John UM
On July 5th, the theme forum of “Inheriting Good Times, Defining New Country Man” co-sponsored by Tencent Video and Pengu Film and Television was unveiled at the 14th China International Animation Game Expo in Shanghai. Zhou Jie, Executive Deputy Secretary General of China Network Audiovisual Program Service Association, Wang Juan, Chief Editor of Tencent Video, Senior Vice President of Pengu Film and Television, Chen Bo, Deputy Director of Shanghai Fine Arts Film Studio, and Mr. Yan Yuanyuan, Production Director of Penguin Film and Animation Studio, Tencent Video Animation Xu Huiyu, editor-in-chief of the operation center, Shen Leping, chairman of Hangzhou Xuanji Technology Information Technology Co., Ltd., Luo Li, senior vice president of Yuewen Group, Shen Hao, president of the animation industry, Zhu Xi, CEO of Meiying Film, Xu Bo, CEO of Molecular Interactive, Tong Mingxuan The studio animation “Guan Hai Ce” director and screenwriter Hu Jianzhi and many other senior practitioners gathered here to review the classics and look forward to the future, explore the direction of China’s animation content innovation, and make the national culture become a new cultural explosion. .
Looking back at the history of the classics, Tencent video defines the new country.
In recent years, the state has been increasing support for the animation industry. Zhou Jie, executive deputy secretary-general of the China Network Audiovisual Program Service Association, mentioned in his speech: “The development of the country’s industry and the expansion of the country’s users are behind The support of the national culture.” He hopes that he can continue to see the fine country with Chinese characteristics, convey positive cultural values, trigger the cultural confidence of the younger generation, and carry forward the excellent culture of the country. At the same time, he also affirmed the positive role of Guoman in China’s cultural and ecological construction–from the animation of the domestic and international awards in 1961, “The Big Miscellaneous Temple”, to the “Big St. Return” at the box office of nearly 1 billion, and preparation for 12 years. Chinese animated films such as “Big Fish and Sea Bream”, and now all kinds of national videos on the online video platform, animation has begun to assume an increasingly important role. .
In order to show the positive influence of domestic animation and output content in line with contemporary core values, Tencent Video, the first platform of Guoman, has been committed to the inheritance and innovation of Guoman and to help the industry develop. From 2017 to 2018, there are about 110 countries in Tencent’s overall video reserve, including 27 full-time IPs such as “Full-time Master”, “Bring my brother away”, “Douro” and “Non-human”. All of them have achieved more than 100 million broadcasts. The positive energy content that encourages people to bravely pursue ideals and optimistically face life has inspired many young people with a passionate heart. Wang Juan, the chief editor of Tencent Video and senior vice president of Penguin Films, expressed his determination to build a national platform: “Tencent video will continue to increase investment in animation content, with IP as the core and diversification in the entire industry chain. At the same time, it will strengthen the upstream and downstream collaborative innovation of the industry and enhance the marketization process of the Guoman industry.” She also said that the platform encourages and welcomes the emergence of excellent Guoman works, and will use the higher standards to work with the industry to create a national boutique. .
Chen Bo, deputy director of Shanghai Fine Arts Film Studio, also reviewed the development history of Guoman and expounded the value of classic works: “Classic works can span time and space, time cannot erase their brilliance, this art The height needs to be accumulated and precipitated.” Guo Man is carrying the function of spreading spiritual civilization in the most vivid way. The director of Penguin Film and Animation Studio, Yan Yuanyuan also shared the national standards and selection targets. “Value” is the initial heart, “good story” is the means, “guarding arrogance and arrogance” is the norm, I hope to use this as the industry standard and share with you. .
Beauty studio history and new work.
In addition to high-quality content production, Tencent Video is also exploring more possibilities between animation IP and ecological collaboration and marketing. Not long ago, the animation “Magic Dao” launched related IP derivatives on the grassland of the IP derivatives user welfare platform, and immediately harvested the fans’ favorite and favorite. The next step is how to develop the entire industry chain around the IP core and realize the goal of Tencent video. From IP creation to ecological development, from industrial collaboration to industry leadership, Tencent Video will link the entire animation industry to create high-quality content, improve the IP chain, optimize the marketing ecology, and define the new country. .
