A fan of the world: "God drama" "Love Apartment" in mind

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Lead: Screenwriter Wang Yuan and director Wesheng often sigh, "love apartment" explosion and the Internet is inseparable, is the internet to "Love Apartment" opened chance.

A set of network data is enough to show that "love Apartment" hot-

January 2014 "Love Apartment" fourth season landing screen and network. The first day of the total network clicks up to 150 million times, 48 hours to break through 300 million times, the same name of the TV series posted more than 26.6 million, to the absolute dominance of the mainland TV show bar. Baidu Index Peak is unprecedented as high as 4.706 million, more than all previous episodes and columns.

In a sense, this is definitely a cultural product of a typical significance-although the cost is not high, there is no big production and big stars, but popular, the income is quite impressive-"love apartment" fourth quarter income generation more than 100 million. How did this seemingly silly "first divine play" work?

The Sun and the meteor

The same 80 writers Wang Yuan and director Wesheng, Shanghai Jiaotong University alumni. 2004 two people in school, coincided with the campus DV movie is very popular, originally love drama brothers, set up a student team, try to shoot a campus comedy film "My Sun".

Behold, this entertainment original film unexpectedly a cannon and red, not only in various colleges and universities in theaters full, but also won a lot of awards, big director Wong Kar-wai to Wesheng Award. However, the two most memorable experience is that, in order to raise money for the film, they find Master Kang Green tea, pulled a thousands of yuan sponsorship fee and 80 boxes of green tea drinks. In return, the film was planted with green tea ads.

Now look back, "my sun" indeed for Wang Yuan and Wesheng pushed a door. Whether it's a commercial operation, or a story style, in the later "Love Apartment", there are "my Sun" shadow.

In 2005, after graduating from university, Wang Yuan founded the high culture Communications company, through the operation of star concerts, to earn the first bucket of gold. But his dream is still film and television creation. "The concert was a success, or the stars, and I did not have half a dime relationship." ”

After two years of entanglement, Wang Yuan persuaded Wesheng to resign from the Shanghai Film Group to join the high lattice. The best partner to work together again, the high grid transformation film and television production, two people spend millions of dollars to shoot "my Sun" sister chapter "reversal Meteor."

However, the real market is completely different from the campus. Although the "reverse meteor" got a show permit, but because the team and actors are not well-known, the film itself is not commercial, the issuer told Wang Yuan and Wesheng: "This play is not a selling point, no movie theater will show you this film." ”

Reality gave two people a slap in the face. Watching millions of yuan investment will be wasted, a Beijing University student Film Festival invitation letter, they pulled from the edge of the cliff back. At this Beijing University student Film Festival, "reversing the meteor" by virtue of the students in the public praise defeated the contest at the same time, "Yangtze River No. Seventh" won the "Best Comedy Creation Award", and then the Orange Day entertainment to buy the copyright, let them recover the cost.

After a while, Wang Yuan and Wesheng had to feed the company through the advertising production business. "A year can take more than 30, tens of thousands of yuan to hundreds of thousands of yuan of advertising have done." "Their relaxed and humorous style of production has won the favor of many advertisers, including" McDonald's "the value of people series ads.

Opportunity. A "Love Apartment" Taiwan dating site, said it would like to 1 million yuan to shoot an advertisement, and then hit 10 million yuan to do the launch. But Wang Yuan that the cost of television advertising is too high, to persuade the other party to try the TV series, "Advertising is only a one-sided hit money, but the TV series broadcast, not only to achieve better publicity, but also back to even make money."

"Love" and "Friends" originally is the popular word, Wang Yuan and Wesheng "Love apartment" positioning clear. Because both of them are the same, just know what is the most favorite, what needs most. In writing the script, they carry on the original comedy style, telling the stories that young people will experience.

