Domestic animation revolution, where exactly lose?

"Quebec pull" in the domestic theater theaters, this is the end.　　Input more than 30 million, income more than 3 million, in addition, is a team for 5 years to pay the effort and dreams.　　By contrast, the imported "Transformers 3" in the domestic first day of the box office that is close to 100 million, after 4 days, the average daily 100 million, the cumulative box office has exceeded 900 million yuan!　　This is a creation of the Monkey King, pig eight precepts and other images of China, its 5,000 years of cultural accumulation, and even Hollywood to look for themes, however, in the face of external shocks, our market performance is so fragile.　　Many media "Quebec pull" as a "domestic animation revolution", but the front always add a sad attribute: "Doomed to failure." Why are Chinese cartoons doomed to failure? What hinders us from transcending? What should we learn from foreign animation? Do we have other short boards besides better production and more transcendent imagination?　　To further understand these issues, the Beijing Morning Post interviewed the "Quebec Pull" writers Tianbo and writer Shaohui. "Quebec Pull" screenwriter Tianbo: We are not doomed to failure the media said too pessimistic "Quebec pull" market performance is not good, this is true, but the media said is "doomed to failure", too pessimistic. "Quebec pull" after the show in the audience to win Word-of-mouth, has attracted the attention of foreign cinemas, is currently in negotiations, if the successful sale, then "Quebec pull" can go abroad route, that is enough to recover losses.　　So, it is only temporary encounter difficulties, "domestic animation revolution" has not failed.　　"Quebec pull" box office, the key in the brand accumulation is not enough, to "pleasant Goat and gray wolf" for example, in the television has been spread for 5 years, film, the box office results naturally good. As for "Transformers", we can not compare with it, it has been decades of history, an entire generation of people playing with its toys grew up, this early foreshadowing is crucial. In contrast, the people of "Quebec pull" is from the zero start to know, the people who have seen high evaluation, but many people do not know it, so did not go to see.　　If we have decades of accumulation, the box office is not necessarily worse than the transformers.　　The lack of promotion should reflect on "Quebec pull" loss, mainly in the early stage of publicity is not good, in addition to the schedule is not sure, many theaters even posters are not, the audience did not know that there is this film, I have not how to see its propaganda. In terms of ground promotion, maybe we should try harder, but that's just imagining that even if we put posters everywhere, I'm sure the vast majority of viewers are not interested because they haven't heard of it before.　　In the ground promotion, we are looking for a professional company, the effect has not been done, may not have a relationship with the lack of investment, at least we can not afford to promote the star.　　The reason why the film is called "Quebec pull" is because the market research to find some primary school students, let them pick a favorite name, the results found that they either choose the most simple, or choose the most complex, so "Chong King" and "Quebec pull" got the most votes, feeling "Chong King" too low age, and finally used the "Quebec pull". Perhaps, let the child decide to useWhat name may not be correct, after all, this animation not only for children to see, but also hope that adults look, can be "Quebec pull" the name is a bit confusing mind, can not attract everyone's attention, in the short-term promotion, there are drawbacks, but if long-term do, may not affect. Animation Revolution lack of environment domestic animation is difficult to survive, this is every producer will encounter difficulties.　　Mainly is the market price is too low, at the extreme, the TV station buys a cartoon, one minute only gives 8 yuan money, but its production cost is 400,000 yuan. The price is low, then the Chinese audience can only be less than the grade of animation.　　Such two-dimensional animation is basically flash-style, build a template, little action, with computer production, and the real hand-painted two-dimensional animation, the movement is complex, not only the characters in the movement, the river in the water, the background is also synchronized movement, this will draw a lot of Zhang, the cost is very high.　　The domestic audience is not very receptive to two-dimensional hand-painted animation, the reasons are manifold: first of all, this kind of animation from Japan, Korea, the last century in the 80 's once popular, can soon be replaced by three-dimensional American animation, so the Chinese audience one animation, is three-dimensional, thought three-dimensional only advanced, do not know two-dimensional hand-painted wonderful. Second, the vast majority of people did not see the two-dimensional animation in the theater, I have seen once, from beginning to the tears, is really too shocking.　　We have seen Hayao Miyazaki's anime in the DVD, already feel very good, but who imagined it in the theater broadcast effect?　　In short, two-dimensional hand-painted animation market education has not been completed, which restricts the further development of domestic animation revolution.　　