Moment, the Chinese animation is as the temperature and heat up. Earlier this year, China's domestic production by the animated film "Sands Dreaming City" was included in the eighty-third Oscar for best animated feature, a Chinese-made animation films as a surprise, the Chinese animation in the international arena has become more active. Into July, "Tibetan mastiff Dorje", "Rabbit Man Legends," "Quebec pull" and "Moore Park Ice century," and several consultations, and preparation for many years made animated film series, "performed", "test the water" market ready " set sail. "
Screening effect from the point of view, the story of the film presentation and production standards for viewing experts by surprise. "China's animation techniques and story in the steady advance," College associate professor of Renmin University of China, said Chen Qijia. For decades China has been committed to the youth market survey Chen Qijia animation, this animated film collective surface swelters gratified. Two years ago, statistics show that Chinese youth's favorite cartoon characters 20, 19 from Japan, China is only a cartoon image of the Monkey King is one of them alone. "Now, although the focus of several films released in July, but each with remarkable place, especially in these works is committed to creating the image of Chinese animation ambition worthy of recognition." Chenqi Jia said.
"Tibetan Mastiff Dorjee," adapted from the best-selling novel "Tibetan Mastiff", Sino-Japanese co-production, the Japanese and Chinese style story side by side; full 3D film "Rabbit Man Legends" by the Chinese characteristics "Cacalia Lord" fun interpretation of those righteous Man; " Quebec pull "devaluation-blooded, and a million words to create a presentation based on the fantasy world. "Moore Park Ice century," the work online, online games children in the country to create animated movies.
"Made several animated films concentrated force in the summer, not the collective momentum of the move, but have common characteristics, their production cycle are more than two years, sophisticated technology, the type of distinctive features, and integration into the national characteristics, star voice of multiple elements, the latter part of overseas distribution is also a powerful protection, this can encounter the same schedule, is showing an increasingly mature domestic animated film trend. "Culture Industry Secretary, Ministry of Culture Liu Yuzhu said.
From "negligible" to "big business"
Night in 2006, a delicate girl huddled in a corner of the room, hungry, day and night to pour paint regardless. After five years of the Spring Festival, she appeared in front of the auditorium, through the camera, watching the audience smile. Today, this girl is called Xiada China International Cartoon and Animation Festival ambassador, she's hot-selling Japanese manga, the Japanese young people talked about. Xiada practitioner for 10 years, witnessed the most difficult time because they can not maintain peer have quit, while they have not given up, and now her success for the Chinese animation industry has been rapid increase in microcosm.
In 2006, the State Council transmitted the "Ministry of Finance and other departments to promote China's cartoon industry development on a number of opinions" for China's animation industry into the fast lane and laid a solid policy foundation, which previously, China's animation business more than 500, but mostly anime-based process, dependent on foreign orders for survival, independent innovation is weak. From 2006 to 2011, China maintained a cartoon more than 70% growth rate. 1993 to 2002, domestic cartoon production was 33,900 minutes. By 2010, annual domestic production of original animation more than 200,000 minutes; animated film for 16 domestic, domestic animation exports exceeded 400 billion yuan.
Substantial increase in line with the data fit, is the country's animation industry, the project started. From 2005 to 2008, a total of SARFT in Beijing, Shanghai, Shenzhen, Chongqing, Xiamen, and approved the establishment of a total of four batches of 20 national animation industry base. Good policy for the animation business to provide more room for development by 2009, more than 30 million yuan in output value of enterprises has 24, the annual output value of over $ 100 million of the 13 large enterprises.
"Industrial-scale growth is very important, an industry first must have a strong need to do a certain scale, only the scale is large enough to really do change people on the animated film 'Pediatrics' concept, which really will be animation as a' big business 'to deal with. "Zhejiang University film studies professor and animation and game disc sword emphasized.
10 years later, the door re-open at the box office
1999 release of 'Cardinal' hit animated film made 24 million at the box office record until 2008, theaters across the country are not optimistic about the animated film made in the case, the record was "Storm Rider" with 3,000 million break the box office. 2009, "Pleasant Goat and Wolf's bullish" at the box office reached 73 million at the box office door opened once again to the domestic animation, is the first time in 10 years.
