If most of the childhood memories of the post-90s generation are occupied by Japanese animation, European and American animation, then in recent years, the emergence of a large number of domestically produced high-quality works with diverse forms and distinctive styles has made "the rise of Chinese comics" not just a simple sentence slogan. Among them, the quality of animations such as "Douluo Dalu", "Fox Fairy Little Matchmaker", "Jiansiliang" and "Bartman" produced by Tencent Video's deep cultivation in the field of Chinese comics for many years have been recognized and have a large number of fans in the second dimension. Its two animations, "Dali Temple Diary 2" and "The Fifth Season of Bad People Painting Jianghu" were also shortlisted for the best animation/best animation script of the Magnolia Award at this Shanghai TV Festival.
Event site
On June 20, the Tencent Video Animation Roundtable Salon with the theme of "Chinese animation from all-round rise to full bloom" was held at the 28th Shanghai TV Festival. A number of guests at home and abroad, including leaders of competent departments, representatives of production companies, representatives of technology companies, experts and scholars, gathered together. Based on technology and art, combined "Douluo Dalu", "Fights Break Sphere", "Perfect World", "Family" Classic and innovative stylized works such as "Thinking" and "Left Hand Layup", discuss the prosperous status quo and bright future of the animation industry.
Technology + art, animation + national style, driving multiple development potential
Cui Chao, deputy general manager of Tencent's online video platform operation department, said that the development of China's animation industry has always been inseparable from the careful escort of competent authorities such as the State Administration of Radio, Film and Television. With the deepening of the supply-side structural reform and the optimization of the consumption structure, in recent years, national policies have begun to guide the animation industry to improve its quality and efficiency, and promote the development of the "whole industry chain" and "all age groups" of animation. In the past year, China's animation production value has continued to grow rapidly, and the total number of domestic animation films once again exceeded 200, of which Tencent Video accounted for 100.
Stills of "Douluo Dalu"
Just half a month ago, the animation "Douluo Dalu", which has been updated for five consecutive years, ushered in the finale of the first season. Fans of different ages and occupations actively participated in the "Ten Cities Linkage" movie viewing activity. Many members of the main animation team Tears were shed on the spot, "I believe that "Douluo Dalu" is an important memory for them in the past five years, and it is also a label of a period of time. This incident also confirms our work philosophy that we have adhered to for many years: I hope to use one good story after another to last for a long time. Be with our users."
When it comes to the industrialization of Chinese comics in the context of the new era, Cui Chao proposed that "with good stories as the background and technological power as the wings, we will help promote the double harvest of artistic value and user value in the Chinese animation industry." From 2015 to the present, by promoting technological development and production capacity upgrades, consolidating and optimizing long-term IP development capabilities, Tencent Video has formed a series of products including "The First Year of Guoman", "Douluo Dalu", and "Fights Break the Sphere" and "Perfect World". ", etc.; at the same time, it integrates and innovates in terms of content, theme, presentation form, and value connotation, and launches works with national characteristics such as "Remembering", "Fox Fairy Little Matchmaker" and "Bartman". "It is expected that more and more people with lofty ideals will be able to accumulate energy for the long-term development of the industry, and more high-quality annual and season series will emerge to encourage different forms of IP development. The complementarity of technology and art also allows Guoman's works to be in harmony with traditional culture. In the close integration of the industry, it brings diversified development potential to the industry." Cui Chao said.
Technology cooperation and development help create more high-quality long-term IP
In the roundtable dialogue session of the forum, the guests further discussed topics such as the construction of China's animation industry, the integration and innovation of content and style, and the opportunities for international development.
As a senior media person, Wu Yanyu, editor-in-chief of Poison Eyes, said that in the century-old history of Chinese animation, from the construction of the talent echelon at the source of the industry, to the content, production, and application of the mid-end, to the commercialization of the end... The national animation industry The production model is also constantly iterating. One of the more obvious ones is that with the support of new technologies, the production capacity of the Guoman industry has increased significantly.
In this regard, Zhou Wang, head of the Burning Universe Studio Group of the Tencent Online Video Platform Operations Department, nodded repeatedly. Only animation projects represented by "Douluo Dalu" can achieve success in the form of years, and in the future, they will continue to polish more companion value and animation projects. For young and diversified high-quality long-term IP, technical cooperation and development are still essential.
