For the original effort, Guochuang Animation enters the new track

Author:Intersection Time:2022.08.24

In recent years, the "phenomenon" Chinese anime works have been frequently produced, while improving the "Guoman" confidence, attracting more and more creators and funds to the track, and also allowed the development of Guochuang animation to face diversified and innovative nature. New requirements. On August 23, the Nanjing (International) Animation Venture Capital Conference led by the Jiangsu Radio and Television Bureau and sponsored by the Propaganda Department of the Nanjing Municipal Party Committee and the Nanjing Cultural and Tourism Bureau, many animation entrepreneurs and anime creatives and R & D institutions, well -known investment The person in charge of the financing institution gathered together to talk about the development of high -quality national creation animation.

Tell a good story

Cheats of high -quality animation creation

According to the data analysis of the National Radio and Television Bureau on the broadcasting and ratings of the national cartoons, from January to July this year, the number of headquarters, the total number of episodes, and the total length of the cartoon broadcast increased by 7.7%, 6.3%, and 6.1%compared with the same period last year, respectively. The viewing performance has risen sharply, and the size of youth users has grown at a high speed.

The influence of Guochuang Animation has grown, and has transformed from the original high number of growth to the stage of high -quality development. Industry insiders pointed out that the age of the audience of the Guochuang animation is significantly higher, and watching animation has become increasingly inseparable in the life of young people and even young people. How to tell a good story and effectively meet the viewing needs of the audience is an industry problem that needs to be solved urgently, and it is also the "secrets" of high -quality animation creation.

In the view of the president of the Chinese Animation Society, as a form of literary and artistic, the core of Guochuang Animation is also inseparable from the "real". Only by focusing on reality and closely clinging to the times can the realist works touch people's hearts. In recent years, there have been such a large number of well -received national creation animations that stand out: "The Diary of the King" from the perspective of an orange cat full of joy tells the warm story of supporting poverty alleviation in the village of supporting poverty; The perspective of a small contemporary game fans cut in, and reintegrate the historical environment and characters of the revolutionary era with the current way of thinking of teenagers; The cognitive start depicts the rural revitalization scroll. Ma Li believes that always maintains a high degree of attention to reality, so that animated creators can resonate with the times as the times, and devote the lofty value and beautiful emotions into the works.

It is worth noting that these "main theme" national animations all focus on breaking the stereotypes and showing the youthful power of youth in the new era. Cai Zhijun, managing director of CCTV Animation Group, believes that their "out of the circle" just shows that whether the work is popular, the key is whether the creator can use the artistic creation that conforms to the aesthetics of the audience to satisfy his emotional imagination and experience. "For example, when creating the animation" Lin Haixueyuan ", we avoid preaching and formatting on the basis of loyal original work, and based on the current adolescent cognition of idols, adding a sense of design to the character shape, overflowing the youthful and sunny side. , Shao Jianbo, Yang Zirong and other people were young people at that time. In fact, we actually reproduced the touching stories of young people in that era so that we could enter the hearts of young people. "

A gratifying phenomenon is that more and more domestic animation companies have begun to shift from post -production to their original efforts. Myths, fairy tales, science fiction, magic and realistic themes are full of flowers. At the same time, Cai Zhijun reminded that animation creation should avoid a single and tie, let alone the short -term popularity. It should be found in life, script, and the development of the times and the progress of civilization into the creation. "Encouraging innovation is not just grafting cultural elements into animation works. It is also necessary to integrate innovation points that meet the needs of the times into the works, which reflects the creators' clear personal pursuit."

Inherit the national style culture

Stimulate more emotional resonance

On August 19, the domestic animation film "New God List: Yang Yan" was released nationwide, and the box office broke 100 million yuan in just two days. The film's presence of the "fairy world" is very Chinese, especially a music dance scene that "like a shocking, gentle and tourism dragons", vividly reproduces the wonderful scenery in the Dunhuang murals, making the audience deeply intoxicated. In recent years, "The Demon Boys of Nezha", "White Snake 2: Green Snake Raiders", "New God List: Yang Yan" and other traditional Chinese myths have continued to become popular, which has also caused the industry to think: how to do traditional culture in traditional culture Integrate the new value concept in the background, so that the ancient and modern dialogue has room for space, and the national creation animation has connotation?

