On September 19th, the seminar “Animation Film 2019: The Potential and Potential of ‘Home Made”” jointly organized by East and West Entertainment, Shanghai Jiaotong University-University of California Cultural and Creative Industries and Qian Xuesen Library was held at Shanghai Jiaotong University

Since 2019, domestic animated films have continued to gain market attention. In addition to the “Where the Devil’s Angels Come into the World”, the box office ceiling of the domestic animated film has been raised by the current box office score of nearly 5 billion. In 2019, the domestically produced animated film will be released, and the richness of the subdivision type and IP development. The linkages, the diversification of commercial liquidity channels, overseas cooperation and globalization have all begun to show iconic cases

Animated film, as a category in the film industry, presents a greater imagination in the business landscape. The conference revolves around the theme of “Domestic Potential and Potential”, from academics and animated film production, IP development and derivatives, investment and other industry professionals, on the creation of animation films, theme innovation, global market, productization and commercialization trends Other topics have been explored

Shanghai Jiaotong University – Professor of the School of Cultural and Creative Industries of the University of Southern California, Ph.D. Supervisor Jiang Jinzhang, Deputy Director of Shanghai Fine Arts Film Studio Wang Huaqiang, Vice President of Oriental DreamWorks Operation Zhou Congyi, Director of Shanghai International Film Festival Center Forum Jin Sunguang Qu Xiaodan, founder of Qi Chuangshe, Huang Shengli, founder of Modian.com, Deng Li, managing partner of Xianshan Cinema, and Chen Yu, deputy general manager of Taomi.com, were invited to attend the meeting. Lighthouse Professional provides data support for the conference

I. Promotion of the domestic animation film industry: new ideas, multiple themes and strong operations.

Shanghai Jiaotong University—Jiang Jinzhang, a professor and doctoral supervisor at the School of Cultural and Creative Industries of the University of Southern California, first proposed from an academic perspective that visual rehearsal will be the key to improving the domestic animation film industry. That is, if the animation is discussed as a language and symbol that expresses ideas, the visual rehearsal will be the expression of the new era

Shanghai Jiaotong University – Professor and PhD supervisor of the University of Southern California Cultural and Creative Industry, Jiang Jinzhang.

The original meaning of visual rehearsal is that live film and animation are part of the pre-production process. The main function in large-scale studio production is to visualize the sequence and visualize the complex scene before it is fully produced

In Jiang Jinzhang’s view, visual rehearsal is not only a technology, but will launch animation, film, games, special exhibitions, social media integration, and form a new production hub and a future lifestyle

Wang Huaqiang, deputy director of Shanghai Art Film Studio, said that the history of Chinese animation industry has formed a tradition based on traditional culture and dominated by art films. The main direction for thinking about domestic animation innovation is to continuously explore. Find an accurate theme and an accurate model to tell the story

Wang Huaqiang, deputy director of Shanghai Art Film Studio.

Wang Huaqiang combined with the experience of French animation development pointed out that the world animation industry began in Europe and the United States, and French animation did not take the road of simple animation industrialization, but chose the road of continuous innovation, such a route brought French animation to The leading position of the world of animation art. It can be said that every French animated feature film is a fascinating work. The birth of these French animated films marks the uniqueness of French animation

Back to the exploration of the US film factory, Wang Huaqiang said that the slogan of Shanghai Meiying Factory and the spirit of the filmmaker are “do not repeat yourself, do not imitate others.” Wang Huaqiang, with the ink film animation film “The Wildebeest Flying” and the 3D animated film “The Flame Mountain of Sun Wukong”, which is being created by the American Film Factory, is an example. It is necessary to have both inheritance and the narrative method and performance of historical theme innovation..

Zhou Yiyi, vice president of operations at Oriental DreamWorks, which cuts into the global market in a co-production mode, said that in the past six years, global animated films have remained a market monopolized by Hollywood, especially in the field of family fun. The four companies Disney, Pixar, Lighting, and DreamWorks still occupy the largest share of the global family animation movie market

Oriental DreamWorks. Vice President of Operations Zhou Congyi.

At present, in the Chinese market, compared with the fantasy theme, traditional theme and two-dimensional theme, the theme of the family movie is still slow in China. Chinese animated films must achieve their position in mature markets. The core competitive point is to make Chinese culture and stories a new source of themes in the market, so that their personality, brand traits, and content stories can be distinguished from giants such as Disney

Zhou said that behind this goal, Oriental DreamWorks is establishing a system of creativity, production and distribution to connect with the global market. This is inseparable from the perfect company operating system to support its landing and use it as the basis for long-term development. The company’s brand is established simultaneously on the international market

II. Branding of domestic animated films: Content brands and company brands complement each other.

The guests also discussed the commercialization prospects of domestic animated films. East and West entertainment first combined with the domestic animation film industry pattern and crowd changes, proposed the direction of domestic animation branding

East and West Entertainment believes that branding does not mean marketing and business, nor is it directly equivalent to IP. The shaping of the brand is usually directly related to the company’s team configuration and business structure, and determines the operational strategy of the subsequent derivative and revenue structure of the product. It is a system that runs through the company’s business model

Xia Qingyi, a senior partner of East and West Entertainment, said that domestic animation movies are entering the era of brand 2.0. Different from the contingency of the animated film brand in the 1.0 era and the subordinateness of IP derivative, the branding of the 2.0 era shows the trend of product matrixization and company labeling

Xia Qingyi, Senior Partner of East and West Entertainment.

