What should I do for domestic adult animation?
Locomotives, monsters, battles, soothing, blood and tears.
This is an art-painting day--that is, a recent exhibition of
the "Three-body" animated version of the other side of the work,
another work created by the "Ling Cage" in a 17-minute PV, an
adult-oriented animation presented to the audience. Feast.
Compared with the newly-painted cake "Three-body",
"Ling Cage" is a cooked cake that will be released soon. This trailer
is only a record of 14.414 million broadcasts at station B. It is expected to
be broadcast at station B at noon on July 13.
Before this, Chinese animation was not without good works,
but there were also commercial success stories. But like "Ling Cage",
for the youth market, the dark sci-fi theme 3D animation is rare. On the other
hand, as a purely original animated drama series, on the commercial level, art
painting faces a new road that needs to “cross the river by feeling the
stones”.
We interviewed Qi Rui, the founder of Art Painting. The
graduate of the School of Animation at the Communication University of China,
who was born in the class, but also has entrepreneurial experience in the
Internet field: he once said goodbye to the animation industry and turned to an
an app called "Pocket Parenting". Familiar with animation and familiar
with the internet market. This interview convinced us that no matter the
success or failure, the appearance of "Ling Cage" will add a unique
case to the Chinese animation market. It will face several core issues facing
Chinese animation:
● Does Chinese animation have the ability to consistently
produce original works?
● What is the Chinese animation industry relying on to make
money and continue to develop?
● Can Chinese animation make animations for adults?
Originality: The problem of domestic animation is in the script
"The domestic animation is generally more obvious in
the script, including ourselves," Rui said when talking about the domestic
animation problem.
Under the big problem of "What are the shortcomings of
domestic animation?", the reasons are complicated. But it comes down to
the original point and it is still a problem with the script. The lack of
original good stories is the pain of the entire industry.
The article "2017 China Animation Industry Report: The
Paid Model Starts, Bringing Motive Power for Upstream Content Creation"
written by the public "Anime Economics" once wrote:
In the nearly 100 animated dramas to be released in 2018,
the original proportion is 40%, but more than 50% of them are sequels and
derivatives of the original series. The proportion of resources invested by the
industry in the original innovations is generally declining.
Part of the attention paid to "Ling Cage" comes
from the approval of its courage: in the market, there are not many people who
are willing to make originals, especially adults to original animation works.
The reasons are nothing more than business prospects are not clear, trials are
difficult, IP development is difficult, original works lack a fan base and so on.
But Rui Rui did not regard these problems as difficulties.
On the one hand, from the perspective of workload, he believes that "the
difficulty of an original script and the adaptation of the script is not too
much." In the view of Rui Rui, the script of the original animation is
difficult because of its special requirements for scriptwriters:
"The emergence of this phenomenon (script problem) has
a lot to do with the history of talent accumulation. Few animations have
experienced professional scriptwriting education and rich scriptwriting
experience. Traditional writers with experience and experience rarely touch
animation. The ability to write animated scriptwriters is quite different from that
of live-action screenwriters. This leads to the fact that often an animated TV
series seems to feel that the scriptwriter is not mature enough, or that it is
very real-life and loses its character as animation itself."
These problems in the entire market have formed the
comparative advantage of art and painting. The two works in the past few years
have given them a mature production experience for 3D animated dramas.
Before the production of "Ling Cage", there were
two works in the art of painting: "The Hero of Madness" and "The
Mirror of Nordrine". There were 9.1 points and 8.4 points on the
watercress, respectively. This is unusual in Chinese animation.
Both of these works are based on the characters set in
Blizzard's game Storm Heroes. And "Magic Mirror Nordrine" built a set
of world views based on a small number of acquaintance elements.
For the series of stories, the team of Kairui and Art
Painting has independently developed the 15 years of original war history of
Nordleine Planet, written 500,000 words of text, and produced hundreds of
set-ups. The average production cost per minute is At that time, it exceeded
80,000 yuan and achieved more than 300 million nets in the whole network.
70,000 people watched online at the same time.
However, the works of the same person have limitations in
the end. In the animation circle, there are hidden rules that “the works of the
same person cannot be commercialized”, and in the end, there will be great
copyright risks. Later, after experiencing the "Mad Hero" and the
"Magic Mirror Noland", only one episode stopped after the event. Rui
and art paintings decided to make the original from the characters to the story
to the world view. The real original animation is the "Ling Cage".
Although "The Hero of Madness" and "Magic
Mirror Nordell" can not continue, the attempt of these two works has left
a very valuable treasure for the opening of art.
First, the word-of-mouth and influence of art and painting
works have been established, and a large number of fans have been accumulated,
which will lay the foundation for the promotion of new works.
