Core Insights - The long drama market is expected to face a "bleak" end in 2025, with significant changes in industry dynamics anticipated due to a challenging environment [1] Group 1: Industry Trends - The traditional "Big Six" production companies are experiencing a decline in both output and market share, with Huace Film and TV significantly reducing its new releases from seven to three this year [2] - New releases from New Classics Media have also decreased, with only one major drama expected in 2025 compared to multiple successful titles last year [3] - The overall production capacity of companies like Noon Sunshine and Ningmeng Media has remained stable, but their new releases have not matched the success of previous years [5] Group 2: Emerging Players - New players in the industry are fiercely competing, with companies like Changxin Media and Jiaxing Media gaining attention through successful new releases [14][16] - Quantum Pan Entertainment and Chunyu Media's collaboration on "Cang Hai Chuan" has emerged as a leading title in the male-oriented drama category, showcasing the potential of new entrants [21] - Other emerging companies like Xixi Film and Xinglian Film have also produced new works, indicating a slight recovery in their performance compared to last year [23] Group 3: Performance Metrics - The performance of dramas has varied significantly, with some productions achieving high ratings while others struggle to gain traction, reflecting the competitive nature of the market [9][11] - The drama "Xu Wo Yao Yan" from Jinhe Media has achieved notable success, marking a significant comeback for the company after a period of fewer hits [18] - The overall sentiment in the industry suggests that even successful productions are facing challenges in achieving blockbuster status, indicating a tough market environment [30]

Core Viewpoint - The article critiques the recent trend in ancient costume dramas, particularly highlighting "Into the Cloud," which has been labeled as "baby xianxia" due to its simplistic and juvenile storytelling, diverging from the traditional depth of the genre [1][10][28] Group 1: Quality of Content - "Into the Cloud" has been criticized for lacking emotional depth and quality, with viewers describing it as feeling empty despite good visuals and attractive leads [1][3][6] - The narrative structure of "Into the Cloud" is overly simplistic, with character abilities being ignored and plot developments lacking tension [6][10][21] - The trend of "low-age" content is not isolated to one show but reflects a broader issue in the ancient costume drama market, where many productions have simplified their storytelling to appeal to younger audiences [2][10][16] Group 2: Audience Expectations - There is a growing disconnect between the content being produced and the expectations of the audience, who are seeking more substantial narratives rather than superficial romantic plots [19][22][27] - Data indicates that while the number of ancient costume dramas has increased, only a few have achieved significant popularity, suggesting that the issue lies in content quality rather than audience preferences [19][22] Group 3: Industry Trends - The industry is criticized for its reliance on safe formulas, leading to a proliferation of similar, low-quality productions that prioritize romance over complex storytelling [21][22] - There is a call for creators to move beyond the "sweet romance" formula and to explore deeper themes such as power dynamics, personal growth, and societal issues, which could revitalize the genre [21][27][28] - Successful examples like "Folded Waist" demonstrate that mature storytelling can still attract audiences, indicating a potential market for high-quality ancient costume dramas [23][26][27]

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: Overview of New Dramas - The article discusses two recently premiered dramas: "Into the Qingyun" and "Feast Encounter in Yong'an" [1][5] - "Into the Qingyun" features actors Hou Minghao and Lu Yuxiao, while "Feast Encounter in Yong'an" stars Wang Yinglu and Li Yunrui [1][5] Group 2: "Into the Qingyun" - Premiered on October 8 on Youku, the drama is adapted from a novel and revolves around a character named Ji Bozai who engages in emotional manipulation with a female warrior [1][4] - The drama achieved a heat value of over 8500 on Youku within two days of its release [4] - Despite the attractive cast and production quality, the storyline is perceived as somewhat bland and predictable, lacking unique selling points in a saturated market [4] Group 3: "Feast Encounter in Yong'an" - Premiered on October 9 on Tencent Video, this drama is based on a novel and follows the story of a family that accidentally travels back in time to run a restaurant [5][7] - The drama garnered a heat value of over 23000 on Tencent Video on its first day [7] - It effectively incorporates comedy and food elements, with engaging character interactions and humorous dialogue, making it suitable as a light-hearted viewing experience [7]

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]