Resource integration and market operation
- The key to China's animation takeoff
Source: Illustrator Chinese Author: Duan Jia
First, what is the animation movie?
World movie market horizontal view China
A few years ago, a friend was a person in charge of the majority of the majority of the country. "I never look at the cartoon, what is the movie?" I asked: "Do you see American movie?" He said: "Of course ! I love to see the United States big film "I said," But you know, in the United States, animated movies often live in the first place or the first few movie list box rooms. More than all your favorite US big pieces? "" Really ?! "he Extremely amazed! "What is this record?" I said again: "Instructions in the United States, not only children and teenagers watch animation movies, but more adults are also passionate about this." He confused: "Why?" I thought about: "Simple telling, the Chinese lacks humor, lack of imagination, and does not pay attention to creativity. Or Chinese don't love dream, only stare at the stone in front of you Cell ---- "The words seem to be too puncture, of course, because he is an adult that specializes in teenagers, I said. At that time, the Chinese audience even the film's understanding of the animated movie was so pitiful.
A few days ago, there was a friend who worked in Disney in the United States to come to Beijing, "When I am in China, I think it is a real artist. The cartoon is just a child's gadget. However, it is now complete. Not that way. "In the future, he entered Disney Background in his solid painting. It has worked for seven years in Disney, and entered the creation of the entire film. Today, it became the latest cartoon "Brothers Bear" in Disney.
The era of human civilization into the movie, no matter what the essence of the movie is, it is an artistic art of audio-visual, and it is also a matter of material. The movie is an art of creating dreams. This should be a common point of view of many movies in the world, and is just that is so obsessed with it. Everyone said that Hollywood is a dream factory, Spielberg even directly called their own film companies as "DreamWorks". Each film holds its own point of view and artistic pursuit of movies. The animated movie is the inherent possibility of its own inherently. Human needs dream, animation is the art of creating dreams; humans need joy, animation is to create joyful art, animation can not only create dreams and joy, create a magnificent epic, twists and turns to be more than material reality The film is more lively, the film is more light, and the film is also called the father of the animation, the famous film theater drama writer, is also known as the father of the animation: "Do animation It is like God in the world, because it is just a white paper in the face. The real shot of the movie is in the record and capture of realistic, closer to material --- "
Over the years, animated movies have been misunderstood for a long time. Due to the wrong positioning, the media's error-oriented, the cartoon has been widely cognitive as a mentally hidden pediatrics. The cartoon familiar with the Chinese audience is limited to rice mice and Tang Duck, but I don't know if the original work of the United States Disney has just started, but only TV series dramas. The Mi Mouse Tang Lao Duck as an animation is already a long history.
Disney self-confession says "I am not mainly making a movie for the children. In order to make a movie for the children of all our people (no matter if he is 6 years old or 60 years old). This is called Tong Zhen. The worst thing is not we don't have innocent, but It may be deeply buried. In my work, I am trying to achieve this innocent, let it show the fun and joy of life, showing the health of laughter, showing human nature, but sometimes ridiculous, But still strive for the realm of pursuit. "
(1) Market positioning from the animated film from the American movie list
70 years have passed, what is Disney developed? What is the extent of the world's movie big country - US animated movie? And not to say that the audience, many of our friends, literature, paintings, music circles, can also be called a famous film and television art world, can't say that there is still a little about animated movies. Therefore, even today, if we look at the list of American movies. These friends will still present the same problem of the young pioneers. I have only listed only some of the US movie leaderboard since 1995, and I can also see the US big film that is familiar with the fans of our film, students and keen movies. The box office is always far away. After moving movies.
The United States showed a hundred videos in the year. In 1995, the United States's box office is in the top 40 movies, and Disney's "Toy Trust" is the top, income: 1,796,233; Disney's other style is very beautiful and lyric animation movie "wind in the wind" Fourth place. In the box office revenue, in these 40 movies, "Ghost Human Elf" is 8, "Seven Crimes" 9, "Future Water World" 12, "Congo" 15, "Dream of the Bridge, 19" Fire Line "24" US President "28," Exotic "29," Female Head "31" Casino "39, such ranking is not accidental.
