Like crazy players, the entrepreneurial wave killed by the script will eventually come to the end of the play. In May, "doubling the number of screenplay-related store closures" sparked a sigh of players on Weibo Corp's hot search list. it is reported that as of mid-May, the number of monthly cancellations of domestic screenplay-related companies reached more than 200, an increase of 102% from the previous month.

According to Xianyu, the number of idle resale scripts and props in stores increased by more than 110 per cent in April from the previous month. From the beginning, after the best part, to the inevitable end, the industry has its ups and downs, perhaps no longer than a story.

Seeing the offline script slackening gradually, the online script became active instead. In particular, the "Star Detective" Zhuyu in front, the major video platforms to copy popular style ambition will be revealed.

IQIYI, Inc. 's "Exploration" has been on the air for 22 hours, and the popularity of the station is as high as 8000; HUYA Inc. Live and Youku jointly launched the first screenplay to kill the "final winner" of the variety show; Bilibili Inc. became the focus of the Korean reasoning variety "Meiqiuli" and incubated "reasoning Creed-Blood Wedding". The second issue of "Zhongwu suspicious Cloud" has already received 940000 views; JD.com even partnered with Mango TV in an immersion gala called "Jingqi Secret Night". Arena of Valor also launched a situational Reality Show screenplay to kill "sleepless in Changan"....

According to the statistics of Culture and Entertainment Business Watch, since 2021, domestic reasoning variety programs have been broadcast, broadcast and to be broadcast a total of more than 8 programs, and then there are 6 programs ready to be put on the agenda. In Douyin, the screenplay has been viewed 2 billion times, and the screenplay has not been picked up, but the "Ming investigation" variety has become the most important traffic treasure of the beloved Youteng.

The secret of traffic, there is more than one "secret detective"?

In fact, as early as before the "Star Detective", the performance of the domestic inferential variety show laid a foreshadowing for the later platform's ambition.

The time goes back to 2011, when Jiangsu Satellite TV's first inferential variety show "very good" won the first place in the same period of time twice, with an audience rating of 1.51% and a market share of about 4.76%. Similarly, Battle Flag TV launched the online reasoning game "Lying Man" live in 2015, and the guests were all e-sports stars.

According to the data, "Lying Man" ranked first in live data on the whole platform at that time, with an average of 3 million online users per episode. However, the one who really got the script out of the circle was Mango TV's "Star Detective" in 2016.

Detective Star scored 9.3 in 2016, and so far, Detective Star has maintained the production and broadcast rhythm of at least one season a year. Public data show that the score of Douban in the first three seasons of Ming investigation is more than 9.0. the cumulative number of hits in the three seasons is as high as 6.6 billion, the number of broadcasts in the sixth quarter is as high as 1.02 billion, the popularity index is 96.69, and Weibo Corp has been searched seven times.

Overseas reasoning skills blossom more than at home. According to incomplete statistics, there were three popular reasoning programs in Japan between 2011 and 2016, two in the United States in 2013, who is the real killer produced by ABC, and four in South Korea, including the copyright prototype "Crime scene" of the Star Detective.

It is reported that South Korea's "Crime scene" is broadcast on the payment platform JTBC, focusing on high-knowledge and high-income people, but the payment model does not resist the enthusiasm of the audience, which indirectly makes the country aware of the traffic benefits of such programs. Of course, the facts have also proved that the localization of mango TV variety has indeed lived up to expectations.

From a certain point of view, capital is optimistic, platform support, coupled with traffic support, reasoning variety seems to have a great hope to stand out in the open and secret struggle of the video platform. And Ai Youteng people obviously think the same way, a series of movements clearly reveal their consistent desire to copy popular styles, especially after the script has become a new entertainment favorite of young people.

But will reasoning variety really shine because of it? This actually refers to suspicion.

Take "Star Detective" as an example, after the show became popular, the original people copied the process and routines to hatch the sister novel "I am a Great Detective," but the result was not entirely satisfactory. The Douban score of "I am the Great Detective" is only 5.4, and the audience rating of the first episode can still achieve 0.83 under the shadow effect, but it dropped significantly in the second season.

In addition, because the entertainment gene of the script is naturally connected with brain-burning reasoning and other elements, the content of reasoning variety is far greater than the form, which is undoubtedly the key to whether it can become the next investigation. The feedback from the first two episodes of "exploring the case" fully proves this point, and there is an endless stream of complaints that the effect of comedy is greater than the content of reasoning.

There is no denying that the audience's requirements for reasoning variety are actually more stringent, and the rules can not please the flow. The third season of Ming Detective was delayed due to the failure of the "rigorous reasoning" test, leading to a large wave of viewers not buying it on the grounds that they had already bought platform members.

The offline story is over, and the competition on the platform seems to be just beginning, but as young people who are obsessed with the script become more and more picky, the risk of inferential variety begins to increase, and it is not easy to replicate the investigation.

The money is burning? The IP set is still a big head.

When the script killing set off an upsurge of store entrepreneurship, the media joked that the entrepreneurs killed by the script supported a large number of decoration teams.

Tianyan survey data show that at present, there are a total of 6500 script-related enterprises in China. According to Meituan's statistics, by the end of 2020, the number of script-related physical stores has exceeded 30, 000.

