2019 is not the end, but a new beginning ushered in by “Nez” which greatly activates the market.
Editor’s note: This article comes from WeChat public account “Poison Eye” (ID: youhaoxifilm) , text | Chen Yun, editor | Jiang Yuqi .
At the beginning of the new year, domestic animated films have frequently become the focus of public opinion.
At the end of the year and the beginning of the year, the temporary withdrawal of “Mr. Miao” caused a lot of heated discussions. This is the rare “treatment” of domestic animated films in the public opinion field. “Officially set for the summer of 2020, another new Fengshen animation series is coming out and has aroused a lot of attention; the highly anticipated Chinese New Year animation movie” Jiang Ziya “issued the ultimate poster, becoming the first domestic country to explicitly” recommended for audiences over eight “Movie …
“Mr. Miao” officially announced the withdrawal
At the same time, after the centralized supplementary recording of the cinema box office at the end of 2019, “Nez” successfully exceeded 5 billion at the box office, becoming the second Chinese box office with 5 billion at the box office in history, a “miracle year” for domestic animation. Draw a full stop. More importantly, original works based on traditional myths and characters, such as “Nezhu” and “White Snake: Origins”, are gradually replacing young animation and growing into the backbone of domestic animation films.
The fire of domestic animation has not only burned in China, but also spread abroad. In addition to the Sino-US co-produced “Snowman Fate”, which was originally aimed at the global market, the top-ranked “Nezhang”, “Bear Infested · Primitive Era”, “The Battle of Luo Xiaohei”, and “White Snake: Origin” are actively making their way to the sea. Matters have become a useful supplement to the “culture going global” strategy. Among them, “The Battle of Luo Xiaohei” has been praised by many industry leaders in Japan, and “Nezhao” also left a footprint for domestic animation in North America for the first time.
It is undeniable that 2019 is definitely the “year of glory” for Chinese animation. Great breakthroughs have been made in many aspects such as the quality, popularity and market feedback of the animation. The new work represented by “New Seal God: Nazha Rebirth” is highly anticipated.
But at the same time, many practitioners and poison eyes (WeChat ID: youhaoxifilm) said that the short-term outbreak is inevitable due to market demand and industry savings, but there are also many accidents. Therefore, the Chinese animation industry The overall immaturity, polarization of the industry, and insufficient output of high-quality content continue to be obstacles on the way forward.
Does domestic animation usher in “qualitative change”?
In 2019, the rise of animated films is a force that cannot be ignored in the domestic camp.
Statistics show that A total of more than 30 domestic animated films (including co-productions) will land in the mainland cinemas in 2019, with a total box office of more than 7.12 billion yuan throughout the year, a year-on-year growth rate of an amazing 320% . The 7.12 billion domestic animation box office results are also equivalent to the total box office results of domestic animation films in the previous four years (2015-2018).
In terms of a single film, “Nezhang” won the championship with a result of more than 5 billion yuan, and took the domestic science fiction “ice-breaking work” “Wandering Earth” (4.68 billion) as the most popular in 2019. Domestic movie works. The film broke through the 1 billion mark within five days of its release, and eventually increased the original record held by “The Return of the Journey to the West” by more than five times, opening up a new box office space for domestic animation.
In addition to “Nezhang”, there were 4 domestic animations that exceeded 100 million yuan last year, including “Bear Infest · Primitive Times” (718 million), “White Snake: Origin” (454 million) and “Luo Xiaohei” (315 million) and Snowman (127 million), this number also reached a record high. Immediately after, “Peak Glory of a Full-time Master” (85.59 million) is adapted from the popular novel “Full-time Master” and is the only “movie-linked” work on the list.
Behind the box office high explosion is the support of high word of mouth. “Nezhu” has a Douban score of 8.5, leading in all domestic animation; “White Snake: Origin” and “Luo Xiaohei” also topped the box office at 8 points; “Snowman” and “Bear The Haunting Primitive Times scores 7.3 and 6.7-the highest head work score, the first time in history.
Reviewing the past five years, domestic animation has gone through a curve of opening up and going down and then repairing: In 2015, the total box office of domestic animation opened the 2 billion yuan “gateway” for the first time, contributing nearly half of the “Journey to the West” “Return” topped the list; in 2016, the highly anticipated “Big Fish Begonia” was dragged down by word of mouth at 565 million, failing to achieve a new breakthrough at the box office; in 2017, “Bear Haunting · Fantasy Space” (489 million ) And “Hundred Thousands of Cold Joke 2” (124 million) are difficult to support the overall situation, the lack of strong films to help the domestic animation fell by more than 40% year-on-year, the best-reviewed “protection law” because of painting style and audience groups, Only harvested 82.46 million; until 2018, the domestic animation film market did pick up.
