The country has risen.
Editor’s note: This article is from WeChat public account “Entertainment Watch” (ID: Yiyuguancha), author Dewey, editor 冒诗阳.
In addition to the three main melody works, animation is another highlight of this year’s National Day. There were four animated films released during the session, and the producers all had a “domestic” background.
This is a phenomenon that should not be ignored. In the industry, the so-called “national man” rise or the rise of the animation industry requires more than a head product such as “Where”, but also a series of The waist product is used as a support, otherwise the head product without the lumbar support is likely to be a short-lived.
In the product perspective, the metabolism of the waist film can better reflect the overall development level of the industry. Behind this, the lack of animation talents, rules and overall industrial capabilities is the proposition of the animation industry to be solved from the perspective of the industry. Therefore, it is particularly important to clarify the business model of the animation industry and standardize the production process.
On the other hand, to explore the “national”, we must not ignore the company’s perspective. Participants include Tencent, Iqiyi, and B stations. They provide the source of living water for the animation industry. They also have well-known production companies such as October Culture and Chasing Animation. They are the backbone of the industry.
At the same time, there are also Huaqiang Fant, Aofei animation, etc. These companies are huge in size, and the chain of products from production to IP development is more perfect. From the role of each participant in the industry, we can look at the development status of “National Man” and at the same time, it can also appeal to the industry.
Entertainment Observation (ID: yiyuguancha) Launched a special plan for the National Day, focusing on the domestic animation and animation industry, trying to sort out the “national” context from the perspective of the company and products.
The National Day of 2019, “My Country and My Country”, “China Captain” and “Climber” are the main melody films of the National Day. After that, byThe animation work headed by “Snowman” will be the second echelon of the National Day.
▲ “Snowman” stills
According to the Lighthouse Professional Edition release calendar, there are 4 animation themes released during the “National Day” cycle. They are: “Jiangnan” released on September 27, “Snowman” released on October 1, “Crazy Bullring” released on October 3, and “Ugly Doll” released on October 4.
It is worth noting that all four works are made in China or at home. In addition, most of the four works are adult-oriented, not low-school.
The domestic animated film has once again become a subject of concern in the golden period “National Day File”. The summer file “Where the Devil’s Angels Come into the World” has been a masterpiece of Guo Man’s works in the past five years. As of press time, the film is launching the final sprint to the 5 billion yuan box office. In the industry, there has been a series of discussions on topics related to the rise of the country.
Soon after, “Luo Xiaohei Battle” was born again, the super-high reputation of zero-differential evaluation, let the animation fans fall into madness again .
Although, after the event, due to the choice of theme and schedule, it was slightly weak in the layer of damage. The final box office stopped 294 million yuan. But for the success and industry significance of this film, it is not limited to the height of the box office.
There are quite a few people in the industry and netizens who sum up, if you say “Where is the devil’s coming to the world” is a box office miracle that can be met and can’t be sought, in the “Wanlongjia” that is worn by Rugao C After all the top resources of the domestic animation industry, we created the “beautiful dream”. Its success has created a dream for us, let us see the infinite possibilities of the domestic animation industry in the future.
So, the quality of the “Rom Little Black War” and the existing social repercussions really represent the result of steady and steady play in the real domestic animation. Its hot image makes us recognize that the real strength of existing domestic animation is stable.Step up and tell us that the domestic animation can be expected in the future.
▲ “Rosie Black War” stills
Today, there is another one in the National Day file, which is of great significance to the domestic animation industry. It is produced by Oriental DreamWorks and co-created with Snow Dreams. The film is no less inferior to the creative level of Hollywood production animation, exploring the most suitable way for Chinese and foreign co-productions.
Overview of the “phenometic” domestic animation in 2019, whether it is the box office champion “Where is the devil of the world”, or the word-of-mouth work “Luo Xiaohei”, or the Sino-foreign joint venture “Snowman Romance” 》.
Although the three works are different in subject matter, the creative techniques are quite different. However, there is still a significant similarity, that is, the marketing methods that were not available in the previous domestic works in order to pass the “advanced spot” game, so that the super high reputation of the film is fermented in advance, helping the film to continue to gain the advantage of the film.
