Rhinoceros Entertainment Original
Text | Smart Editor | Park Fang
In the summer of 2019, Chinese animation continuously created new miracles. After "Nezha: The Devil Boy Comes into the World" received nearly 5 billion box office and became the runner-up in the box office of Chinese film history, the cute and cured "Luo Xiaohei" jumped into the public eye again.
Not long ago, the film party announced that the national key of "Luo Xiaohei" will be postponed to November 6, which shows that more audiences will have the opportunity to experience Luo Xiaohei's style in the theater and gain a touch. This comes from the film's confidence in the film, but also from the continuous positive evaluation and good reputation after the film was released.
At a time when the audience is extremely eager for good content, the growth of "Luo Xiaohei" may bring a lot of new inspiration to animation practitioners.
ranked among the top ten domestic animation box office
"Luo Xiaohei" needs more encouragement
"Luo Xiaohei" is an original two-dimensional animation series produced by Chinese independent animator MTJJ and his studio, Douban 9.6 points. Since it went online in March 2011, it has lasted 8 years and only 28 episodes have been updated, each with an average of 5 minutes, which is dubbed by fans as the "new year" animation.
The big movie "Luo Xiaoheizhan", which was produced by the original crew for five years, has gained popularity in the three weeks since it was released, and the box office has exceeded the 300 million mark. In one fell swoop, it jumped into the top ten box office of domestic animation movies, with a score of 9.7 for Taotiotiao and 8.8 for Douban, which is an out-and-out reputation of the country.
Audiences continue to praise "Luo Xiaohei Zhanji", mainly focusing on the painting style and the core of the film. Not only has a lovely and clean picture, but also has a poetic flavor full of Chinese style. In terms of the story, the film’s storyline is set to be funny, cute, warm, healing, thinking about how people get along with nature, and personal choices fighting for beliefs.
, especially the feeling between Xiao Hei and Infinity in the film, moved countless viewers. Some fans commented: "The gentlest relationship in the world is one hundred percent recognition, maximum freedom and protection anytime, anywhere." As a two-dimensional animation film that is purely fan-oriented, Rhino Entertainment believes that
The results of "Luo Xiaohei Zhan Ji" are already worthy of recognition, because the audience of the two-dimensional animation itself is relatively small. Fortunately, Luo Xiaohei lived up to expectations and succeeded in getting out of the circle. Among them are the positive values of the film, the details of the personality, the new worldview and fantasy system and many other factors. The word-of-mouth of
is the fundamental basis for "Luo Xiaohei Zhanji" to go out of the circle. The first round of word-of-mouth of the big movie is driven by fans. The core fans who have followed "Luo Xiaohei Zhanji" for many years have driven the attention of the pan-two-dimensional crowd. Equivalent to completing the first break. Then it spread from the two-dimensional circle to the general audience, especially in the parent-child market and received a lot of positive feedback. The good quality of the
film is complementary to the high reputation and successful publicity model. The film publicity and distribution Fang Zhuoran Films has made many meaningful attempts in the promotion of "Luo Xiaoheizhi". This is particularly evident from the overseas announcement of "Luo Xiaohei Zhan Ji".
"Luo Xiaohei" Tokyo screenings have been sold out one after another.
Two-dimensional Chinese comics have been well received by Japanese professionals.
is not only in China, but "Luo Xiaohei" has also gained a good reputation in overseas screenings. From September 20 to September 29, "Luo Xiao Hei Zhan Ji" will be screened exclusively on the 10th at the HUMAX Cinema in Ikebukuro, Tokyo, and will be broadcast with Chinese dubbing and Japanese subtitles. This screening is the first domestic film overseas. Simultaneous screening. Attendance rate exceeded 95%, breaking the record of overseas attendance rate of Chinese animation; single-library box office pressured the hit blockbuster "Children of the Weather" and other outstanding works to win the championship, and at the same time created a historical model of simultaneous release of Chinese and Japanese movies. Since
was screened simultaneously, coupled with the super high pre-sale, "Luo Xiaohei Zhanji" was not shown first. It quickly broke many records of the previous National Comics screened in Japan. We must know that the number of Chinese films released in Japan each year is not many, and there are very few that can gain good reputation and high attention. As a national comic work, "Luo Xiaohei" competed head-on with the excellent Japanese work "Short Combat", and achieved the highest box office and highest attendance rate in the same library, which greatly helped Chinese films.
