CATDOLL: Author of "Year Hare Affair": Chinese animation cheats the country out of money without conscience

The domestic animation "Year Hare Affair", which is based on patriotism, has been loved and sought after by netizens since it was first broadcast online. It is also a mainstream work, but "Year Hare Affair" is deeply loved by everyone, and the author Ni Guang Fei Xing has become a new hope for domestic animation overnight. Recently, the author Ni Guang Fei Xing expressed his views on "main theme" animations. Let's see how he views the production of domestic animations today.

As the author of the mainstream cartoon "Year Hare Affair", I am very pleased that this film has been well received by the audience. Domestic audiences have not given very good reviews to domestic cartoons, especially mainstream cartoons, but I always believe that mainstream cartoons can also be made to be both good-looking and marketable.

Only the animation that can move the author first is a good animation. So how did the movie "Rabbit" move me and more viewers? In fact, it is not the rabbit that is really touching, but the dedication and struggle of the older generation behind the image of the rabbit. Think about it, what force supported them to hold the steel gun and launch a fatal attack on the enemy with superiority after being hungry for several days? What force supported them to tamp and build roads in the wind and sand? I think it is a spirit of wanting to live a good life for myself and the whole country. Put it in today's time, it also has a bit of the meaning of "Chinese Dream".

After having the touching elements, how to narrate this period of history? First of all, don’t preach in form. When promoting positive energy and patriotism, domestic cartoons are used to narrating in the way that teachers teach children, always trying to create a perfect image, which can easily make people reject it.

Domestic animation audiences have already seen Japanese, Korean, American and European animations, and are not easy to "cheat". Therefore, domestic animation producers, including those of the main theme, must put away their deception and treat every audience you want to face with a meticulous and sincere attitude. When I created "Rabbit", I combined the heroic theme of American animation with the delicate interpretation of Japanese animation to create a hero that I personally like to see. This kind of hero is not perfect. He has shortcomings and losses, but he also rises. He also has the key factor of becoming a hero - faith and persistence in the country and society.

Once the form and method are right, the next step is to deal with technical issues such as the picture, which requires the producer to effectively control time and cost. At present, the production of domestic animation is basically following the methods or models that have never gone wrong in the past, and as a result, it has fallen into a lifeless and sparsely highlighted situation.

In addition, the cost of animation production is very high. One minute of frame-by-frame animation costs 20,000 to 30,000 RMB. Although the money given by investors or government support funds seems to be a lot, it is still a drop in the bucket compared to the cost of high-quality animation. The problem is that some domestic animation production companies still want to make some money in the face of this limited funds. I have come into contact with such an animation company. It said that it wanted to create a new animation brand image, and it was expected to have about 40 episodes, because it could get more government support funds by reporting more episodes; after the project was established, it also obtained a free site in the high-tech industrial park, and enjoyed 3 to 5 years of tax exemption according to the policy. But in actual operation, this company only recruited 15-20 initial employees at extremely low salaries, and the monthly cost after adding computers and other equipment was less than 50,000 yuan. After obtaining a sum of government support funds (usually 150,000 to 250,000), this company produced the trailer within one or two months, and then began to lay off employees, only maintaining minimal operation. In fact, its production capacity had been lost at this time.

There is also a mobile game for Year Hare Affair, don't forget to check it out. Game download: Click here to enter

The next step is to go to exhibitions, policies, and awards with trailers and flyers. As long as they win awards or participate in exhibitions, they can brag about it in the report. As long as this thing is praised, the next step is round after round of government investment and support, and year after year of going to exhibitions, awards, and writing reports, and so on. And the only thing they really made is the short trailer before. The animation itself has become a tool for taking advantage of others, so how can we talk about quality?

In fact, China does not lack good themes and good directors, but only those who are loyal to their own ideals and expressions can make good works. This is especially true for mainstream or positive works. Only those who love this country from the bottom of their hearts and like to make contributions to this country can succeed. Otherwise, no matter how well they cover up, they will still be seen through by the audience at a glance.