As mentioned in the previous article, the 4 animation works of the National Day file are suitable for the whole age of the family fan movie. The low-yield works will be tightened in 2019, which may indicate that it will usher in a more mature life. Animation industry environment.
Get out of the “low-child” quagmire, the thorny road that domestic animation needs to take
There is still a quarter in 2019, and the domestic animated film market has appeared in the phenomenal works such as “Where the Devil’s Angels Come into the World”, “Luo Xiaohei Battle” and “Snowman Romance”. Affected by the myth box office of “Where the Devil’s Angels Come into the World”, the total box office of domestic animation reached 6.86 billion yuan. Compared with the 140 million domestic animation box office in 2018, it has increased by 5 times.
But at this time it is still too early to assert that “the rise of the country”. The animation industry chain is incomplete, the talent pool is insufficient, and the lack of capital investment remains to be solved. This has directly led to the stagnant quality of domestic animation, which has led to a lack of market demand for animation themes, creating a vicious circle.
In such an industry context, low investment, time and effort, and good returnsThe “low-child works” began to grow in the domestic animation market and occupied a large market share.
Through the data compilation, as of press time, there are only 21 domestically produced animations with over 100 million box office. Among them, the “Adult to Family” works only based on 8 seats, “low-child works” accounted for 62%.
Not only the number, in terms of box office revenue. Among the 6 works with more than 500 million yuan at the box office, there are 3 “low-child works”. In addition to “Where the Devil’s Angels Come into the World”, “The Journey to the West”, “Big Fish Sea Bream”, “White Snake: Origin”, these four five-year-old adult animation works. Basically, each year’s animated box office list is dominated by “low-school works.”
In 2018, a total of 29 works in domestic films won a million box office, with a total of 1.4 billion yuan. Among them, there are as many as 24 “low-child works” and only 5 “adults”.
even in last year’s animation In the movie market, the champions and runners-ups are still “low-child works”, which are 605 million yuan for “Bear Infestations and Metamorphosis”, and 158 million yuan for “New Big Head Son and Little Head Dad 3” .
The adult work “Wind Mantra” was only ranked third with 113 million yuan. Among them, the lack of large companies and big IP is the reason why the domestic animation industry is lost in 2018.
But we can still see in 2018 that domestic animation is gradually breaking through the “strange circle of low-school works”. Among them, the youth movie “Ying Qing Qing” won 83.1 million yuan at the box office, but another adult to the work “肆 “The Youth” and “The World” with the slogan “Welcome to the Adult World” have only received less than 3 million yuan at the box office, and “Big World” has also been nominated for the Berlin Golden Bear Award.
In addition to 2018, there were only 4 domestically produced animations in the box office in 2017, of which “low-child works” occupied three seats. 523 million yuan of “Bears in the Fantasy Space”Got the championship. In 2016, 4 of the top 5 films in the domestic animation box office belonged to the young animation. In 2015, in addition to the phenomenon-level film “The Return of the Journey to the Journey to the West”, the remaining nine of the top ten domestic box office tickets were low-innocence animations. It is no exaggeration to say that the domestic animation industry has been ruled by “low-young” for the past four years.
However, this phenomenon is in 2019 Changed. Through the 2019 domestic animation box office list, we can see that although there are still 18 works in the 18 domestic animations that have been released, they are “low-child works”, reaching 70%.
Even if the box office mythology “Where the Devil’s Boys Comes into the World” is excluded, the total amount of adults is 820 million yuan, accounting for 42% of the total box office of 1.918 billion yuan, still accounting for 42%. For historical breakthroughs.
In 2019, the number of young and young works is still abundant, but market share and external attention are already tilting toward “adults to animation.” In the future, the second part of the animated film “Feng Shen Series”, “Ginger Teeth” also recently announced the file for the Spring Festival on January 25, 2020.
▲ “Ginger Teeth” Finalist Poster
In 2019, several “phenomenological” animation works were not as simple as the “adult” creation. In addition to ensuring its own excellent quality, the correct publicity and marketing also runs through. That is, ” relying on a large number of staged super-current maps, so that the high reputation of the film is fermented as soon as possible.<