In recent years, Foch Films has worked hard to create "Perfect World", which has undergone many technical iterations. Not long ago, the highlight plot of "The Lower Realm of the Seven Gods" used a new technology called Unreal Engine. Yuan Feng, chairman of Foch Film and Television, said: "As a creative team, embracing new technologies is a must. For me, this is even an instinctive reaction. Through "Perfect World" and "Star Change" , we also have some more objective and real feelings when using new technologies. I think that when a new technology appears, we should not blindly follow it. You have to stay upright, and then start to break through."
"Left Hand Layup" poster
There are also some practitioners who choose to use "stupid methods" to do 2D animation in the face of technological shocks, such as Xie Zhongli, the chief director of "Left Hand Layup", and his team. "At the beginning, we tried to do motion capture, that is, we turned it into a two-dimensional animation with the help of real-life motion capture, but gradually discovered in the process that as a campus theme, it is not suitable for motion capture technology, because the movement of playing basketball is more biased Because of muscle memory, the performance of characters should be simplified. It is very difficult for motion capture actors to do these actions. In order to restore the feeling of campus youth, we need to do some more targeted actions, which can only be done by animators with basketball experience , a lot of drawing, creativity, and distribution... So 2D has become the most suitable method for us." Xie Zhongli introduced.
Continuing with the topic of production capacity, Chris Bremble, founder and CEO of Double Vision Media, who has participated in many Marvel movies, said that the gradual unification of technology and models is becoming a global trend. In addition to the rapid development of project speed, cooperation between different companies has become easier and easier, and with the vigorous drive of industrial upgrading by production capacity, the animation industry ecology has also become more complete, and a variety of excellent works have been born.
Only with good nationalization can there be a foundation for internationalization
In recent years, technology and art have achieved each other, the integration and innovation of two-dimensional and three-dimensional, and the new expression of the value of traditional culture have brought many stylized works different from traditional impressions to the audience. During the discussion, the guests also talked about the iteration and progress of key technologies in their works, as well as the stylized exploration and innovation in artistic creation.
Liu Bo, CEO of Gengsan Animation, shared the creative thinking of "Pillow Knife Song": "The first is Chinese characteristics; Xun Er's style is culturally integrated, and advanced technologies such as Unreal Engine are used to improve production efficiency. In addition, Liu Bo also analyzed the future direction of Sanxuaner: First, it is more in line with the diverse styles of various art genres, and second, based on the development background of animation industrialization, it will further promote production efficiency after technological iteration.
Regarding the development of Guoman in terms of value connotation, Ma Hua, a professor at the School of Animation of Beijing Film Academy, expressed his views from the perspective of "keeping integrity and innovating". He believes that Guoman has its own aesthetic system and story values. At present, it is no longer necessary to demonstrate whether Guoman can carry traditional culture. A large amount of content and themes are worthy of using the best technology, the best personnel, and the best The team digs from different angles and categories.
Talking about the international development of Guoman, Chris Bremble affirmed the increasingly mature development trend of the Chinese market. There are not only good stories polished by advanced technology, but also more and more professional creative talents. The creation of Guoman provides endless treasures. MCA also said that in order to go overseas, it must first cherish its own content, and a good nationalization has the basis for internationalization. He took "Black Cat Sheriff" as an example. The image of the black cat sheriff was very different in the Meiying studio system at that time, but it can become a classic that has been passed down to this day, precisely because "such a sci-fi cat in a black police uniform , It seems very unnationalized, but the creators understand and believe it enough."
Zhao Yuqing, CEO of Yanyang Culture and director of "Jiansiquan", believes that Guoman's overseas expression should be diversified, and it should be more deeply cultivated in stylization and personality expression, and spread its unique color with unique Chinese expression methods. In the forum, she also mentioned that she was very surprised that a work with a very personal and feminine style like "Jiansiquan" could receive more than expected praise. Usually, she also likes cool and tough works such as "Dartman" and "Pillow Knife Song", but the animation she wants to make is to express the beautiful dreams she liked when she was a child. The audience's recognition and encouragement for her made her I have strengthened my original intention: "I used to be anxious, what should I do if people behaved so well? Now I am relieved, our works are originally expressed in different styles, whether a hundred flowers bloom, or more types of presentations can also make our country The manga market is richer.”
China's animation is moving towards the industrialization direction of seeking progress while maintaining stability and seeking change while improving. Cui Chao introduced that, as the "No. 1 platform for Chinese comics", Tencent Video will continue to strengthen the construction of the animation ecosystem: "In terms of content creation, we will embrace innovation more actively, consider content quality with higher standards, and make good use of technology. , let it serve art, and promote more cooperation in the industry with the mentality of peers, service providers, and learners. Looking forward to joining hands with more eclectic and creative creators to bring Guoman to a wider audience group."
