"Rabbit Man Legends" and other films at the box office is less than "Kung Fu Panda 2" fraction

Graphics: Song Song

File this summer, five domestic animated film "Quebec pull", "Rabbit Man Legends", "Dorjee Tibetan mastiff", "Purcell number of animal looking for Phoenix" and "ice-century manor Moore" collective appearance.

The first three films have been released, creative types are different, the market is similar fate: the industry applauded the box office cold. According to preliminary statistics, the three films at the box office even less than the sum of U.S. animated film "Kung Fu Panda 2" fraction; earlier release of the German animated film "Animal Story," seemingly "unremarkable", but also income of 61 million yuan at the box office.

The development of China-made animated films so far, what issues still exist? How to learn from foreign experience in the development of animated films? How to Win, establish domestic products brand?

- Editor

Absence of operations

"This is a holistic business, the first full attention to marketing, who can be Deus Ex."

Case: American animated "Shrek" and outsiders "Puss in Boots" in the production, the United States DreamWorks South Korea, the United Kingdom, Australia, three countries the market research: for the children to investigate "the" Shrek " the awareness level in the cat "; for adults, the investigation" will bring up their kids to see the cat. " Survey data as character set, the story changes, marketing, promotion and development decisions based on derivatives.

Paramount Pictures as head of the Chinese market, Chen Zhe familiar with the Hollywood animated film market strategy. With their solid market research to accurately grasp the market reaction. Zhe Chen of "Puss in Boots," for example: "If the kids 'boots, cats' of the image recognition is not high, we must consider how to change the story so that they more acceptable; if parents do not want kids to see this films, we must consider in the clothing, dolls and other derivative product development, focused on adult-oriented in order to attract parents. "

In China animation, art touch with the market, "racking our brains" type of creativity as a common problem. "Animated film is not yet mastered the operation of law, 'my best film to see who', which is in the production should be solved before." Zhe Chen said.

Guan Yadi in the critic seems, is not clear in positioning a range of issues behind the development of Chinese animation "operating absence." He said that at this stage, cartoon people on the "operation" is also understood to remain in the level of publicity and public relations, but the "operation" is actually a whole range of marketing, "the absence of Chinese animation operations, specifically in marketing absence. "

Beijing Xidan Joy City with Vice President in the capital of cinema over the words, "from a clear target audience, to explore business selling to the advertising, the development of derivative products, how to release more three-dimensional, animated film, the whole process is of concern The. "

According to Chen Zhe introduced, Hollywood has derivatives authorized department dedicated to cartoon-related derivative products. "Animated film is a 'holistic' business." He said, which developed into the image of toys look better, how to develop more appealing, are being considered.

From "Quebec pull", "Rabbit Man Legends" and "Tibetan Mastiff Dorje" which made several animated films of view, creative level than in the past has increased, but in the audience, positioning, publicity release, and derivatives development areas, obviously. " potential weak. " Guan Yadi commented: "The animation technology in the country has reached a certain level of quality under the premise of who should attach importance to a film full of brand marketing, who can really Deus Ex."

Quick success

"Content is king, can not imitate, we must pause to engage in original"

Case: The United States has always been the concept of Pixar Animation Studios is the "story is king." In the film before they will be more than 10 months of investigation; to wait for a good story, two to three years is not too much; script completed before the animation. An animated, often "four or five years of sword."

"With four to five years to do an animated film, which is very rare in China." Zhe Chen admitted that Chinese animation many people are "craftsmen" rare "master", has been imitated, there is little originality, because "original cycle is long, very slow to make money, or even necessarily to make money."

Faculty of Arts at Renmin University of China Professor Chen Qijia the eyes of the Chinese animation creative atmosphere is very impulsive, "too much emphasis on value and make money, we all rush out the results, and are seriously talking about things to do animation too few people."

"China's animation industry development report 2011" shows that in 2010 China produced a total of 385 original TV cartoon count 220,000 minutes, were issued licenses animation 16. Just seven years, the Chinese animation production jumped 50 times more than the United States, Japan, Korea and other countries as the world's largest producer of animation.

Number of "Great Leap Forward," the other side is the quality of "cheating." In the animated film, the past few years only "Goat and Big Big Wolf" series, in reputation and win the box office, most of the other films are not viable. In TV animation, has recently become a topic of domestic cartoon "iron man", accused of "cheating" and plagiarism Japanese anime government grants, to more fully reflect the domestic animation creation and fast.

Chen Qijia that the market is also reflected in impetuous "lack of cool criticism," "rarely see the rational criticism and constructive analysis, which is not conducive to the cultivation of healthy creative environment."

In recent years, the community of animation and film industry concerns, making a lot of money into the animated film industry. In Chen Qijia view, "stressed the 'money is king', making art a fundamental standpoint to be ignored. We are the envy of U.S. and Japanese animation on the part of big money in derivatives, but it must be noted, first with the stand before the image and story, can we welcome the additional products. "

Beijing Film Academy animation Sun Lijun, Dean also agree with this view: "animated film is not just goods, should also be a viable cultural works, but the final analysis, to be content is king, adults and children like to talk about the story . "

Zhe Chen believes that China's animation to break through, must be encouraged to have original features, while focusing on cultivating the imagination and feeling; the other hand, can "activate" the original character animation resources: "Shanghai Animation Film Studio with the 3D 'resurrection' classic cartoon "Monkey King" is a very good attempt. "

Alone

"Relying on a large production company, open up the industry chain, to establish domestic animation brand."

Case: In the animated film made box office charts, "Pleasant" series of three films have won gold over billion, followed by "Storm Rider" is only 3,000 million at the box office. It is estimated that this "sheep" of the market value of more than 10 billion yuan.

In fact, in addition to this "sheep", made animated films has not yet formed a credible brand. Number has been raised, how the brand bigger and stronger? It seems the Sun Lijun, which requires the government, animation people, theater and the audience join forces. In particular, the "swaddling clothes" made into animated films still need strong government support. He called for creation of fund to encourage more people into the original animated film production.

In addition to the production chain, "force", the Sun Lijun, that the Government should foster the cultivation of the consumer market. "For a long time, theater and the audience has already become dependent on U.S. and Japanese animation, there is the inertia of thinking: the domestic animation is ugly."

He directed "Rabbit Man Legends", the industry had suggested: "minimum investment, will experience domestic cartoons 'row + non-prime-time small piece' of the treatment, recovery of production costs is difficult." This prompted him to start think about how the target audience for the domestic animation training, expand the market.

"Television has broadcast a special time of domestic animation, cinema should also be encouraged to open up domestic movie release of prime time." Sun Lijun said, "The government can subsidize theater through taxation and other means to increase domestic animated film of the row of film volume."

More critical is the fare. Sun Lijun said that China ticket prices too high, blocking the audience in the theater outside. "3D version of" Rabbit Man Legends "is priced at $ 80, if a family of three terms, you need $ 240, which makes many families put off." In the U.S., animated film is considered to be "family goods" to attract "Parents + child" was is a way of making money. "It should be subsidized theaters, lower fares and attract more people to become domestic animated film audience."

In the eyes of many in the industry, domestic animation brand of "anemia", mainly due to the lack of industrial chain. Zhe Chen believes that China's animation industry to go it alone in small-sized, industry segment is concentrated in the "animation" of the link, attend to promote the issue, which greatly weakened the animation industry's profitability.

"Small private companies should be together, or to encourage the mainstream studio, into the domestic animation production operations." Zhe Chen said that large enterprises have a more extensive operational experience and market resources, should be relying on the big studios open up the industry chain, started the domestic animation brand.