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].

近日，《宴遇永安》《入青云》《一笑随歌》这三部古偶相继定档十月，有穿越美食剧，有双强仙侠剧，还有权谋斗争剧，哪一款会成为大家的 心头好呢？ 注：以下按照播出时间排序 《一笑随歌》海报 1、李沁搭档陈哲远，从预告看，对抗路西皮的氛围很是对味，不知成片是权谋斗争多一点，还是loveline多一点。 2、"朱大灯"能否拍出新的古偶名转场？期待一下。 《入青云》海报 《一笑随歌》 主演：李沁、陈哲远 导演：朱锐斌、蓝志伟、古志威 播出平台：爱奇艺 首播时间：10月2日 推荐理由：高端猎人对战局 《一笑随歌》定档预告(02:13) 该剧改编自炽翼千羽小说《一笑》，以锦绣国与夙砂国战争为背景，讲述女射手付一笑（李沁 饰）射伤敌国皇子凤随歌（陈哲远 饰）后，两人因 失忆在正念山庄重逢，携手揭露两国阴谋，从相互利用逐渐发展为双向奔赴的情感故事。 《入青云》 主演：侯明昊、卢昱晓 导演：知竹、彭学军 播出平台：优酷 首播时间：10月8日 《入青云》定档预告(02:09) 剧集改编自白鹭成双同名小说，围绕合虚六境"青云大会"展开，罪囚出身的极星渊斗者纪伯宰（侯明昊 饰）击败七连胜女战神明意（卢昱晓 饰） 后，明意伪装成舞姬接近对 ...