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Chinese animation has gone through 80 years of history, has a rich and profound cultural accumulation, have also created Monkey King, gourd doll, black sergeant, Shook with the Beta and other Chinese audiences are familiar with the image of the animation. But with Japan, the United States the rapid development of film animation, China's domestic animation image of the influence of gradually lagged behind. Survey shows that Chinese youth's favorite animation works, Japan, South Korea accounted for 60% of the animation, Europe and the United States accounted for 29% of animation, the Chinese mainland and Hong Kong and Taiwan the proportion of original animation is only 11%. Even if the 700-year-old Monkey King is also difficult in the film market, with a number of Japanese and American animation image will compete.

     "The problem lies in China's animation story-telling approach has been unable to meet the aesthetic needs of the contemporary audience," Zhao said, "From now on market research point of view, the audience entered the theater more of a want of intensive work of the outside the body and mind to relax, access to the enjoyment of entertainment, which also prompted the creation of our audience's needs must proceed in order to occupy the market. "He believes that the story of traditional Chinese way is known for the psychological description and lyrical, but today's movie-going audience to that the fast-paced and exciting plot is the story about the way to attract them.

     Pictures from the light, and Hong Kong, Imagi International Limited products include "A Boy" and its writer and director has dropped from an American. The film director, David Bowers had a series of DreamWorks films as a major creative positions, including a worldwide audience are all familiar with, "Chicken Little" and other videos. The writer Timothy Harris then took part in "Long Xiong Brother Rat," "Space Jam" and other films creation.

     "China's animation to achieve further development, we must participate in the global market to mobilize all the advantages of resources, speaking audiences around the world can accept the story." Zhao believes that investments by the Chinese side, a collection of outstanding creative talent from around the world , so that a movie into the world of China, after all Chinese culture and going out to enhance Chinese culture, an important way of foreign trade. "We must not narrow people's understanding of Hollywood movie is also a national talent together to create a miracle result."

     Coincidentally, during the National Day of China-made animated release, "Mi King Deer" also enabled the team of Hollywood animation guidance. Chu Pinfang Digital Technology Co., Ltd. in Section Weiwo responsible Fan Wang pointed out: "the introduction of outstanding creative team, on the one hand improve the quality of our films, on the other, and more importantly, it brings new ideas and technology . "

While the screen's A Boy was a great endowment of primary school students, but some fans around the world, the Arab-Israeli Boy is already more than 50 years of age. Of the last century 50's, Japanese cartoonist Osamu hand Peng created juvenile justice "Ah Boy" this cartoon image, then, "Ah Boy" comics, TV shows, toys and other related product launches and continued selling in the world .

     "As a successful brand, 'A Boy' the value created is almost immeasurable," Zhao said, "We chose to purchase 'A Boy' film rights, the main value is its brand value."

     In this year's domestic film market, from the animated series, following after the release of the movie "Hi Yang Yang" to the already enjoy a certain reputation pig Mcdull attention from the national audience has grown up in the "Harry Potter" to From the cartoon into a reality show the "Transformers", are all first-hand demonstration of the brand's market appeal.

     Recently in the United States, along with the acquisition of Stone accustomed to seeing the case has caused the world's animation industry and the film industry's concern - the United States Walt Disney Company, the price of 40 billion acquisition have a steel-xia, Wolverine, Spider-Man, Daredevils and so on more than 5,000 comic hero image surprised the company. The industry are generally man-made, the significance of this acquisition is that the number of mature brands in the bag and will no doubt dis immeasurable business value.

     However, the "2009 China's Cultural Industry Development Report" are shows that Chinese youth animation favorite 20 images, 19 are from overseas, the local animation image of only the "Monkey King" is one of them. Zhao believes that China's animated films, the brand has become from the "Made in China" to "Created in China" into the core.

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