To the theme of the cartoon panda May 2011, U.S. production of DreamWorks' Kung Fu Panda 2 "made in China after the release of a high box office.
To the theme of the cartoon panda in January 2011 by the German co-production, cost 300 million yuan to build the "Panda Story" in the global release.
To the theme of the cartoon panda 1996, China Central Television production of "Panda Jing Jing."
To the theme of the cartoon panda 1979, Shanghai Animation Film Studio produced paper-cut animation "Panda department store."
"Bao Chinese counterparts lost for the story, mainly because of lack of imagination, we can not duck when the father to find a panda.
How to express an interesting story of China to the Hollywood animation is most needed to learn.
China's current financial and market are objective, do not do is their own lack of capacity. The problem is that pure capital good is not really into the project. "
As the year's most powerful film, "Kung Fu Panda 2" and the dragon heroes A Baoliang phase, immediately after the gains of several titles, including 400 million yuan this year, the first film, the first in the third week of this year there are over billion revenue of the film, the mainland market the highest grossing Hollywood film sequel. Set so many records, Kung Fu Panda is an unprecedented controversy triggered by warm, China has pandas and stories, there is a market, there is money, why was it again and again so that these elements into a "stone hills," is someone else take it. " jade. " Where is the gap? Behind the hot, we found that Chinese animation has since created their own national characteristics, had a splendid period, review the history, may be able to find answers to some questions.
- Editor's Note
Jing Jing and Bao: two giant pandas difference in what?
"Through the grass green, across the water gurgling, everywhere in the world the truth, friendship, flowers red ..." This is 1996, the Youth Centre by the Central Television animated film "Panda Jingjing" ending theme is " 80 'childhood memories of the main track. "Panda Jingjing" Panda Jingjing about the Babe in the wild boar's help, fled the bamboo forest, looking for new panda park, and all the way to being the crazy Dr. Ma Niya kill the story.
"Kung Fu Panda 2" aggressively, people have thought of this "domestic Panda." "Panda Jingjing," the birth of the really significant, both domestic community collaboration, but also the crystallization of the Sino-US joint efforts of the artist, according to commercial channels for the first time into the international market, showing 29 countries in the world. At that time, made the situation seem not so animated by the monkeys Pipi, Grasshopper people, crazy, Ph.D., gourd, black sergeant in the country are very popular.
But now people are less and less discussion of the domestic animation, users diasos sadly, "look back at ten years of animation, only to find generation is worse than China's animation industry." And a named Xiao Xiao audience stinging cross-examination: Do not Kung Fu Panda, Panda Jingjing to do it? He said: "The young panda Jing Jing, in order to find a new theme park, decided to embark on the journey, along the way cheated numerous times, each time by the elegant aid before they can escape. So weak role, who to imitate?"
"Beijing, Beijing can only evoke sympathy, but Bao wake up to their potential in this Hollywood culture, but also the American spirit, relying on individual efforts to create and defend their homes." Xiao Xiao is the point of view, also represents the love "Kung Fu Panda" party point of view, this view of the minority, but at the same time, opposition is not small, they think Panda Bao "stealing China's national treasure and effort, weaving American inspirational story, eyeing or the Chinese people's purse ", that" the next generation of mind paralyzed by the U.S. fast food. "
Despite these controversies do not say, Panda Panda Jing Jing Bao and the difference in what? National writers, who produced "evil" and Ma Zhongjun said: "The story of Bao could not speak Chinese counterparts, mainly because of lack of imagination, we can not duck when the father to find a panda." But " Kung Fu Panda "is not only dare to think out in the first years, but also seize the audience after the first reading of the biggest questions," Why is the panda's father a duck, "the second story all the way to spread open.
China and the United States the story the story: bad argument in what?
"Hollywood is not a single good story about trespassing, but the drama of universal law. A few minutes a big climax, a few minutes to a small climax," Swordsman "is the time to do so." "Wulin" plan, president of Beijing Union Pictures Haoya Ning said, "Kung Fu Panda story does it well, whether or not packaged with Chinese elements to buy the United States under the main theme of the Chinese audience, or local viewers 'wall incense' mentality, the audience buy it, let it get to explore the next in the end a kind of magic. before our animation is not that were so, the light and shouting slogans, resentment is normal. "
"Edutainment" and "music" first, or "teaching" starts? This cartoon is made, the choice was very tangled. Beijing Film Academy Sun Lijun, Dean of the animation do not agree too much emphasis on "preaching", but also not in favor of fully stressed entertainment. "Throw away the meaning of education is not impossible, but you will find work space, and laugh in the past would be finished, and I worried that China is now into a misunderstanding, thought that 'there would be so much content ah, the first smile to say' over-emphasis on extensive style. "Sun Lijun said. He always believed that the art of animated film and the screen beauty is very important, believe in work culture determined tension.
"" Goat and Big Big Wolf "most successful, is that it has a universal open-story structure - 'the wolf will never grasp the sheep', which produced the comic is always looking forward to the audience , while the animation is not made before expected. "Shanghai Media Group (SMG), deputy director of Film and Television, said Wang Lei," How to express an interesting story of China to the Hollywood animation is most needed to learn. "
Chinese market and the U.S. market: industry chain difference in what?
"Kung Fu Panda 2" This is a complete industrial chain verification box office and audience feedback. International School of Software, Wuhan University, Associate Professor Weng Ziyang to "Kung Fu Panda 2" described as a "chain of goods produced in a gorgeous, a gorgeous well-processed fast food, a copy of a successful Hollywood make a sequel and tricks to make money." So, why the domestic animation industry chain with such a gorgeous merchandise usually do it?
"China is the objective existence of capital and markets, lack of capacity to do bad is their problem is, pure capital is not really into good projects, good projects have a good team to participate, and all this is there a way of healthy functioning the audience would rather not watch movies, not to elect some shoddy original, this is the fundamental driving force behind the industry did not follow. "Weng Ziyang said.
Beijing in a small animation company also believes that Ma always planning to build the whole industry chain, content is king. However, "the authors write a good script now, a good story." He pointed out that currently, the market share of domestically produced animation is also a great account, the problem is not quality, and second, not a climate, is very fragmented. "If you can not form a big industry climate, it is dangerous. The audience, including some critics of culture or taste will be the market impact, if not made out fine, we long steeped in Hollywood or Japanese animation, the natural as a benchmark, such as before the "Rio Adventure," from the screen to the story is not amazing, but high-quality movies over the same period there is no domestic competition, this part of the market share of automatic makes up. "
Rampant piracy also block chain running smoothly. Hao Yaning that the copyright management of non-standard animation made to dispel the enthusiasm, "America has that kind of environment, 5 years you play quietly compiled a good one, cost recovery. Domestic and sometimes the film just released, piracy on the floor, Jin took a long time, sometimes not screened the film, gave the Pirates. "" Legend of Martial Arts movie version of "ADK company through Japan introduced into the Japanese animation market, which is China's first original animation into the mainstream distribution channels in Asia. "In the case of rampant piracy, the animated version sold 2.2 million, if not pirated 300 million no problem." Haoya Ning said.
Production team impetuous perhaps a factor. "Kung Fu Panda," directed by John Stevenson has said, "Kung Fu Panda" story ideas to shape, spent a total of 13 years, including the project start to the animated film release, took four years. In contrast, domestic animation was as eager to recover the investment cost, the original takes out three or four years to do the animation, within a year out of the promotion. "In the fickle society animation, we must stop, I hope my students, not interested in fluff, not to be confused." Sun Lijun said.
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