"100,000 cold jokes" scenery complacent, to say that the Chinese animation industry innovation is still too early

"100,000 cold jokes" three days to get more than 70 million box office, not only let the producers have Yaoqi overjoyed, even some originally on the film theme of the fans, but also a big shout beyond expectations.

Admittedly, "100,000 cold jokes" become the courtyard Line Dark Horse, and its original author Han dance since 2010 serialized the same name of the cartoon has accumulated fan resources and IP property rights inseparable, called "two times the economic reverse attack" is not too, but, the core value of this work, Is that it has created a subculture of the content of goods from the public to the mass of the transformation of the way, and the Chinese animation industry redemption and innovation, it is premature.

So, before dismantling the scenery of "100,000 cold jokes", I would like to talk about some of the pioneers of wets in the Chinese original anime market.

The frontier of the animation film of all ages

And Japan, Europe and the United States and other mature animation market is different, Chinese anime is often hard to escape from the fate of the young, the box office has so far only two subjects: bear infestation and pleasant goat-and pleasant goat shot to 2014, the single film box office has slipped to less than 90 million-in short, Although the audience for this type of animation is a group of children, it is the adult group of parents who pay the bill, and the willingness to enter the cinema will be greatly reduced once the latter's consumption structure begins to migrate.

If we want to find the reason from the system, it is because Chinese animation has been given a great degree of education responsibility, too much emphasis on "entertaining" and sold out, and lost the artistic and commercial expansion. But on the other hand, in the face of Toy Story, "Dragon Tamer" so that can meet the needs of children and adults (also known as "Carnival") of the Overseas animation works, the Chinese market can hardly come up with the same level of work with it, which makes the Chinese original animated film to undertake the revitalization of responsibility, It adds a bit of nationalism.

"Qui-gon" was once a banner that was pushed out of this background, it contains a complete set of overhead settings, drawing on the Japanese Youth Comics World View, in 2011 years after the release of the film, has accumulated a large number of loyal fans, and the age of more than 14 years old, once known as the hope of China's original animation industry. However, "Quebec pull" the production of Green tree animation is still affected by the box office pressure, regardless of the core fans of the expectations of the content creation to the low, trying to fight for children's market, but also cut off the youth to the comic series, and repeatedly, the end of the film progress indefinitely postponed, even green tree anime has always been good at the plight of the cards have no one to join , death is very solemn and stirring.

and "Quebec Pull" fate is similar to the "Qin Moon", this is a Chinese Warring states era as the theme of the martial arts works, seven years has a full four seasons of animation as a basis for popularity, in August 2014, the launch of the film version, the final box office less than 60 million, far less than the distribution of light media expectations, Changtian on the Micro-blog sigh: " Still underestimate the development difficulty of adult animation market. The problem of "the Moon in Qin Dynasty" is also in the work of both the audience's consumption scale and conversion rate are extremely limited, and then forced to abandon the original thought depth to please children fans of the viewing experience, both sides are not flattering, fall into the opposite trap.

In general, the Chinese animated film in the whole age of the market on the fold, reflect a possible harsh but unavoidable fact: in terms of the quality of film art, China does not have the Japanese Gongqi June such animation giants (in the Japanese animation film box-office rankings, Hayao Miyazaki and Ghibli swept the top 10 of the six seats), And the lack of the United States of Disney or Pixar from the market to sharpen the survival of the industrial flagship, in the absence of sufficient time cost, demanding Chinese animation film masterpiece, I am afraid it is wishful thinking.

With the understanding of the basic background, it will help to better understand the "100,000 cold jokes" and its results.

The box-office black horse originated from the success of IP operations

In recent years, Tencent, Ali, Millet and other internet giants have a high-profile layout of interactive entertainment, the new industry tuyere faint shape.

The so-called interactive entertainment, in fact, is the business through the game, animation, literature, film and other entertainment industry, to promote users of repetitive consumption, its chain hub is IP (intellectual property). From the hero to Harry Potter, from the king of Eva, even from a "the novel" is enough to feed thousands of gaming companies, investment in IP strategy is extremely high, the return is considerable.

"100,000 cold jokes" is essentially an animated coat of IP derivative products, it and "never thought of" like, division from "Funny Comics Day and" and "Silver Soul", after a certain degree of localization transformation, eventually into subculture production source, has a specific field of influence. According to a YAOQI survey, among the box office contributors to the 100,000 cold jokes, the original fans-the people who had contacted the online cartoons and animations of the 100,000 cold jokes-accounted for around 60%, but in a more detailed survey, Some yaoqi found that these so-called original fans may not be called the Orthodox fans, just because of "100,000 cold jokes" some of the characters and the story of the internet fermentation spread enough "face", so many did not chase the "100,000 Cold jokes" Users of the original progress will not feel too abrupt in accepting the movie version.

