China-made animated film can not rely on "creative mode" stand up

Animated film, "Purcell number" posters

Animated film "Rabbit Man Legends" stills

Animated film "Quebec pull" stills

Animated film, "Dorjee Tibetan mastiff" stills

I do not know when to start, Chinese animation cinema is a strange law: for every movie made from time to time there are at least a jump out, shouting themselves would dare challenge Europe, and Japan to shoulder, "wind and water" after release but disappeared. On July term, has a "pull Quebec", "Rabbit Man Legends," "Tibetan Mastiff Dorje", "Purcell number" four animated films released. According to current statistics, only released soon, "Purcell number" at the box office is relatively good, most people expect to be "energized" the other three animation films, but suffered an unexpected cold.

The harsh reality of word of mouth ≠ box office

Data, "Quebec pull" released July 11, only the first week of box office revenue 2.65 million yuan, according to the film known as the "ten thousand yuan 35 million investment announced +2000 fat fee", cost a total of 55 million yuan, the investment side. " is not an ordinary loss, is burned. " "Rabbit Man Legends" also released on July 11, the end of July, about 15 million yuan at the box office, but the film is a breakthrough billion investment. "Tibetan Mastiff Dorjee," released July 15, the first week of box office $ 1 million, while the film investment reached 60 million yuan. Three films at the box office is currently less than the sum of 20 million yuan and a "Kung Fu Panda 2" in the box office on the mainland of China won 5.97 billion yuan.

"Quebec pull 'side it is produced and distributed sigh:" We do a lot of effort to hold the country to see the film will be also invited to film the big voice of the seiyuu in Japan to China to do propaganda, in some channels there are a lot of publicity, not think the result is this. "the same situation," Dorjee Tibetan mastiff "propaganda Miss Fang Liu also mouthful of frustration:" This film is very well made and spent several years but the domestic animation is so good-looking is no longer marketable, lack of trust of the domestic cartoon audience. "

One pair of reading the "Quebec pull" the mother said: "I did not expect the film pretty nice, but seems never heard of before this film." And another with his son to see "Rabbit Man Legends," the parents said : "The story is very interesting, 3D technology is good, than the previous several homemade 3D movies to be good." It is understood that "Quebec pull", "Rabbit Man Legends," "Tibetan Mastiff Dorje" in the movie Web site's reputation and ratings are good.

What causes the reputation of both the technology and no one animated film made it? Some experts point out that today's film is not a good word of mouth is needed, in order to sell good, quality films, the audience word of mouth, post-release publicity and other factors, one less.

Find a way to "steal division Cheats" + market + marketing the film credit

Shanghai Animation Film Studio, a director, directed "The Big Ear Tutu" and the 3D version of "Monkey King" speed up, said: "learn from others, advanced technology and storytelling to tell the story of their own good, in the visible future, this should activate the animated film made the most effective way. "However, why the Hollywood animated film wrapped Chinese story shell, the cover of darkness out at large will be able to sneak into American popular culture, cartoons, China has only niche tour alone?

"The reason causing such a problem, because the Chinese animation market has not formed a good credit history, good work is worth mentioning too." "Quebec pull" the tree produced Fangqing Qing Wu Hanqing Animation CEO said. According to reports in the overseas film market year-end rankings, then high-quality animated film at the box office will be the list of the top three, "animated film has been a box office medicine, such as" The Lion King, "" Ice Age "," Kung Fu Panda ", the overseas animation film has been formed good market reputation and we want to capture the market, we should first set up the credit market."

Television writer and producer, columnist Lang Kai wave that a good reputation and no animated film box office, because there are many domestic lack of publicity and distribution. He said: "The industry is often made about the film publicity, promotion and distribution of naturally tied to the actual status quo is that they belong to two areas. Know people who do not know how to issue propaganda, people may not know how to understand the issue of publicity , both also know how to understand the issue of publicity and even fewer professionals, these are the crux of the problem. "

Guan Yadi critic of China is deeply worried about the future of animated films: "just looking at creative mode, completely solve the problem." She said, made animated films can only be created in one hand, while with one hand and marketing, can really Deus Ex, "This is the real way out of domestic animated film."

The success of a Chinese animated film, not just a huge investment, "Westerly Learning" quality, as well as all of China's creative team, is how it is in the market place, so that more viewers are willing to not cheap pay for movie tickets. Disney and DreamWorks in the big siege, had contracted in the fans' fear of domestic animation "of the moment, the Chinese animation again and again to the Chinese culture and film technology combined with a sincere exploration, may wish to re-integrate into the greater marketing concepts, have made this animated film "lost the Ministry of resurrection" may.