Core Viewpoint - The recent success of horizontal short dramas like "Zhuque Hall" and "Parrot" indicates a potential resurgence in the market, challenging traditional long dramas with upgraded production quality and star power [1][3]. Group 1: Investment and Production - "Zhuque Hall" has an investment exceeding 40 million, featuring popular actors from long dramas, and is adapted from a well-known novel, showcasing high production standards [3]. - "Parrot" also boasts a strong cast and production team, including renowned companies like Huayi Brothers, indicating a trend of high investment in horizontal short dramas [3][11]. Group 2: Audience Reception and Performance - "Zhuque Hall" achieved a peak heat index of 18,000 on Tencent Video within 4 hours of its release, ranking second on the platform's hot drama list shortly after [5][6]. - The effective viewership and market share of "Zhuque Hall" significantly outperformed other short dramas, with its market share soaring from 21.3% to over 43% within four days [5][6]. Group 3: Financial Performance - As of early July, "Zhuque Hall" has generated a cumulative box office of 21 million, marking a return to the "2000 million club" for horizontal short dramas [8]. - In contrast, the top-performing horizontal short dramas in the first half of 2025 had box office earnings significantly lower than previous years, highlighting the competitive landscape [7][8]. Group 4: Content and Narrative Innovation - Both "Zhuque Hall" and "Parrot" aim to expand thematic boundaries while maintaining the fast-paced narrative style typical of short dramas, with "Zhuque Hall" incorporating elements of folklore and scientific investigation [9][11]. - "Parrot" features a unique blend of comedy and espionage, addressing themes of cross-strait relations, showcasing the creative ambition within the genre [11]. Group 5: Industry Trends and Future Outlook - The trend towards higher production costs in horizontal short dramas reflects a shift in the industry, with platforms increasing investment and adjusting incentive policies to enhance content quality [13]. - Upcoming projects like "Miracle" and "Boyi" are expected to continue this trend, featuring high-profile actors and significant budgets, indicating a commitment to producing quality content [11][13].

Group 1 - Tencent Video recently released a list of high-quality short dramas featuring strong casts, including works like "Parrot" and "Zhuque Hall" [1] - The short drama market is experiencing a trend where the boundaries between short and long dramas are becoming increasingly blurred, with some short dramas adopting extreme and absurd themes [3][5] - The popularity of short dramas is driven by their potential for profitability and impactful content that captures user attention, leading to a collective pursuit of quality in the market [5][10] Group 2 - Major companies in the short drama sector are shifting from sensational content to more refined storytelling, with examples like "Tinghuadao" achieving over 1 billion views with a focus on female narratives [10] - Companies like "Majiang" and "Xianwen" are also producing high-quality short dramas that resonate with audiences, moving away from traditional tropes [12][13] - The competition in the short drama space has intensified, with major platforms like Douyin and Kuaishou launching their own short drama initiatives, emphasizing a move towards quality content [16][18][20] Group 3 - Traditional media companies are entering the short drama market, with examples like Ningmeng Media and Perfect World focusing on specific demographics and themes [22][24] - Companies are leveraging existing long drama IPs to create short dramas, indicating a trend towards brand extension in the industry [27] - Despite the rapid changes in the short drama landscape, companies are optimistic about capturing audience attention during fragmented viewing times, although they face challenges in maintaining viewer engagement [29]