"Cultural boutique" is referred to flash level

Absrtact: "Qi Hero Biography" poster, Yuyao Municipal Committee propaganda department as production units. In the trailer, the soldier is copied, the movement, the expression is identical. Just past the heartily schedule, a only in Zhejiang region released animation film "Qi

"Qi Hero Biography" poster, Yuyao Municipal Committee of the propaganda department as production units.

In the trailer, the soldier is copied, the movement, the expression is identical.

Just past the heartily schedule, a only in Zhejiang region, the animated film "Qi Hero Biography" has become the focus of the national media attention. The film known as investment 12 million yuan, by the Yuyao Municipal Party committee propaganda department and Zhejiang Hemudu Animation Culture Development Co., Ltd. (hereinafter referred to as Hemudu anime) joint production, but the level of the industry is considered to "refresh the animation film's bottom line." To this end, Pisan, Chen Lioyu and other 13 animators issued an open letter, the question of Yuyao government.

Recently, reporters learned that the "Qi Hero biography" the first weekend to predict the box office only 14,500 yuan, in the market as a fiasco. And the animation industry is concerned that the unsupervised government subsidy policy will also lead to the appearance of such shocking cartoons repeatedly.

"Cultural boutique" is referred to flash level

May 23, 0 o'clock, often on the Chinese film market views of the "circle of Filmmakers spit Vest" on its micro-blog posted "qi Hero Biography" trailer, and the so-called 12 million yuan investment animation film expressed dissatisfaction: "strongly resist flash level animation film" Qi Hero Biography " This year's Children's Day-quarter landing on the domestic big screen, this is simply refreshing the bottom line of animated movies. Can you tell me how much manpower and resources have been spent on this stuff?

Trailer quickly spread among netizens, there are netizens laughing "domestic most pit Dad's animation", and Netizens said "Qi to be gas alive!" May 23 morning, independent animation director Pisan also saw the video, just at the beginning he just smiled, just like the previous ridicule "Lei Feng's story," The production of Rough, "Irongut" plagiarism in general. But that day at noon and the animation circle friends chatting, he decided to "pipe up" the matter, on the one hand feel so rough production of up to 2 million, on the other hand, he found that Zhejiang Yuyao party committee propaganda Department is one of the producers, Yuyao local leader's name is also on the poster, so the continuous issue of micro-Bo questioned.

May 24 afternoon, Hemudu anime release Micro-blog Clarification: "Publicity 12 million of the investment contains script, production, publicity, distribution, books, stationery and other animation derivative products such as development costs, the Government has not given the company any one penny investment." ”

"Qi Hero Biography" trailer (left) after a hot discussion, a similar content, but the better quality of the 3D version (right) began to heat the internet. This version is produced by 6 newly graduated university students, the time is only 3 days, the production fund is a box of bubble noodles, coffee bags, ad calcium milk 4, A4 paper half bag.

Joint questioning of the selective response of Yuyao

Hemudu Anime response did not let skin three satisfaction, May 28, he pulled a small box anime founder Gray, Beijing Film Academy Animation Academy associate professor, black box Animation founder Chen Lioyu 13 industry personage, joint to Ningbo Government, party committee propaganda Department and Yuyao government, municipal party committee issued an open letter, Ask to know the following facts: Yuyao is the official participation in investment, production and export work? "Qi Hero Biography" is listed in the propaganda department of Ningbo Municipal party Committee "Art Boutique Project" is True (September 30, 2011, China's Ningbo network reported that the production of "Qi Hero Biography" has been listed in the Ningbo Municipal Party Committee Art and Literature Project ")? How much government support is available?

Pisan said that he insisted on asking is to let the rough animation works no longer arrogant, insulting the real animation people, "I am not a professional to doubt, but unfortunately I have a fancy" qi Hero biography ", I think he is the animation industry, Tofu Slag project. Because animation doesn't kill people, so nobody cares?

