Layout design: Cai Huawei
Perhaps many years later, brought Chinese animated films have to say the summer of 2011.
July 8, "Quebec pull" kick, "Rabbit Man Legends", "Dorjee Tibetan mastiff" and "Purcell number of animal looking for Phoenix," then release, August 11, "Moore Park Ice century" bring up the rear. China rare animated film that invariably collective appearance.
Unfortunately, the number of wealth did not translate into box-office harvest as the animated film industry in China is still immature.
Today, we analyze the "Quebec pull" the success or failure, it is also faced with the confusion and challenges of China's animation industry to solve the problem.
- Editor
"Quebec pull", a "purely local" animated film, full of ambition, "the market", good word of mouth than expected, but very dismal box office - like the audience feel free to "China's new benchmark for animated film," to praise; market with data showing brutal - released 10 days only accounted for 2.65 million yuan, less than production costs and distribution costs of 5%.
"Less than expected, caught by surprise," for "Quebec pull" of market performance, producer Fang Qingqing tree Kuangyu Qi, president of Animation Technology Co., Ltd. with a summary of the 8 characters.
If alive, would never throw in the towel
Opportunities: there is still room for domestic cartoons
Animated fantasy film as Guoneishoubu blood, "Quebec pull" created by the people of God and the species composition of three Quebec pulling fantasy world. July 8 release of "the fierce urgency Quebec pull" is the first film in the series, following the father tells the very pretty guitar crusade against Quebec adults to participate in the coalition forces pull out of the story.
Peking University Institute of Fine Arts Wang Yi Chuan evaluation, the story compelling, the plot twists and turns; even friends exclaimed: "domestic animation finally see hope."
"Paizhuan" sound equally loud: the film structure of the world is too large, is not conducive to the audience understand the plot; title, "Quebec pull" the word people talking ... ...
Although both camps appraise clear, but a little hard to reach a consensus: "Quebec pull" to bring a surprise.
College of Renmin University of China Professor Chen Qijia bluntly: "This film does have many problems, but its level is beyond my expectations."
Currently, the domestic animated film alone is a "Pleasant" to support the world. In sharp contrast, China's growing market animated film audience. Beijing Xidan Joy City deputy general manager of the cinema in the capital over that, "Many of our theater has become a member of the spending habits of watching animated films."
"Quebec pull" production took six years to complete, the chip-chip are a series of "moving card." The film, pretty guitar hero "as long as still alive, would never throw in the towel," Manner, won the audience's applause; film, the green trees of the production team, issue of difficulties faced, personally introduce the film into theaters, won the audience respect.
This animated film made, so are the encouragement of all walks of life: theater row piece too small, enthusiastic audience of four calls, all over the row of pieces are beginning to improve; media continue to focus "Quebec pull" operation. "Every day more than a dozen reservations to receive the telephone interview," green tree CEO Wu Hanqing these days busy person.
Chen Qijia that overall domestic animation creation is too impetuous, "Quebec pull" comes from good word of mouth is "serious about doing animation." In said, the animated film in the United States and Japan, surrounded by "Made in China" still has room for development.
Dismal box office, tuition is so expensive
Dilemma: do the animation does not mean that will sell
But this reputation is very good domestic cartoons, but a box office hit, "Waterloo."
Opening weekend for three days, the national box office of only 1.35 million yuan; released for 10 days, box office revenue 2.65 million yuan. Preparation since 2005, "Quebec pull" production cost more than $ 35 million invested 20 million publicity release. It appears that in the domestic market, this has been basically no hope of return.
"+ Non-exclusive film screenings less prime time" is the biggest problem encountered by green trees. Lingling green tree media manager introduction, July 8, the same day, Beijing theater pieces were ranked 80 games; premiere three days at most when it came in 104 games, and basically are in the early games, "Nanjing and some other regions, even the emergence of 'tour' of the situation. "
The ultra said: "The exclusive right to decide the real film and the audience in the hands of the market." In the face of domestic cartoons, he will first consider periods during the day, because children are often made cartoons to see; if a animation can attract audiences of different ages, be possible to film in prime-time schedule.
