Over the past weekend, so animation fans a little disappointed in Nanjing. A score greater than 8.0 in the watercress made online cartoon "pull Quebec", an exclusive piece of time in Nanjing in the morning will focus on the "lonely" period. It is reported that "Quebec pull" release the country one day when the field emission film 1472, and before it's "Kung Fu Panda 2" up to 10,000 games per day. "Quebec pull" like this, is even more animated in domestic theaters had no chance to show his face.
Just-released movie in the first half of the domestic box office statistics show that in the first half, animated box office receipts of nearly 10 million, while "Kung Fu Panda 2" and "Rio Adventure" took two foreign cartoons on 740 million.
What makes the cartoon made into such an awkward situation? Revitalization of the animation in the country the slogan, the domestic animation how to really get out of the tide, to fight a comeback?
Panda made a beat "good story"
"" Kung Fu Panda 1 "" Kung Fu Panda 2 "total domestic box office of close to 10 million, than all the domestic box office animated film ever made combined. Can be said that only obese cartoon panda is made to step past a mountain. "provincial film marketing manager, said Ouyang red.
Ouyang red if not an alarmist. Being made to release the animated "Quebec pull" for example, this "35 million production costs, publicity expenses made 20 million" home-made cartoons, first weekend box office the country less than 200 million, according to the development of such data, The film is likely to lose even lose everything.
In fact, this is not the first time 赔本赚吆喝 the domestic cartoon. "Bies magic ring," then known as the production costs of 1.3 billion, but the box office said that only a few more than 300 million; co-production film "Astro Boy" is also known for the big production, and ultimately make ends meet but also sudden box-office joke false; 2006 years, investment of 80 million "DragonBlade" national box office only 268,000 yuan; 2007, investment of 10 million "Sparkling Red Star" at the box office, 41 million; more tragic is that, in 2005, known as joined by the voice of many old artist, took six years to complete the animation movie "Little Soldier", has failed to release in theaters.
The story has been well-made animation a common problem. However, from the "Quebec pull" word of mouth, this is a country with "good stories" cartoon. Well-known writer in the history of flight on their own microblogging sensational: "" Quebec pull "a good movie, will see the second time, such as Wei Xiaobao said, little flaw, wins many pen and some passages, ignition and then high people will be lit. "in" Quebec pull "the official micro-blog on Sina, to the" Quebec pull "message of the users have also given a high rating for the film, which from the watercress, time network, the websites of their play 8.0 scores can be seen.
However, even with Yao Chen, Licheng Peng, Zhang Quan Ling as the "Quebec pull" beating the drums, it is difficult to pull the box office slump. Reporters learned from the Jinling workers Studios, the film release from since July 8, at the box office is only a mere $ 10,000. And it has the same fate, but also earlier released another domestic cartoon "Rabbit Man legend." And "Kung Fu Panda 2" or until the next row of a file before a full comparison of the attraction, the situation can only be made cartoons "sad reminder" to describe.
How to break the "magic ring Bies tragedy"
With a good story, still no good at the box office, made the crux of where the cartoon?
"Quebec pulling" publicity manager, complained to reporters Lingling the phone, "" Quebec pull 'defeat of the external causes are distributed in theaters is not in place, due to the temporary schedule adjustment, making the issue the company a chance to look around the theater manager for film, so that The theater managers to "pull Quebec" as a young cartoon treatment, suffered a major loss in a row on the chip. "correspondent from Xinjiekou International Studios, Jinling workers Studios was informed that" Quebec pulling "a day of exclusive pieces to the end of the afternoon , and the base is only a hall show. Jinling workers Studios publicity manager Lv Lili told reporters, "because the animation is for kids, so there will not be at night, like just this past weekend," Quebec pull "the latest in a will to 3 pm deadline. "
Lingling on the phone grumbled, "In fact," Quebec pull "is a 'blood' animation, the target audience is young people over the age of 14, they grew up watching the animation group, unfortunately, the blood animation concept and did not pass through the cinema and advertising to its target group. "
Provincial Film Critics Association, vice president of Shook that "a long time, our company in the production of cartoon animation before, there is no target customer base for accurate positioning of issue advocacy. Made earlier animated film" Moby Adams ring, "invest 130 million yuan at the box office of only $ 3.4 million. its benchmark significance is that no one can clear it in the end to see who is the cartoon, the characters naive, younger age, but very adult content, neither suitable for children, not suitable for adults. "However, unfortunately, domestic cartoon of the" magic ring Bies tragedy "is a play is followed.
