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没有大IP、大明星的《河神》走红才不是意外 教你如何辨别潜力股

2017-09-01 16:51:02   中国经济网

品牌追着受众跑,受众追着明星跑,一段时间以来,“大IP大明星=爆款”似乎成为影视行业信奉的“定律”之一,拥有这个组合往往意味这流量、话题性、关注度、热度都有了保证。

然而,凡事没有绝对,大IP、大明星的号召力也要建立在内容质量的基础上,很多被寄予厚望的具备大IP和大明星的作品爆冷口碑扑街,也多少连累了一众植入品牌。这令很多品牌主心生茫然:明明有大IP、大明星,该火的元素万事俱备啊,为什么会这样?这些指标都不能成为成功的保证了,以后这内容投放该怎么选择?

跳出套路:打破“大IP、大明星”迷信

与大IP大明星的作品相比,总有一些“黑马”赢得口碑和收视的丰收。比如近期爱奇艺出品的网剧《河神》,可以说是今年暑期档网剧中最大的一匹黑马。

与出自同一原著作者天下霸唱的知名大IP《鬼吹灯》系列相比,《河神》原著《河神·鬼水怪谈》的知名度远不及前者,而且民国时期地方民俗志怪悬疑探案这种题材也比较冷门。该剧的四位主演也都是处于上升期的演员,导演、制片人、摄影指导等整个主创团队也大都是80后年轻人。这样一部不拼大IP、大明星的网剧,在播出后,却引发了巨大的收视和口碑效应。

目前《河神》播放量已突破15亿,豆瓣评分也一路上升并稳定在8.4分,在国产剧中已是难得高分。不仅得到众多观众“自来水”好评,而且获得了业内认可,一向以严苛著称的影评人毒Sir都给予肯定。原著作者天下霸唱都转发了《河神》的宣传微博表示支持。与此同时,剧中主演也都纷纷走红,粉丝数大涨,颇具明日之星潜质。

出色的市场表现使《河神》引起了新一轮关于国产网剧的话题讨论,同时也勾勒出网络影视行业的一个趋势:对大IP、大明星的迷信是时候打破了,这些元素已不能成为网剧网综成功的必然保证,一切还是要回归内容品质。

优选潜力股,以内容品质为核心指标

大IP、大明星也许等于可观的流量、关注度、话题度,但并不一定等于好口碑。对于品牌主来说,从与内容深度植入,希望对品牌的好感度、忠诚度有所提升的角度来看,内容本身的质量应是广告主考虑的核心因素。好的内容自己会说话,观众的口碑是最诚实的。

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