Yuyao Municipal Committee of the propaganda department reaction is also very soon, May 29 afternoon, the relevant responsible person through the Zhejiang online response said that 12 million yuan of funds is Hemudu animation itself released, Yuyao at all levels of finance has never invested in the work. As for the leadership of the signature issue, the official said: "The relevant leadership is mainly due to the importance of cultural industry development, and the company is settled in Yuyao's first animation production enterprises." The work is mainly reflected in the Ming Dynasty Pirates famous Qi in Yuyao pro-Shan Wei and other ground to fight against the Japanese story, is a patriotic theme works. "As to what policy support the business has received, the person in charge only said," Like other cultural enterprises, enjoy the policy of implementing measures for the development of cultural industry in Yuyao ", avoiding the specific amount of subsidy, and not explaining why the film was first selected in Ningbo's" Cultural Boutique Project "9 months before its release.

Policy subsidy depends on rent, financial contribution

June 5, the reporter called "qi Hero Biography" director, one of the producers Yiao Lin asked the production process, the other side to the meeting for the refusal of the interview, the reporter sent to the message has not been answered. Earlier, in the interview with the City Express, another producer, executive director Shen Danye said that the company as a college student entrepreneurship team, just graduated from college students accounted for 60%-70%, and recognized that many people's picture is copied because the production time is relatively tight.

The reporter again called director Yiao Lin to know the number of subsidies, the other side still did not answer the phone. Less than half an hour later, a self-proclaimed "Ningbo media peer" anonymous woman to reporters to call to inquire about the motives of the interview, and said that Hemudu anime can get the subsidy is not much, up to tens of thousands of yuan.

According to the City Express, Ningbo's original animation subsidy policy is: The cartoon on CCTV broadcast subsidy 2000 yuan/minute, the provincial Taiwan 1000 yuan/minute, the city table 500 yuan/minute, but the policy was abolished at the end of last year. If according to the highest subsidy standard, Hemudu anime this 90 minutes "Qi Hero Biography" can get 180,000 yuan of subsidy.

Reporter in Yuyao government official website "Open Government" column to find out, June 2010, the Yuyao Business Bureau issued the "Yuyao support cultural industry development of the implementation measures (advice)" mentioned that the cultural industrial Park Enterprises signed lease period reached 3 years and more than 50% of the signing rate, will receive rent subsidy, The first year is 100%, the second year is 70%, and the third year is 50%. Within 5 years from the year of entry, cultural enterprises also reward 50% of the local financial contribution of the sales (operating) revenue and total profit.

Public data show that Hemudu animation was established in April 2011, is the first original animation company in Yuyao, Zhejiang Province, employs 36, is located in Yuyao Yangmn 188 cultural and Creative Park. Because the company's income and rent can not be queried, it is impossible to know the specific amount of the subsidy.

Children's Day Theaters, bad for the first weekend at the box office

"Qi Hero Biography," director Yiao Lin in Zhejiang Media interview, repeatedly stressed that "individual netizens only from this film 3 minutes of the notice that this is a ' bad film ', is very arbitrary and irresponsible." He has also said he wants industry experts to wait for the film to be released nationwide and to make an objective comment after the box office data is available.

June 5, the reporter called Zhejiang Times Hospital Line, the person in charge of Woo Shaokang said that the first weekend (June 1-June 3), they altogether for the "Qi Hero Biography" Row 77, the total number of views of 205, the box office for 5800 Yuan. He said: "No one is required to put the film, but the row is still available, but the field is less than 3 people." According to Woo Shaokang, Zhejiang Times Hospital line accounted for about 40% of the box office in Zhejiang province, calculated down "qi Hero biography" Children's Day between the maximum can get 14,500 box office, after the split, the film party can be divided into 6000 yuan, only 12 million of the investment. June 5 to June 7, reporters through the ticketing website found that the current main ticket warehouse in Zhejiang Province, Hangzhou has no such a piece of ostentation, and Yuyao only one cinema a day row two, according to this trend, only by the cinema, the film is still not return.

"Qi Hero Biography" The whole piece of quality how? "Qianjiang Evening News" in the film Yuyao premiere of the report said: "Although the sound effect than the internet on the trailer better than a lot of good, but the character image design, and not much difference." The report also mentions that many children do not understand.

