Dear MEL Topic Readers,
Quiet on set. How AI transformed China’s microdrama scene
Originating and exploding in popularity in China, micro-dramas are
short, serialized video series designed for smartphone viewing. Microdramas
became popular during the pandemic when people stayed home, spending most of
their time with smartphones. Each story is made of dozens of 90-second episodes
and is mostly produced and acted by young talents. These dramas are released on
online platforms like Douyin, Hongguo, and Kuaishou as they are produced. If
the first few episodes aren’t viewed, the rest of the episodes won’t be seen. It’s
a shotgun approach; the more, the better.
Hengdian in Zhejiang province had been a hot spot in the microdrama
industry for the last few years until early this year. Soon after Seedance 2.0,
an advanced cinematic AI video generation model created by ByteDance, the owner
of Douyin and Hongguo, was released early this year, the microdrama industry
faced existential challenges. Production crew, actors, and extras have far
fewer job opportunities, and if any, the pay is significantly lower than
before. Studios and film sets in the town are no longer used. Short-lived
opportunities in the fast-moving microdrama industry.
Read the article and learn about China’s microdrama production.
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