According to the decoration cost of standard stores from 100000 to 200000, the financial resources provided by script killing for the decoration industry can not be underestimated. Admittedly, the decoration of the store can directly determine the highest peak of players' sense of experience, it is reported that more than 50% of the scripts kill players in the game process pay special attention to environmental immersion.

The same is true in variety shows. The first two seasons of "Detective Stars" were recorded in the form of studio scenes, and while the sense of drama increased, guests' feelings of immersion were greatly reduced. For example, at the end of the second season, Wu Yingjie said bluntly that she hoped to collect evidence in the real scene from the beginning of the third season of the show.

It is reported that in the third season, it took nearly a month to build the "Rose Hotel" to shoot "Hotel shock". In the fourth season, an island was contracted to record "Escape from an uninhabited Island", and only one art museum was renovated for a month. The fifth season is a luxury sea cruise ship, 360 °full-scene shooting, contributing "Sea pianist" to the audience.

It is true that the guest experience and the perception of fans are constantly improving, but behind the exquisite reality also highlights a series of "fatal" problems. The first to bear the brunt is the issue of funds. it has been reported that the combined funding for the two episodes of the unnamed Island alone in the fourth season has exceeded the budget of ordinary variety shows for the whole season.

Although there is no straightforward data to support this claim, the "eating appearance" visible to the naked eye has indirectly become the strongest evidence in the skepticism of fans, such as paid viewing more and more frequently.

Prior to this, Mingzhen launched the NZND icebreaker concert, and the charging rules aroused a lot of complaints from fans. According to the survey, online concerts charge 3 yuan per time for members and 10 yuan for non-members to unlock the documentary, and tickets are only valid for 48 hours. After that, you will have to pay extra for the next viewing.

All kinds of behaviors made fans call "eating ugly". Some fans even asked Weibo Corp: is the program group out of money and can only come out and cut the leeks of the audience? It is worth mentioning that as the concept of immersion economy is killed and caught fire by the script, the inferential variety shows more and more profound attachment to the setting.

IQIYI, Inc. 's "Mengmeng Exploration" begins with a real scene, with streets, office buildings, and coffee shops. In the program to achieve the 1:1 scene restoration, with the full screen of "funds burning" echoes is a dazzling brand sponsorship. According to incomplete statistics, there are as many as 7 sponsors at the beginning of the broadcast, including Little Red Book, Cholates, Yili Milk and so on.

The high decoration cost of the store gradually overwhelms the shoulders of entrepreneurs, and it is obvious that the rich and powerful variety platform can not afford it.

Can script Kill and IP "transfusion" each other?

According to the available data, the script killing originated from the real-life game "reasoning riddle" in the UK, which lasted as long as 12 hours after it was introduced into China. But today, the content expression of the script killing industry has gradually highlighted the weary state, and several popular styles represented by "Ancient Wood Yin" have even fallen into the dispute of plagiarism.

Whether online or offline, the suspense of the content of script killing and the innovation of entertainment experience are inseparable in essence. According to relevant reports, many screenplays have serious patchwork traces, and Japanese mystery novels were once hard-hit areas of plagiarism, and senior players can easily see the flaws among them.

Aesthetic fatigue, content mixed with water, the performance outlined in a pipe dream in the script is becoming more and more homogeneous, and even the "Star Detective" is not immune from vulgarity. In the fifth season, because of the IP dilemma, fans were able to quickly see the prototypes of classic films such as "Horror Cruise", "Sea pianist" and "the Night of the Comet" from the case.

In desperation, the script Kill and the classic IP began a two-way compensation process of "going back and forth".

"wandering the Earth", "Nirvana in Fire" and "Ghost blowing the Lantern" have a number of film and television works authorizing the upcoming IP version of the script to kill. In April 2021, the screenplay adapted from "Qingyu year" will be limited to sale in nearly 600 cities, followed by "full-time experts", "remaining crimes" and so on.

Statistics show that 18 screenplay shows will be held nationwide in 2020, and 16 will be scheduled before October 2021, in which film and television IP and game IP emerge one after another. In March this year, the "Chinese Paladin" series authorized the sale of the first IP script, "Xianjian participant", with the intention of authorizing more than 500 screenplay stores.

Tencent launched its first official script to kill "sleepless in Changan", Mango sold limited scripts for derivative dramas of "Ming Detective" online, and Xishanju, which owns sword net 3, set up a 15-person screenplay killing team in 2020. including platform development, content creation, script distribution section.

At the same time, examples of screenplays and reverse adaptation of episodes can be found everywhere. For example, the popular style "Ring" has been changed to an online drama, and it is expected that several plays that kill IP will be killed one after another in 2021. Mango TV's Ming investigation derivative interactive drama has been online since 2018, and the film and television of Ming investigation is also in full swing.

There is no doubt that script killing is entering a new era of content. The wave of adaptation is concentrated, and although there is no direct evidence to prove whether this two-way blood transfusion model is feasible, according to the existing signs, the logic of the classic IP script may not work.

According to the survey, the scores of IP adaptations such as Chinatown investigation 3, son-in-law, and assassination of the novelist did not exceed 6 points in the script kill review Mini Program's script killing. This has to cause anxiety on both sides of the adaptation and is a harbinger of a wide range of content lagging behind.