The biggest dark horse in 2019 is by no means "Avengers 4."
Although it has created the latest box office record in movie history with 2.796 billion US dollars, after all, this is all expected. With the performance of the crazy Nuggets in Marvel movies, it broke the championship monopoly of "Avatar". It's just a matter of time. The really well-deserved dark horse of
is "Nezha: The Devil Child Comes into the World", which is a domestic animation produced by Yang Yu, who has no experience in film and television production (alias: dumplings).
But even so, "Nezha" still swept the entire summer, regardless of the "Galaxy Tutorial" and "Heroes of Fire" that were released at the same time, or the phenomenon of "Wandering Earth" and the above-mentioned "Reunion" in the Spring Festival stalls. "4", all defeated under the nearly 5 billion box office of "Nezha".
Some people say that domestic animation has finally risen this time, and some people say that this is just the pride of the Chinese people.
But in my opinion, both of these are slightly extreme --- "Nezha" is a good film, but it is really just a family fun.
You must know that the box office is not all the criteria for judging a movie, otherwise Martin Scorsese who has made classics such as "Taxi Driver", "Infinite Walker", "New York Gangster" and so on will not be angry with Marvel movies. As a "theme park", it is impossible to get the response of famous directors such as Francis Ford Coppola ("The Godfather") and Ang Lee ("Crouching Tiger, Hidden Dragon").
In my opinion, the box office can only represent the ability to "cater the appetite of moviegoers" from beginning to end. If we want to fulfill the ambition of the rise of Guoman, we still urgently await the arrival of a more connotative plot, or "return"- --
In 1979, through Yan Dingxian, Wang Shuchen and other directors, "Nezha Naohai" can be described as shocking. Nezha, who looks like a child, was born with "my fate is my fate", but at the same time, due to the constraints of traditional Confucianism, he embarked on the fate of "cutting the bones to return the father and the flesh to the mother". The setting of
, which is loyal to the original, succeeded in exchange for such a bursting scene.
However, 40 years later, "Nezha's Devil Child Comes to the World" has to compromise the most shocking connotation in order to cater to the public's appetite. Only the "denial of fate" intention left has also made the work soaked in a lot of blood. Diffuse.
Undoubtedly, this is the biggest regret of domestic animation at this stage, and at the same time it seems to fulfill the "crude" definition of this era by Xu Zhiyuan, the principal of "Thirteen Invitations".
But looking back, have you ever imagined the reason for the shallow orientation of domestic animation?
I will give my own views on the following content, not dare to say "fundamental", but at least I hope to provide you with another direction to solve the problem.
The Pleasant Goats of Flowing Water
For the post-90s friends, the "Three Thousand Questions about Blue Cat Naughty", which sells popular science and science fiction, has become the most "close" childhood playmate.
It has been popular for 5 or 6 years, and it has updated thousands of episodes in total. It once became the animation work that can break the longest Guinness World Record.
is not only that, during the years when it was popular across the country, offline major stores have also seen the sale of related derivatives everywhere, and franchised stores have also reached the level of more than 2,000, with a valuation of nearly 100 billion. This kind of "Oriental Disney" potential range.
, however, was such an outstanding creation, but it suddenly disappeared.
Some people say that this is because of the exaggeration and misleading of the popular science content, and some people say that this is because a scene of "blue cat throwing a dagger looks like a war criminal" appears in a certain episode.
But no matter what, "Blue Cat" was reported and lost the support of the core helm "Wang Hong" (known as the father of Blue Cat) during the period when it was banned. Has been maintained in a state of depression.
"Blue Cat"'s banning urged Wang Hong to resign and set up "Hongmeng Cartoon", and soon with his new work "Rainbow Cat and Blue Rabbit Seven Heroes" once again swept the country.
For countless friends born in the 90s and 00s, "Rainbow Cat" is undoubtedly a kid's version of martial arts novels. The hearty and delightful enmity that those born in 6070 have experienced in "Gulong" and "Jin Yong" are all in these 108 episodes. The most vividly reproduced in the animation.
