The number of imported animated films has increased sharply, and domestic animations can only outperform the market by improving their internal skills

Zhu Yuqing said that China's animated films have entered the fast lane of development. In 2016, the number of domestically produced animated films will exceed 70, and more than 50 animated films will enter the market, with the box office expected to exceed 3 billion yuan.

Original title: Domestic animation can only improve its internal strength to outperform the market.

Every summer season is a fierce battle and the most important "ticket position" of the year. But this year is different from previous years. In the prime period of July and August, there are seven or eight parts of the accounts such as "Teenage Ninja Turtles 2: Out of the Shadow","Return of Mount Tai: Dangerous War in the Jungle","Pet Secret" and "Ice Age: Interstellar Collision". Accounts and imported films have entered the summer period, making it even more difficult for the already crowded film market to "move around".

Regarding the degree of fierce competition during the summer season, Zhu Yuqing, director of the Industrial Research Center of the China Film Critics Society and founder of Juying Hui, said that the schedules in previous years could still be staggered, but judging from this year's situation, domestic animated films are in the face of competition facing imported animated films. Among them, the number of imported animated films has increased sharply this year, basically putting domestic and imported animated films on the same starting line, which has raised a big problem for China's animation industry. It is how to improve the production level of domestic animated films, improve storytelling capabilities, and improve image design capabilities to win domestic audiences and gain a firm foothold in the market.

Looking

at the currently scheduled films, the competition among domestic films for the summer period is very fierce. Domestic films scheduled for July and August will be released in a cluster, especially July, which can be called the most tragic period in history. As many as 40 films will be released. Animated films have always been one of the main forces in the summer season. According to industry insiders, 22 animated films were released in the summer season of 2015, including 19 domestic animated films, accounting for about 9% of the market. In terms of quantity, they have equalled comedy and love films. This year, animated films, comedy films and fantasy films have formed a three-pronged confrontation. There are about 24 animated films, some of which are backed by listed companies or film and television companies with high reputation and strength in the industry. However, the participation of listed companies does not directly mean that domestic animated films at the level of "Return of the Great Sage" will appear this summer.

The inspirational comedy animated film "Rock Tibetan Mastiff" was produced by Huayi Brothers using the "China + Hollywood" model and was adapted based on the comics of singer Zheng Jun. Its Chinese version is dubbed by Guo Qilin, Guo Degang and Feng Xiaogang. The film is the only domestic animated film nominated for the Golden Jubilee Award in the main competition unit of the 19th Shanghai International Film Festival in 2016.

Released on the same day as "Rock Tibetan Mastiff" is the "award-winning professional" Irish animated film "Song of the Sea". The film took seven years to complete and can be regarded as a work of art. The entire film is hand-painted frame by frame. It won the 87th Academy Award Nominated for Best Animated Feature, seven nominations for the 42nd American Animated Annie Award, and Best Animated Feature Award for the 18th Shanghai International Film Festival. Neither of the two films is targeted at young children.

Development has entered the fast

lane. Zhu Yuqing believes that the performance of domestic animated films this summer will be good. "Films such as" Big Fish Begonia "," Rock Tibetan Mastiff "and" The Adventures of the Mysterious World 3 "will be released during the summer season. The volume of these films should be more than 50 million yuan." The Adventures of the Mysterious World 3 "has the potential to impact more than 80 million yuan."

Under the fierce market competition, the prospects of animated films from Shaoxing such as "The Treasure of the Young Master" are somewhat worrying. Ding Liqing, the film's producer, said: "Although the market competition is fierce, I am still full of confidence, because what the film wants to bring positive energy to the audience is to promote traditional Chinese culture, and the film's future growth space is very worth looking forward to."

According to the recently released "China Animated Film Development Report (2015)", in 2015, China's domestic animated film production companies and institutions completed a total of 51 films throughout the year and obtained public release licenses, of which 43 entered the market, achieving a box office of 2.054 billion yuan, an increase of 78.6%, far exceeding the growth rate of the overall movie box office in China that year.

Editor: yvette