In 2010, the output of domestic cartoons reached a new high. The total number of 385 movies in the year was 220,530 minutes, which made Chinese animation a "world's first". However, under this "first" aura, it is an embarrassing reality that the supply and demand of the Chinese animation market is seriously unbalanced: TV channels and other distribution channels want to find high-quality animation, but the market is full of small-cost low-end products; they cannot sell them The small and medium-sized companies of the products are unable to make high-quality and creative new animation products due to the shortage of funds. As a result, Chinese animation has fallen into a "vicious circle". TV station Bad channel control advertising Lei Ying, director of Hunan Golden Eagle Cartoon Channel, gave a bit of a wry smile when talking about the current situation where cartoons were being broadcast on TV stations. The Golden Eagle Cartoon Channel introduced nearly 20,000 minutes of cartoons throughout 2010, and the specific price ranged from 50-300 yuan / minute. However, the cartoons that come to the door are still endless. On the surface, it seems to be booming, but the industry Everyone clearly sees that there are very few cartoons that can really be loved by the audience. The profitability of TV stations depends entirely on advertising. Only high ratings and high advertising can drive the profitability of TV stations to seek better broadcast resources. But the current situation is that the broadcasted cartoons cannot attract enough advertisements and ratings, which in turn affects the selection of the cartoons and the length of the broadcast time. "Some people saw animation production companies begging for broadcasting on TV stations, saying that TV stations rely on the advantages of broadcasting channels to push down prices to bully them. But the market may have considered that TV stations lack both state funding support and advertising revenue. The situation is equally difficult. "Lei Ying said helplessly. "In some places, satellite TV and professional cartoon channels still give some money, but like CCTV, many cartoons are free, and even drilled with money." Zhao Yun, deputy general manager of Suzhou Ou Rui Animation, said, as The largest broadcast channel in China, CCTV has always been the most serious place for cartoons to gather. However, in addition to the fact that CCTV selectively spends money to buy some movies every year, most of the broadcasted cartoons are provided for free. Way to enter. Even if it is provided free of charge to CCTV, CCTV will still go through several rounds of screening. Ou Rui Animation, where Zhao Yun is located, successfully stood out from many competitors in 2009 and "sent" 1000 minutes of animation for CCTV. This experience made her deeply experience the cruelty of competition. Due to oversupply, it is impossible for animation to make money by broadcasting on television. "The production cost of an animation is several hundred thousand yuan, or even more than a few million yuan. Animation companies are desperately investing in improving the quality, but the TV station will give a few hundred yuan at most for each episode." Zhao Yun said, even For CCTV with relatively high money, a good film that can enter their "Dharma Eye" is only a few thousand yuan per episode. In some remote places, the TV can't even give out dozens of episodes. "Even if we are willing to pay a high price, we must have a cartoon worthy of the high price." Lei Ying said that a good cartoon TV station will not spare money, but there are few works that can have an impact. Although professional cartoon channels enjoy high ratings among children, most advertisers do not agree with their ratings, so they do not want to advertise. Foreign cartoons have the same distribution channels as domestic ones, but their channel purchasing power is strong, which is favored by advertisers, and the domestic animation advertising market is a big short board. The current status quo can be summarized as a strange circle, that is, both the animation industry and the advertising market are immature, and the entire system is still being cultivated. Animated movie Boutiques hard to find at the box office downturn Compared to the situation where TV stations are getting together, animated movies are a different scene. "The distribution of animation movies is relatively mature. But the question is, how many other animation movies dare to stand on the screen with their arms sturdy?" Zhao Yun said, the quality of Chinese animation movies is not enough, resulting in the existence of animation movie distribution. The status of "welcome you with an open door, but few dare to come". The film distribution industry has a transparent mode of operation and share ratio. Generally, the animation company directly finds the film distribution company, and discusses the cooperation method and the share ratio. "The marketing and promotion of movies is more complicated, and animated movies are generally entrusted to distribution companies." Usually the proportion is divided into 40% and 60%, the producer takes 40%, the cinema takes 60%, and the distribution company also has to start from the producer. Take a piece of it for planning and promotion. "In this case, the producer is actually the real leader. Once the movie box office fails, the producer is sometimes lost." Zhao Yun said. Hu Zongjing, director of the film business of Youyang Media, who has successfully operated the "Happy Sheep" series of movies, said that the distribution and marketing of animated films is familiar, but the premise is whether an animated film has excellent quality and sufficient capital to complete this series. Marketing process. In fact, Youyang Media is one of the three major engines for the successful release of "Xiyangyang". Their full-time marketing expenses for "Xiyangyang" exceeded 60% of the entire "Xiyangyang" investment. "Among the animated films currently released in domestic theaters, the profit is basically imported animated films." Lei Ying said. Taking this year's relatively good New Year animated film as an example, the three blockbuster films "Happy Goat and Big Big Wolf Year of the Rabbit", "Panda Story" and "Old Master's Little Water Tiger Boy" have box offices of 130 million yuan and 40 million yuan respectively And 2.6 million yuan. At the same time, compared with the seven overseas animated films released last year, the box office of "Toy Story 3" alone was as high as 115 million yuan, and the total box office of the seven movies reached 1.5406 billion yuan. The difference between domestic animation and overseas animation is not a star. "There is no company specializing in the distribution of animated films at present, because the market is too small, even if you do it, you will not make money. This is the status quo of Chinese animated films." Hu Zongjing said. Overseas issuance "Going to sea" may not make money The mainstream distribution channels of Chinese cartoons are TV stations and movie theaters. However, under the current situation of oversupply, many animation companies have been forced to launch overseas distribution ideas. At the beginning of the year, the domestic animation "Legend of the Rabbit" shined at the Berlin Film Festival; the earlier "Dream Back to Sands City" also successfully launched overseas in the name of traditional Chinese hand-drawn animated films and entered the overseas cinema line. In terms of cartoons, the cartoons of the CCTV series dominate. For example, "The Adventures of Little Carp" (2007) and "Monkey King" (2010) produced by CCTV Animation Co., Ltd. have successfully entered overseas. Overseas distribution once gave hope to domestic animation companies, but the success of individual animations did not make up for the shortcomings of the overall distribution of Chinese animation overseas. "Cultural differences and low quality can eliminate a batch of domestic animation works." Zhao Yun said that how to seek overseas distribution is also one of the problems. In Jiangsu, the major overseas distribution channels in the province are controlled by Jiangsu TV station from overseas. Many animation companies without overseas resources generally use it to "go overseas." "Going to sea does not mean making money." Zhao Yun said that many of the cartoons that go out still have no advantage in price, and there is an additional commission for the benefit of the middle link, and there is not much money that really falls into the hands of the film. Therefore, there are also many companies that pin their hopes on major animation exhibitions overseas. Every year, Chinese governments at various levels organize large batches of large enterprises to participate in overseas exhibitions, and provide many subsidies and preferential policies. France ’s Anxi Animation Festival, Germany ’s Stuttgart Animation Festival, Croatia ’s Zagreb Animation Festival, Canada ’s Ottawa Animation Festival, and Japan ’s Hiroshima Animation Festival are best known. In recent years, there have been some award-winning Chinese animation works at the Comic Con, but all of them are mainly animated short films. "The government is very supportive of Chinese companies participating in overseas exhibitions. Taking Jiangsu as an example, the representative of the Provincial Department of Commerce usually organizes delegations, and each enterprise signs up for the delegation. The government will subsidize tens of thousands of booth fees to encourage enterprises to go out." Zhao Yun It is said that there are many successful cases and many opportunities. But in fact, a large part of the small and medium-sized enterprises participating in the exhibition, because they did not get the works at hand, most of them participated in the exhibition with the idea of ​​understanding the overseas market and taking chance. "Aurui Animation has also been to the Angie Animation Festival in France several times. We often communicate with other small and medium-sized animation companies. It is not uncommon for everyone to truly reach a cooperation intention overseas." Zhao Yun said. Find a way out Open up new media platforms Although Chinese animation has encountered various difficulties in the distribution and broadcast channels, many animation companies are also trying their best to expand their animation distribution and playback platform. "Since it's done, we can't stop broadcasting. We don't think about earning money or not. We can broadcast first if we have a suitable platform." Zhao Yun said helplessly. The Internet, new media, and bus systems are often the most popular broadcast channels. In terms of the network, many animation companies have chosen to cooperate with several major video websites to play, with various forms of cooperation. Especially animated short films are particularly popular. The animated short films "Gunzao Rabbit", "Kung Fu Rabbit", "Bao Qiang", etc. were once highly popular, and some were even favored by foreign film festivals; in the field of new media, mobile phones, iPads and other handheld terminals have also begun to exert their strength; The crowded places such as the system have also become broadcast platforms, and the "Mung Bean Frog" series, which is well-loved in the Beijing subway, is a typical case. The Ou Rui animation where Zhao Yun is located has also taken a new path, and has creatively established an animation museum under its own brand in the local area. In the animation museum, visitors can purchase derivatives and watch animated movies and cartoons under Oerui Animation. You can even let visitors design anime images by themselves. "We have reached an agreement with the anime museums in Shanghai and other places, and we can put our own cartoons and animated movies in their venues to play in order to expand the foreign market. The next step is to establish our own anime museum in other cities." In overseas distribution, animation companies are seeking shortcuts, and the Chinese New Year cartoon "Panda Story" has embarked on the road of co-production at home and abroad. This is a 3D animated film co-produced by China and Germany. On February 25, 2009, China Film Cooperative Production Company, Beijing Zhongqi Guangshi Cultural Communication Co., Ltd., Beijing Yishang Media Investment Co., Ltd. and Primo, Germany Gruppe GmbH and Ben Fun Entertainment, a subsidiary of Dr. Schonmann, signed a cooperation agreement for the co-production of the animated feature film "Panda Story" at the headquarters of the German Industry Federation (BDI) in Berlin. The total investment reached 350 million yuan, and the production team was also participated by the international team. From the beginning, most of the investment was recovered through the sale of overseas copyrights. Although the domestic box office was average this time, it was enough for fame and fortune. expert's point There is no shortage of talents, capital and quality Yang Hongwen, deputy director of the Digital Animation Creation Research Center of the China Academy of Art in the Ministry of Culture, believes that for the analysis of the current situation of the animation market distribution marketing, the core issue is the imperfection of the animation distribution market itself. Due to the unilateral pricing power of TV stations, the early-stage profits of domestic animations are often poor, which prevents the subsequent derivative products from following up. At present, animation derivative products are basically only two kinds of DVDs and books, and these two are facing serious piracy problems, marginal profits. In this case, the producer must first focus on the quality of the creation, and at the same time ensure a steady flow of capital to support the sustainable development of the industry. At the same time, how to connect the industrial chain is also a key issue for enterprises to consider. If all the costs are put on a cartoon or animated film, while increasing the operational risks, it will not ensure the benign and sustainable industry chain. At the same time, there is a shortage of talent in the sales and distribution of cartoons. The current status quo is that there are too many low-end productions, and there is a shortage of creative talents who really have ideas and unique perspectives. It is urgent to cultivate high-end talents in this area.
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Cultivating high-end animation talents is imminent