"Quebec pull" in the domestic theater release, it is so over. Invest more than 30 million, revenue more than 3 million, in addition, a team of five years for your effort and dreams.
In contrast, the Imports 'Transformers 3' in the domestic box office that first day of the nearly 1 million, after four days, fetched 100 million per day, the cumulative box office has exceeded 900 million yuan!
This is a creation of the Monkey, Pig and so the image of China, it is five thousand years of cultural accumulation, and even Hollywood has come to look for themes, however, in the face of external shocks, the performance of our market actually seem so vulnerable.
Many of the media to "pull Quebec" as a "domestic animation revolution", but always in front with a tragic phrase: "doomed to failure."
Why China is doomed to failure cartoon? What prevents us from beyond? What do we learn that what animation to foreign countries? In addition to the production of more sophisticated, more transcendent imagination, we are not there other short board? To better interpret these issues, "Beijing Morning Post" reporter interviewed the "Quebec pull" the writer and the writer Hao Xiaohui Tian Bo.
"Quebec pull" screenwriter Tian Bo: We are not doomed to fail, said the media too pessimistic
"Quebec pull" poor market performance, it is true, but the media is "doomed to failure," too pessimistic. "Quebec pull" won the audience after the screening reputation, has attracted the attention of foreign cinema, currently being negotiated, if successful sales, the "Quebec pull" to go overseas routes, as sufficient to restore the loss. So, it's just temporary difficulties, "domestic animation revolution" has not failed.
"Quebec pull" at the box office difference lies in the accumulation of brands is not enough, the "Goat and Big Big Wolf" for example, television has been transmitted in five years, made into a movie, the results are good box office.
As for the "Transformers", we can not and it is horizontal comparison, it has been for decades, a whole generation of people grew up playing with its toys, this pre-bedding is essential. In contrast, people on the "Quebec pull" from scratch know, people have seen very highly, but many people do not know it, so it did not go. If we have accumulated for decades if not box office than "Transformers" poor.
To promote ineffective should reflect
"Quebec pull" loss, mainly pre lack of advocacy, in addition to the schedule did not grasp, even the posters are not many theaters, the audience did not know this film, I did not see how it's propaganda.
Promotion on the ground, it might be more to some, but this is only imagination, even if we put posters posted all over the place, I believe most people still are not interested because they had heard. Promotion on the ground, we find also a professional company, the effect did not come out, there may be inadequate investment in the relationship with it, at least we can not afford a star to promote.
Film was called "Quebec pull" because market research to find a number of students to enable them to pick the favorite name, and found that they either choose the simplest or most complex election, so "sky king" and "Quebec pull the "first past, feeling" sky king "too younger age, and finally with the" Quebec pull. "
Perhaps let the child decide what name may not be correct, after all, the animation is not only for kids, adults also hope, which can be "pulled Quebec," the name a bit confusing, can not attract everyone's attention in the short term promotion on, does have drawbacks, but if long-term to do, may have little effect.
Lack of environmental animation revolution
Made survival difficult animation now, which is homemade every author would encounter difficulties. Mainly because the market price is too low, the most extreme, the acquisition of a television cartoon, one minute to eight dollars, to its production cost is 40 yuan.
Low price, the Chinese audience can only ever see the low-end animation. This Flash is basically a two-dimensional animation style, build a template, the action rarely, computer-generated, while the real hand-drawn 2D animation, motion complexity, not only people in sports, river in the water, the background is also synchronized movement, which will draw a lot of sheets, the cost is very high.
Domestic audience not to accept two-dimensional hand-drawn animation, for many reasons:
First, the animation and more from Japan, South Korea, once popular in the 1980s, may soon be replaced by three-dimensional animation of the United States, so the Chinese audience to mention the animation is three dimensional, thinking that only advanced three-dimensional, do not know the two-dimensional hand-painted wonderful.
Second, the vast majority of people are not seen in theaters in two-dimensional animation, I have seen one, from start to finish was moved to tears, is really too shocked. We have seen the DVD Hayao Miyazaki's animation, has felt very good, but who imagined it in the theater of the air effect?