Under the rules in such a market, effective marketing, particularly important for domestic animated film. Earlier release of the domestic animation "Rabbit Man Legends" played "3D technology + star voice," the selling point, advertising is overwhelming, naturally favored by the theater. Premiere day, "Rabbit Man Legends" games in Beijing ranked around 200 films, far more than the "Quebec pull" in the "peak" period of the row of film volume.
Marketing on the weakness, so that "beginners" of green trees by surprise. July 5, Lingling to Guangzhou for movie promotion. To the theater, her dumbfounded: a lot of theater did not show "Quebec pull" of the posters, many theater managers have not thought of the film, most of the random survey of the audience did not know that "Quebec pull" is. From the national premiere at a time, only three days.
"Quebec pull" release party in the distribution and promotion of the mistakes, so that the film propaganda inherent in the market. As the film side, Kuangyu Qi said: "Although the animation, the green tree has accumulated 19 years of experience, but in the animation market, we recruit, is still immature, many of the rules are not clear."
Another detail that reflects the immaturity: "Quebec pull" release, the movie fans want to buy some dolls, but the green tree is not the same period the development of derivative products. Forced to do animation green tree, began to learn to sell the animation, the company more than 150 people, went to promote the line. In a time of "earth gas", the Lingling found that many viewers are going to the theater began to select the movie, "videos are wonderful, whether Gouxuan posters, even billboards which film more, will affect the audience Choose. "Prior to this, some producers think green tree, not much advertising for the promotion of the role of animation.
In Kuangyu Qi's eyes, this "encounter" is the most vivid marketing class, "We are exploring domestic animated film of the business world." But in Lingling view, "the publicity and distribution, we have the pay tuition, too expensive. "
Testing new models, there are certainly doubts
Challenge: 5 years, whether erected domestics brand
In the "Quebec pull" release period, a short story is mentioned repeatedly: an audience to buy "Quebec pull" tickets, but theater staff had a "responsible" reminder: "This is a homemade animation, you really want to buy it? "
Kuang Yuqi frankly admitted: "In the past the domestic cartoon, the audience did not give confidence and unreasonable requirements to support theaters, the audience into the theater as a commercial movie, or to the audience through the market confidence."
How to open up the domestic animation business model, a green tree placed in front of the biggest challenges.
Critics Guan Yadi that if a local animated film is completely original, done directly on the cinema release, then it is 99% chance of failure. "In fact, so far I have not seen that 1%."
Green trees in the challenges is that 1%. Did not test the market through comics, and no accumulation of popularity through the TV version, "Quebec pull" on the big screen directly in terms of story. According to Wu Hanqing the idea of green tree by five years to establish the brand: "If we only do a movie, it is surely died." "Quebec pull" the current plan produced five, the second has been in the production of in summer is expected to launch next year.
This is obviously "Pleasant" is completely different business model - 5 years time, through a continuous broadcast television cartoon in the country, the accumulation of the brand foundation.
In five years, directly through the animation film to develop a brand, whether the works? Paramount Pictures director, Chen Zhe, the Chinese market that, whatever the mode, as long as the spare and original market research on the basis of characteristics, are likely to succeed.
Chen Qijia worry: "5 years Spread a little big, so they constructed a large view of the world, it is easy going bust." On the one hand, to ensure adequate funding is the root of this mode of operation; other hand, the "uncertain sex too, so the market does not have the patience. "
In the super that "cinema is very rich sources of film, a film if there is no good in the first week of the performance of hard turning."
To compensate for the failure at the box office, Kuangyu Qi and the team decided to brand the import period lengthen, "We plan to use the year around the country show" Quebec pull "." Now, there are already several theater decision: summer During the "Quebec pull" not off the assembly line.
"Credible brands to develop the animation takes time and patience." Kuangyu Qi said.
No comments:
Post a Comment