In other words, "100,000 cold jokes" and "small time" that kind of pure fan film works, is not the same.

"100,000 cold Jokes" began in 2010 by the pen name for the cold dance painted Yaoqi on the serial creation, the original intention is to practiced, the majority of drafts. Until the end of 2011, "100,000 cold jokes" has accumulated more than 5 million of the popularity (refers to the total number of people to read all the chapters), Yaoqi in 2012 to launch a series of animation, touched a wider number of non-two users. Until the decision to invest in the film, "100,000 Cold Jokes" has reached 1 billion levels of cumulative exposure.

From comics to animation to film, "100,000 Cold Jokes," The IP operating process is also taken from the Japanese animation market, the evolution of each round means the expansion of the target population and the prominence of the dominant body-from buying magazines to watching television to entering theaters-only in China, where the Internet has replaced other forms of media As the sole carrier of content.

According to Baidu Index statistics, "100,000 cold Jokes" and "Quebec Pull", "Qin Moon" in the heat of the fatal difference, lies in the "animation" stage: "Quebec pull" and "Qin Dynasty Moon" have chosen to give priority to traditional TV stations--because you can directly get sales income-but "100,000 cold jokes" is followed by the network of self-made play line, direct access to the cooperation of the huge flow of love, the entire network output content, the maximum detection of the audience boundaries.

All film and television content producers should learn to discard the petty of traditional TV media and embrace the free value-added effect of the Internet.

On the other hand, the theme of "100,000 cold jokes" does not have the burden of artistic height. This is similar to the case of "Ted", which created the box office miracle in 2012, and access to entertainment is the consensus of the producers, distributors and the viewer that people go into theaters just to get out of exhaustion and pay for the ability to laugh aloud.

Single point of success and industry worries

There is no doubt that "100,000 cold jokes" in the commercial input and output than enough to be included in the Annals of Chinese animated films, the box office is only a piece of its income model, millet, China Merchants Bank, Suning brand implantation, the theme of the hand tour of the simultaneous distribution, for the new media copyright sales, all constitute the channel of recycling costs, and "as long as the release is profit ”。

Moreover, "100,000 cold jokes" business cooperation is more like to create a "common interests of the circle", let the partners use resources to help promote, in the more win marketing settings, "100,000 cold jokes" more fire, its partners benefit more.

For example, millet, Sina Entertainment through Weibo and community for the film, Sina Home and micro-blog client also has the support of hard and wide resources, CHE, cat's eye film, micro-letter movie ticket has launched the pre-sale activities, suning easy to buy the film theme ads covering more than 30 cities nationwide screen, there are Archie art, China Merchants Bank, Wanda Business and Blue Harbor interaction, are in different degrees of media platform to support the "100,000 cold jokes."

The total amount of resources, in fact, is no less than any mainstream blockbuster, plus more than 100 million of the box office return, "100,000 cold jokes" with small broad economic energy has surpassed the 1999 "South Park" in North America's classic case.

However, the success of a work in business, and can not conceal the overall pale of the Chinese animation industry, there are many worried voice, worried that "100,000 cold jokes" model effect will cultivate a large number of tricks of the imitators, resulting in the lack of serious animation production of the Chinese market more advocating fast food.

Just as the domestic film will have the impact of the Oscar lineup, in recent years, because of commercial theater consumption habits have matured (international pressure relative to reduce), the Oscars represent the sharp fade in art, the end of the domestic film in the domestic market increasingly addicted to the production of the sold, Can no longer make any contribution to the development of the global film industry.

Neil in the book "Entertainment to Death" is said, sometimes "news is a kind of entertainment", sometimes "only entertainment is News", the final news from the content to form into entertainment, the result is "we have become a entertainment to the dead species." Although Neil is in response to Huxley and his "Brave New World", the realism and symbolism represented by his claim still maintain a very serious vigilance against popular culture, bay and Cameron are indispensable, but they cannot be Tom and Chow Cohn.

As well as ...

"100,000 cold jokes" is not Yaoqi's finest work--just the easiest thing to make a movie at this stage--on the evolutionary chain of animation and filmmaking, the biggest problem is how to reverse the public's disregard for and bias against the anime industry, as well as the need for more business organizations to help original cartoonists run and change their IP.

This is not related to the national animation industry can defeat the foreign cartoon culture invasion of chicken blood, but a maintenance and encouragement of cultural diversity of the subject.