2025古装剧“渡劫”，暑期档《书卷》《桃花》谁是首个飞升者？

Core Viewpoint - The ancient costume drama market is experiencing a decline in both viewership and critical reception, despite the release of numerous new titles. The industry is at a crossroads, needing to reassess its approach to content creation and audience engagement [1][3][4]. Group 1: Market Performance - In the first half of the year, 23 ancient costume dramas were released across various platforms, covering genres such as fantasy, political intrigue, and comedy [1]. - The most anticipated upcoming dramas include 16 titles, with notable mentions like "Jinxiu Fanghua" and "Fanren Xiuxian Chuan" [1]. - Despite the presence of hit dramas like "Guose Fanghua" and "Cang Hai Chuan," there has been a noticeable decline in both market heat and audience ratings for top content [1][4]. Group 2: Audience Reception - The average viewership for the highest-rated dramas has dropped significantly, with only two dramas surpassing 40 million views, compared to previous years where many exceeded 60 million [4][6]. - A concerning trend is the high number of dramas receiving ratings below 7 on Douban, with 15 out of 23 dramas falling into this category [2][5]. - The audience's patience with ancient costume dramas is waning, indicating a need for more innovative and engaging storytelling [3][4]. Group 3: Competitive Landscape - The competition among ancient costume dramas has intensified, with the summer season expected to bring new contenders [3][9]. - Upcoming dramas like "Peach Blossom Reflecting the River" and "Book Scroll Dream" are generating significant buzz, but they face high expectations and potential comparisons to previous hits [9][10]. - The industry is witnessing a shift towards more diverse themes, including ancient romance, mystery, and business warfare, which may help revitalize interest [9][11]. Group 4: Industry Challenges - The ancient costume drama genre is facing challenges such as content homogenization and audience fatigue with repetitive themes [6][15]. - The success of dramas like "Cang Hai Chuan" and "Guose Fanghua" highlights the importance of unique storytelling and character development in attracting viewers [7][15]. - The market's reliance on established IPs is being questioned, with a call for more original narratives that resonate with contemporary audiences [15].