In 1998, the soldiers were first year, 50 film Disney animations [film "PRIDATT" home fourth, box office 2,798,565 "Panfeng time" 7, "Booms" 11, Disney Cartoons "Hualam" housing 13, Book Office: 620, 254, the animation giant film "Egyptian prince" is 16, box office 1,413,18817; "Shakent Love" 18 "Black Man Vo" 19, Dream Factory cartoon "Small ants" 21, "x Archive "22," Angel "24," Masters "25," Blade Warrior "28," True Confession "33," Iron French "36," Super Sensing "43," Sixth Life and Death "44," cold blood will "46 ---
50 ranks in 1999, the top of the "Star Wars", "Sixth" House 2, Cartoon "Toy Trust 2" home, the box office 5,852,179 "hacker empire" 5. Disney cartoon "Taishan" residence 6, box office 1,091,8196, "counterfeit dad", 7, "Escape Bride", 9, "Witch Blair", 10, live animation synthesis "Elf Mouse Youth" 11, "American Beauty" 13, "Boss" 18, "Pet Elf" animation 25, "deep sea mad shark" 29, "human strand puzzle" 34 ---
In 2001, 102 movies "Harry Potter" top, DreamWorks Cartoon "Monster Spring" home second, box office 7, 665, 011, Disney cartoon "monster company" hit third, box office 9, 919, 653, "Mode Rings 1" Bit, "Pearl Harbor" is 7, "Jurassic Park" 8, "Tomb Raidth" 14, "Small Island" 18, "Boxing Ali" 38, "Red Motion" 39, "American poison "45," Desperate Out "46," Final Fantasy "65," Rock Singer "89," Crazy and Beautiful "90," Vampire's Shadow "98,
2003 latest news: "Magazine in advance clear" Submarg mobilization "leads the summer ten (Figure", there is still a month, the United States is not enough, the US magazine "Entertainment Week" will settle in the Hollywood summer box office, from the box office and word of mouth 10 successful movies, 10 winners include "Submarine Mobilization", "God Ghost Qihang", "Pentium Year", "X-Bian Police 2", "Hacker Empire 2", "Shou Tianshi", "Stealing Day", " Agent Children 3 "," 28 days destruction countdown "," I love Bakerham ". Producer is a key to success" If our filmmakers know more about animation movies should be in the movie market, then I have these The example will be redundant. No matter how the reader explains the box office record of the US animated movie, it is a unquestionable fact. In the example, some are the classic story film that is familiar with the business art known to China, and Completely paying attention to the horror film, violence, star, sci-fi, etc. of the commercial box office. It is incredible that the box office of these films is after animated movies. Whether it is Disney or DreamWork, fox or Warner all Hongjun's huge animation The film is healthy up, or the magnificent magical is magnificent, and the connotation of humanity, or the witty and humorous, fun ------
Only a few movie content and theme selection only, and an animated film is not a simple pediatric. The Disney Cartoons "The Style" in the same year, "Toy Story", based on the British novels, with the main line of Indian girls and the British young people, showing the sharp conflict between the Indians' natural worship and Western civilization Its romantic lyric and beautiful and beautiful plots and pictures are all invited. At the same time, it is a re-examining the value of human civilization.
In 96 years, "Zhong Tower" is based on "Notre Dame" Paris ", the protagonist turns from Erictima Lada to gaboomomomomo, develops from the topic of the real and good and beautiful to develop to the humanity struggle, desire freedom and make Equality and the theme of fraternity will further sublimately refine.
The "Egyptian Prince" launched in 1998 is Spielberg's innovation. The film is taken from the Bible story "Exodus". The topic is deep, the scene is magnificent, and how many viewers are shocked, so many students don't worry, Written for this. 2001 ranking second dream factory "Monster Spring", a anti-traditional discretion, the long-term formation of Tonghua mythical traditional concepts, from another unique style of perspective The soul makes Disney cartoon "monster companies" home. ----
What is the box office? The United States is a recognized movie big country, Oscar is a recognized most authoritative award in the world, and the American audience is a mature audience that grows in such a film culture. A friend of a US New York Film Academy said that there is a very high film in us, but it is laughing when the US is shown. Note that the American audience is difficult to be embarrassed. For the US audience, the audience who is only frying to thieves the thickness of the striking, the audience is not bought.
Regarding the box office record of the US animated movie, some people say that this is related to the character of Americans, paying attention to entertainment, and also related to the vast number of teenagers, I thought: It's better to say that Americans pay more attention to the value of young people, more Tongxin, dreams; extraordinary imagination and creativity is the interest in the audience. Such character and quality and open concepts are also the important human factors in various aspects, natural sciences, practical science, sociology, and humanities.
