"Warrior" investment more than 1000 million at the box office is only 5 million yuan; summer ocean scene animation is still unjustified
With the "Harry? Porter five," the release, this year's summer movie files to a close. Classic animation paper money craze set off a comeback for summer this year, the biggest feature file. Japanese animation film " A Dream" the first week of box office in China reached 5 million yuan, the total box office is currently 20 million yuan; combination of animation, live action "Transformers" broke foundation relying on nostalgia 200 million yuan.
However, the same file at the summer home-made animated film looks a little embarrassed, the Shanghai Animation Film Studio plant carried the tripod of the 50th anniversary of a "warrior", a cost of more than 1000 million, currently only 500 million at the box office . Cooperation by the China Film Group and Disney's "The Secret of the Magic Gourd" 2000 million at the box office so bad, but the import of animated films accumulate than the speed he sent several great a length. Since 1999, "Lotus Lantern" short period of brilliance, has not made a new animated film on the highlights, not only low yield, and at the box office is "losing every ocean." Animation production company Guo Jie, general manager of the other side of day that China does not look good animated film in which a very important point is that lack of creative talent.
No shortage of shortage of creative production
"China does not lack animation talent, a large part of many of Hollywood animation production processes are done in China, we also are enthusiastic." On China's animation production companies to become more and more processing plants overseas animation and Taiwan animation director Shen Peng Some bitter. Guo Jie also said: "" Tarzan "in the original painting, animation, synthetic animation by the Chinese workers are completed." However, the animation is a very small industry, the division of labor required to produce sufficient talent and do not represent no shortage of creativity. Animators to complete only the technology, a major animation or creative story and plot. Pixar could create a "Toy Story," "Finding Nemo" and other animated film, because first base with a good story, and then rely on technology to increase points. But for creative writers and director of which is the soft underbelly of China-made animated films.
Lack of Zhang Yimou's directing style
"China needs, like Zhang Yimou animated film, great directors like Chen Kaige joined to improve the overall standard of the industry, with the high level of director and screenwriter, made animated films can change the story of old-fashioned, simple plot of the status quo." the creativity of Chinese animated films absence of Beijing Branch of China Animation Association, president of Zhong-Qiu Li that can learn from the ordinary movie, "directing effect."
"In Chinese traditional concept, the animation is a pediatrician." Professor of Beijing Film Academy animation section of good that is not well-known director to join the ranks of animated films, and national awareness of the animation errors are related. In the United States, in terms of investment or revenue perspective, animation, live action film than the film an edge. In recent years, "The Lion King," "Shrek," "Toy Story," "Finding Nemo" and other films are the big U.S. film box office history. More impressive is the animated film created by the latter returns the value of products is sometimes more than than the movie. Hollywood directors have a large number of animated film director who is the classic cartoon "The Prince of Egypt" is the famous director Steven Spielberg excavated. Duan Jia said: "Nortel Institute of specialized animation set animation play professional animation industry is to cultivate Zhang Yimou, Chen Kaige."
Lack of energy "Fudge" and Zhang Weiping
From "Hero" to "Curse of the Golden Flower" Zhang Yimou not less scolded, but the film has repeatedly made the film to create a record. This is why, in addition to Zhang Yimou's reputation, the girder with the "Fudge" is also essential. The animated film is precisely the lack of domestic energy "Fudge" person, that is, marketing personnel.
"Marketing survey the market first, to know that our audience in the end what kind of movie." Zhong-Qiu Li that "Warriors" The main problem is not sensitive to the market, did not provide marketable products. The success of Japanese animation films such as " A Dream", and the accurate grasp of the market are not unrelated. "Japanese animation films are generally adapted from the successful comics are a proven, recognized products, this is consistent with investment law."
Addition to the early market research, promotional marketing is also essential for later. This is from "The Secret of the Magic Gourd" and "Warriors" and the comparison shows. China Film Group spokesman WENG, although would not say "of the Magic Gourd" in the publicity release the total amount of capital invested, but he admitted that indeed a higher number. This release from the film before the omnipresent television, movies, outdoor advertising can be seen, but they also invited Chen Peisi as the voice of the Magic Gourd, Chang Yun concert with the theme song, are extremely powerful marketing tool. The "Warrior" is almost not see any advertising and promotional activities, showing how many viewers did not know, after the late multi-pushing and Shanghai cinema even behind the harvest only 500 million.
Good paragraph that the market is the key to development of domestic animation, there is no market, no capital operation, everything is meaningless, which would depend on mature producer. "They understand the market, in-depth study psychology of the audience, and will look to an enlightened approach accurately select the script to creative director, design and set up the team, be possible to enter the positive working capital and leading market-oriented.