Compared with "The Demon Boys of Nezha" and "New God List: Yang Yan", the former created the image of "Evil Children's Nezha" with a deserted land. Essence What people feel from "Nezha" have strong individual consciousness and a spirit of positive opening up in the future. In contrast, although the plot of "New God List: Yang Yan" was born from traditional myths, it was less depth and philosophy of oriental wisdom. "It is foreseeable that the excavation and application of China's excellent traditional culture is the current trend of animation creation, but a high -quality animation work needs to think more deeply and more clever expression." Li Jianping believes that only by fully understanding the traditional Chinese culture can it be used in ancient times. In addition to the enjoyment of audiovisual, we should pay more attention to the eternal emotional resonance and spiritual inspiration.

In Li Jianping's view, Chinese culture does not mean traditional culture. The content used in creation must first identify the limitations and dross points of the times, and capture the excellent parts of the spiritual pursuit of the Chinese nation, cultural connotation, and aesthetic functions. At the same time, it is also necessary to attach importance to the progress and diversity expression of Chinese culture. "Breaking the prejudice, rejection of being defined, the beauty of Chinese style is not just the imagination of 'childhood', the gorgeous no night city behind the" Lady Turner ", Henan Satellite TV's" Beautiful Flying Sky ", cultural confidence and artistic confidence are being seen being seen , You also need to be seen by more double -looking eyes. "Investing in" spring "is approaching

Open the entire industry layout

Compared with film and television and games, the animation industry is very "slow". The person in charge of a number of animation companies told reporters that an animation investment is tens of millions of yuan, and the capital return cycle, high risk, and uncertain return rate are "unbearable" for animation companies and investors. Essence However, with the frequent output of Guochuang animation in recent years, the market response has continued to improve, and the overall change of animation investment has changed.

Lin Yongguo, the person in charge of Zhejiang Xiangyuan Cultural Investment Development Center, said that as far as the animation field is concerned, the current domestic investment in market industry is mainly based on old -fashioned websites such as iQiyi, Youku, Tencent Video, and emerging platforms represented by station B. As well as film companies, cultural tourism -related investment institutions, etc., the total investment in the industry is increasing, and the upward trend is relatively obvious. "From the box office, the animation content of parent -child and family -love is stable. Series and game adaptation works have expanded the audience and have high market toughness. The animation content of youth and the animation of traditional Chinese culture will be animated commercial ceiling Give up, and has been recognized by the mainstream film market. These phenomena have undoubtedly encouraged investors' confidence. "In Lin Yongguo's view, changes in investment also confirms the advancement of national style anime, and invest in" head "to grab" head "to grab" head "to grab" Basic principles such as waist "differentiated", investment "differentiated", and "long tail" are still the investment direction of domestic animation for a long time in the future.

With the importance of the entire industry chain of the animation, more and more animation producers will choose the "animation star modeling model", that is, the layout of IP image authorization at the beginning of the production of animation. At this venture capital conference, many companies came to the promotion of the scene to seek cooperation opportunities such as investment and financing, pre -sale, broadcasting and derivative development. "Nanjing Aya" is an anime IP successfully created by Nanjing Linglongtian culture. The round head, thick eight -character eyebrows, and the iconic "sausage mouth", a native "small pole" image of Nanjing is lifelike. In the past three years, "Nanjing Ah" has accumulated a good popularity and guarantees the continuous production of the core animation "Time Trilogy". "From the survival to the actual survival, we have walked over 11 years." Li Hongping, general manager, said with emotion that the extension of the three -dimensional anime IP extension requires practitioners to sneak down the content. "After all With content as the core to develop healthy. "