There is an old saying that "the words are uncomfortable." The ambitious American system made an animated movie, the department is full, seeking brilliance, seeking classics, wanting to create a miracle, and want to survive, this is also the starting point of the producer. The goal of creators and makers struggled. And the US animation large selection is never regional division, from Indian to the UK; from Greece to Egypt; from India to China; from African primitive forest to the west of the United States, from the metropolis to Alien ------ So we say we It has been unreasonable for discretion, China's story. The United States is an immigrant country, and it is a part of human beings in their eyes. Beautiful literary story is a common property of all humanity. It is also because such concepts have made the audience of the United States also occupy the entire international market. American film industry can invest eight,000 to 100 million US dollars in a movie film, more than four years of movie, and a year of animated film production. Big investment, big production, big hand, well-made, then get a more than 10 times more than 10 times, this is the fact that the American animation creation. In fact, a picture of a movie blockhouse is only one aspect of film recovery profits, and there are many commercial benefits brought about by derived products that cannot be estimated as an astronomical figure.
How do they do it? The animation film of the United States is invested, created, produced, media propaganda, market operations, to all parts of production, and long-term continuation and launching its mature benign loop huge, perfect, and clear industrial mechanism chain.
Because there is such a mechanism chain, the huge investment of American animation film can be said to be almost no risk, one but investment enters, the rest is only earning more. In the past few years, Chinese creators participating in "Hualam" creation came to Beijing, and Disney investment in Hualan's production costs or pushed the four film recycling funds.
The US producer has a high-exhibition strategy; the US movie is far from the trend of the world movie, and an animated film production cycle takes four years for four years, we are surprised, this means we see today. The latest works, whether it is "hacking", "Egyptian prince", "ring king", "monster makes Lake", or "the sea mobilization", Disney, DreamWorks or new trunks are started four years ago.
When we are still sleeping, these films have been the most striking, the most creative and sensational works of the moving, the most creative and sensational works. Unique, far-seeking producer is the most important. Market competition is first of all the competition of producer awareness, Americans fight lawsuits, what? What is the creative copyright, is it a creative pre-planning? The story of Disney and DreamWorks for the "ant kingdom" is not allowed to travel, so the same year has launched the "ant brother" and "small ant soldiers". The result is the leadership. The ants of the dream factory before, and the 01 years of the dream factory defeated Disney's monsters.
A full pre-preparation is a key step in ensuring success, first of all, the most unique creativity and the testing story that can stand the test. In the United States, a large-scale preparation for two years, including the collective wisdom of the drama authors, the field inspection of the film crew, whether it is African mainland, China Jiangnan or Egyptian country ---
After pre-preparatory, how to achieve dreams and marketing dreams, how to coordinate hundreds of elite quadrators, how to work in order and efficient work, how to operate the national market and global publicity issuance system, this is what we should study The problem is the secret of the success of the Americans, and is also a diameter that cannot be throttled. If China's animation should take off, if China's producer, investors, creators and producers, and China's audience are puzzled, the Chinese people who really make beautiful, magnificent, and promote national spirit. Then I think that the US mechanism and experience is the most draw. If there is such a sense of such ambition, this expectation is not an illusory daydream, because our seniors have been in a certain historical period, have been achieved or said to have a dream ---- - Visual China (2) Japanese people's foreign military projections are very special way
Seeing today China's new generation of young people's obsessed with Japanese animation, I have a lot of peers in my heart. Yes, we don't pay attention to your own market, don't pay attention to the value of young people, don't look into a new generation of psychology, do not look at the art and market of the reddock movie, do not understand the animated movie in today's youth soul. Charm and personality impact. As a result, the entry of our teen spiritual sky, and the most vast China market, almost completely occupied by the Japanese (of course, more is in the form of pirated discs).
Today's Chinese children are almost all about Japanese cartoons, and even some students can put a cartoon in Japan, and the word is unlikely. Japan's cartoon is deeply rooted in our generation of teenagers, becoming an idol in their hearts. But how many adults, parents, and film people are numb or descent. How many years, the young people know that the Chinese animation has risen to the glory to mature, the Japanese people just wake up as dreams, followed by the Chinese. How many people know that the Japanese top ceremony will be augmentation, because I have seen our "Tie Pan Princess", I am sighed: "The original Oriental can also make an American do what is the case ?!" So going back to the salary Develop Japanese animation.
Today, Japanese animation not only is a Japanese family, but becomes an indispensable part of Japanese life, but also bleaches the ocean into the soul of our youth, becoming a dream of youthful youthful? Then I will won the Golden Bear Award in Europe and won the Oscar. After the sour and salty, we may wish to review and analyze this phenomenon. When I have followed the Japanese behind us, how is the world's second animation?