As early as filming "My Sun", Wang Yuan like to find material on the Internet. "It is the internet generation, see fun, want to let more people see, laugh together." "Love Apartment" has a lot of internet jokes, despite many questions, but Wang Yuan insists that the backbone of the network, these network jokes more in line with their appetite. "The internet like a beach, jokes like shells," love apartment "to do is to put up shells, polished string into a necklace to everyone."

"Love Apartment" after the first quarter of the release, Wang Yuan and Wesheng to find more than 100 young white-collar and college students as "mice." As a result, "laughing fruit" is good, 90 minutes "mice" laughed 173 times.

However, because the creative team in the mainstream of the industry is not well-known, the television stations are mostly afraid to try to broadcast this "some Non-mainstream" of the TV series, only Jiangxi satellite TV at a price below the cost of the creation of its broadcast rights. But on the web, the first-quarter video of Love apartment was wildly clicked.

Products for the King

"Love Apartment" soon accumulated a group of loyal fans. Wang Yuan and Wesheng began to connect with their fans through the web. "If" Love Apartment "is a product, then we as product manager, just need to focus on the user experience, nothing else to consider. ”

Unlike other domestic TV dramas, Wang Yuan and Wesheng use data quantification to make "Love apartments", the details of the control of the precise degree to a surprising extent. For example, "Love Apartment" inserted in laughter, even as many as three hundred or four hundred kinds. For example, the play has only 24 episodes per season, but it takes two months to work on subtitles alone. Wesheng to reporters: "If you put others, may be finished in two weeks, but we simply passed the five procedures, the requirements of the subtitle point to each frame." ”

"Love Apartment" fourth quarter late production spent nearly nine months, about the same domestic drama four to five times times. Its consumption ratio of up to 30:1, that is, 30 minutes of shooting material, cut out only 1 minutes in pieces. Wesheng even set the "death requirement" for the fourth quarter of the "Love Apartment"--10 seconds to have a laugh, 2.5 a big excitement. Wesheng told reporters: "According to the domestic and foreign ratings company's statistical report, 10 seconds is a change of Taiwan's upper limit, 2.5 is a point of excitement, comedy must have so fast rhythm." ”

In addition to playing a good quality foundation, more importantly, Wang Yuan and Wesheng to comb the film industry's logic.

Traditional TV dramas must please the distributors and the TV stations, and finally the audience. The "Love Apartment", which was initially unpopular with the mainstream, focused all on pleasing the target audience. "TV dramas should not lead the audience's nose, play what the audience to see what, should be the audience to decide, as long as the scale, the audience love to see what to play." ”

"Love Apartment" uses a similar style of the American opera season. For each quarter of the plot trend, the cast will be appropriate reference to the views of fans. "We will regularly collect feedback from viewers on Weibo, post, forums and fans, and try to read the tweets of every audience." ”

For example, after the third season of "Love Apartment" was aired, many viewers in the online review of one of the main characters "Luzicio" is too angry, not positive, Wang Yuan in the fourth quarter of the design of a lot of bridge, for the character affixed some "handout gas, good" character tags; one of the leading actors, "Zeng" was found to be like the famous badminton athlete Lin Dan, Wang Yuan will be in the back of the plot added to the details of the ridicule lines, making the plot more grounded gas, funny; and some fans not only like "love Apartment" but also "happy camp" fans, So in the fourth season, Wang Yuan managed to invite the happy family of Jiong and Du Haitao and other people to play a cameo.

Similar to the changes in order to cater to fans, not only to bring the fans a great surprise, but also let them have a strong sense of participation. However, Wang Yuan and Wesheng do not obey their fans. "Not every opinion is obeyed, and sometimes it is done in the opposite way. ”

For example, from the first quarter, fans have called for the characters Zeng and Hu Yifi "together", but Wang Yuan and Wesheng in the second quarter and the third quarter of the plot design, deliberately let the relationship between the two characters between the ambiguous twists, until the fourth quarter only a bit of destiny. Such suspense makes "love Apartment" to fans formed a strong user stickiness.