Referred to the initiative to call this newspaper reporter's so-called "Ningbo counterparts" said that she and go to see the daughter feel good. When the reporter reported the film at the box office in Zhejiang Province, she said, the general theme of the film box office is not good. For journalists to cross-examine, she even stressed: "It is the investment is no return, the most is to go to a jump, to question it from the government circle money is meaningless." How it comments on the art and literature works, and not from the technical standards to judge, generally from the point of view. ”

Industry questions "only for formality"

Investment 12 million of the cartoon in a hurry to the big screen led to a loss, the general audience may think only investment failure, but Beijing Film Academy Animation Academy Professor Chen Lioyu bluntly, "Qi Hero Biography" is "false release", is not a real market-oriented nature of the release. "Even if the release of a day, it is released, so you can apply for subsidies, to participate in awards." ”

Professor Chen's query also get the Shanghai animation industry know the Rice (alias) of the evidence, he told reporters, "Qi Hero Biography" Insider A look is opportunistic things. "Film is the theme theme, the project will be the government's relevant subsidies and support." Judging from my years of experience, the film has a maximum of 2 million production costs, and it is estimated that it never wanted to be released to make money. Why choose to do only Zhejiang theaters, because the national release will increase the cost of publicity. ”

Wu Rice also mentioned, before including the "New Tunnel War" "Datang Wind" and other animated films have similar situation, in Beijing, Shanghai, Guangzhou, several places can be the end of the time. He said: "So the relevant departments to check when they can say, we are in the big city." was asked by superiors to the box office can be argued that ' not we do not work hard, is the cinema does not give us AH. ’”

According to our correspondent understand that the country has more than 2/3 of the provinces issued a special animation industry support policy, most of the policy is still broadcast subsidy system mainly. Animation produced by enterprises in different levels of television stations can get different degrees of reward. Generally speaking, two-dimensional TV cartoons in the local broadcast can be 500 yuan per minute to 1000 yuan reward, in the CCTV broadcast can be no less than 2000 yuan per minute reward, three-dimensional cartoon reward double, on the big screen received subsidies are counted in minutes.

The support policy of animation

2006, the State Council convened ten ministries to support the development of animation industry Joint conference, and issued "to promote the development of the animation industry, a number of views", the central government finance to special Development Fund to support the financial resources. As of 2010, the country has set up 40 animation industry base, only the base production of domestic animation more than 130,000 minutes, the length of time to get "the world's first", but the domestic animation to the number of quality is also widely questioned. A person from an animation base told reporters, in order to get subsidies to seek quality, animation companies to make rough or plagiarism are no matter.

Zhong Luming (Deputy Secretary-General of Chinese Animation Society, editor-in-chief of Anime Weekly):

Foreign animated TV show proceeds mainly from television broadcast copyright and derivative products, but in China, a TV cartoon even if the whole of China can be animated TV sold once, also cannot recover production costs. Many companies survive on government subsidies, creating a vicious circle. For example, Shenzhen Square animation company produced the "Super smart Football", the cost of nearly 30,000 per minute, TV advertising fee is a drop in the bucket, even to get the highest 2000 yuan per minute subsidy is still a loss. Therefore, in the "Pleasant Goat and gray wolf" at the box office, the incentive to sell, animation companies will look at the big screen, the latter business model to be clear many. Play animated movies as long as you work hard, even at a loss can win fame. Last year, "Kui-pull" lost, but the production of Green Tree animation suddenly won the recognition of investors, a lot of business to find the door.

Leather Three (independent animation director, masterpiece "Miss Puff"):

Cartoons must be broadcast on the television to get subsidies, so on the one hand, cartoon enterprises will blindly lengthen the set number, compression production costs; On the other hand, too many cartoons flocking to the TV station, there will be producers for free broadcast TV stations, and even some government subsidies back to the television station. So you will see a lot of cartoons after 24 broadcast, television to the animation business, animation enterprises to the Government to deal with the phenomenon.

Last year I did some animation festival judges, found that 98% is rubbish. The first two years may have been a lack of creative ability, but last year's work was not targeted at the market, but sucks products for policy support.

Chen Lioyu (Associate professor of Animation Academy of Beijing Film Academy, founder of Black Box animation):

Support policy is not a bad thing, but it is hard to get good works without supervision. Support for so many years, spent not knowing how many billion of money, did not see the success of the market in the case, "pleasant Goat and gray Wolf" series is not supported by the market competition.

In addition to the "Qi Hero biography" Such a special case, I am relatively optimistic about the animation film, a lot of people are real skills in spelling. This summer vacation may also have the domestic animation movie defeat very miserably, but as long as the competition is fair, no matter how miserable, one day the true victor will come out.