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Domestic animated films still need the strength of famine, good stories and good word of mouth.

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Overall, this year's domestic animated films are still running on the track of "losing more and earning less". Financing difficulties, low layout, short release cycle of domestic animated films have improved in recent years, whether it is the production technology of animation itself, or the storytelling of animation, etc., compared with previous years, it has been greatly improved.
On the whole, this year's domestic animated films are still running on the track of "losing more and earning less". Perhaps, we should also give domestic animated films some time and a little patience.

come to think of it, since the beginning of the year, the most popular animated movie is Zootopia. I thought "Big Fish and Begonia" would become a popular style this year, but it turned out to be a bit of a pity, but in any case, it was the best-performing domestic film this summer and made a lot of money for 4000 fund-raisers. Overall, this year's domestic animated films are still running on the track of "losing more and earning less". Perhaps, we should also give domestic animated films some time and a little patience.

< strong > A good story requires a good reputation < / strong >

"Big Fish and Begonia", which has been sharpened for 12 years, failed to replicate the splendor of "return of the Great Saints" last summer, although the film grossed more than 70 million yuan on its first day, almost four times that of "return of the Great Saints", and eventually grossed 565 million yuan.

"New Big-headed son and small-headed Dad 2: one-day success" was put on the big screen on August 19 this year, truly reproducing the essence of the original animation and silencing the warm affection. With an opening rate of 11%, about 50% attendance and a box office of 18 million yuan, the film has made great strides this summer, becoming the brightest parent-child animated film this summer.

by comparison, although the Elf Throne has excellent pictures, it cannot make up for the vagueness of the play, grossing less than 20 million yuan in the first week, less than half that of the New Big-headed son and small-headed Dad 2.

domestic animated films are like this, and the accounts-sharing animated films are more eye-catching. Angry Birds, fantastic Forest, Kung Fu Panda 3, Zootopia 1.53 billion yuan, Angry Birds, Fantasy Forest, Kung Fu Panda 3 and Zootopia 1.53 billion yuan. Trail shows the Chinese audience's demand and preference for content.

"the box office is the result of the match between the film and the audience, and the result of the audience paying for tickets one by one. Only when the two match well can there be a high box office." Nan Rumin, an analyst of the film market, believes that it is not because of the failure of this audience, but because of the problems with the film itself, which leads to a series of effects.

as a film that should have been difficult to sell, "fantastic Forest" is very subtle. After all, Peter Pan, with the same type and audience, grossed less than 30 million yuan at the box office last year. Fortunately, "fantastic Forest" has made its way entirely by word of mouth and special effects. "of course, the choice of schedule played a very important role, and the lack of film to watch at the same time also created opportunities. Otherwise, films that focus on the children and family market will be extremely embarrassing in the market. " Nan Rumin said.

so far, the winner of the split film is the dark horse Zootopia, which achieved this result by counterattack. Nan Rumin said: "the content finally won the victory, it beat gimmicks and IP." There are almost no shortcuts in the market, and the audience will repay you the way you treat the audience. Nowadays, people begin to attach importance to the script and content, but no matter how much you attach importance to it, multiplying it by 5 is its true energy. There is no doubt that this phenomenon will become more and more obvious in the future. "

< strong > difficult financing, low layout, short release cycle < / strong >

domestic animated films have developed well in recent years, both the production technology of animation itself and the storytelling of animation have been greatly improved compared with previous years. However, compared with commercial films, animated films still have many problems, such as long production cycle, low level of industrialization, uncertain returns and so on, so the problems such as difficult financing and low production rate have not been solved for many years.

what investors spend is real money. Whether to invest or not, each key element should be weighed. Liang Xuan, director of Big Fish and Begonia, once said that it took five years from the completion of the sample film to the investment. "in five years, our team can only rely on commercial projects to support."

"Rock and Roll Tibetan Mastiff" from the investment level, there is no shortage of money, but there are all kinds of misjudgments about the market, resulting in a good end of a film in the fierce competition has become a victim. The market is unpredictable and big data sometimes fails, which is once again confirmed in this film.

in terms of distribution strategy, mature markets like to "chew slowly". For example, foreign animated films are released on a long-term basis, and small-volume animated films are shown on a small scale. On the other hand, China likes to be "short, flat and fast", earn fast money, and issue animated films to operate and market like commercial films, which actually hurts the boundary spillover effect of domestic animated films. Even the return of the Great Sage, which is well-known and boosted at the box office, has a screening cycle of only 53 days, and its effectiveness has not been fully released.

in addition, once domestic cinemas find that the performance of animated films is not eye-catching enough, they immediately go down, making a considerable number of domestic animated films last less than a week, or even just a "one-day tour", seriously affecting the box office output of animated films. Take this year's "Super Sun Duck", "Elf Throne", "Rock Tibetan Mastiff" and other animated films as an example, as soon as they were released, they were sold to 4000 cinemas, and the final investment was difficult to get a return.

in Nan Rumin's view, the market blindly caters to the audience this year, but it has lost its guidance and self, so there are problems in all aspects of the film. Take Kung Fu Panda 3 as an example, the arrangement of the schedule is its biggest weakness. If the film were in the summer, it would be almost the same size as Monster Hunt, but it was scheduled for the Spring Festival, resulting in poor box office performance.

< strong > the lack of soft power is still a weakness < / strong >

from a historical point of view, Chinese animated films have been extremely brilliant, creating internationally recognized excellent animated films such as "wreaking havoc in Heaven", "Nezha Naohai", "Magic Brush Ma Liang" and "Little tadpoles looking for Mom". Domestic animated films are not without strength at the box office. "the return of the Great Saints" in 2015 is a good example.

related data show that the number and box office of domestic animated films have increased year by year in recent years. A total of 33 domestic animated films were released in 2012, grossing 405 million yuan; in 2013, 26 films grossed 581 million yuan; in 2014, 28 films earned 1.1 billion yuan; and in 2015, 37 films grossed more than 4 billion yuan. The number of films has increased, and the box office is also growing exponentially. But there are some shortcomings. according to the relevant data, the box office of a single film in the North American market in the summer of 2016 was $154 million, 11.6 times that of China. Therefore, whether it is word-of-mouth or the box office, it finally comes down to the creative level of domestic animated films.

Rao Shuguang, president of the Chinese Film Review Society, believes that on the whole, the creation and production of Chinese animated films are not stable, and it seems that only occasionally a work such as "the return of the Great Saints" can only emerge like a peak, lacking the necessary brand protection and expectations. Moreover, low childhood, pediatric awareness and concepts still occupy the minds of many people, so so far there are few first-class writers and directors involved in the creation and production of animated films.

in the past, domestic animated films were prone to the illness of "primary-age." Last year, "return of the Great Saints" opened up the imagination and creative space for the industry to fly, but it seems unrealistic to expect a "return of the Great Saints" every year. The deficiency of soft power, such as creativity, story and ideological connotation, is the weakness of domestic animated films.

Rao Shuguang said that if we compare Chinese animated films with American animated films, a basic conclusion is that the gap is even greater than the overall gap between Chinese films and American films. There is no doubt that Chinese animated films have made great progress after more than 10 years of careful cultivation, and the occasional "return of the Great Saints" and "Big Fish Begonia" are surprising. "although we used to have the unique style and aesthetics of Chinese animated films, and although we have formed a Chinese school that impressed the whole world, the road of Chinese animated films from a big country to a powerful country is still very difficult, rugged and tortuous." Rao Shuguang said.

Edit: vian

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