By the depth of commercial negative as practitioners, we also hope that the depth of domestic animation can be continuously upgraded, like "Transformers", to become a classic, from television to culture to film, can receive different ages of people's money, but the reality of the operation has difficulties. In the United States, there are commercial films, there are very deep art film, they have a share of the market, the formation of benign interaction.　　The Chinese market every year import blockbuster is limited, on the 20, so the theater only want to enter the commercial film, make quick money, basically do not consider literary film. When commercial films become mainstream in cinemas, the impact on audience tastes is enormous.　　Chinese audiences unknowingly have formed such a misunderstanding: to the cinema is not to think about, but to see the visual effect, is to satisfy the excitement, if the film is not flashy, they simply ignore.　　In addition, the Chinese audience income level and the United States can not compare, income of thousands of yuan of families cannot see the film every day, I think, if the real middle class increased, taste will be more and more diverse.　　Impetuous is the common character of our times, no one is willing to persevere to do a thing, want to make quick money, who also do not want to pave the way for a few years, and then make money, there is no depth and precipitation, which is currently the biggest dilemma we face. Writer Shaohui: "Transformers 3" is a promotion class in the face of "Transformers 3" success, the domestic animation production people should think deeply, it provides us with a perfect case, many of the operationsWe all do, but there is no standard use. On the one hand, the domestic in the calculation of costs, always ignore the investment in the market, the world's 98% of products are not where it should be, this shows that good products is only the prerequisite, sell is the key.　　On the other hand, we always want to take shortcuts in marketing, want to spend a little money to do big things, heavy tactics and light strategy, like the use of informal means, which reduces the chances of success. "Transformers 3" in the promotion, the most impressive is its strategic thinking, very complete, various means of organic combination, the formation of resonance effect, in the market, it always has a stable, clear voice.　　For example, it initially accepted Chinese manufacturers as the international joint promotion partners, such as TCL to become its only international joint promotion partners in the color TV industry, so as to narrow the distance with the Chinese audience.　　In the specific promotion, "Transformers 3" interlocking, gradually to climax.　　First of all, through the 3D Carnival tour to market preheating, so that users upload a collection of Transformers toys or model photos, network votes to select winners, and then through the "Transformers with the 3D intellectual change-the global just Silk 3D Carnival Party", with interactive participation to drive the first round of promotion. Secondly, through local cooperative enterprises "to open mountain children 3D Science and Technology tour", "Happy intelligent Family Show" and other activities to warm up the market, "3D technology trip" invited nearly hundreds of children in mountainous areas of the country to watch the "Transformers 3" premiere, but also held a science and technology classroom, reflecting the humanistic care and social responsibility, and "　　The happy intelligence changes the family show "is facing the family, helps the parents to solve the child imagination insufficiency question, all these activities, has deepened the audience to" Transformers 3 "the understanding and the approval, realizes the sentiment and the idea communication. Third, meet with Bay will ignite the climax, through the star effect, further trigger the audience's expectations, so that the market deep fermentation. And in this promotion has designed two promotion lines, one is the secret to the TCL high level hidden line, one is Shanghai press conference Open-wire.　　reflect the unique ingenuity. If coupled with the "Transformers Fight Show" and "Hasbro China's top ten city brand Carnival", a total of 6 activities, there is a long-term, there are short-term, some for the city, and some for the country, a hot spot and then another, with such intensity to promote a film, no wonder the film before the release of everyone knows, everyone has expectations of it,　　Everyone's appetite hangs higher. It is particularly worth mentioning that in this layer of the promotion process of peeling bamboo shoots, "Transformers 3" Always grasp the "3D" this core concept, highlighting their high-tech advantages, even TCL also released the "Transformers 3" commemorative version of TV-Super smart 3D TV "intelligent Change" series. These initiatives have unwittingly dominated the rules of the market, allowing all competitors to become followers.　　Today, Chinese audiences generally think that 3D animation advanced, two-dimensional hand-painted low-end, because we have accepted the concept of others. For the Chinese animation industry, "Transformers 3" is a good promotion class, should be in-depth study of this case, so that the domestic animation revolution to further upgrade. Hui/Wen