Guo Man’s adaptation and originality, multi-dimensional encourages industry creativity
The super-popular animations in the detailed platform will find that many of the hot phenomenon-level Guoman works are based on novels and comics, such as “Break the Sky”, “Full-time Master” and “Reserving” Knowing the night, such as silver, and so on, its original work has often gathered the attention of thousands of fans. With the high expectations, it is the pressure of the industry. How to reproduce the animation to preserve the essence of the original, while innovating in content and spreading mainstream cultural values, is a difficult problem that the industry has been discussing. Luo Li, senior vice president of the Reading Group, believes that the greatest inheritance of the Chinese nation is actually a spirit of inclusiveness and inclusiveness. “When doing animation, on the one hand, we must preserve the ancient style, and carry forward the ancient style, on the other hand, we must learn to absorb, this is more important.” And Rui Hao, the president of the animation, said that the animation adaptation should follow the good story structure, only A story that makes the audience accept and feels interesting is a good work. .
Compared to the adaptation of anime, original animation often needs to invest more creative energy. An original work from the story background, character setting to world view construction requires rigorous logic and detailed design, and requires huge The material library is supported by inspiration, and the creator’s mentality is especially important. Shen Leping, chairman of Hangzhou Xuanji Technology Information Technology Co., Ltd., said that original animations such as “Qin Shi Ming Yue” series and “Tian Xing Jiu Ge” which express the meaning of Chinese classical culture are witnessed and accompanied by creators and audiences. Grow up. .
Whether it is an adaptation or an original, Guoman should adhere to its own characteristics, absorb the fineness of Chinese culture, and root the classics to boldly innovate. According to Xu Huiyu, editor-in-chief of Tencent’s video animation operation center, the current audience base of Guoman has far surpassed that of the day and the United States. “The audience of Guoman is younger and has a larger base. Once a circle culture is formed, it is possible to attack mainstream entertainment such as TV dramas and variety shows.” As a broadcast platform, Tencent Video will output more Chinese traditional culture and Excellent works of values, such as the animation “Magic Dao” on July 9th, contains the chivalry and justice in traditional culture, which will have a positive impact on users. Luo Li, senior vice president of the Reading Group, also hopes to make an explosion of works that will change the industry landscape in the future. Shen Hao, the president of the overturned animation, is looking forward to inheriting the good world view and people in the process of manga animation, and adding new content to make works that make the audience feel interesting. Shen Leping, the chairman of Hangzhou Xuanji Technology Information Technology Co., Ltd., hopes to make works that can stand the test of time, let the good animations settle down in the long time, and accompany the new generation of viewers to continue to grow. .
Guoman technology development prospects, CG and hand-painted future battle.
With the improvement of technology and the continuous evolution of audience aesthetics, the pursuit of animation in production and visual presentation is getting higher and higher. The dazzling 3D technology brings big scenes and visual shocks, which are often chosen by viewers to watch. An important factor in a work. The fantasy epic version of the Tencent video broadcast “Viewing Sea Strategy” is supported by more advanced optical motion capture devices, which largely compensates for the rigid illness of 3D animation. Hu Jianzhi, director and screenwriter of Guanhaice, said that the advantages of 3D animation lies in technical reserves and talent reserves. “Technology from the film and television industry can be applied to animation.” .
3D technology seems to be the trend of the future, but the mature application of technology can really become the standard for judging quality products? From last year’s explosion of “full-time master” to this year’s vertical head “non-human”, as well as the animation “Magic Dao” is a 2D work, the delicate and very ancient style of the screen style is also very popular with the audience. According to Zhu Xi, CEO of the film industry, 2D animation wins with art and artistic conception. The interactive CEO Xu Bo also said that in art, 2D has unique artistic expression, which can present diverse art styles more cost-effectively, while the art style is animated. The reason why it is the key to animation. Whether 3D and 2D technology can bring better blessing to content and achieve the best combination of picture and story is the key to the development and application of animation technology. How to make trade-offs requires the traders to balance. Compared with technology, the audience is more inclined to impress the story and spiritual connotation. Xu Huiyu, editor-in-chief of Tencent Video Animation Operation Center, believes that whether it is 2D or 3D, as long as it is a good work, users will like it. He also looks forward to the future 2D and 3D. Technology will blend more perfectly, helping more animations become classics.
On the road of promoting the development of the country’s industry, Tencent Video constantly adjusts its role in the industry. With the growth of the industry, it has gradually changed from an introverted person and a popularizer to an industry incubator and trainer, and has taken on the promotion of the country’s innovative development. Responsibility, in-depth cooperation with industry partners, and grow together with quality new forces. Next, Tencent Video will focus on the innovation of the upstream cultural creation content. By exporting a steady stream of outstanding works, the company will promote the all-round improvement of the country’s industry from the creation of soil to the technical level, and create a new model of the national industry. Establish a healthy national ecology and lead the sound development of the entire industry.