＂Three Battalions＂ Blossoms Shanghai … The upsurge of film and drama linkage is coming, who is the strongest？

Special feature of 1905 film network "Please tell the director that the task of the third brigade has been completed!"With the movie showing all the way, the box office exceeded 470 million. The drama version of the same name was also launched while it was hot, creating a "new speed" of "film and drama linkage".

Two powerful actors, Harmony, performed the same role with different tastes, and the similarities and differences between the drama version and the film version also triggered extensive discussions among the audience.

At the same time, it is another attempt to adapt a hot drama into a film.The film version assembled the original crew of the series, and broke through 300 million with super-high pre-sales, setting a number of records.

In addition, Blossoms Shanghai, which is on the line today, is developing simultaneously with movies and dramas, and there is still a movie version to be shown. From "the drama is excellent, the movie will be reflected" to "synchronous development", what new tricks have been played by the film and drama linkage?

PART.1

It is not easy to "play well and make a shadow"

"Zhang Wansen, it’s snowing!" The series "Twinkle, Twinkle, Twinkle, Bright Stars" starring became the dark horse in 2022 because of the setting of "secretly love the ceiling", which also made this classic line spread all over the network.

Now, after two years, the movie version has landed on the big screen, and once it was officially announced, it gained a super high popularity. Whether it is the return of the original crew, the setting of making up for the regret of "Wanxing CP" or the ritual marketing of "going down to the snow field", the audience’s expectations are full.

Breaking through the pre-sale results of 300 million, the two major ticketing platforms are close to 2.5 million people who want to see it, which also makes "Twinkle, Twinkle, Bright Stars" another phenomenal case of "drama change".

It is the routine operation of the film and television market to adapt the film version after the drama is popular. The popularity of drama series has accumulated a natural popularity and fan base for the film, which not only greatly reduces the investment risk, but also further improves the IP value through the linkage of film and drama.

The recent Seeing You, Searching for Qin, treading on thin ice and Palace in the early years are all classic cases.

However, it is not easy to change from drama series to movies and from small screen to big screen. Although there are many successful cases at the box office, word of mouth is mostly difficult to surpass drama series. It seems to be a law that it is difficult to produce fine works by changing the drama into a shadow.

The problems mainly lie in the following aspects: firstly, whether the main creative team is unified plays a key role in whether the shadow version can continue the texture and quality of the drama version.

Due to the replacement of the main creative team, the quality is not as good as expected, which leads to word of mouth Waterloo. Although the film version of "Hua Qiangu" has not yet been released, it has also caused great controversy due to the casting problem, which has cast a "shadow" on the future of the film.

Secondly, there are obvious differences in content volume, creative logic and audience groups between film and drama series, and it is difficult to break through the "barriers".

Even the original cast is often "unaccustomed" and it is difficult to reproduce the classics of the series. Take "I Want to See You" as an example. Although the film version continues the same cast and lineup, it still fails to satisfy the fans because of the lack of narrative and staffing.

Third, feelings are a double-edged sword. Fans’ attention is both heat and pressure. If they are not careful, their word of mouth will bite back. At the same time, it is also a problem how to create a balance between drama powder and passers-by audience without setting too high a threshold for watching movies.

The big movie ipartment was criticized for "selling dog meat by hanging sheep’s head", which turned the national sentiment into a "tomb-robbing apartment" with a score of only 3.2. After the first weekend, the box office also fell off a cliff.

Although the film version of Love is Delicious continues the story and style of the drama version, many viewers reported that they watched an "extended TV series" and had a certain threshold for watching non-drama powder, so they failed to get out of the circle, and finally only 14.55 million yuan was recorded.

The above examples are enough to show that it is not easy to "break the wall" from the drama series to the movie, and people can’t help but worry about the upcoming "Twinkle, twinkle, bright stars".

PART.2

"Film and drama are open together" has become the new mainstream.

Different from the movie version launched after the series fire, more and more producers or copyright owners choose to put this process ahead, and determine the development mode of "one fish eats more" from the beginning, and the movie version and the drama version are promoted at the same time to form a set of "combination boxing".

The Three Battalions is a typical example. There are Wanda movies behind the film version and the drama version, and the time lines of preparation, starting, fixing and broadcasting are almost synchronous, which truly realizes the zero-time linkage of film and drama.

Yin Xiangjin, the chief producer, once explained the original intention and significance of "simultaneous development of film and drama". "A good story needs to be perceived by more audiences, and two different artistic expressions also have their own emphasis on content. Based on the advantages of long narrative of the drama, TV dramas can better explain the story, show the development of the relationship between the characters more delicately and shape the three-dimensional group image more comprehensively."

At present, the film version and the drama version of "The Three Battalions" do show this difference in creation, and also play a role in mutual drainage to a certain extent, but on the other hand, the "face-to-face" between the film version and the drama version has also triggered a concentrated comparison and discussion among the audience, which has brought great controversy and pressure to the early stage of the drama version.

Not only "Three Battalions", but also "Under Different Men", "Trident" and other projects have chosen a similar model. Tencent participated in the production of both the film version and the drama version of "Under the Alien". The drama version was directed by and won a good reputation after the broadcast, while the film version was directed by and will also meet the audience.

"Trident" also from the beginning of development, it has set a plan for the linkage between film and drama. Ma Ke, the producer and producer, once told the media that the success of the drama version has greatly promoted and publicized the film, so that the audience has a good expectation of watching the film and expects the film to gain good results through linkage operation.

The mode of "simultaneous opening of movies and dramas" is also very extensive in the linkage between online dramas and online movies. As early as the first season of "The Husband-in-law" was finished, the initial planning of the related derivative film "The Husband-in-law’s Good fortune is high" had already started, and it was chosen to be released between the first season and the second season, which well continued the popularity of IP.

During the same period of preparation for filming "The Wind in Luoyang", many IP-linked online movies, such as "The Yin and Yang Boundaries of the Wind in Luoyang" and "The Twin Chasers of the Wind in Luoyang", are also being developed simultaneously.

From the above examples, it is not difficult to see that the advantage of co-opening movies and dramas is that the production is convenient for unified control and coordination of the content, quality and broadcasting rhythm of the movie version and the drama version, and it is also a sign that the IP development of movies and TVs is more industrialized and systematic.

On the other hand, the "simultaneous production of movies and dramas" undoubtedly means higher costs and risks, and it is necessary to have enough confidence in IP and the cast. It is also worth thinking about how the film version and the drama version really play different cards, feed back each other’s enthusiasm and avoid "left and right fighting".

From drama series to movies, whether it is re-enactment, adaptation, derivation or continuation, we look forward to more gameplay of "movie-drama linkage" to maximize the value of IP.