About the mixed response in China & why I think TTEOTM will prevail in the end 💪
Saw the "Badly Received in China?" post earlier and thought to share a longer take on the situation in China, why are there so many antis, and my own predictions on its future.
First, a clarification, TTEOTM has been an massive hit in China. The data speaks for itself in every way you can measure commercial success: viewership, platform membership, app downloads, social media heat index, advertisements, merchandise sales, unintended tourism GDP contribution. The drama has shattered records and outperformed all the recent xianxias, which you'd never dare to expect for a drama with no dingliu (顶流) that airs exclusively in the dead April slot on a platform that's 3rd (sometimes 4th) amongst online streamers. (Some day I'll create a master post just on the stats.)
The only area it falls short on is critical response. It's not just the low Douban rating (opened at 6.x and now dropped to 5.6). The three Bs - Douban, Weibo, and Bilibili (which you can think of as China's IMDB, Twitter, and Youtube) were full of attacks against the show. This included trending topics on how the actors looked (LYX too thin, BL looking old/big/overshadowed by CDL, CDL 照骗 not looking as good as in photo) as well as allegations of plagiarism and drama behind the scenes between cast & crew members. A lot of people watched video edits that twisted the facts and had a poor impression of the drama and even left 1/2-star reviews on Douban without ever watching an episode. (This type of brainwashing is more effective than you'd think. I've been reading a lot of negative posts about the Little Mermaid movie and almost caught myself writing something negative about it without ever watching.)
As all of this unfolded, I kept asking myself, why all the smearing? Who is behind it? And why TTEOTM in particular?
A lot of what appears to be normal user activity is driven by water armies, marketing accounts, and "black" hot search ranking, all paid. This is all backed up by photo evidence captured by netizens. It comes down to commercial interests of rival platforms, productions, actors. This actually happens to every drama that is threatening in some way (almost a proof of success), but TTEOTM attracted more anti $$$. Why? For one, it's seen as the secret weapon that could elevate Youku's status as a 3rd/4th player to a close 2nd to rival and even at times overshadow Tencent. It's no coincidence that, Bilibili, which is owned by Tencent and has way more daily active users than Youku, has promoted hate videos and limited the traffic of fan videos - at some point not even recognizing the drama's Chinese title in search results. (Bilibili used to be a haven for LYX fans and a platform LYX has partnered with extensively. This flipped 180 degrees since he no longer has any unaired dramas with Tencent.)
TTEOTM is also a target for rival productions. It's got big name stars with solid acting reputation, one of the hottest IPs, and high anticipation from all the promotional materials - they've been super loud in letting everyone know that they have better costumes, special effects etc Meanwhile, there's a massive pipeline of unaired xianxia dramas that stick to the old formula and will likely feel dated after people have watched TTEOTM. People even started questioning how some productions with bigger rumored budgets ended up with cheaper-looking promotional materials, costumes, CGI (read: embezzling). So if you've invested in xianxia 101, you'd really want to discredit TTEOTM and stop people from watching it.
But there's also rival fandom jealousy, which is almost worse. Someone asked which fandom is behind it, I would say everyone. There are only so many "resources" to go around in the "entertainment winter" and it's a zero sum game. LYX and BL are both already big stars but still not at the top yet. They are big enough to threaten the dinglius, but not big enough to be accepted as having "made it" by other rising stars. E.g. Yang Mi, Yang Zi, Xiao Zhan receive a lot of hate too, but it's less realistic as a prospect to bring them down. In contrast, the smearing of Bai Lu actually kind of worked. (And I'm really talking about the fans. The actors probably leave it to their agencies/companies.)
Other fandoms are especially bitter in this case because TTEOTM really upset the status quo and commonly accepted truths in a way that kind of discredits everyone else. A lot of the below have been used by fans of dinglius as excuses for when a drama doesn't perform:
Youku is a rubbish platform and Youku exclusive web dramas will never have high viewership
It’s impossible for an actor to break out twice within the same genre
An actor can only develop a big dedicated fan base with CP marketing
Breakout hits are always unanticipated dramas that come out of nowhere
Autumn/Spring is a dead slot. Hits can only come out of the summer and winter holidays.
IMHO A lot of the intense hatred comes from long held beliefs being proven wrong. LYX has always been thought of someone who’s borderline A list and B list, yet the opening viewership of TTEOTM is like double that of dramas led by bigger stars. It would have been less threatening if it started low and slowly gained traction because the drama proved to be good. But the initial hype speaks to the market power of a LYX xianxia, so a lot of people wanted to see it fail and looked for faults everywhere.
Moreover, because TTEOTM had an explosive opening, it did not have enough time for word of mouth to develop before people started bashing it. If you look at Douban ratings, shows that fewer people watched tend to have better reviews because only fans bother to rate it. Starry Love and Back from the Brink, both harshly dismissed as flops by the industry, both have >7.0 on Douban. Meanwhile, people love to hate on a show that is receiving a lot of hype - suddenly they are held to completely different standards even if the budget is similar. Why are people more accepting of the rise of Dylan Wang and Esther Yu in LBFAD? In the end because the expectations were pretty low. They were able to build up a fan base while no one was watching.
Finally, TTEOTM does have lots of production problems, some of their own doing and others not their fault. Either way this left the drama less defensible in the face of scrutiny or tucao (吐槽) culture. The production is very ambitious and took risks, but did not deliver everywhere. It's got parts that look like a blockbuster film and parts that look like a B grade TV show. I personally did not like some of the editing, lighting, cinematography, color grading, special effects, makeup. AND this is precisely the type of production details Chinese viewers LOVE to fixate on. Meanwhile, compared to western viewers, they are more forgiving about things like mediocre acting, dubbing, slow pacing, repetitive tropes or storylines, uninteresting characters. (I think this has something to do with cultural differences around rewarding perfect execution over innovation/risk-taking, sum of the parts over parts that carry the sum.)
