Home » The scarcity of good scripts keeps young people’s “love and hate” scripts going to be popular-Finance News

The scarcity of good scripts keeps young people’s “love and hate” scripts going to be popular-Finance News

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Seeing the hot spots, we also pay attention to the pain points; to pay the love, but also to give expectation——

How long can young people’s “love and hate” script kill?

At a reunion of high school classmates in 2018, Liu Xiaowei of Communication University of China downloaded a script-killing app for the first time. Since then, Script Kill has quickly become her “resident guest” in daily gatherings and team building. According to her description, this is a treasured social event that “widens the channels for making friends, narrows the distance with strangers and makes friends closer.”

Wang Yingfei of Renmin University of China fell in love with the immersiveness of real scenes in the script killing. The setting, plot and character design of the evidence-searching link are what she sees most when playing the script killing. But the good and the bad scripts on the market made her disappointed from time to time.

With the rise of suspense reasoning variety shows, the script-killing industry has risen rapidly, attracting the attention of young people. As the social “new favorite” of young people, Script Killing has begun to emerge in the online and offline markets, and it has developed rapidly in the past two years. According to the data from Tianyan Check, the cumulative number of related companies has exceeded 8,000, the number of offline stores has exceeded 30,000, the market size has exceeded 10 billion yuan, and more than 50 million script-killing fans have been reached.

The rapid development makes the script killing urgently in need of standardization. Unfair competition and the intrusion of low-quality content on young people have become the development “pain points” that need urgent attention in the industry. In April, data from a second-hand goods trading platform showed that the number of script-killed goods sold on the grounds of “closure”, such as scripts, props, store tables and chairs, increased by 110% compared with March. Key words such as industry chaos and fierce reshuffle have flooded people’s vision.

To this end, the China Youth Daily China Youth Daily conducted a survey on the topic of script killing with 1573 college students. The interviewees believed that the current shortcomings of the script killing industry were the scarcity of good scripts, plagiarism and the proliferation of homogenized scripts (66.14%) ), lack of market supervision, frequent pirated works (61.43%), too many boring plots (48.87%), slow script update speed (38.29%), etc.

The emergence of a new army, why do young people fall in love with script killing

Liu Yucheng of China University of Political Science and Law is an “old player” in script killing. As a law student, he has always been interested in solving crimes and reasoning works. When script kills first entered the domestic market, he “entered the pit” early. “The first time I played script kill was about 2016. At that time, there were very few special script kill shops. Some shops that worked as secret rooms launched script kill, and I started to try it.”

Wang Yingfei compares the experience of fancy script killing. “Although script killing has become popular online, I personally prefer to search for evidence in real scenes. There is no online experience of face-to-face communication. Searching for clues on mobile phones does not have a strong sense of experience.” Wang Yingfei said, offline script killing, especially It is a real-scene script killing experience that focuses on creating an atmosphere, which she is more looking forward to.

According to a survey by the China Youth School Media, 42.83% of the respondents play script killing to meet social needs, 35.55% are out of personal hobbies, and 21.84% are to pass the time.

“You will gain a sense of accomplishment in the process of playing the script kill.” Wang Yingfei felt that even if the final reasoning was not successful, the sense of accomplishment would be established in the process of playing. “This is a game project that returns to text reading. In modern fast-paced In life, putting down the phone and reading carefully will make people feel comfortable.”

Wang Chen is an early creator of the script killing industry, and the author of the well-known script “Three Rules of China’s Entry into the World“. He found that under the influence of the popularity of mobile games, short videos, etc., the reading volume of young people is smaller than that of those born in the 1980s. In his opinion, as the Internet age develops faster and faster, most young people communicate through the Internet and have not read paper books for a long time. The script killing just brought them back to paper reading.

After graduating from Lanzhou University with a PhD in Economics, Ru Ru founded the “Red Clay Small Stove” and became one of the early script publishers to enter the industry. She said that the script-killing industry has its own unique charm, vertical audiences, and the possibility of cross-border integration… As an emerging industry, it has strong enough development potential.

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According to a survey by the China Youth School Media, 83.42% of the respondents want to get the fun of immersive experience in script killing, 58.81% want a sense of accomplishment and satisfaction, 58.64% think that playing script killing is a way of decompression, and 37.17% think The communication of mission objectives in the script killing can avoid the “social fear” of some people.

“Interaction” is the most important experience for many young people when they play script kills. Liu Xiaowei believes that script kills meet the communicative needs of some young people today. “In daily social interactions, there are often people who need to consider the relationship between each other and take care of other people’s emotions. But when we are immersed in the game, everyone is in a state of equality. This will help us find a new way of getting along. It even subverts the roles and relationships in life. This is a very relaxing social experience.”

“I think that part of the popularity of Script Killing is that it provides many possibilities to the audience. Participants can experience a life through a script and experience it by themselves.” Yan Yanan, who studied at Qingdao University, also recognized the immersive experience of Script Killing. She Said that script killing is a good way to socialize, and that adequate and interesting communication can help overcome “social terror.” Regarding the future development of Script Killing, Yan Yanan hopes that the creators can try cross-border development, such as adding VR, holographic imaging and other technologies, or integrating with elements such as musicals and stage plays to enhance the sense of immersion. “I look forward to killing this carrier through the script, and we can experience a social approach with richer elements in the future.” Yan Yanan said.