According to online statistics, in 0Seven years ago, "Rainbow Cat" broke the ratings record for domestic animation, and its offline book sales also set an impressive record of selling 150 million yuan in four months.
Wang Hong, who once had the sweetness of the "Blue Cat" IP operator, has not slowed down on derivatives and authorized monetization actions. The commercial brilliance that he saw a few years ago has been reproduced in "Rainbow Cat".
However, it is a pity that in the process of "Rainbow Cat" is in full swing, a large number of doubts and criticisms suddenly surfaced on the Internet-when the "Blood Violence, Not Suitable for Children" hat is put on "Rainbow Cat" After the head, the doom of the ban is destined to become inevitable.
Yes, although the overall defeat of "Rainbow Cat" IP is also related to Wang Hong's blind brutal expansion.
However, there is no doubt that the prejudices of parents and the months of banning broadcasts really created a window of development for other competitors. The most representative animation of
is "Pleasant Goat and Big Big Wolf", which was born in 2005. The plot mainly depicts the "Cat and Mouse" in which the Yangcun represented by Pleasant Goat and the wolf den represented by Big Big Wolf are engaged in intellectual struggle "story.
"Pleasant Goat" is undoubtedly sunny and positive. From the character design and story, it can be seen that the producer used to step on potholes in order to avoid the predecessors.
It didn't leave "Rainbow Cat" any chance to breathe, and took advantage of the latter's rapid rise during the period when the latter was in prison, and completed the proud achievement of reaching the top of the "first country comic".
Not only that, since the start of "Pleasant Goat", domestic animation has set off a new upsurge of screen adaptation, and even more gratifying is that it was in the era when many animation people were still thinking about defrauding subsidies. The two-dimensional animation broadcasted by the city’s TV stations will receive a subsidy of 500 yuan per minute, and the three-dimensional animation will be doubled, if it can go to CCTV, it will be doubled).
"Pleasant Goat" has already achieved eye-catching box office revenue with the big screen movie ---
's first theatrical version of "Pleasant Goat and Big Big Wolf" in 2009 won a box office of 79 million + million. This result can still be a spike in the moment. A large piece of national comics and daily comics.
In 12 years, "Pleasant Goat and Big Big Wolf: Happy New Year of the Dragon" reached the top of the series with 167 million box office, and even dominated the entire domestic animation film history list.
However, no one has ever imagined that such a cute and cute character, and a low-fashion animation with mostly small play and small troubles, still cannot escape the doom of being "reported"---
in 2013, because Three rural children arbitrarily imitated the plot of "kidnapping roast sheep" in the play "Pleasant Goat" and accidentally caused two of them to be injured. Therefore, Guangdong Original Power Culture Communication Co., Ltd. was sued by their parents in court and caused a lot of problems in society Public opinion waves. The
accident has a profound impact on domestic animations. It not only caused "Pleasant Goat" to bear infamy, but also received key criticism from CCTV News: "Individual domestic animations are violent and vulgar."
Soon after, "Pleasant Goat" was ordered to rectify, and the State Administration of Radio, Film and Television also published the "Domestic TV Cartoon Content Standard" in the same year, which imposed strict restrictions on plots such as violence, vulgarity, and danger. After the series of actions of
hit, "Pleasant Goat" quickly fell into a state of depression.
What's interesting is that "Bear Infested", also a victim of the policy, has unexpectedly risen.
Maybe, just because the latter is more able to flatter the parents' demands: the stinky bear has been changed to the little bear.
If one of the series IP of domestic animation is the closest to Disney, it is obvious that the answer is "Bear Infestation".
It not only has a long life (from the beginning of the broadcast in 12 years, it has been nearly 8 years), but also the income is beyond the reach of all the above works (including "Ne Zha").