And then, there are creative choices that are daring and controversial. These are not problems per se - for every viewer that hates it, someone loves it because it's different. But this perhaps explain why its score has dropped further, even in non-Chinese platforms like MDL, even amongst fans of the show. For example... (spoilers ahead)
Opting for a bad/open ending, knowing that it'll upset some fans, but sticking to it because they feel that it protects the overall integrity of the story (no deus ex machina). Of course, most viewers prefer a happy ending. It would have been easy to just give people what they want. The screenwriter doesn't even have to come up with a new ending for god's sake! However, almost every xianxia that has come before has resurrected the lead character after the big climax. Viewers have been making fun of the cop out: What's the significance of life and death if everyone just reincarnates?
Packing lots of details in a fast-paced, highly complicated, non-linear plot, trusting viewers to be engaged enough to use their brain, rewatch, and discuss outside the show (a bit like Christopher Nolan films). The downside of this is that it's hard to edit out a scene. There's also high risk of viewers getting confused and complaining that the plot makes no sense. Even though most things do if you go several layers down, some rightly point out that they just want to be entertained and the drama should stand on its own.
Making this a male lead centric (大男主) drama, which is rare in the xianxia genre that more recently has targeted young women exclusively. The story shifts from focusing on LSS's mission to TTJ overcoming his fate, perhaps at the expense of the romance (a criticism I see a lot from viewers looking for a pure love story). However, for context, viewers in China (including CCTV itself) have been complaining that the xianxia genre has lost the "xia” (heroism). It's gone from Chinese Paladin, which is about ordinary people overcoming odds to become heroes, to stories that are just about pretty people, who happen to be gods, falling in love since the success of Eternal Love and Journey of the Flower. TTEOTM brings the focus back to "zero to hero" character development, so this is also a change that many welcome.
Allocating a crazy portion of budget and screentime to superhero fight sequences. I agree with all the critics who say these scenes don't add much to the story, the B roll looks better without CGI, and they could have kept other scenes instead. BUT guess which scenes I find myself rewatching and showing off to friends the most? Episodes 14, 15, 32. Because it is thrilling and glorious. Plus after enduring so many Marvel films over the years, I'm pleased to see a version that's genuinely Chinese (not some pan-Asian BS), rooted in our philosophy and martial arts tradition, featuring Chinese faces that have real kungfu training.
Going over the top on aesthetics - colorful costumes, hair accessories, and heavy makeup. A violent reaction against the simple pastel aesthetics that have dominated xianxias over the years. Of course, lots of people hated on the eyeliner and found the extravagant visuals distracting.
However, even with all its flaws, I'm glad it aired and did not wait for perfection. (A lot of May dramas did not go live last minute due to "technical problems" i.e. government censorship. These days, airing = success.) In addition, I predict that over time people will come to appreciate TTEOTM more. Here's why:
1) A lot of dramas now widely lauded as classics started out with poor ratings. Over time, the noise will die down and make way for what really matters - compelling acting and story. Empresses in the Palace (2011) opened with a Douban rating of 2.7 out of 10 (yes, this bad). Viewers didn't like the casting choice. They thought the actors looked bad. There were also issues with the costumes. Over time, its rating increased to 9.4. It's now a show rewatched so loyally that data analysts use its viewership to track market size. Similarly, a lot of the issues people have with TTEOTM are superficial. The things that matter most like acting are good, and even if you dislike the story and editing choices, it did manage to keep 70M people watching and engaged till the end, incl. people who don't watch a lot of TV or like this genre.
2) Moreover, when people look back or rewatch, they tend to focus on just the highlights, and TTEOTM is full of memorable scenes. There are also so many standout memes/gags (出圈梗) that will live in our cultural fabric forever. Fans on Douban were surveyed on who they would have chosen as the director instead and still overwhelming "rehired" Kuk Kok Leung. Biases aside, I think people realize that you could have a better executed drama overall - higher production value, greater consistency, more attention to detail, BUT you might also lose a lot of the things we loved. I don't know if another director would have allowed TTJ go full creepy/evil/weak in the first few episodes or filmed all the steamy love scenes without a modesty backlight. TTEOTM feels so different because it breaks ALL the rules (see above) that I'm not sure if dramas in the future will try to replicate. If they do, TTEOTM would have started a trend. If they don't, TTEOTM will remain the only option.
3) Only dramas that inspire passion will stand the test of time. There are plenty of dramas that score well but don't inspire passion - they will fade away over time. The TTEOTM fan community is intense - there's so much discussion and engagement everywhere. Its Douban group is the #3 most active ever (measured by # of comments). Its MDL page has 68K comments, highest of all aired CDrama. Its Douyin topic has close to 29B views, highest of all costume drama. (Interesting to note that TTEOTM has an excellent reputation on Douyin, the platform with the most active users and least amount of toxic fan activity.) Fans have spent >25M RMB on merchandise, an unprecedented amount - 3M RMB on a character that appears for <10 mins (OG Devil God). It's got to have done something right because this is way more buying power than the fans of LYX and BL combined. And in my N=1, I've not been this excited about a franchise since Game of Thrones and then Harry Potter.
Bottom line, you might have liked it, liked it with regrets, hated it... but if you're spending the time to read this post, all the way till the end, you've become a luna-tic (or 烬神病人)!
