the boss falls in love with an old lady, and the sweet pet short play "hard controls" the elderly circle
2024-09-06
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some popular dramas about middle-aged and elderly people.
the popularity of short dramas has even spread to the elderly.
the middle-aged heroine decided to get married with the hidden richest man after the blind date on the first date; the daughter-in-law despised the heroine's mother-in-law because she was poor and kept making things difficult for her; the domineering president bought famous brands to support the heroine's wife... "flash marriage with a rich partner" is a short drama that tells the love story of flash marriages of middle-aged and elderly people. each episode is only about one and a half minutes long, but the seemingly old-fashioned and tacky plot quickly became popular after it was launched.
the latest data from wetrue shows that after its launch on august 27, "flash marriage with a rich family" topped the popularity chart for five consecutive days. as of press time on september 5, the cumulative number of views of the drama has reached 360 million.
the beijing news shell finance reporter found that the themes of short plays on middle-aged and elderly people are mainly "family matters", incorporating elements such as children's education, family reunion, marriage and love life, and career struggle. by offering refreshing points that directly hit the tastes of the audience, short plays on middle-aged and elderly people are "breaking through the siege".
xiaoqi, a screenwriter at shuyi culture studio, said in an interview with a reporter from beijing news beike finance that the average quote for scripts about the elderly is 15,000 yuan, while screenwriters who have written hit scripts can quote over 50,000 yuan.
however, in the industry's view, short plays for middle-aged and elderly people and ordinary scripts are still "the same old story in a new bottle". just replace the protagonists with men and women in their fifties and sixties, and add some elements related to middle-aged and elderly people, and it becomes a script.
the middle-aged female protagonist and the hidden richest man decided to get married after the first blind date. stills from "flash marriage with a rich family"
blind date, flash marriage, square dance competition, popular short dramas for middle-aged and elderly people hit the mark
nowadays, short dramas for middle-aged and elderly people have attracted fans precisely by targeting both male and female audiences.
liang lili, founder of the industry community "short drama study room", told shell finance reporters that the male channel uses dual identities to increase the sense of excitement, while the female channel always uses the female protagonist to compromise and sacrifice for the family to pull emotions. in addition, there are some themes of bitter fathers in the male channel, and there are also many themes of sweet love and middle-aged heroines in the female channel.
shell finance reporter noticed that the male drama "old cannons go to battle with father and son" focuses on hidden identities, reversals and father-son affection. wetrue data shows that as of september 5, the drama has been on the daily popularity list 12 times. the female short drama "flash marriage at fifty" is recognized by the industry as the first hit "sweet pet drama for middle-aged and elderly people". the plot revolves around family matters, including blind dates and flash marriages for middle-aged and elderly people, square dance disputes, sons' gambling debts and children's recognition. the male and female protagonists are all played by middle-aged and elderly people, and many "miserable first and then happy" plots directly hit the audience's excitement. after it was launched in june this year, as of september 5, the number of views on douyin reached 91.955 million.
wetrue data shows that in the user portraits of the two dramas, more than 74% of the former audience are over 31 years old, while the latter audience over 41 years old accounts for 42.37%.
audience portrait analysis of the short drama "flash marriage at 50". weture data screenshot
ma jun, partner of henan mangzhong film company, told shell finance reporter that the family urban short drama "three sons respecting their mother" produced by the company became a "small hit" of this type of subject matter after it was launched at the end of june this year.
“other dramas of the same type may only have one adopted son, but our drama is about three adopted sons who are filial to their mother and slap a biological son in the face. there are multiple contradictions, conflicts and reversals in the plot, and many social phenomena are incorporated into it, which doubles the sense of excitement and can attract the audience.” ma jun believes that the script’s entry point is relatively novel, coupled with the extremely exciting plot setting, which resonates with the audience.
the topic of "three sons respecting their mother" has been hotly discussed. screenshot
in liang lili's view, the popularity of this type of subject matter is related to the overall competitive environment of short dramas, the characteristics of short dramas and user portraits. "after the short dramas came out in 2022, the short dramas on the market have gradually emerged from the male-oriented god of war to various female-oriented dramas. the actors are also mainly young people, and the competition is becoming more and more fierce. this has forced the entire industry to find some differentiated ways out and innovations, and ultimately gave rise to the emergence of short dramas for middle-aged and elderly people."
45 yuan to recharge diamonds to unlock the full set, advertising placement on the way
the popularity of short dramas for middle-aged and elderly people is inseparable from the "follow the trend" nature of the short drama industry. as for the monetization method, it is no different from other short dramas, mainly relying on user payment and platform revenue sharing.
public data shows that the short drama industry has nearly 70% of middle-aged and elderly viewers, who have become the main force of paying. according to industry insiders, short dramas constantly mobilize the audience's emotions by setting up dense moments of excitement, misery and abuse, and then streaming some clips on the platform, which becomes a "hook" to attract audiences to pay.
a reporter from shell finance saw on douyin that the platform of "three sons respecting their mother" is reunion theater. the drama has a total of 68 episodes, and payment starts from the 15th episode. if you want to buy the full set, you need to recharge douyin diamonds, with a total price of 756 diamonds. after the discount, you need to pay 311 diamonds, which is worth 45 yuan.
each theater also has mini programs on douyin, and recharging to unlock episodes has become the mainstream. on the mansen theater mini program, viewers need to pay 300 gold coins to unlock an episode of "three sons respecting their mother". they can spend 29.9 yuan to get 2990 gold coins, 39 yuan to get 3900 gold coins, etc., or pay 365 yuan to watch all the short dramas on the platform for free within 365 days.
