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what is it like to watch the fairy sister in a short play? the short play "afternoon rose" produced and starred by li ruotong is a story about a heroine returning to the workplace. this is not a new story mode in the category of long dramas, but the logic of a cool drama is more in line with the creative needs of short dramas. choosing li ruotong as the heroine is also eye-catching. after all, "auntie" has captured many fans with her friendly short video image, healthy and self-disciplined life, and fairy-like appearance that goes against aging.

during the filming phase, the "wedding photos" of 58-year-old li ruotong and 16-year-younger he gang attracted attention on social media. as a goddess of ancient costumes on the screen, li ruotong has not appeared in a modern drama as a leading actor for 10 years. however, the performance of the "little dragon girl" who does not care about worldly things is not ideal this time. the main promotion platform has 120 million views, and many people have not watched this drama when the 16 episodes came to an end. the reason is that each episode of "afternoon rose" is about six minutes long, which is different from the familiar three-minute short dramas. the longer story also means that the audience's loyalty is more tested.

many professional actors have tried short dramas before. this wave of celebrities entering the short drama market is related to the "high-quality" development direction of short dramas. "afternoon rose" is on the list of 16 high-quality micro-short dramas produced by douyin. with low thresholds, small investments, short cycles and quick returns, short dramas quickly boost the market's activity and attract everyone to flock to this track. with the frequent emergence of new industry regulations and strengthened supervision, professional teams and platforms have entered the market, and the short drama market is undergoing a "big reshuffle". in the past, short dramas relied on stories and rhythms to win, and most of the actors were non-professional actors. but now, the "high-quality" of short dramas has become a general trend. the story must be good, the rhythm must be good, the scene must be good, and the actors must be good. although many short drama actors are unknown, they have accumulated a lot of audience favor with their own characteristics and appearance after starring in many popular short dramas. "grabbing their jobs" is also a good choice for traffic conversion for celebrity actors like li ruotong who have been working hard in the short video field in recent years.

at present, the short drama industry has welcomed works such as wang jing's "billionaire prince" and stephen chow's "golden pig and jade leaf", but none of them have caused much splash. "golden pig and jade leaf" relied too much on stephen chow in the early promotion, which led to too high expectations. it is said that the vertical screen paid short drama "sister one" produced by huang xiaoming had a recharge of over 10 million in 24 hours after it was launched, becoming a veritable "sister one". in any case, the entry of celebrities is gradually changing the sinking attribute of short dramas. comments such as "well-made and very textured", "i didn't expect to see such a level of work in short dramas, which is no different from tv dramas", and "actors' acting skills are online" have indeed made everyone see a new atmosphere. breaking the previous short drama routines such as slapping in the face for a disagreement, kneeling at every turn, vicious supporting roles, hormone-dominated drama chasing, and unrestrained behavioral logic, when will the hot-selling products come out of the circle? it will take time and continuous industry accumulation.

from an optimistic point of view, the "regular army descending to earth" entering the short drama market has certain advantages in controlling content adaptation, preparing production teams, and other aspects. after "black myth: wukong" set off the "wukong fever" in the entertainment industry, the short drama industry, which is most sensitive to market changes, also caught up with this wave of enthusiasm. on september 2, stephen chow's second short drama "a chinese odyssey" was officially launched at the 9527 theater. the two leading actors of "a chinese odyssey" jiang long and zhang tianai are both actors in long dramas. although jiang long became famous through the comedy variety show "annual comedy competition", he has also starred in dramas such as "the wind rises in luoyang" and "the king's avatar". zhang tianai's performance in short dramas has also caused doubts about whether it is "self-destructive". on the basis of classic ip, a mature content production team and a cast comparable to long dramas have set up the banner of boutique short dramas and also brought high market attention, but whether it can take advantage of the "wukong fever" and become a hit remains to be tested by the market.

not only "rebirth and revenge", "domineering president" and "grudges of wealthy families", the entry of celebrities and long drama production teams has brought more abundant themes to short dramas, such as the development of wukong ip. in fact, the complementary advantages of long and short dramas have also become the normal flow of the industry and the development direction of film and television. after micro-short dramas gradually became a strong competitor for the audience of the long drama market, the short drama of long dramas and the boutique of short dramas are considered to be the future development direction of the competition between long and short videos. the popular costume drama "mo yu yun jian" at the beginning of this year was directed by a director with more than ten years of experience in short dramas. it tells a story with a strong sense of "coolness" in the audio-visual language of short dramas. its fragmented strong plot, as well as the emphasis on emotions and logic, labels and characters, are precisely the most common features of short dramas. "learning from" short dramas has become the choice of practitioners in long dramas, and "mo yu yun jian" is just a very representative one. the boutique of short dramas also targets the experience of long dramas and looks forward to more output.

nowadays, watching movies and tv are no longer the few entertainment options for the audience. content based on the internet and smart media seems to be more in line with the media consumption needs of contemporary audiences. however, whether it is a boutique short play or a short play, it is just trying to tell the content that the audience is familiar with in a different form from the past. it is necessary to occupy the market with fresh experience and high-quality content, rather than just seeking temporary pleasure.

yangtze evening news/ziniu news reporter zhang nan

proofread by li haihui

(source: yangtze evening news)

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