From the perspective of industrial structure, with the development and crossover of China’s animation industry and film industry, the Chinese animation film market presents the characteristics of the convergence and difference of the two overseas models of Japan and the United States. This year’s Chinese animated film market includes original 3D animated films such as “Where” and “White Snake”, as well as “Full-time Master” and “Luo Xiaohei Jiji” based on IP derivative, with fan base and adapt to 2D animation art style. S work. The Chinese market can accommodate these differentiated explorations and develop at their respective segmentation tracks

From the perspective of crowd change, China has become the second largest crowd market for animated films after North America, and from “The Return of the Great Sacred” to “Where”, domestic animated films have become the new crowd and repeat The main force of the crowd. In the future, the motives for watching movies in domestic animated films will gradually transform and expand into the support of brand-based pre-event and the support of stylized and typed different domestic animated film brands

According to the data provided by Lighthouse Professional and Modo.com, it can be seen that the viewing of all-age animations has a stronger correlation with derivative consumption, the age structure of derivatives consumers and the structure of the audience of all-age animated movies. Basically consistent, and the chances of a female audience turning into a derivative consumer are higher. The connection behind this is also the company’s consideration when building its own brand temperament and system

The principles to be grasped in the process of domestic animation branding require front-end product thinking. On the basis of the works, the content brand and the company brand complement each other

III. Commercialization prospects of domestic animated films: Difficulties and directions of derivative development.

Finally, in the round table hosted by Jin Yangguang, director of the Shanghai International Film Festival Center Forum, the guests discussed the theme of “Production and Commercialization of Domestic Animation Films”

For the subsequent derivative commercialization of animated films, Huang Shengli, founder of Wenchuang Crowdfunding Platform Community, said that “Wandering Earth” opened the first year of domestic film derivatives, and in the field of animated films, “Black” is a more positive case of fan loyalty in crowdfunding, and recently with the rise of fashion toys, there has been a cross between derivatives and fashion toys, and this one has risen very fast

The founder of the Mocha Network, Huang Shengli.

But at the same time there are still many problems. First of all, due to the short release period of the movie, the game developers are not enthusiastic about the development of the movie IP in the game derivative direction with high expectations of the animated film. Secondly, in terms of the cinema animation film itself, in the commercial derivatives The biggest problem in development is the poor serialization of the film and the lack of IP precipitation. The core issue that hinders derivative development is that the foresight of the entire film industry at the box office is still lacking

An animation drama “Bump World” founder Qi Xiaoshe founder Qu Xiaodan also said that the animation industry will inevitably face the process of commercialization difficulties when it is not mature. However, he believes that the industry will soon mature, and in addition to the United States and Japan, China will certainly become the third country in the animation industry. Based on the confidence in the long-term development of IP and the growth of the market, “Bump World” has plans to launch animated films

Qu Xiaodan, founder of Qi Chuangshe.

Deng Li, the managing partner of Xianshan Cinema, said that when doing movie content, you need to first consider what type of work you want to do. This content product itself is a story content or a product attribute, and whether it has derivative development. Value. If you have the value of derivative development, you should further choose the direction of development and do a professional division of labor to make a good single product

Deng Li, Managing Partner of Xianshan Cinema.

Deng Li takes the animated film “Dragon Palace” to be launched in the summer of next year as an example. Based on the traditional Chinese theme, the second creation of books, stage plays and other content, and exhibitions and cultural and creative products are the mainstays. Products to create a derivative development matrix. In the future, the “Steel Heart” of the mech theme is based on a diversified image to develop a richer product line

And focusing on the children’s segment, Chen Hao, deputy general manager of Taomi.com, who launched the series of films of “Sail”, believes that in addition to increasing revenue for movies, derivatives also provide the audience with a favorite. An emotional connection to an animated film

Chen Wei said that the development of derivatives needs to be done in advance, and the integration of design, R&D and production in the process of converting animated films into physical products. If the product is good enough to watch, it may not be affected by the content of the film itself, which in turn can bring the film to the heat, and the animation film derivative sales need to explore more diverse cooperation with the cinema

About things and entertainment.

East and West Entertainment is a cultural research institution oriented from the perspective of Glocal. It takes the global vision as the research orientation and pays attention to the rise of the Chinese entertainment industry and innovative practices under the background of globalization. In 2019, the main topics of interest in the East and West are: social e-commerce, circle economy, theater changes, virtual idols, interactive content and so on

About Shanghai Jiaotong University. – University of Southern California Cultural and Creative Industries College.

Shanghai Jiaotong University – University of Southern California Cultural and Creative Industries’ College (referred to as: Shanghai Jiaotong University Wenchuang College) was established in 2015 by Shanghai Jiaotong University, and the University of Southern California and other parties participated in the joint construction. It is the international school of Shanghai Jiaotong University.Wenchuang College integrates global high-quality resources according to the industrial value chain and market demand, and takes “internationalization, interdisciplinary and industrial orientation” as its training characteristics, and cultivates the core of cultural and creative industry with the spirit of “creative, innovative and entrepreneurial”. To train full-time and part-time postgraduate education and non-degree education

About Qian Xuesen Library.

Shanghai Jiaotong University Qian Xuesen Library was built on December 11, 2011. It is a scientist memorial hall approved by the central government to display, publicize and promote the deeds and spirit of famous scientist Qian Xuesen. Qian Xuesen Library has been selected into the National Patriotism Education Demonstration Base, the National Science Education Base, and the National Defense Education Demonstration Base