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Text|Yushi Liufang
Editor|Yushi Ryufang
«——[·Preface·] ——»
Chinese animated films have left classic works in the history of animated films in the early development of films, and these works are still very excellent works.
The times are progressing, and the works created are changing with the times. With the development of the cultural and creative industry, the demand for animation is also becoming more and more vigorous.
Although the number of productions has increased, there is still a big gap in quality with the world's animation powers such as Japan and the United States.
In the face of the threat of foreign animated films, domestic animation accounts for a very small proportion of the market. Sorting out the current situation of Chinese animated films is helpful for understanding Chinese animated films.
With the country's attention to the animation industry, various colleges and universities have also actively responded to the call and opened animation majors, Chinese animation With the country's vigorous development of cultural and creative industries, many policies and measures have been introduced, and animated films continue to explore new development directions.
In 2009, the Guiding Opinions on Accelerating the Development of Cultural Industries was issued, which made new reforms to China's cultural industries, which clearly stated:
"Encourage the creation of animation images and brands with Chinese style characteristics and international influence, implement domestic animation revitalization projects, improve the quality of China's original animation products, enhance animation art, technological innovation and marketing integration capabilities, and then form creation, production and sales closely linked to the industrial chain."
"Due to the country's attention to the cultural and creative industry, more and more attention to the animation industry, and the opening of more and more animation industrial parks, a large number of small and medium-sized animation production companies have continued to develop because of the policy."
In recent years, due to the demand of the animation industry market, foreign animation films that were previously monopolized have shifted to the domestic animation application market.
In particular, the box office success of animated films adapted through traditional IP has allowed many investors to see this market.
With the continuous development of the cultural industry, the country should build a cultural power, so that traditional culture can continue to advance while adhering to cultural self-confidence.
China's animation film industry is also gradually developing, the construction of animation creative industry parks, the increase of film and television animation companies, and the creation of professional animation platforms.
Let the Chinese animation Shenying once again surprise and move us, and the proportion of animated films is constantly expanding.
Under the competition in the animation market, a number of excellent private enterprises have emerged, such as Hangzhou Xuanji Technology Information Technology Co., Ltd., which produced "Qin Shi Mingyue", and Khorgos Color Stripe House Film Co., Ltd., a subsidiary of Light Media, which was only established in 2015.
But after its establishment, it has created many excellent animated film works, including "Big Fish and Begonia" and "The Great Protector" and other very stylish animated films.
The main investment in the animated film "Nezha: The Devil Child Descends" ranks second at the box office in Chinese film history. All these show that the market for animated films still has a lot of room for growth.
In 2015, the release of the animated Shenying "Journey to the West: The Return of the Great Sage", because the film created a new image of the Monkey King, re-interpreted the spirit represented by the Monkey King, was loved by the audience, achieved the effect of double harvest at the box office and word of mouth, and the audience is looking forward to more such animated films.
The animated films "Big Fish and Begonia" and "White Snake: Origin" have also achieved good results, and the phenomenon of breaking 100 million has appeared one after another, and cooperation with international manufacturers has become more and more frequent.
The exploration of overseas markets is also trying to expand one by one, which is much better than the situation of previous animated films, at least in the film, the public's attention to animated films has increased accordingly.
In Chinese animated films, works that have always been child-led have long dominated because most audiences feel that animation is for children, in order to meet the needs of the market.
Animation companies have produced many animated films aimed at children, such as the popular "Pleasant Goat and Big Big Wolf" zodiac movie series, and "Bear Haunted" movie series.
«——[·Problems in Chinese animated films.] ——»
In recent years, China's animated film market has begun to develop in a better direction, and the frequency of releases is also increasing, and the introduction of imported animated films has begun to slowly balance.
In addition, the animated film "I Am Nezha" (released in 2016), adapted from the novel "Romance of the Gods", only gave 4 points (a total score of 10 points) on the domestic film rating application, with a total of 1144 ratings.
The animated film "I Am Nezha" is also adapted through IP, compared with the two films "Nezha Hai" in 1979 and "Which Demon Child Descends" in 2019, it is not well adapted in adaptation, rubbing the popularity of Nezha's IP.
But neither the director nor the screenwriter made a good adaptation, and the audience who watched it on Douban also commented, some of which are as follows:
It's easy to see from viewers' comments why the film has only 4 points. The most important thing about this film is that the filmmakers have no intention in adaptation.
It's just that using Nezha, an IP that is well known to the public, to rub the heat, there are big problems in picture quality and character modeling.
The most important thing is that there is a serious problem with the plot, and the positioning is a young animated film, which basically contains the function of aesthetic education and entertaining.
Since some netizens proposed the animated film "Where I Am", it is easy to cause children to misunderstand Chinese mythological stories, indicating that this movie has departed from the function of edutainment.
The abuse of IP has left a bad impression on adapting IP animated films, which has not been a lot in the phenomenon of IP movie fever in recent years, affecting the audience's reputation.
This leads to the loss of audiences, because the movie made is likely to ruin the classics, so they prefer not to watch it.
In the animated film market, the audience generally includes children, adults, and all ages. The market is mainly for children's animated films, generally this kind of movies adopt a family fun mode, the whole family goes to watch together, mainly to take care of children. Adult-oriented and all-age animated films are scarce, and the market potential is relatively large.