Experts Pleasant inherited the film's success is the subject of animated series features the effective use of television animation and the impact of derivatives, and select the beginning of time slots. "Some people think that the accumulation of more than 500 cartoon sets plus massive publicity created a 'Pleasant' success, in fact, these are the surface, the deeper reason is marketing." Propaganda films is responsible for the Shanghai Media release News Media Group Operations Director of the Centre, said Liu Yong, "At that time, Chinese investors Flash animation cartoon film-see approach, so the marketing is to bear the brunt of the crisis public relations. The next step is to determine the market position, to operate a commercial blockbuster movie." 2010, "Pleasant Goat and Wolf of the tiger" to 12 million yuan investment has $ 130 million at the box office.
Recently, domestic animated film is not yet to emerge in the domestic market had already pushed to the cusp of the foreign, "Rabbit Man Legends" has been issued to more than 60 countries and regions. "Quebec pull" director Wang Chuan said the film character design, picture, sound, etc. are recognized by the international mainstream market. Liu Yuzhu said: "China's animation to win recognition, first of all they get bigger and stronger, you must consciously 'going out' only 'going out', the Chinese animation to animation with the world powers of comparison and competition, identify their position, find the gaps in order to expand the animation industry development, in order to better catch up with the world animation power. "
China-made animated film vigilance "stumbled"
Although all the way to maintain high domestic cartoon growth rate, but the increase in the number and proportion of different value, more than 10 million animated film at the box office is still very few. Compared to the two successive "Kung Fu Panda" in the country "suck money" tour, see more frequent cold made animated films, playing with toys. 2005 release of "DragonBlade" total investment of 80 million, the national box office, only to recover the 268,000 yuan; the same year, $ 130 million investment, "Bies magic ring", the box office of only $ 3.4 million. Even the 2008 box office hit 3,000 million "Storm Rider", compared with its huge investment, but also no income at all. "China's animation, is experiencing a gamble." Overseas media commented.
Although the signs are that we will usher in a era of animation, but experts say the lack of star quality animation of China's animation industry will be the biggest bottleneck. Strong in the Japanese anime industry pressure, the South Korean government efforts to train local cartoon stars, at all costs to create a sensation of the world "Mashimaro." "Anime, there are not strong originality, script writing quality to be improved, narrow channels and marketing investment and derivative product development efforts is not enough and so on. Among these, the most central image or animation to set design and story." Chenqi Jia stressed . Story and image is the original anime and simply, is the basis for value-added industries, current animated film is a lot of problems in image recognition is still very low. China only huge Pleasant and Wolf, McDull, black sergeant, the Monkey King, we need more quality appearance of the image, and image creation should be innovative, more contemporary.
Vice President of China Animation Association Ouyang Yi Bing said: "The good animated film, the first to tell a story. Unfortunately, at present we lack a lot of animated film scripts creative content." Well, the Chinese people really can not write a story it? "There are many ingenious network literature, interesting stories, we can come to an inclusive network literature, the art of animation with the integration of other new media." Chenqi Jia said.
Animation production is currently on the hardware development has made great progress, such as "Rabbit Man Legends" production team has a mature production technology of 3D film, video screens and delicate, dynamic. However, many production companies do not have such technology and equipment, and a huge investment in 3D, it is difficult to save. The face of the United States, Japan, the two things anime power, we find it difficult to overcome affected by anxiety. Several from the recently released animated film is easy to see, learn from these works in the form or style of Japanese animation, or creative mode of absorption of the United States, by contrast, in the production mode, the Japanese two-dimensional animation of the economic model of production model is more conducive to small and medium sized production companies for reference.
While the animated film often become the focus of attention, but the animation industry in China has been doing very large scale today, one of the animated film industry are still very small scale, the current production of animated films created kinds of TV animation is also Lord, animated film is still very small, each year hundreds of thousands of minutes of animation production, animation films account for less than 5%. "Animated film is still much room for development, a lot." Drive Sword said. Li Fang Chang Li-fang
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