“Weeds are overgrown”, “Tideers” shouldn’t just grow savagely

Liu Yucheng had the idea of ​​opening a script-killing store of his own. He likes this industry and is optimistic about its potential as a new social model for young people. However, the frequent closure of script-killing stores has hindered Liu Yucheng’s entrepreneurial ideas from “landing”. “The overheating of the industry has led to irrational and professional investment, so I still want to take a closer look.” He is about to graduate and become a lawyer. Thinking about the logical rationality of industry content creation and the development potential of downstream markets in small and medium-sized cities, he raised his own concerns from a legal perspective. He said that copyright protection is a practical problem that needs to be solved urgently in the script killing industry.

A survey by the China Youth School Media showed that the phenomenon of “scarcity of good scripts, plagiarism, and the proliferation of homogenized scripts” triggered the resonance of 66.14% of college students; 61.43% of the respondents believed that the current industry lacks market supervision and pirated works are frequent and formal. It is difficult for businesses to gain a foothold.

According to the People’s Public Security Daily, in a physical store operated by a formal entity, it costs a few hundred to thousands of yuan for a merchant to buy a script, and a limited script often costs more than 10,000 yuan, and it costs tens of thousands of yuan to buy a new script a month. . But on some online trading platforms, you can buy 1,600 scripts for less than 10 yuan, and some stores can sell more than 1,000 a month. A single product in the shop has a monthly turnover of more than 10,000 yuan, and many businesses have promised to continue to update.

Wang Yingfei of Renmin University of China has participated in the test of “Star Detective” (before the script is officially launched, some players will experience and evaluate the script in order to complete the process of the script-reporter’s note), she likes to check the truth of the real scene sense. The exploration process of the script is well-designed, and the plot and character design are full, which is what she likes most when playing the script killing. “But when I play scripts offline, I feel that the quality of different scripts is still uneven, and I often encounter scripts with loopholes.”

Ziwei, the principal of “Jingzhe Reasoning”, uses “chaos” to describe the current situation of the script killing industry. “In fact, the volume of the current industry is already very large, so I hope that effective industry regulations can be formed as soon as possible.” Ziwei expects that promoting the establishment of a regulatory system can further protect the rights of authors and promote the development of the industry.

“The content of the script is violent and involves undesirable social phenomena” is also one of the chaos that the college student respondents reacted in the survey. Script killing has no age limit for the experiencer, and whether the violent crime description in the script will cause immature teenagers to imitate, worrying 33.16% of the respondents. How to avoid unfair competition in the industry and the invasion of young people by low-quality content are “pain points” that require a combination of industry self-discipline and strengthened supervision.

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Liu Xiaowei believes that the popularity of script killing represents the spiritual and cultural needs of young people today. Its audience is mainly concentrated in the age of 15 to 38, mainly young people. When script killing occupies more time for teenagers, it means that its impact may be stronger. It is also for this reason that whether script kills can bring positive influence or role model to young people in terms of values ​​is something that people in the cultural industry and regulatory authorities should pay attention to. “We should try to use such a youthful and vital form to give young people the right guidance.” Liu Xiaowei said.

Faced with the problem of uneven quality of works, Yang Jin, who switched from the media industry to the script-killing industry two years ago, decided to cooperate with several top distributors to establish the “Miaobi Bookstore” to carry out script-killing creator training. He hopes to cause it in this way. Creators attach importance to content and enhance the overall creative level of the industry through communication. “Young authors need to consider how to improve themselves, to do in-depth thinking, and not to do in-depth learning. It is also very difficult to gain a foothold in this industry.”

Mo Bai from the “Longge” studio described the current situation of the industry as “sprouting up after the rain”. In his opinion, every viable industry in the early stage will develop too fast, and the influx of practitioners and users with uneven quality will result in lower thresholds and lack of industry barriers. “But I believe that a virtuous circle can eventually gradually emerge in the industry. After all, bad things will definitely be eliminated.”

The big wave is scouring the sand, how does the optimized script kill the growth of the circle?

“We hope that the script-killing industry can attract more people to experience and understand, so the first thing we have to do is to manage the chaos that exists at the moment, serve all practitioners, and make them more confident to start a business instead of being blinded.’ Cut leeks’.” Qingtian, the person in charge of “Miao Qingtian”, said that as a professional script-killing entertainment e-commerce platform, “Miao Qingtian” has always upheld the concept of serving practitioners, and actively eliminated the information gap between online and offline in the industry, and let the industry To develop more healthily, while satisfying offline stores to make it more convenient to purchase scripts, it is more comprehensive for practitioners to consider. When the industry is in a state of chaos, copyright protection, distribution regulations, and cultural ideas are all things they need to pay attention to as practitioners. “There are still a lot of chaos in the script-killing industry, and we need to avoid it in future development. Taking into account the practical needs of practitioners, we hope to help more stores, let their scripts land smoothly, and will truly Good scripts are delivered to our users as soon as possible, and promote the development of the entire industry.”