Second, through the production of two works, art painting
proves its ability, and also allows station B and Tencent to be supported by
capital: on February 9, 2018, the team completed the A+ round of financing, led
The old shareholder, Tencent followed the investment, with a total amount of
over 100 million. Zhai Rui said that the money was used in the "Ling
Cage" project.
The third and most important point is that this experience
has cultivated a team for art and painting. After two works, whether it is in
scriptwriting, visual art, or market promotion, they have produced and promoted
a team. The maturity of animation. At the same time, I also know how to use my
original power to achieve goals in many directions, such as art, technology,
and business.
New track: 3D animated TV series
Chinese animation is not incapable of making a difference in
business, whether it is the low-young "Pleasant Goat", "Bear
Infested" or "Moore Manor", or IP-adapted "Under One
Person", "Qin Shimingyue" and "Jian Wang 3" • Xia Gan
Yi Dan Shen Jian Xin has formed a set of mature commercial routines of the
current Chinese animation. Also, as an orphan, movie players such as
"The Return of the Great" and "Quanpu", as well as the
casual instant noodles represented by "Luo Xiaohei Ji", have achieved
success.
But why on the whole, Chinese animation still gives people a
the feeling of not being climate?
On the one hand, in the animation copyright market, the
volume of Chinese animation is still small. According to estimates by the Whale
Academy, the size of the Chinese animation copyright market has just exceeded
10 billion yuan in 2018, and according to the list of the world's 150 largest
licensees published by License Global, only the world's largest licensee, the
Disney family, authorized in 2016. The global retail sales of products reached
56.6 billion US dollars. If there is no breakthrough, Chinese anime is still in
the face of the world giants.
On the other hand, in line with the situation of Chinese
games, only a very small number of works can achieve “fame and fortune”, and
more often commercial successes do not have the second-level core users of the
right to speak – urban teenagers. - the taste. For example, some low-yielding
works, although they can be divided into different systems such as TV and
movies, have also successfully obtained national policy support. However, due
to poor production and lack of artistry, they are more than commercial
successes, and public opinion is more than singing domestic animation...
These objective backgrounds are the reason why "King
Cage" has been expected by many animated fans since the preview: they want
to see a universal theme, not "Chinese characteristics" (such as
martial arts sage) and do not lose the foreign average. Levels works with depth
and connotation of the plot appear. And, you can make money.
Talking about the competition in the animation market, Rui
Rui first clarified the different classifications of the animation market in
his eyes.
First of all, from the perspective of production and talent
accumulation, the animation is divided into two routes: 2D and 3D. On this
basis, the animations on the market are divided into three categories: animated
movies, animated TV series, and low-end animation dramas. Because these three
types of animation products have great differences in comprehensive investment,
development time and production operation mode, they cannot be compared across
categories.
From the animated TV drama category where "Ling
Cage" is located, Zhai Rui believes that mainstream animation TV dramas
are divided into two main categories: Japanese and American, except for China.
Japanese dramas are mainly supplemented by 2D and 3D. It is not the
accumulation direction of the main animation talents, so in general, the degree
of production is limited (only in terms of production level, the standard
evaluation standard is not included). Domestic dramas are better than most
Japanese 3D dramas in terms of production standards.
The situation in the United States is relatively special.
For example, Netflix launched the animated TV series "Love, Death,
Robot" some time ago, which is well-made and received rave reviews.
However, the 3D animated TV series does not form a real industrial chain in the
The United States. The production team is also a cross-border talent in the field
of game CG or animation film. Before the audience did not watch the habit. In
other words, this is a new track in the world market. The experimental nature
of "Love, Death, Robot" proves that this track may be feasible.
"We believe that with the development of the domestic
animated TV drama industry, we have a good chance to find a breakthrough in the
world under the current pattern, forming competitive advantage in the single
category. For art painting, we are The thing that has been done is always to
find a balance. We believe that the core competitiveness of an animated TV
series is to control the balance between input and quality."
To let the "Ling Cage" seize this opportunity,
from the very beginning, Rui Rui and Art Painting have made a comprehensive
consideration of its production and development. In the words of Rui Rui,
"We have an animation that is not limited to it. Long-term planning of the
play."
Since the quality of the painting is much higher than that
of ordinary animation, although there is an evaluation of “conscience
conscience” after the PV broadcast of “Ling Cage”, there are also viewers
worried about whether this quality can be consistent in more than ten episodes
of animation.
