CATDOLL: Domestic animation films are developing rapidly and may become dark horses in the future

Faced with the huge impact of European, American and even Japanese animation, domestic animation has innovated itself and combined with its own characteristics, and has achieved gratifying results. In the Lunar New Year period at the end of 2014 and the beginning of 2015, a large number of domestic animated films such as "Kuiba II", "Boonie Bears 2", "Rabbit Man 2" and "Ten Thousand Years Later" hit the big screen, and many of them were impressive in terms of content and technical level.

The new work "Hard Journey to the West" produced by the producer of "Kuiba"

From Mickey Mouse and Donald Duck to Doraemon and Hello Kitty, foreign cartoon stars have accompanied children from generation to generation, but there are very few Chinese cartoon stars that can be followed by generations. In this regard, Wu Hanqing, CEO of Beijing Qingqingshu Animation Technology Co., Ltd. and producer of the animated film "Kuiba", believes that "China lacks virtual cartoon stars to accompany children as they grow up." So what kind of cartoon brand does China need? Wu Hanqing said, "It must be one or more virtual images that can accompany one or several generations to grow up, just like Manji and various characters in "Kuiba", who can have fans from all walks of life and accompany Chinese children to grow up."

In recent years, Hollywood has launched a number of heroic works, and its global influence is growing day by day. Even in China, Iron Man, Spiderman, Baymax and other film and television characters are also highly respected, and the brand of superheroes is deeply rooted in the hearts of the people. This does not mean that the Chinese people have been assimilated by Western mainstream culture, but because the Chinese people generally have a complex of worshipping idols. Heroic films have successfully created objects of worship for the people. These images show strength and beauty, love and hope, and rekindle people's dreams and passions. If the Chinese cultural industry wants to launch a cultural brand that is popular around the world, it needs to rely on the Internet to collect user data from different cultural regions. Based on these big data, the universal cultural values ​​are extracted, and then fully displayed through a series of cultural products, and cross-border operations are continuously carried out to create a variety of products to strengthen the global influence of cultural brands.

In 2015, a large number of domestic animated films have hit the big screen, and many of them have impressed people from the content and the technical level. It is understood that the official website of Qingqingshu Animation, the producer of the animated film "Kuiba", recently announced the comic cover of its latest masterpiece "Hen Xiyou" on Weibo. The first chapter of the full-color comic was officially launched on April 2. The work has a delicate style, a grand world view, outstanding character design and rich plot.

Unlike the large number of Journey to the West themes on the market, the innovation of "Hard Journey to the West" is different. The trailer has attracted people's attention as soon as it was released. From the content currently revealed by the official, the character setting is more in line with the aesthetics of contemporary people, and the character setting is also very distinct. Whether it is the protagonist, supporting role, or even the villain, the character is more in line with the taste of the two-dimensional fans. The plot describes the changes in the times of the four masters and apprentices. In order to survive, they set up an office to undertake strange business, which is more down-to-earth, more passionate and funny. On the premise that the main storyline remains unchanged, it combines the current hot topics to break the ice between the two-dimensional and real life. It is reported that in the second half of the year, "Hard Journey to the West" will release a web drama based on comics. The top animation creation team, which is known as the conscience of the industry, collides with classic themes and will present you with an extraordinary Journey to the West plot. Coupled with a large number of excellent dubbing and rich and powerful background music creation, I believe it will definitely bring you a fantasy visual feast.

Animated films may become dark horses in the future

With the great success of animated films such as "100,000 Whys", "Rabbit Man", "Big Hero 6" and "Despicable Me" in the domestic film market, the proportion of animated films in the film market has increased since 2014. If 2014 is the trial period for animated films, then 2015 will be a big year for animated films around the world. It is understood that more than 20 animated films will be released in major theaters around the world.

At the beginning of the year, "Big Hero 6" was a huge success in China. This first joint production of Disney and Marvel easily broke the 500 million box office in a short period of time, creating the highest box office record of Disney animated films in mainland China, second only to the 600 million box office record created by "Kung Fu Panda 2" in the domestic market. The reason for such success, in addition to the exquisite production and closely linked plot, is that the audience of animated films has changed from only teenagers to all adults. Ms. Li, the marketing manager of Tianjin Capital Cinema, said that the 3D versions of "SpongeBob SquarePants", "Minions", "Snoopy" and other well-known animated characters will appear in cinemas in 2015. These animated characters that have accompanied many people born in the 1980s and 1990s will not only be liked by today's children, but will also evoke the memories of many animation fans. "

As the Chinese film market, especially animation genres, is gradually segmented, how can animation practitioners accurately position the audience of their films? Yi Li, director of Ten Thousand Years Later, believes that "for today's Chinese (audiences), animation is simply childish. But in fact, if this genre is more diverse and gives audiences more choices, the market will be larger."

Although the development momentum of domestic animated films is booming, compared with foreign imported animated films that easily break the 100 million mark, the domestic animated film industry is jokingly called by netizens as "Ten years of life and death, Pleasant Goat and Big Big Wolf. Shuke and Beta, Blue Cat's words are desolate." Although animated films such as Pleasant Goat and Bears are released at a high efficiency of one per year, their low-age plots still cannot attract more audiences of different ages. However, there are also domestic animated films such as "Billions of Years Later" and "Rabbit Hero: Legend of Qingli" that have box office revenues of over 10 million. Compared with foreign animated films, domestic animated films still need greater breakthroughs in production technology and plot settings. As animated films gradually enter the film market, domestic animated films still have a lot of room for development.