Many teenagers who love animated movies mostly watch animated films from Japan and the United States, precisely because there is a lack of adult-oriented animated films in the domestic market.
With the development of the animation industry, there is a market gap from adults to animated films, and in order to fill this gap, many film and television companies have begun to shift from young age positioning to adult positioning of animated films.
The rise of IP adaptation is mainly reflected in the market, and the current IP concept is more fermented in the network environment.
Compared with original films, IP adapted animated films have advantages in their own profitability and return on investment, because they have a certain number of fan groups, and successful animated films will have the effect of fan economy.
In such a market environment, the commercial value of IP adapted animated films attracts the attention of investors, allowing commercial capital to pour in, increasing the number of IP adapted animated films.
For China's animation film industry, the driving force of capital is very strong, and compared with traditional film and television companies, cross-border capital is more likely to be favored by the market.
Due to the success of IP adaptation of animated films, the proportion of non-professionals in the film industry has gradually increased, including transformed producers, actors and other stars, as well as cross-border IT practitioners, who are not as familiar with the creative process of animated films as animation film professionals.
IP gives them such a shortcut, which can reduce investment risk and monetize quickly, which is one of the main reasons for the rise of IP adapted animated films.
«——[·Epilogue.]——»
According to the historical combing of Chinese animated films, most of the animated films are adapted and created according to traditional cultural classics, and traditional IP has an important impact on Chinese animated films.
With the development of the market economy, foreign animated films occupy our animation film market, outsourcing animated films in our country, and domestic animation film screenwriters have been looking for themes in traditional culture in recent years.
For example, the themes adapted in novels, folk tales, etc., the appearance of these box office miracles also shows that Chinese animated films are on the rise.
The mythical universe of China will also be established. Only the national is the world, choose the theme of traditional Chinese culture, and blossom and bear fruit in the soil of traditional culture.
With the revitalization of the animation industry, I know that there is a huge gap with the animation industry in other countries, and under the development of imitation and plagiarism along the way, original animation takes more time and energy, so the adaptation of IP that already has traffic has become a market trend in the animation industry.
On the one hand, investors value the huge traffic carried by successful IPs, and the brand influence and box office appeal will be stronger.
On the other hand, from the cost point of view, on the basis of the existing IP, the conversion of film and television, through the white belt audience of the existing IP, saves the audience's cognitive cost and publicity cost, and reduces the investment risk.
Finally, in the continuous development of IP value, it can maximize brand value, which should be the best path for Chinese animated films.
As a comprehensive art, animation not only enriches the art category, but also enriches the life of the public as a way of public entertainment.
Some animation works are still called classics to this day, and classic works are always nostalgic. Animated films such as "Little Worm Looking for Mother" in early China to "Trouble in the Heavenly Palace" and "Nezha Troubled Sea" adapted from traditional literary works accompanied the growth of a generation.
In recent years, traditional literary works IP adapted "Journey to the West: The Return of the Great Sage", "White Snake: Origin", "Which Demon Child Descends", "Jiang Ziya" and other animations have been applied.
Let us see that Chinese animation Shenying is struggling to move forward without new. With the development of the times, we have made a new interpretation of traditional culture, but also given new values, and created works that are deeply loved by the audience, and some works are not only excellent in China.
At the same time, he also went abroad and spread Chinese culture. Looking at the world, especially compared with animation powerhouses Japan and the United States, Chinese animated films are somewhat stretched, and there is still a certain gap with these animation powers.
After experiencing imitation, I understood that blindly imitating to create some "copycat" works, trying to apply other people's methods to attract the audience is unreliable, and after their own exploration, they found that IP adaptation is a way to go. The five domestic IP adapted animated films analyzed in the article, except for "Big Fish and Begonia", are all adaptations of classic IPs.
The success of these P animated films has its own unique creativity, and the content analysis creativity is reflected in the four aspects of character image, aesthetic characteristics, hearing and text, and these creative factors have certain reference significance for the future development of Chinese animation films.
At present, Chinese animated films still have a long way to go, and through the research of this article, the following points have been drawn: First, Chinese animated films should tell Chinese stories well and create serial IP; Secondly, it is necessary to avoid IP homogenization, meet the aesthetic needs of the audience, and increase the audience;
Finally, it is necessary to improve the animation industry chain, establish a whole industry chain ecology, accelerate the transformation and upgrading of the industry, and give full play to the value of IP.
Case study of IP adaptation of animated films based on the IP boom generated in the Chinese animated film market.
Due to my limited level, there are still deficiencies in the paper. Although Chinese animated films have made huge leaps at the box office in recent years.
But judging by box office criteria alone seems somewhat monolithic; In the process of analyzing ideas, the analysis of ideas is not accurate and in-depth due to limited data collection. These deficiencies will continue to be improved in future academic research.
The road ahead for Chinese animated films has not been smooth, but I believe that animators and those who love the art of animation will definitely make Chinese animated films prosper and revive again.
Let our traditional culture spread to the world, and hope that our future generations can also watch Chinese animated films grow up.
«——[References] ——»
1. Zhang Xiangyu. Research on the value chain of China's animation film industry[D].Beijing University of Posts and Telecommunications,2017.
2.Chen Yue.A comparative study of Chinese and American animation music in the 21st century[D].Hebei University,2018.
3.Zhu Jie,Research on sound design of Chinese animation Shenying[D].Jiangxi Normal University,2018.