Core Viewpoint - The trend of celebrities giving out cash red envelopes has become a hot topic in the entertainment industry, serving as a marketing strategy to boost engagement and visibility for their projects [1][6][27] Group 1: Red Envelope Marketing - The practice of celebrities giving out red envelopes is not new but has evolved into a mainstream marketing tactic, replacing traditional promotional methods like selfies and thank-you notes [6][16] - Red envelope marketing is seen as a cost-effective way to generate buzz and increase viewer engagement, especially in a competitive landscape where attention spans are short [16][28] - Celebrities like Chen Zheyuan have set a precedent by giving away significant amounts, with his total red envelope distribution reaching approximately 488,000 yuan since 2023 [9][15] Group 2: Audience Engagement and Perception - The act of receiving a red envelope creates a sense of being "pampered" among viewers, leading to a temporary boost in goodwill towards the celebrities and their projects [6][17] - There is a growing concern that red envelopes may serve as "hush money," distracting audiences from the quality of the content itself [6][18] - The immediate gratification from red envelopes does not translate into long-term appreciation for the content, as viewers may still critique the quality of the shows [18][31] Group 3: Industry Dynamics - The rise of red envelope marketing reflects the industry's anxiety over viewer engagement and the pressure to stand out in a crowded market [28][31] - As more celebrities adopt this strategy, there is a risk of audience fatigue, leading to diminishing returns on such marketing efforts [29][31] - The industry may need to shift focus from monetary incentives to improving content quality to sustain viewer interest and loyalty [31]

Core Insights - The article discusses the competitive landscape of ancient costume dramas (古偶) in the current streaming market, highlighting the new releases from major platforms iQIYI, Youku, and Tencent Video, which are set to attract viewers with different styles and themes [1][2]. Group 1: New Releases - iQIYI's "A Smile Follows the Song" premiered on October 2, leading in popularity with a peak heat value of over 8600, second only to "You Are My Shining Light" [1]. - Youku's "Into the Blue Cloud" and Tencent Video's "Feast in Yong'an" are also set to release, with the former focusing on fantasy competition and the latter on a light-hearted culinary theme [2][3]. - "Into the Blue Cloud" has a strong IP background, with its original author having multiple successful adaptations, achieving over 3 million pre-bookings before its release [2]. Group 2: Character and Plot Dynamics - "Into the Blue Cloud" features a plot centered on emotional manipulation between the leads, with notable scenes that have garnered attention for their intensity [3]. - "Feast in Yong'an" combines comedy, time travel, and culinary elements, attracting viewers with its unique premise of a family running a restaurant in ancient times, leading to humorous situations [3]. Group 3: Marketing Strategies - The lead actors of the three dramas have engaged in extensive promotional activities, leveraging their networks to boost visibility and audience engagement [4][5]. - "A Smile Follows the Song" adopted a unique "poor marketing" strategy, openly acknowledging budget constraints while still generating buzz through creative promotional tactics [5]. Group 4: Industry Challenges - Despite the efforts in marketing and production, the article notes that audience expectations are rising, and content quality remains paramount; superficial promotions may not suffice if the story and characters do not resonate [5][6]. - The prevalence of similar themes and character archetypes in recent ancient costume dramas has led to viewer fatigue, with the article suggesting that the genre risks becoming repetitive and lacking depth [6].

Group 1 - Three ancient costume dramas, "Yanyue Yong'an," "Ru Qingyun," and "Yi Xiao Sui Ge," are scheduled to premiere in October, featuring themes of time travel, culinary arts, and power struggles [1] - "Yi Xiao Sui Ge" stars Li Qin and Chen Zheyuan, set against the backdrop of war between the Jin Xiu Kingdom and the Suo Sha Kingdom, focusing on the relationship between a female archer and a prince [4][3] - "Ru Qingyun," featuring actors Hou Minghao and Lu Yuxiao, revolves around the Qingyun Conference and the emotional dynamics between a fighter and a disguised dancer [7][4] - "Yanyue Yong'an," starring Wang Yinglu and Li Yunrui, tells a story of family and culinary adventures in the city of Yong'an, based on a novel by Yingtao Gao [10][11] Group 2 - The anticipation for "Yi Xiao Sui Ge" is heightened due to its adaptation from a popular novel and the chemistry between the lead actors [4][3] - "Ru Qingyun" marks the first long drama directed by Zhi Zhu, known for her previous successful work, raising expectations for the series [7][4] - "Yanyue Yong'an" is based on a novel that combines elements of food, local customs, and romance, appealing to viewers interested in light-hearted narratives [10][11]