"Quebec pull" Where is the bottleneck of publicity? Lingling explained to reporters: "Quebec pull" want to learn the Disney model and directly in Movie, according to European and American models quickly establish a brand, rather than as from the Japanese anime television cartoon book and start.
In this regard, the Southern Arts animation faculty Zhang Xun direct that the "Quebec pull" the crux of defeat: the Disney brand has a century of such promotion of the history, basic animation that Disney has produced quality assurance, and for domestic film investors, "Quebec pulling" the team has not done anything before or influence of large money, which in turn how to make the audience believe that the strength of it?
However, some industry sources, domestic animation in place even if the publicity release, does not necessarily achieve much success.
Ouyang punch that made the animation with government funding support for the purchase of a theater of foreign policy preferences in animation, as well as a steady stream of investment of private capital, domestic animation is not bad money, but not money.
"A" Kung Fu Panda ", from planning to project took 14 years, released from the project to another with a four-year, money spent on pre-polishing of the script, the story of the perfecting, can the other hand, the domestic animation, either pick up ready-made stories, such as being shot rotten, "Journey to the West", or spend a few little money to buy a script from the hands of others, and then spending lots of money to drop techniques, hit production, and ultimately drop out of the shell is a beautiful child. " Ouyang Chong said.
Local cartoon look forward to painting the 'soul'
"Affect the quality of animated films have made a number of factors, the most worried about is that Chinese animation blindly copying the U.S., Japan, the loss of local style, a general lack of soul of the story." One expert told reporters.
The fact is that many of the domestic production of crude imitation of foreign animation in the style of animation at the same time, has fallen into a poor imitation of the situation like a dog. SINA Netizen AZ evaluation "Bies magic ring": "From the figures, the story did not see this is a Chinese animation is a very well-made American animation." Lihui420 said: "" Kung Fu Panda "is the story with China about the American spirit, and made the animation "Rabbit Man Legends" with "Kung Fu Panda 'story about" Kung Fu Panda "spirit."
"Not too concerned about the pursuit of meaning in form of imitation of the essence, is the biggest disease today, Chinese animation." Provincial vice president of film and television animation Chak Chan, that "even if the vivid imitation of foreign animation, and animation to become the second Chinese the second an American movie or Japanese animation, what does that mean? "
Has been involved in production of the classic cartoon "Monkey King" of Xiao Gu told reporters that "China's animation in the last century to century in a unique national style as world-renowned 'country school', which draw from the inspiration of traditional Chinese culture, "Monkey King", "Conquers" and other cartoons at home and abroad now have a certain market. Sadly, as foreign animation has run, a new generation of animators have gradually abandoned the 'Chinese school', the Chinese animation 'soul' lost. "
How to draw Chinese animation again, "soul"? Nanjing Normal University, Associate Professor Zhang Hao communication that Chinese culture is the core competitiveness of Chinese animation, whether it is "Rabbit Man Legends," "Quebec pull" the chivalrous spirit, or "Kung Fu Panda" martial arts elements, and the origin of Chinese culture has far-reaching enough to prove that this is animation inexhaustible creative resources. Why is the "Kung Fu Panda" succeeds, "Quebec pull" has suffered at the box office fiasco, perhaps, the Chinese people find the answers to the animation process, development and growth of China's road of animated films.
Newspaper correspondent Yangsi sweet
Our reporter Ning Qian Gong
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