As the “main force” of industry experience and development, college students gave suggestions on “the development space of script industry”. According to the China Youth School Media Survey, 76.79% of the interviewees hope that the quality of the script and the writing of the author will be improved; 72.08% expect the themes and types of the script to be more diversified; 69.11% pay more attention to the immersive reality creation of the store and increase the cost performance; 46.07% mentioned It is possible to increase efforts to ban bad merchants and bad scripts.

Liu Yucheng learned that the script exhibition is the main channel for script distributors and script kill shops to exchange and buy and sell scripts. Many exhibitions are very popular, which not only represents the explosion of the industry, but also means that people in the industry have great respect for good original works. “These script-killing shops are not thinking about buying fake scripts casually, but coming to the exhibition to shop around and carefully select high-quality original scripts. This shows that many people in the industry realize that the quality of their works must be guaranteed, and they believe that the industry will grow even higher. Quality development.”

Wang Yingfei has participated in the test script of the variety show “Star Detective”, and the setting of the script is related to the theme of the show “Inspiring Offer” in which he participated. After the trial play, the program team discussed with them the legal issues in the script, such as whether the charges in the script are reasonable, and whether the interns have the authority to investigate the case. “This makes me feel that I may be able to do something for the script to kill the industry in the future.” Wang Yingfei said that whether it is the rationality of the script setting or the copyright protection issue, the blessing of legal knowledge is needed. “How to help the industry establish regulation And protection mechanisms. As legal workers, we should also consider.”

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“They may be concerned about how far the script-killing industry can go, but I’m even more curious about how wide the industry can go.” When it comes to future prospects, Liu Xiaowei, a graduate student in cultural industry at Communication University of China, hopes that there will be more top screenplay creators in the theme. When selecting and creating content, we can create co-creation with extensive and profound Chinese traditional culture, characteristic folklore, and intangible heritage techniques, so as to shape positive values ​​in cultural heritage and enhance the cultural self-confidence of youth. She cuts in from the perspective of cultural and creative industry integration, expecting that the “IP incubation” of script killing can be linked with other content. More practitioners can explore the possibility of realizing domestic and foreign exchanges and cultural ideas in the script-killing industry in the future. She said: “I look forward to a lot of excellent scripts going out of the circle, internally driving the interaction between scripts and other content forms, seeking new economic growth points for cultural and creative industries, striving to achieve high-quality industrial development, and actively promoting the’cultural outreach’ externally. , So that script killing can be used as a form and window of cultural exchanges to spread the voice of China to the world.”

As the only leading company in the script-killing industry to incubate cultural IP, Wang Chen, general manager of Xi’an’s WTO accession, has a deep understanding. The “Three Rules of China’s Entry into the WTO” series created by him has been released in 2017 and has received many audiences at home and abroad. At the same time, he has been helping people in the industry and has cultivated many outstanding practitioners of script killing. In his view, the vitality of script killing is far more than just a casual way. It can extend in many directions, cross borders to more cultural fields, and bring people new ways of cultural exchanges and cultural life experience. According to Wang Chen, Xi’an’s WTO accession has also reached a strategic cooperation agreement with my country’s famous literary magazine “October”, and will jointly create more excellent cultural IP. “We extended the creation and distribution of scripts to the cultural and creative industries, film and television industries, and cultural tourism industries. At the same time, we co-branded with domestic brands such as China’s Li Ning and Wuling Hongguang mini to jointly launch domestic cultural IP.” Wang Chen said that scripts have been introduced to cultural tourism. The direction is extended. The WTO accession cultural media has customized immersive cultural tourism projects for scenic spots in Yan’an Red Scenic Area, ancient capital Nanyang, Shanshui Guilin, and revolutionary parks, giving traditional tourist attractions a new interactive entertainment method, and revitalizing traditional tourism resources. Young people perceive humanity and history in the immersive cultural travel experience, enhance their interest and understanding of red culture and traditional culture, establish cultural self-confidence, and let young people take the initiative to tell Chinese stories. At the same time, they are also actively expanding online and combining online and offline to create a new cultural industry chain that meets the preferences of contemporary people.

Wang Yingfei also believes that the script-killing industry can be given more meaning. She used a script related to Chernobyl as an example. “The script is based on that period of history, so after reading it, I have a certain understanding of the hazards of nuclear radiation. When I think about the Japanese plan to dump nuclear waste water into the Pacific, I instantly realized the hazards.” She said, if Being able to transfer knowledge and correct values ​​through the entertainment industry is an effective way to empower young people. “When the script-killing market reaches a certain scale, it should assume its own social responsibility and mission, so that young people can build a sense of social responsibility in the process of playing.”

(Li Zhaojie from Qingdao Agricultural University also contributed to this article)

(Editor in charge: Zhang Ziyi)

Disclaimer:This article is reproduced by China Net Finance for the purpose of conveying more information, and does not represent the views and positions of this website. Article content is for reference only and does not constitute investment advice. Investors operate accordingly at their own risk.

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