It is worth noting that domestic animated films have been gaining momentum in 2015, especially "One Hundred Thousand Bad Jokes" and "Boonie Bears: Snow Ridge Glory", which have exceeded 100 million yuan in box office, making TV animation reborn in theaters. Domestic animated films are gradually expanding their audiences, especially the "Boonie Bears" series of animated films in recent years, which not only firmly attracted young viewers in front of the TV, but also played up the elements of family and friendship, which really moved many adults. The expansion of the audience has put more pressure on domestic animation, and problems such as being too childish, weak storylines, and poor production technology have gradually become prominent. In order to make domestic animation closer to the world level and gradually draw the audience's attention from overseas, domestic animated films still have a long way to go. The most important point is to stick to the direction of innovation. Brand stories still need innovation At present, domestic animation has entered the market, and the overall progress is obvious to all. This is the view of Sun Lijun, dean of the Animation School of the Beijing Film Academy. In terms of the box office of "One Hundred Thousand Bad Jokes", it is successful compared with some live-action movies of the same period. However, in the current situation, there are not many animation brands formed, and the few successful brand works are still in the "Boonie Bears" series and the "Pleasant Goat and Big Big Wolf" series. These works not only have a high broadcast frequency and ratings on TV, but also have achieved certain box office and reputation after entering the cinema. TV animation has gone out of the TV and entered the cinema, making the audience of animation more extensive. my country has gradually moved towards the Hollywood animation film model-the "family fun" route, creating a new era of animation for all ages. Nowadays, some classic international animation characters are gradually entering the "old age". Snoopy is 65 years old, Mickey Mouse is 86 years old, and Donald Duck is also celebrating his 80th birthday, but their popularity has not diminished at all. Successful animation characters in the international market have long been branded. However, domestic animation is facing development bottlenecks such as low overall quality and unmet audience needs. The improvement of the audience's aesthetic taste has promoted the progress of the domestic cultural industry, but for domestic animated films that are stuck in the initial stage, this is a difficult transformation process. Professor Pan Jian of Zhejiang University analyzed that the success of the "Boonie Bears" series this year is not only due to innovation within the brand and improvement of the shortcomings of the TV version of "Boonie Bears", but also the focus on market positioning, adding elements of family and friendship to the animated film, firmly grasping the hearts of parents in the cinema seats. When parents are moved, they will be more willing to bring their children to the cinema to watch domestic animated films. This is the success of the "Boonie Bears" series of animated films this year. Although the box office results cannot be directly equated with the artistic value of a film, at least the reputation tested by the box office must have its success. Box office and reputation, this is the achievement of the "Boonie Bears" animated film in story innovation within the brand. Creating a new brand story should focus on the script Sun Lijun made some suggestions for the innovation of domestic animated films. The core of the animation industry is creativity. To realize animation creativity, it is necessary to closely combine with modern science and technology to ensure that the animation creativity is novel and attractive, so as to obtain market share and achieve the goal of maximizing value. Most of my country's animation products lack creativity and cannot attract the audience's attention, so it is difficult to occupy the domestic market. First of all, it is reflected in the fact that the emphasis on originality is not enough, and it is even more risky to create a new brand. In this way, the more pressure there is, the more difficult it is to make domestic animation, forming a vicious circle; although the "Pleasant Goat and Big Big Wolf" series and the "Boonie Bears" series have made the first step in the branding of domestic animation, in fact, the situation of animation in my country is not optimistic, and animation brands are also extremely scarce. Secondly, another reality that needs to be faced is that with the development of science and technology, new technologies have brought new opportunities and challenges to animated films. Whether they can keep up with the changes in the tastes of the audience is also a problem. Relying solely on brands cannot achieve greater innovation. We should focus on the overall situation, and the ability to control the cultural market, project operation and the connection between projects and the market should also be taken into account. Pan Jian emphasized that at present, the most important thing is to pay attention to the script content of animated films. Rooting excellent connotations in animated films is not only about teaching and entertaining, but also about presenting animated films as a work of art to the world. "An excellent work of art cannot be without excellent spiritual connotations in any case. This is the soul of the story, which is reflected in the innovation of the script." Compared with other animated films, the "Kuiba" series of animated films have a good reputation on new media, which is inseparable from the gripping storyline. At present, the script content of most domestic animated films still has loopholes such as insufficient structure and plot, and problems in audience positioning. The box office of animated films is inflated because animated films are under pressure and are eager to produce, which makes the quality of animated films themselves not high. This is the biggest problem facing domestic animated films. To improve the quality of animated films, we must first start with script innovation. Excellent scripts can attract more audiences and live up to the enthusiasm of parents who pay to watch animated films in the cinema. Industrial innovation should be combined with local culture Sun Lijun stressed the need to increase the intensity of innovation in the animation industry and calm down to think. Not only should we learn advanced technologies from the United States and other world animation production powers, but we should also explore our own local culture and formulate policies for animated films suitable for the socialist culture with Chinese characteristics in light of China's current actual development situation. We should combine the understanding of cultural market demand with the ability to control the market to innovate the animation industry. We should strengthen the innovation capabilities of all aspects of the animation industry, continue to develop national animation products, ensure that they meet market demand, and thus promote the healthy development of my country's animation industry and embark on a path of animation industry with Chinese characteristics. In addition, in colleges and universities where talents are cultivated in the animation industry, efforts should be made to develop the interests and potential of animation talents and design a new path for the animation industry in response to the market, which is also a way for the animation industry to innovate. It should be noted that creation should not be impatient for success and one-sidedly pursue the number of movie box office, but should pay more attention to quality and the artistic soul that a movie should have. |
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