In short, two-dimensional hand-drawn animation market education is not yet complete, which restricted the further development of the domestic animation revolution.
Be commercialized in the negative depth
As practitioners, we hope that the depth of domestic animation to keep on improving, like "Transformers" as a classic, from television to the culture to the film, this can be of different ages of the money, but the actual operation difficult.
In the U.S., both commercial films, but also a very deep dramas, they each have their own share of the market, a positive interaction. China imports a large market every year there is a restriction on the 20, so the theater just into commercial films, to make quick money, basically does not consider art films.
When the theater into the mainstream commercial film, then the impact on the audience taste is great. Chinese audience knew it has become such a misunderstanding: to the cinema not to think, but look at the visual effects, is to meet the exciting, if the movie are not flashy enough, they do not listen.
In addition, China and the United States immeasurably audience income level, household income a few thousand dollars can not handle every film, I think, if the real middle class has increased, the taste will be more diversified it.
Impetuous is the commonality of our time, no one wants to do one thing consistently, all want to make quick money, who do not want to pave the first few years, and then make money, there is no depth and precipitation, this is our greatest difficulties.
Writers Hao Xiaohui: "Transformers 3 'is a lesson to promote
The face of "Transformers 3" The success of the domestic animation producers must have a profound thought, it provides us with an excellent case, many of which are operating the way we are, but there are no standard used.
On the one hand, the domestic cost in the calculation, the input is always ignored on the market, 98% of the world, it should be the product not in the position, which shows that good products are only prerequisite Maihao is the key. On the other hand, we always want to take shortcuts in marketing, like Hua Xiaoqian doing big things, light-weight tactical and strategic, like to use non-formal means, so that would reduce the probability of success.
"Transformers 3" in the promotion, the most impressive is its strategic thinking, great integrity, a variety of means to combine to form a resonance effect in the market, it is always a stable, clear sound. For example it is beginning to accept China as an international joint marketing partners, vendors, such as TCL's color TV industry as it is the only international joint marketing partners, this will narrow the distance between the Chinese audience.
In the specific promotion, "Transformers 3" interlocking, and gradually to a climax.
First, 3D carnival warm-up trip to the market, so users can upload collection of Transformers toys or model photographs, the winner by voting, network, and through the "3D intellectual change and Transformers together - just wire the world's 3D rave ", with interactive participation to lead the first round of promotion.
Secondly, through the local cooperative enterprises "on children's 3D Technology mountain trip", "Happy intellectual change family show" warm-up activities such as the depth of the market, "3D Technology Tour" to invite the country to Beijing to watch the children one hundred mountains "Transformers 3 "premiere, also conducted 3D technology classroom, reflect the humane care and social responsibility, and the" happy family show intellectual change "is for families to help parents to solve the problem of inadequate child imagination, all of which have deepened the audience the "Transformers 3" understanding and recognition of feelings and ideas to achieve the communication.
Third, the meeting will be lit with the climax of Michael Bay, through the star effect that caused the audience's expectations, the market depth of the fermentation. And in this promotion was designed to promote two lines, one hidden secret meeting with senior line TCL, one of the open wire Shanghai press conference. Reflect the unique ingenuity.
If we add "Transformers pitching their wares" and "China's top ten cities Hasbro brands Carnival", a total of 6 field events, long-term, there are short-term, some for the city, some for the village, a hot spot and then another , efforts to promote the use of such a film, no wonder everyone do before they release the film to know everyone something to look forward to it, everyone's appetite for more lift higher.
It is particularly worth mentioning is that the layers of peeling bamboo shoots in this promotion process, "Transformers 3" always take the "3D" the core concept, highlighting the advantages of their technology, even TCL also released "Transformers 3 ' commemorative TV - 3D TV super-smart, "intellectual change" series. These initiatives have unwittingly led the market rules of the game, so that all competitors can only be to follow suit. Today, Chinese viewers that the high-level 3D animation, two-dimensional hand-painted low-end, because we have to accept other people's ideas.
For the Chinese animation industry, the "Transformers 3" promotion is a good lesson, should thoroughly study this case, to further enhance the domestic animation revolution. Chen Hui / text
No comments:
Post a Comment