"Luo Xiaohei Zhanji" was popular among ordinary audiences, and at the same time it was welcomed by the Japanese industry. Ryosuke Hikawa, a special photo animation research professor at Meiji University in Japan, praised after watching the premiere,The animation supervisor of "Fullmetal Alchemist" Taeho Irie also highly praised the film and gave it a very high evaluation.
"Luo Xiaohei Zhan Ji" in Japan from 9.20-9.29, all sold out 3 days after the opening, and the additional episodes on October 6 were also sold out again. The original market layout aimed at Chinese and overseas Chinese as the main customer group, but unexpectedly gained a large number of Japanese audience favors. According to statistics, the number of Japanese audiences in the early stage of the painting is as high as 28%, and 16% of the guests will be able to brush two or three. With the fermentation of word of mouth in Japan, this proportion is expected to increase.
In recent years, with the great success of domestic pan-two-dimensional products such as mobile games "Onmyoji", "Wildness Action" and Douyin App in the Japanese market, the surplus and deficit structure of the game trade between China and Japan has been reversed in one fell swoop. "Luo Xiaohei" also came to the core exporting country of 2D animation with greater "ambition" and courage. Relying on the excellent quality and sincere creative attitude to be affirmed, this gives Guoman great confidence. Culture is universal, and audiences in any country will be full of respect for sincere and good works.
For domestic animation, the development of the past two years is obvious to all, but for going abroad and achieving internationalization, there is still a long way to go. It can be said that there is a long way to go. This time, "Luo Xiaohei" The "Japan Trip" is undoubtedly a bold attempt. Behind this, it is inseparable from the international distribution strategy of Fang Zhuoran Pictures.
The overseas publicity of "Luo Xiaohei" is a meaningful attempt.
The simultaneous screening of "Luo Xiaohei" in Japan is an excellent case of overseas publicity. The publicity team of the film in Japan is Team Joy, the Japanese branch of Zoran Pictures, and Mianbai Yinghua. Rhino Entertainment summarized a few ideas for this announcement, which can be used as a reference for future overseas announcements of the genre:
1. Boldly adopt a pre-sale model: the pre-sale will start immediately on the second day of the official announcement on September 5, and the day before the screening ends. Pre-sale. During the screening, the announcement and distribution party conducted data monitoring once an hour to ensure that the announcement strategy was adjusted at any time. It is very rare for Chinese-language films to adopt early warm-up methods in Japan. This bold strategy has been effective. The matinee for the premiere is full, and the attendance rate in the next few days is above 95%.
2. Find a suitable goal: From the strategy and effectiveness of the publicity team, it can be seen that although this is a flash show of domestic two-dimensional animation in Japan, its fundamental goal is not to achieve overseas box office in a short period of time. Recycling is through repeated testing and adaptation of overseas market models, accumulating experience and data, formulating optimal strategies, broadening more overseas channels, and laying a solid foundation for the international development of domestic films.
3. Mobilize the power of fans and professionals: Many Japanese netizens who watched the film, under the effective guidance of the promulgator, began to promote "Luo Xiaohei Zhanji" on their website. The quality and simultaneous release of "Luo Xiaohei" this time surprised them. Coupled with the novel and sincere propaganda model, it will naturally greatly arouse the enthusiasm of Japanese audiences. Professionals such as Irie Taiho also gave positive comments on the film, and the film maintained a high degree of public opinion.
4. Use cartoons to break the "expression barriers": The expression of cartoons can more easily break the "expression barriers" caused by cultural differences due to the rich worldview and the freedom of character creation. The cute image design of "Xiao Hei" and the unique story structure created by the symbiotic world view of monsters and humans have precisely captured the hearts of Japanese audiences. A large number of industry insiders said that this combination of "Xiaoxin" and "Gundam" is a relatively rare creative idea in the Japanese industry, which surprised the audience.
, the Japanese publisher of "Luo Xiaoheizhi", Bu Dong, also expressed his original intention in the interview: "Foreigners actually have a bad impression of our domestic content, so we hope to bring some good content. It’s good to show people (animation) in China. Take a look and it will be very different.”
publisher Fang Zhuoran Pictures also said that Japan, as the world’s third largest movie box office market, is distributed in the company’s Pan-Asia The construction of the system has important strategic significance. Through the "Ice Breaking" journey of "Xiao Hei", it has a very good demonstrative effect on opening up the simultaneous release channels of China and Japan and further promoting the formation of "Hua Liu". It is of great significance for strengthening the construction of international communication capacity and for the outreach of excellent Chinese stories, and the Chinese and Japanese industries are very concerned. From this perspective, we not only need more"Luo Xiaohei", we also welcome more "Luo Xiaohei", so that high-quality national comics can better go to the world.
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