The film market has picked up in the past two years, largely driven by a number of high-quality works-in addition to the headpieces in 2019, there are also “Wind of the Wind” in 2018. Many guests said at the “Sir Film 2019 Cultural and Entertainment Conference” co-hosted by Sir Film and Poison Eyes before (click to read: At the end of the year,” Guo Man “is finally no longer forgotten ). It is not accidental that a large number of high-quality domestic animation works have appeared in recent years. The reasons are as follows-
1. In the past few years, the domestic animation industry has continuously explored through online comics and animated short dramas, accumulated experience, mastered the operation of fans, and also experienced a large number of survival of the fittest, laying the foundation for the outbreak in recent years; p>
2. In the long-term downturn in the industry, a large number of Chinese animation filmmakers have never given up their adherence to the industry and their ideals. In recent years, more active animation creators and companies are more “veterans” who have deeply cultivated the animation industry for many years. “, If there is a large amount, there will be qualitative changes, and then bring high-quality content such as” Wind Spell “and” Nezhu “to the market;
3. Head platforms and companies represented by B station have invested resources in talent training and content cooperation for a long time, which has promoted the positive development of the industry and provided “soil” for user training. Currently On station B, the MAU (average number of active users per month) of Guochuang District has exceeded the MAU of Japan’s Fan Opera District, and Tencent Video’s post-00 users have also shown a higher degree of interest in Guoman than Riman.
Tencent’s top ten animated video playbacks in 2019 all topped 100 million (Figure source “Tencent Video Annual Index Report 2019”)
But it is worth noting that the “qualitative changes” brought about by these long-term cultivation are more qualitative changes reflected at the level of a single work, and the reason why “Nezhang” can break through the 5 billion box office is also affected by the market environment And user ’s “retaliatory movie viewing” and other accidental factors, so the outbreak of the industry in 2019 can only prove that the domestic animation industry as a whole is developing in a good direction. As for whether domestic animation as a whole is ushering in “qualitative change”, more needs to be done. Time and works to test.
2019 is not the end, but a new beginning ushered in by “Nez” which greatly activates the market.
The challenge behind “brilliance”
The reason why the industry’s outbreak in 2019 is just beginning, and the entire industry has not yet ushered in “qualitative change”, is because there is still a large gap between the entire domestic animation content industry and animation powers such as the United States and Japan. At the same time, the industry is polarizing The phenomenon is very obvious. The industry beyond the head works needs more mid-waist works to fill market gaps and continue to cultivate audiences.
In 2019, the five box movies with a total of 6.6 billion box office totaled 6.6 billion, accounting for 93% of the total; the number of box offices in the range of 10 million to 100 million was only 10, with 14 tribes to 1 million to 10 million. Within- In the past 4 years, although the number of billions is less than that of 2019, the number of domestic animated films between 10 million and 100 million is even more.
As the poisonous eye said in the movie annual inventory = 21 # wechat_redirect “> In 2020, what impact does Chinese film have on 70 billion | Inventory 2019① ), Chinese film box office wants to go further, and ca n’t rely on only a few popular works such as“ Wandering Earth ”, it needs a lot Waist works to cultivate core fans and active audiences. The animation industry is even more so. Only relying on a “Nezhe” can only give fans of the “Fengshen Universe”, but want to expand the animation industry, ensure more work and team operations, and promote the benign of the movie industry. Recycling requires more non-explosive funds to cultivate the market and audience.
This can be seen from the comparison of the animated box office of China, Japan and the United States.
The total annual box office of domestic animation reached 7.115 billion yuan last year. From this calculation, the proportion of animated films in the overall market reached 11.1%, reaching a double-digit high for the first time, and the aforementioned four works all entered the annual box office list. 50, also the highest in history. However, if the two major animation powers of the United States and Japan are compared, these two indicators have room for further improvement.
According to IMDbPro statistics, the number of animated movies in the top 50 in North America in 2019 will reach 7 with a total box office of 1.68 billion US dollars, accounting for 15.5% of the overall market. Of which “Toy Story 4” (434 million