Jimu News Reporter Rong Yu In the movie market every year, there are always a few new domestic films that have high online ratings and are popular with many "tap water". They receive praises such as "Masterpiece of the Year" and "Conscience Work", but the box office is deserted.

Jimu News Reporter Rong Yu

In the movie market every year, there are always a few new domestic films that have high online ratings, many "tap water", and receive praises such as "Masterpiece of the Year" and "Conscience Work", but they are box office. Deserted, it has become a "legacy" that makes movie fans feel distressed. This summer's summer release, the domestic animated film " falls into the mortal world " is like this.

Although it scored 7.8 points on Douban, making it the highest-rated domestic film in recent times, and allowing the audience to witness the expansion of the creative boundaries of traditional Chinese culture in the field of animation, "Down to Earth" was still "drowned" in the hustle and bustle of the summer season. , the box office in its seven days of release only exceeded 20 million yuan.

Poster of "The Fall"

html On July 17, a reporter from Jimu News interviewed Zhong Ding, the film's director and associate professor at the Guangzhou Academy of Fine Arts, and listened to his sharing on how to "digest" the helpless reality that the work is "applauded but not a hit".

The audience in this era is very, very good.

Director Zhong Ding (middle) and the creative team "brainstorming"

Jimu News: When everyone mentions "Falling World", they will think of the label "The Best Bishe", from A college graduation project short film that shocked everyone when it debuted in 2020, and an animated feature film that will hit the big screen in 2024. Have you and the creative team made any detours in the past four years?

Zhong Ding: We actually took a lot of detours in , mostly based on experience issues, including from the initial IP development to the subsequent production and promotion, and even the subsequent publicity. In fact, we took a lot of detours. But I think this is a common situation and normal. The

project is tantamount to us taking the initiative and aiming for something of this level (theatrical movie) from the beginning, and everyone also has the ambition. A short film like ours, which was created with students as a team and teachers and students worked together, was hatched into a theatrical feature film. I think this itself is a precedent in the history of Chinese animated films. No one has ever done this before.

Indeed, we are not a long-established animation studio or a big label. I personally think it is very difficult to be able to make the film have such a reputation and make everyone like our film so much.

"Falling into the World" poster

Jimu News: "Falling into the World" is inspired by the myth of the "Cowherd and the Weaver Girl", but there are relatively innovative adaptations in the story. The movie's worldview of the gods, the depiction of the human world, the twenty-eight The use of the concept of stars is very attractive. Did you spend the most energy on the script creation?

Zhong Ding: We did spend more time on the story. Personally speaking, we did not try to build a particularly complex story with many reversals, suspense or particularly adult-oriented profound stories. Try to tell a story that is easy to understand, resonates and empathizes with the audience within the scope of our abilities and limited energy. Therefore, our structure is not complicated, and the context is not unconventional. We are more trying to make the audience understand and feel the emotions inside.

I personally think our creativity is very good. We use the perspective of the new era to retell and expand the myth, forming an IP character with development potential, and on the innovative path of exploring traditional culture, the most traditional heart of the Chinese people , the most oriental emotional expression is presented.

"Falling into the World" poster

Jimu News: In recent years, audiences have become accustomed to watching animated movies from the "Journey to the West" IP and "Fengshen" IP. Are you worried that original IPs like "Falling into the World" lack natural traffic? Blessing?

Zhong Ding: There is definitely pressure for . Indeed, an original IP will bring its own challenges or dilemmas. It will have an obstacle to understanding. It is not as straightforward as public IPs such as "Journey to the West" and "Fengshen". , but fortunately it still has a folk tale as a connection. I think the audience can still accept it. Everyone has seen our different exploration of mythology.

In fact, the audience in this era is very, very good. They have a very open attitude and very good movie-watching habits. It may be that our lack of experience in publicity and market operations has led to the so-called "good reviews but not good reviews" Condition.

I’m not afraid that the audience won’t like it, I’m just afraid that everyone won’t be able to see it.

Jimu News: I saw a video on your official account. You and the producer went to the cinema to meet the audience, but one scene was empty and there was no one. Then The two of you just sat down and watched the movie by yourselves. How did you "digest" this embarrassment at that time?

Zhong Ding: is actually not very embarrassing, nor is it completely unexpected. I am very grateful to the manager of that cinema. He said that everyone in his cinema had seen our movie and everyone recognized it very much, so (even though no one bought a ticket) the movie was released on time. We're not really worried that people won't like the movie, we're just worried that people don't know about it or can't see it in theaters.

Jimu News: Many viewers online feel sorry for you. They feel that the current box office results are "not worthy" of the quality of the movie, and suggest that you "sell miserably."

Zhong Ding: Indeed, the current results are far from our expectations, but we still care more about the audience's opinions of our work itself. In fact, I personally feel that the current unfavorable situation cannot be called "tragic", but everything has regrets. I think that facing it calmly is also a positive attitude.

I especially don’t want to say that because the results of our film are not as expected, people will be confused or discouraged about the industry, because this is a market economy operation, and the content is only part of it. There are many links and details that you can’t figure out. Do it right. If you view it as a product, you must be mentally prepared for this (poor box office performance).

Stills of "Falling into the World"

Jimu News: Did the classmates who participated in this graduation project together in later stay in the film creation team?

Zhong Ding: In the end, there are two students who stayed in . I haven’t had time to sit down and chat with them recently, but they are still very happy, because as long as they are the ones who make the content, they think it is the most important and important. The most important thing is the reputation of the work and the audience. Judging from the current reputation, we are quite satisfied. The students will also feel that their efforts over the past few years have been in vain and that their talents can be seen and recognized by more audiences.

Jimu News: Before , I wanted to ask students whether they would become less "passionate" because of the cruelty of the market. Now it seems that everyone's determination to make animation is unshakable.

Zhong Ding: We are still full of confidence. First of all, we cannot be oriented by external results, the heart is the most important.

Jimu News: So "Falling World 2" is already planned?

Zhong Ding: We definitely hope to continue to complete , because we have created such a good worldview based on the entire story, and there are many possibilities for extension.

Director Zhong Ding

Jimu News: In addition to being a director, you are also a university teacher. Based on your experience in creating "Falling World", which aspect of talent do you think is most lacking in the Chinese animation film industry?

Zhong Ding: There is a shortage of talent training at every level and at every level. Generally speaking, early stage creation, especially scripts, is very, very lacking. Our young animation creative talents are also very valuable.

This requires a growth process. As a Chinese animation that is rising or in its initial stage, every link is particularly important, including management talents, especially production management, business management, project development, marketing and promotion, etc. , are all very important.

Jimu News: Guangdong is an important base for Chinese animation. Big IPs such as "Bear Infested" and "Pig Man" are all from Guangdong. Our Wuhan Optics Valley is also an animation center. Have you ever communicated with Wuhan animation companies before?

Zhong Ding: I know that Wuhan Yihua Kaitian and Two Point Ten are doing very well, but there is currently no opportunity for cooperation.

(Picture source: public information from the film company)

(Source: Jimu News)