win the hearts and attention of the audience without any publicity?

Of course, there is another possibility, which is the marketing strategy of the main creators, which is the "hunger marketing" method. When the early publicity effect fails to meet expectations, promotional materials are released in large quantities, high concentrations, and high intensity before the series is broadcast, in order to achieve the purpose of instantly raising the heat.

As to whether this is actually the case, only the film producers know.

But based on Tomato's industry experience, this kind of publicity and promotion strategy is like a double-edged sword.

If used well, it may have unexpected effects and achieve excellent playback results;

If used improperly, it can easily arouse the audience's disgust, which will not be worth the effort.

In short, so far, no one in the industry has clearly stated the reason for the postponement of "White Night Breaks", nor is there any official material proving that it was postponed due to being sent back for re-editing.

In this case, we should be cautious about what we are seeing, base our actions on objective facts, and look forward to it with all our heart.

At the end of July, the official released a new poster with the caption "Rebirth at Dawn, stay tuned."

The red words below also changed from "White Night Break" to "White Night Chase Season 2".

Tomato believes that what is meant to come will eventually come, and good food is never too late.

I just hope that, as the originator of criminal investigation web dramas, "White Night Dawn" will not disappoint everyone in terms of story, plot and production.

After all, our appetite has been whetted, whether it will succeed or not depends on the broadcast in September!

(Movie Rotten Tomatoes Editorial Department: Miaomiao)