Grasp the logical starting point of the fans tightly, let "love Apartment" in the industrial chain gradually mastered the initiative. Take the time, the general TV sitcom each episode in about 20 minutes, while the general TV series is generally 45 minutes, but "love Apartment" average single set for nearly 50 minutes, individual single set even up to 56 minutes. In the past, television stations would have refused to play or cut. But thanks to the audience, today's love apartment has allowed many television stations to make an exception by adjusting their airtime.

This logic chain gives a surprising result. "Love Apartment" in the fourth quarter after the broadcast of the 12 days, to more than 4 million of the average hit the TV series "Baidu Index" history, but also set a TV play network Click "The fastest breaking billion record."

Internet thinking

Quality content will be automatically disseminated on the network. Wang Yuan and Wesheng often sigh, "love apartment" explosion and the Internet is inseparable, is the internet to "Love Apartment" opened chance.

In fact, the domestic TV series sales model, is sold by the production company to the television station, the TV station is like a distributor. and video site is more like a supermarket, directly to the end of consumers, the audience if they like to be able to word of mouth, quickly popular, the audience does not like the content of the Internet can not sell.

2009 "Love Apartment" in the first quarter of the broadcast, the entire network copyright is not standardized, coupled with the "Love Apartment" no fame, there is no video site is willing to pay to buy broadcast copyright, so "love Apartment" the first quarter of the network copyright sold less than 20,000 yuan.

When the fourth quarter of 2013 "Love Apartment" aired, the video website industry has been very mature. Each video site not only more and more standardized, and competition between each other, popular after the "Love Apartment" only network copyright is up to 4 million yuan per episode.

The network gathers up the super high man gas, feeds the television channel. According to Wang Yuan recalls, "Love Apartment" after the debut of the first quarter, almost no one, only low prices. "Love Apartment" in the second quarter is placed in the worst-rated afternoon stalls, with a day of six episodes of the speed in three days after the broadcast. When the third and fourth seasons of "Love Apartments" aired, microblogging, micro-credit and other social networking tools began to become popular, "love Apartment" fans quickly helped to complete the Word-of-mouth marketing, many local TV stations in the evening 7:30 gold stall.

Despite the "Love Apartment", Wang Yuan and Wesheng are not content with it-how to make Love Apartment a brand, not just a "finished" TV series?

In fact, since the broadcast channel has been opened, "Love Apartment" has formed a target for the group of the brand media. In advertising implantation, compared to the spread of other film and television works, "Love Apartment" advertising target more accurate.

In order to advertise the implant not blunt, incur the audience aversion, Wang Yuan and Wesheng Adopt a unique mode of operation--in the script creation stage will advertise into the plot, has the reasonable plot, the advertisement will not appear blunt, avoids with other movie and TV dramas like, during the filming or after filming only then rigid implantation advertisement.

And for potential advertisers, they also select carefully, to ensure that the connotation of advertising brand and "Love Apartment" brand itself youth, sunshine, lively and other characteristics. For example, the well-known brand of pre-adjustable wine, was designed in a few people in the bar to drink in the plot, it is very consistent with the life habits of young people.

In addition to advertising owners implanted ads, "love Apartment 4" will be "from product to advertising" back to the logic, that is, "from advertising to products." "Love Apartment" after the fourth quarter hit, Wang Yuan and Wesheng in Taobao opened a love apartment shop, according to the daily plot, the sale of the day appeared in the play of clothing, props, toys and bedding products.

One of them, the characters Zhang Yida have a "fish" as a clue to the play, Wesheng gave the actor a custom-made one printed with large fish and small fish T-shirt, then he put the clothes in Taobao shop, the plot aired that night by fans snapped.

Fans have the world. Wang Yuan found that, in fact, "Love Apartment" seems to become a cultural phenomenon, even formed a kind of new TV drama and traditional TV series confrontation-can catch the Internet mainstream crowd this audience, turn them from the audience into fans, and then take the initiative to become the show's Word-of-mouth communicators, is the "Love Apartment" the biggest victory.