Director of bear haunt: bald headed Qiang is based on our company's employees

bear haunt

“ At present, the box office of more than 200 million meets our expectations. In fact, we are aiming at this goal, which is to create a new record for domestic animation& rdquo; As of yesterday, the box office of the domestic animated film "bear haunt: Bear soldier" has reached 240million. Although under the squeeze of popular films such as "havoc in heaven" and "where's dad going", the number of films of "bear haunt" after the hot season is very small, it can still earn 3million box office every day. This is a miracle in the case of more than a dozen domestic animated films since January. Thus, it surpassed the highest box office record of domestic animated films occupied by the previous "pleasant goat" series

Ding Liang, the general director of "bear haunt" and senior vice president of Shenzhen Huaqiang culture and technology group, said in an exclusive interview with our reporter that as an animation film director, he hopes to make domestic animation production “ Whether in art or technical effect, all our purposes are for this goal& rdquo;

Ding Liang, a 40 year old native of Anhui Province, graduated from Zhejiang University. He is a “ Become a monk halfway ” Animator of (right). As early as 2008, in “ Huaqiang Digital Animation Co., Ltd. ” Before taking over the animation industry, he had been working in the field of special films for nearly ten years& ldquo; I think compared with stunt movies, making cartoons is a small thing now& rdquo; Ding Liang described animation production in his eyes

Since its production in 2011, bear haunt has adopted the most popular digital 3D production technology in the world. As the project leader and production director, Ding Liang foresaw the development prospect of this technology long ago, compared with “ Pleasant goat ” The two-dimensional animation technology and three-dimensional production technology used in the series have unparalleled development prospects, “ In addition to the unique charm of Chinese art, such as ink animation, ordinary two-dimensional animation technology is difficult to survive in the future& rdquo;

The big movie "bear haunt" took a year to produce. More than 500 technicians participated in the production, and the production cost was more than 20 million. From this point of view, the profit of the film is very considerable. In Hollywood, the production time of an animated film is often as long as 3 to 5 years, and the production cycle of "Kung Fu Panda 1" produced by DreamWorks is as long as 8 years, “ Such a production cycle is not realistic in China at present, because we have not formed a complete animation production industry chain& rdquo;

“ In fact, at present, almost all Chinese animated TV series are losing money& rdquo; Ding Liang told reporters that at present, the price of animated TV series purchased by TV stations is not high, so many animation companies are “ Lose money and shout ”, The purpose is to cultivate the audience market. Huaqiang animation company's animated TV series production last year reached more than 18000 minutes, ranking first in China's animated TV production, but the three animated TV series "bear haunt" also lost money, “ This is also the reason why these domestic animation production companies are keen to produce animated films, and it is also the reason why so many domestic animated films have been squeezed into the Spring Festival file all at once& rdquo;

The Japanese animation industry is based on animation books, while the American animation industry is based on films, while the Chinese animation industry is based on animated TV series. Although it does not make money, it can earn popularity, including “ Pleasant goat &rdquo Popular animated films, including bear haunt, benefit from the good popularity index won by the animated TV series of the same name, “ Most animation production companies lack arms and legs, and some even have no chance to enter the cinema, so they also have no hematopoietic function& rdquo;

Compared with most animation production companies, Huaqiang animation company and “ Pleasant goat ” Production company &mdash& mdash; Guangdong original power culture communication company is obviously much better. Made by the latter “ Pleasant goat ” Series has dominated the domestic animation film market for many years. Ding Liang told reporters that with the popularity of the "bear haunt" movie, the company has begun to transfer half of its energy to the film field. It is a certainty to launch the "bear haunt" movie next spring festival& ldquo; If we can have 3 to 5 well-known animated images like "bear haunt" in the future, it will help us become an aircraft carrier for domestic animation production& rdquo;

baldheaded strength is based on our employees company

Reporter: what market research work did you do before making the film "bear haunt"