viewers need to top up to watch the full episode. screenshot of the mansen theater mini program
according to ma jun, the revenue of the drama mainly comes from the platform sharing. "generally speaking, the investment channel gives 6 points of the recharge flow of the short drama, but it needs to reach a certain number of times the guaranteed minimum before it can be given. there are also some other monetization channels. i estimate that the recharge volume of this drama is about 10 million yuan, and the producer may get 200,000 to 300,000 yuan in the end."
at present, the related parties of short dramas for middle-aged and elderly people include meiya, jiuzhou, zhangwan, tianqiao, dianzhong, etc. maiya focuses more on the sad dramas of female frequency, such as "i am a mother", "mom, don't cry", "the son wants to support his parents but they are not waiting", etc. fanqie pays more attention to the middle-aged male dramas of domineering bosses, such as "father and son soldiers of the old cannon" and "dog father and tiger son".
ma jun believes that short dramas can open up more monetization channels in the future, including adapting to the habits of middle-aged and elderly users, such as short dramas on buses and subways, and short dramas on home tvs.
advertising placement and customized short dramas also target this market. previously, many beauty brands such as hansu, proya, and marubi have tried the short drama track. last year, hansu cooperated with the top influencer "jiang shiqi" on the douyin platform to launch five short dramas such as "dressing for growth", "heartbeat more than a moment", and "a beam of sunshine and a beam of love", which attracted more than 5 billion views. the "jiang shiqi same style" red waist set gift box, priced at 399 yuan, has sold more than 5 million sets on douyin.
"the purchasing power of middle-aged and elderly people is still very high. if advertisers in the health care category are willing to try customized short dramas and accurately target middle-aged and elderly users, the conversion effect should be good." liang lili said.
the price of a hit script can exceed 50,000 yuan, and homogeneity is forcedindustry optimized content
although short plays for middle-aged and elderly people are seen as "the same old stuff in a new bottle", they are not without innovation.
xiaoqi said that when creating short plays from the perspective of the elderly, the content of the script must be adjusted in terms of plot settings, character relationships, and speaking styles to satisfy the viewing pleasure of middle-aged and elderly people - emotional trivia, family matters, disappointing sons, domineering husbands, etc.
according to xiaoqi, the average quote for scripts on themes for middle-aged and elderly people is 15,000 yuan, while screenwriters who have written hit scripts can quote over 50,000 yuan.
"it's not that the price of the script will go up just because the subject matter is popular. the platforms that collect scripts mainly quote prices based on the screenwriter's qualifications, whether there have been hit dramas before, and the quality of the script itself." xiaoqi told reporters.
shell finance reporter saw on xiaohongshu that there are people "collecting scripts" online under the names of jiuzhou, shanhai, tianqiao and other platforms. among them, the themes of middle-aged and elderly people include sweet pets, sadomasochism, family affection, etc. the requirements for receiving manuscripts issued by a manuscript receiving staff show that the contributors need to provide an outline, character introduction, and the content of the series ranging from 6 to 15 episodes. the female frequency can include marriage first and love later, family ethics, etc., and the male frequency can include "god of war" and "the counterattack of small people".
this manuscript collection requirement specifically specifies some requirements, such as avoiding mother-in-law and daughter-in-law as the main plot, avoiding extreme family affection, extreme revenge and abuse, etc. the manuscript fee starts at 15,000 yuan + profit sharing, and the price can be adjusted according to the screenwriter's past performance.
as a producer, ma jun said that when selecting short plays about middle-aged and elderly people, they will comprehensively consider the popularity of the subject matter, the excitement of the story, the novelty of the entry point and the completeness. "we need to see whether the script is close to our audience, close enough to their lives and resonates with them. in addition, we will also evaluate the production cost of the entire play."
according to ma jun, the production cycle of "three sons respecting their mother" was 29 days, with a production cost of more than 400,000 yuan, of which the salaries of the cast and crew accounted for 60%-70%, and the production cost was average in the industry. "the common selection of leading actors for modern urban male and female actors often requires popular actors, but short dramas with middle-aged and elderly themes are relatively new, so we consider more the actors' acting skills."
ma jun told shell finance reporter that since april last year, the salary costs of cast and crew have risen significantly. "last year, the cost of hiring a male or female lead a day might be three or four thousand yuan, this year many cost five or six thousand yuan, or even up to ten or twenty thousand yuan." ma jun revealed that the current price of male and female leads in middle-aged and elderly themes is relatively stable, with a market price of 3,000 to 5,000 yuan, which is at a middle level.
at present, short plays about the middle-aged and elderly have the problem of homogeneity, which is also a long-standing phenomenon in the short play market. in addition, there are many voices that think that such short plays are "too awkward", and some vulgar and overly emotional content will have a negative impact on the middle-aged and elderly and family relationships.
ma jun believes that this may be mainly because part of the plot is out of touch with life, and the screenwriters have some imagination and conjecture in the creative process. in liang lili's view, as the review and filing system and supervision of short dramas are gradually tightened, the industry will be forced to optimize the content, "reduce the use of extreme methods to attract attention or spread negative energy. in the future, some time-travel dramas, period dramas, and rebirth dramas can also enter the field of short dramas for middle-aged and elderly people."
liang lili believes that the vigorous development of short plays for middle-aged and elderly people is also very beneficial in helping them find employment.
beijing news shell financial reporter wei boya editor wang jinyu proofreader yang li