Rui certainly considered this. He explained that the first
season of "Cong Cage" adopted a production committee system originating
from Japan, which is already very mature in China. Before the start of the
project, there was already a game party, a funder, and a platform. In the
planning, this animation There will be income from platform cooperation, paid
viewing revenue, advertising investment, game cooperation, overseas issuance,
and derivatives operations. In a word: just before the film is broadcast, the
cost is recovered through multiple channels, thus ensuring the overall quality
of the film.
At present, within the scope of the established cooperation,
the cost of Ling Cong has been largely solved. The long tail effect of
the animation will continue to provide profits for the company in the future - this
is the business of art and painting, and it is also the production mode of
Chinese animation.
Adult animation
Among the trailers of "Ling Cage" and all the
works of the previous art paintings, at the beginning of the film, there will
be the words "Recommended for viewing over 18 years old, please watch
after the guardian allows under 18 years old".
From the initial positioning, they did cartoons for adults.
Compared with the sensory sense of "violence" and
"erotic", the characteristics of adulthood to the core of cartoons
are complicated. Whether it is the means of artistic expression or the core
ideas conveyed by the whole film, it requires a certain knowledge base, social
experience and ability to think to understand and communicate with others.
For example, in the "Millennium Girl" of Jin Min,
there is no deliberate "adult" lens. The abstraction of the story is
also a love story of the age that can be clearly explained in two or three
sentences. However, in the era of ingenuity and scene changes, Jin-Min cleverly
outlines the complex changes in the inner feelings of a woman's heart with the
changes of the times. If the audience has never had the illusion and
persistence of love, they can't invest in the narrative of the lover who is
created by the film, and the ardent emotion of life.
Since adults have already experienced the Bohai Sea, they
are often only complex enough, and works with profound emotional impact can
touch their hearts. This kind of impact must not come from cramming and
preaching, and it needs a variety of art forms to display.
In the "Ping Cage" preview PV, after the
disturbing silence at the beginning, as the monster appeared, the song rang,
the world became dusty, and the chariot and gun blew the horn from a distance.
The male protagonist in PV, at the moment, is incredible and the girl who is so
close to life (at least in PV), a long time kissed and even took off her clothes.
Not stripped), as if forgetting the monster is in front of you.
We asked Qirui whether this is intentional or a kind of a
gimmick that was deliberately created for PV. Zhai Rui answered this question
from another angle.
“In the early days, we overturned several editions in the
process of determining PV content. Finally, we adopted this version of the
content, to explore the preferences or preferences of the audience. We
deliberately designed a more relaxed plot, no According to the progressive
logic in the ordinary narrative, the story is deduced."
After the release of PV, Rui Rui found that the audience's
reaction to this trailer is mainly divided into two types: the more rational
audience will be very entangled with the logic, for example, they do not know
why they can make some intimate moves; Sensual audiences don't care too much
about logic. They will be immersed in the atmosphere of sound and painting, and
feel the mood of the characters in the drama. They will think that this is a
comfort in the extreme environment of the end.
In a word, there is no correct answer, and there is no
creator here. When an adult watches an animation, there is no need to have the
right answer. The animation for adults is like a pair of polygons. Some people
see themselves from the mirror, and some people see through society. The story
itself has attitudes, emotions, and positive energy, but it doesn't have to
have a central idea to educate all beings. It is the understanding of thousands
of people that have created "the gods" such as "Millennium
Girl" and "Ghost in the Shell", and the animation has also left
the children's toys and entered the palace of art.
From the PV made by his team, he saw the side of creation
and commerce. He said that after this debate, he understood the inner needs of
the audience more and concluded that "in the positive film, We will still
follow the narrative logic that everyone is used to, and create a smooth
viewing experience."
Just in the stalls that "Ling Cage" is about to
broadcast, "Spirited Away", which was released in mainland China
after 18 years, has already won a box office of 300 million yuan. As an
animation for all ages, "Spirited Away" achieves something more
difficult than "adult": beyond age. Anyone at any age can reap
sensation and philosophical thinking.
It fully proves that adults will also pay for animation, but
need a simple condition: the animation should look good.
To look good, you need to return to the original heart of
animation: the English animation of animation comes from the Latin word
"animate", which means "inspire life" and "give
soul". Perhaps this is something that Chinese animation lacks for many
years.
On the 27th anniversary of the B station on June 27th, the
official announcement of the production of the animated version of
"Three-body" was made by the art. After two days, they gained great
attention: expectation, doubt, and simplicity. The blessings of the blessings
are also unspeakable.
It is just aci-fi, a work that explores life and soul,
whether it is the protagonist in the story or the animation itself. In the
unknown adventure, look for hope ahead.
This is dummy text. It is not meant to be read. Accordingly, it is difficult to figure out when to end it. But then, this is dummy text. It is not meant to be read. Period.
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