Ten years ago, the producer of the East is not please, when the film college "lecture", the TV station is still playing the Czech animation series "The story of the mouse." Japanese cartoons are not well known to the Chinese viewer today. I remember that the three people from Tong Yizhao were completely self-funded at the movie college, and all the excellent animated movies that brought the east. However, I didn't hear the academic and creative issues of concern at the lecture. They are just commercial operations, and the investment of "Iron Arms Agong" will be made. In fact, the TV station is only recoverable, and more is the endless income of the produce, a successful animation. After the film is launched, due to the legal mechanism of the Japanese society, the copyright owner only needs to sit at home, and even a small shop stationery or vest is printed on the image of Astro, it will send the appropriate share. He, A Tongmu business success not only brings endless profits from creators and production companies, and has driven the development of the east and has obtained adequate production funds. At that time, the Chinese did not touch this market awareness completely.
Never ask, all self-funded and sending works can be found in the Japanese business expansion awareness (we are right and not known as cultural aggression words), but today, today, good Japanese moving comics China has become an overwhelming potential. Last year, I saw TV station supervision of Tongye Animation Department today and "Detective Conan". It is said that "the widow of the deck is in the past," the "Ghost Princess" was in Japan by 99%. From this number, you can have an animated movie in the audience of the Japanese Theater and the same answer as the US movie. What is more proud of Japanese is that they think they have occupied more international markets.
Regarding the intention of China's cooperation, the TV station's supervision said: Japan is the boss, Chinese only works. The nozzle face is impressive. However, it is very real and objective to mention with the United States. "We can't compare with Americans, they have strong funds, the best talents worldwide, no one can compare, but We take your own way ---- "and he felt the shargery and threat of China.
The Japanese indecent is very different from American practices, then we look at how the Japanese did?
For example, there is no such thing as the United States, but there is a play of the play, the Japanese are more important, and the market interaction and rapid recycling of the Japanese. Investment, as little manpower (but else), intelligent sneak abilities, and get as fast as possible production and as much as possible, Japanese animation is basically small as a small square The company, sensational Japanese film, "people who are shocked by our young people" actually just a small company of a more than a few people, and half of such companies specialize in the early stage and market operations, can say They are more planning and market people than those in the market. However, Japanese is not only a scales, but also compressed expenses. It participated in the creation of the elite troops, hard work, hard work, hard work, especially the exciting and creative pioneering episode, and deep infective audio-visual language, ensuring the production quality and visual impact of the film can be praised. force. Japanese animated movies have made outstanding contributions from style style, subject expansion to the narrative approach of animated movies in this field.
The Japanese animated filmmaker did not have the strength of the Americans, but their animated movies show special charm from another Oriental perspective, and they did not more integrated real-shot movies and animations in external forms. But the montage language and various narrative methods of the story movie are really resentful in the animation movie, making their animated movies have an east way of affinity, and it is also also to close the youth soul, this is our The reason why youth audiences flow together. "The Tomb of the Sworm" "Recalls Bottom Drop" "Dragon Cat" "The Women's House" "Sky City" and so on, etc. My words are boldly developed, and they will go to the world after the orientation of the world. This is the objective reality we cannot deny.
Japan's and movie practices are different, focusing on the research and effectiveness of audience, from everyone to know that the distant TV animation "A Tongmu" is influenced in the Chinese audience, "the blue master" is popular, we should still remember clear " Crayon Shinlin "The wind wave caused by the debate is not flat," the name of the disclosure of Science "is almost unattended in the youth. Japanese animations won the influence of people in adolescents, making our media only restrict imports, and invested a lot of investment in the country to develop our own animated TV series to meet the needs of Chinese audiences. However, if we really let go of the market, if our teenagers not only have a large number of Japanese animated movie discs, they can also go to the theater to see the real movie, I think, Miyazaki, Dadik, the waist package of the well The renminbi is full.
One of our flowers, limited competition, limit more about creative young talents, and why we refuse to go deep into the psychological needs of today's audience, their lives and spiritual world. We still follow the past, I want to have an infusion education concept. While seeing Japanese animations, we should take our youth audience, we should make a shallow heart to study the secrets and experience of others. In fact, the Japanese is the most sophisticated, in that they put in-depth research and only grasp the audience's psychology, our professionals include the audience to clearly see the Napidian TV animation of Japanese TV animation, but it is still tightly Seize the audience, "Detective Conan" monitoring, words and how they make suspense, and even accurate to the time left to the audience, still have to hang the stomach to the following plots. When "Blue Master" is popular in China, many Chinese girls will even compete with animation characters in their own dreams to worship. This means that it is close to the psychology and life of adolescents. The play is the most popular research, the best way to work in Japan, and the successful plays and film and television languages are decent, enough to make up for the rough production, making Japanese TV animations greatly reduced production costs.