It launched the first theatrical version of "Bear-Haunted Bear Soldier" in 2014 and topped the list of movie history with a box office of 240 million, and then went all the way to the Spring Festival.
went from 300 million to 500 million, to 600 million, and 710 million at the beginning of this year. The total revenue of the entire series exceeded 2 billion at the box office, and its derivatives revenue is even more numerous.
Throughout the history of the rise and fall of the "first country comic" since the millennium, we can't help but admire the commercial acumen of Chinese animation people. Of course, at the same time, it is inevitable to be deeply aware of the "reporting bad luck" they have encountered.Feeling and regret. If
“reported” this broad knife from the very beginning, would it be misfired and failed, then will the current national comic industry still be ruled by "Blue Cat" or "Rainbow Cat"?
Faced with this problem, I know that the reply from the post-8090 partner must be "no". Because they know that the serial animations that emerged in the 1990s are the real treasures of the national comics-
is hard to see Rubik's Cube Building
"The Rubik's Cube Building" was born in the early 1990s, and its appearance is in a certain sense. In order to achieve the reform mission of the US Film Factory from carefully crafted "screen animation" to low-cost and efficient "TV serialization".
However, even though funding and duration are subject to a lot of restrictions, the fairy tale king Zheng Yuanjie still outstandingly completed the output of the magical work, making "Cube Building" a classic and nightmare for countless friends ---
image of cold gear wall clock , Door panels full of eye patterns, crooked buildings, the whole animation is full of creepy atmosphere.
In fact, all the friends who have watched "Cube Building" know that Zheng Yuanjie has no plans to make an animation exclusively for children. He is full of ambitions and hides all his observations of social chaos into the plot ---
, for example, in episode 7 "Xiahe Bank", the protagonist Lake arrives in a Rubik's Cube world full of smiles and joy.
The residents here are not free from worries, but they can strip and store all the negative emotions through the equipment on Xiahe Bank, thus maintaining an optimistic smile all the time.
But in it, a native resident named "Weird Weirdness" is extremely disgusted with such standardized operations. He has been playing pranks and tried to release all the negative emotions from the safe.
But in the end, it still could not escape the fate of being assimilated, and finally showed such a terrifying smile.
and the eighth episode "Helmet City" depicts a Rubik's Cube town where all residents wear fierce helmets.
They must wear them all the time, otherwise they will be hunted down by all the people. Of course, they have no way to remove the helmets on their heads alone.
However, Lake accidentally broke in and brought hope for change. He got the demolition code by mistake, and later helped a girl chasing him to remove the terrible helmet.
She crouched by the pool and watched her face intently. For the first time in her life, she burst into a happy smile from the heart.
But before a moment, the little girl wept. She slowly picked up the helmet on the ground, and finally put it on again after hesitating for a while.
Actually, in my opinion, the "reporting" and the "content restriction regulations" drafted by the relevant departments that parents like to adopt, aren't these just "Xiahe Bank Equipment" and "Scary Helmets"?
Every time they hit, every time they are bound, they will inevitably make domestic animation more standardized and low-quality.
So I want to see "Magic Cube Building" and other Chinese comics that are full of meanings? This seems to have become almost impossible... right?
Note: "The Rubik's Cube" was originally scheduled for 26 episodes, but due to content issues, it was cut almost completely, leaving only 10 episodes in the end. Whether the ending ever existed is still a mystery.
At the moment in 2019, "Nezha's Devil Boy Comes to the World" has already confirmed the box office appeal of Chinese animation people with 4.9 billion box office, and I also believe that there will be countless hot money and talents pouring into this field after this.
If the forest is big, there will be any birds.
In the recently hit "Youth of the Youth", when Xiaobei accidentally opened Chen Nian's textbook, he saw this sentence-
"We live in the gutter, but some people still look up at the stars"
The family is sad, and the life of the couple in this drama is even like this, let alone the infinitely bright domestic animation of "Qiantu".
I believe that "Cube Building" and "Nezha Naohai" will definitely come back again!
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