The dimensional wall is broken again! This time, the classic characters in childhood memories - snow child, Sun Wukong, Huluwa, etc. have changed from two-dimensional animation to three-dimensional animation, and have launched a "dream linkage" with ice and snow sports to cheer for the Beijing Winter Olympics. This animation promotional film "China Ice and Snow Expansion (Season 2)" - "Ice and Snow Peers to the Future" is jointly produced by the Winter Sports Management Center of the State General Administration of Sports and China Mobile Migu Company, with special support from Shanghai Fine Arts Film Studio (hereinafter referred to as "Shanghai Mei film studio"), which recently appeared on multiple online platforms, once again won the audience's hot discussion, recalled many people's childhood memories, and also made people feel the happiness brought by ice and snow sports.
Stills from "China's Ice and Snow Expansion (Season 2)"
This is the second time that Shanghai Mei film has helped the Winter Olympics by assembling classic animation characters after the promotional film of "China's Ice and Snow Expansion" in 2019. According to incomplete statistics, the first season of the promotional film unexpectedly ushered in a second degree of dissemination last year, and it was repeatedly listed on the Weibo hot search list, and the total number of related topics read exceeded 1 billion. The new season continues this idea, relying on the advantages of 5G technology, the promotional video is upgraded to 4K ultra-high definition, through the organic combination of the three elements of "ice and snow + technology + traditional culture", and strive to show an ice and snow picture with both feelings and creativity, enthusiasm and enthusiasm, calling on all people to participate in ice and snow sports, and issuing a sincere invitation of "Let's meet in Beijing".
Shanghai Mei film studio IP issued a "ice and snow assembly order" again, more than 40 years ago, the branch line "supporting role" became "protagonist"
"Grandpa back (my childhood is back)" "DNA moves (awakens something deep in memory)!" In the one-and-a-half-minute short film, eight well-known classic characters of Shanghai Meiyi Film Studio, such as Snow Child, Little Rabbit Taotao, Big Ear Tutu, Sun Wukong, Nezha, and Huluwa (Dawa, Erwa, Sanwa), all appeared. Among them, the "ice and snow assembly order" and the call for a number of Chinese animation "top-stream" characters are snow children.
This surprised many viewers. Compared with the images of Sun Wukong and Huluwa, let the snow child reappear on the screen, and suddenly pull back the time to the childhood of many "post-80s" and "post-90s", which can be described as the softest memories salvaged from the depths of young people's memories.
In the 1980s, Shanghai Meiyi Film Studio launched "The Story of Little Rabbit Taotao", and "Snow Child" is one of the episodes, according to today's words, in the huge "Shanghai Meiying Studio Universe", Snow Boy only has 20 minutes of appearance, which is considered to be a "supporting role" in the branch line. However, the snow child left a deep impression on the young audience because of his cute image and sacrifice to save the little rabbit. After many years, people with hearts listed it separately into a film, and received a super high score of 9.0 points from 70,000 netizens.
Stills from "The Snow Child of the Story of The Little Bunny Taotao"
As early as the last season, the image of the snow child was recognized and excited by the sharp-eyed audience - the snow child is the "protagonist" who is suitable for interpreting the ice and snow story and the theme of ice and snow. According to Li Zhao, deputy director of Shanghai Mei film studio, this time the snow child appeared on camera again, and the creator specially designed a "dance" with his good friend Xiaotu Taotao to echo the beautiful bridge section in the original animation and pay tribute to the classic.
In the short film, the cute snow child can be "extraordinary", not only to help human ice and snow sports enthusiasts overcome difficulties, to gather animation partners and ice and snow athletes to compete on the same stage, and to completely let the audience feel the "speed and passion" of seven major ice and snow sports such as cross-country skiing, ice hockey and curling. Along with the re-adapted theme song of the same name of "Huluwa", "Winter Olympics, Winter Olympics, Meet Beijing and Wait for You, Ice and Snow Sports, Play into Flowers", Sun Dasheng issued an ice and snow invitation to 300 million people to "go to the future together".
The dimensional "all-star" helps the national event and explores the road of win-win in feelings and innovation
In fact, behind the rush of the second season of the promotional film, there is such a noteworthy communication trajectory. As early as 2019, the "China Ice and Snow Expansion" promotional film of the Winter Sports Management Center of the State General Administration of Sports, together with the Shanghai Fine Arts Film Studio and Huayang Lianzhong, has been launched, which has subsequently aroused a flurry of topics and attention. However, the "highlight moment" that really became the "whole network hit" came to September 6 last year. The official accounts of the sports blogger "JHHou Total Ski" and other self-media and Station B certified as the "Beijing 2022 Winter Olympic and Paralympic Games Organizing Committee" have once again turned this promotional video with keywords such as "the most burning Beijing Winter Olympics publicity". Immediately after the People's Daily, the Central Committee of the Communist Youth League and a large number of Chinese and foreign media reprinted the report, netizens participated in the topic discussion, and the bullet screen brush screen "Shanghai Mei film studio YYDS" thus triggered a hot discussion on the whole network. Theaters and high-speed rail carriages continue to play, and it is conservatively estimated that its total exposure has exceeded 1 billion.
Stills from "China's Ice and Snow Expansion"
Looking back, the long-tail effect that can be produced after two years, and even the popularity is more than before, first of all because of the growing public attention to related topics as the countdown to the Beijing Winter Olympics is held. The second is derived from the ingenious conception of the linkage of the classic image of "breaking the dimensional wall". At the beginning of the creation, the main creator made it clear that he wanted to pass on the concept of "driving 300 million people to participate in ice and snow sports" with animation. The Shanghai Mei film studio has a large number of high-quality classic animation characters, allowing them to break the dimensional wall and "expand the column" to assemble, which will undoubtedly have a wonderful chemical reaction with the sportsmanship of hard work and unity. What cannot be ignored is the public's satisfaction and surprise that a number of high-quality classic animation characters accumulated by Shanghai Meiyi Film Studio can return to the field of vision after accompanying generations of childhood.
The three factors that triggered the topic of the whole network also quietly revealed the "win-win-win" code that this exploration and innovation model may bring - that is, while participating in and publicizing national events, it is also creative to revitalize the family foundation and bring high-quality content products, while also creating momentum for the revitalization of the old label. It is understood that after two promotional short films, Shanghai Mei film studio also participated in an upcoming animated film "Our Winter Olympics". As one of the 20-minute short films, big-eared Tutu in the chapter "Fat Sage Borrowing Ice Vessel" will worship Sun Wukong and embark on a fantastic journey of the Tiangong Ice and Snow Conference. Li Zhao introduced, "Compared with the one-and-a-half-minute promotional film that focuses on showing the fun of ice and snow sports, this short film will further explore the possibility of telling a new story through classic IP." After the "expansion" of the Beijing Winter Olympics, a number of classic images such as Snow Child and Sun Wukong will have their own new works.
After the feelings, it is expected that the Shanghai Mei film studio will once again set off.
Poster for the movie "Our Winter Olympics"
Author: Huang Qizhe
Edit: Jiang Fang
Pictured: Screenshots of promotional videos, screenshots of animations