Japanese animation has its own special different operation mechanism chain, Japan's animation regardless of film and television, as long as it is invested as long as it is investment, it is still in the manufacturer. Especially the TV series, this is the origin of our so-called "anime".
In fact, the word "animation" is originally a mistake. The animation movie has become a "animation" concept, which deviates from the category of film art. This is an unsretest derogatory term, animation and comics are not One thing, they belong to two different categories, can't be said to be more than one. The origin of the word "anime" is exactly due to the special way of operation in Japan, and cannot be taken. In Japan, the comic market is very large. This is a special national condition of Japan. The Japanese society is like a huge fast-flying commercial machine. Everyone is a screw, life and work rhythm of the flying on this machine. Japanese's largest and most popular entertainment and recreation is to watch comics. This is a graphic cultural snack. It is a kind of leisure way to adjust Japanese nervous nerves. Look at the comics, after reading it, you will lose your way. At the same time, the Japanese also put comics as an indispensable part of their own life value, cultivating imagination and creative thinking.
Japan has a large cartoon market, and several times a year, there are several comics, the comics organized by the authors, the scene is very spectacular, and the scene is very spectacular, and many middle school students have a storytebred and published themselves, and then get the big row to go to our own . The organizer of the comics said: This is a very meaningful thing, there is many excellent works, and their authors may have been engaged in comic career for life, or will develop in other ways later, but this is their student era. I will give them sense and self-confidence. Here you can see their wonderful dreams and show them through words and pictures. Japan is in such an environment, in the dream gathering comics, many good series of stories, excellent young authors stand out. The publisher of Japan's comic industry, the animation of the animation, is the topic subject and script prototype in such a market environment. Generally speaking, they choose the highest, the most popular comic story, and put it on the screen, which reduces it, or almost relics investment risks. Handcuffs, Dadonk, and unspetent hands start here.
But the real animated movie is not even in Japan, and the selection of materials is not as good. The east is not thinking that this is the only way, this way is due to the economic leverage, if you want to achieve an animation with Americans The dream of the big piece, the bottom of literature is still a highlight. So they are also trying to get out of the comics source for the movie created script. Miyazaki will take a road to his own road, so his film can enter the Jinxiong award and Oscar. Visual China (3) Rise South Korea Vision China
Not long ago, South Korea's story movie has been thinking about our film and audience. At the same time, South Korea's animation industry has also risen rapidly under the national support and animation work together. When is the number of Korean stories and South Korea animation? the film? When China is brilliant; the Japanese when we learn later, what is the Koreans doing? Where is the animation of South Korea? In just a few years, a part of the Korean animation theater makes our young people amazed. "Beautiful Story" "Clear Soldiers" "Five-Yearian Anni" did you come out? So beautiful! So that our students turned their attention to South Korea. "China's animation should take off", it took ten years, and called for ten years, discussed for ten years, and when will Korean animator have such strength and troops? Through our graduation, I learned to touch the wall, I learned that the Koreans are all, and our students are moving between China and South Korea and trying to cooperate with South Korea. I also see what they do - how fresh story is new, how wonderful pure, full of children's virtual fantasies, mid-term production, business operations, and post-development plans are all intensive.
When I visited South Korea, I saw their peaceful openness, without solid self-sealing, no Japanese, arrogant, but Koreans actually in the beauty, day, medium, in Asia's strong country, in the traditional sketch , Find and establish your own style and location. There is no bar frame, no traditional weight. They were once a white paper, you can wait and analyze the experience of others, the experience of art, the experience of the business, and the experience of the operation, and found a way to make yourself, from a white paper to lightly The idea will be clearly rising. Now their results and the real reality are in front of us. When I see this scene, is it as the Asian big country? Isn't we embarrassed?
Seeing the students in the animation in the animated world, the glorious mentality between China and South Korea, trying to use the Korean wonderful story and pure painting, operation planning and later product development desire to open a bright window for China's animation market, really feel Unclear. Don't just how long we will feel that Korean animations such as South Korea's story film will make the world to see.
When is China movie to take off? How can I take off? How many undergraduate students have asked how many progressive students have asked me.