Ding Liang: in addition to the familiar roles of baldheaded Qiang, Xiong DA and Xiong ER in the film, we also specially designed a little girl “ Toot ” The role of, the process of this child being raised by the protagonists, including eating, drinking, sleeping, is actually the epitome of our parents' hard work in raising children in reality. Parents are easy to empathize when they see these plots in the cinema. Many parents sent me wechat messages saying that this little girl added too much. They talked to their children while watching. That's what you did when you were a child

In addition, the psychological analysis of the audience is required for how long there should be a small climax in the film, how long it should make the audience laugh, and how long it should make the audience nervous. According to our experience, when watching a program on TV, the audience's eyes stay for 3 to 5 seconds. If there is no content of interest, they will change the channel. In other words, people's excitement point is only 3 to 5 seconds. After this excitement point, there must be other exciting content connected, which is what we need to pay attention to when making movies

Reporter: did you invite Hollywood animation talents to help

Ding Liang: No, we really made it all by ourselves. I have been making special films in theme parks for nearly 10 years. Special films are more challenging. They are broadcast in theme parks. I will often ask our directors and writers to watch together with the audience, when the audience is bored, when they are nervous, when they are excited, so that you can really feel it, and then you can touch the psychological activities and mentality of the audience. These experiences are very helpful for us to develop the big film "the presence of bears". Such experience may not form a systematic theory, but it is a very solid professional quality

Reporter: where did the inspiration come from for the roles of baldheaded Qiang, Xiong DA and Xiong ER in the film

Ding Liang: some people may say that the image of skinhead Qiang is a little similar to a sketch actor in Northeast China (Zhao Benshan), but in fact, the inspiration of the character of skinhead Qiang comes from Liu Fuyuan, the director of the big film "the presence of bears", which is also a tradition of our company. The characters in the film are based on our company's employees. For example, the two villains in the film, the monkey and the dog, are based on two art designers from our company. The performance of three-dimensional animation has relatively high requirements for characters. In order to achieve such accurate expression and action, we must borrow people around us as models, and take his expression and behavior characteristics as the capture object of action, so as to complete our requirements

We have also done an animated TV series called "Zodiac adventures", in which there are two mass animated characters &mdash& mdash; At both ends of the Northeast “ Stupid bandit bear ”, The audience liked these two characters very much, so we promoted these two animated characters to the leading role, so there were Xiong DA and Xiong er

Many people may not notice that the body shapes of Xiong DA and Xiong ER in the film are the same, except for the size and depth of hair. If it is Hollywood's treatment method, it is generally one tall, one short, one fat and one thin. Our practice is rarely seen. However, the children can tell at a glance, because the performance characteristics of these two bears are completely different. This also proves that the three-dimensional animation technology is a qualitative leap in the improvement of character performance: the two bears can be distinguished only by the different expressions of the characters. This is an initiative of ours

Reporter: the Spring Festival blockbuster movies "havoc in heaven", "where is Dad going" and "bear haunt" are all related to children, but many people also question their artistic level and “ Shocking ” Plot, how do you see this problem

Ding Liang: first of all, film is an art of mass entertainment. Its primary purpose is mass entertainment, not film art. There may be a film that is not necessarily excellent as a work, but meets the needs of mass entertainment and can also get a good box office. We should have a clear understanding of this

In addition, the emergence of online media and we media will have a certain impact on the marketing of films. "Where's dad going" and "bear haunting" are film products based on the popularity of TV media. Compared with TV dramas, the production of "bear haunting" big films has made a big leap, while the production technology of "where's dad going" big films has not changed much from the TV version. It can have such a large market because it has cultivated a large group of fans. "Where's dad going" also has a feature that the program with the theme of family affection and warmth can easily capture the hearts of the audience, which is also a desire of social psychology. I think it is normal for these films to sell well

Reporter: will you have a derivative product of bear haunt

Ding Liang: we started to have “ Bears haunt ” Scenic spot. We are also developing theme parks about “ Bears haunt ” Special films. In addition, we are still trying “ Bears haunt ” The stage show design of is in full swing.