1999, Shanghai Animation Film Studio produced and released the first formal animated film "Bao Liandeng". Although the box office income of more than 30 million yuan is not small (mainly relying on those three theme songs), it can be clearly seen from Bao that Chinese cartoons have lost their own characteristics and completely imitated styles. Take "new journey to the west", which is being broadcasted by TV stations all over the world, we can also see the shadow of Disney. In fact, this is a big mistake in the positioning of domestic animation. More than 95% animation lovers in China are influenced by Japanese comics and are loyal readers of Japanese comics, so Japanese animation is more acceptable. The first impression that comics give people is the characters. Beautiful characters can attract the audience. Disney's animated characters don't meet the aesthetic standards of China audience, so it lost a large part of the audience from the beginning.
Second, there is no good script.
Almost all domestic animations are classic fairy tales, and there is no plot to attract the audience at all. Take new journey to the west as an example. I wonder how many cartoons in the history of domestic animation are based on Journey to the West. It's nothing more than the story of Tang Priest's Buddhist scriptures and the Monkey King's strange stories one after another. I saw it ten years ago, and I'm still watching it. It's strange to have a taste. Moreover, domestic animation can be roughly divided into two kinds from the plot: one is a low-level animation for children, worthy of the name (in the eyes of ordinary people in China, animation is for children). The other is educational, not entertaining, that is, to tell the truth and educate children. In domestic animation, you simply can't see what education and entertainment are.
3. Inaccurate positioning of the audience.
Perhaps it is influenced by feudal tradition (what does this have to do with feudal tradition? ), most people think that cartoons are for children. Therefore, most domestic animations are relatively young, while the age of watching cartoons (animations) in Japan is 5-40 years old. Of course, there are no decent works because the audience cannot be correctly positioned.
4. seiyuu
Seiyuu is also a voice actor. One of the main factors for the success of an animation is its excellent voice. Good dubbing can better shape the role and drive the atmosphere. The level of seiyuu between China and Japan is too poor, so we should take the model package of domestic animation. The dubbing in Bao is well-known domestic actors, but their dubbing level is really flattering, and their tone is blunt and emotionless, especially dubbing. A pupil may read the text better than he does. Some Japanese animations imported from China are dubbed by seiyuu of companies such as Pretty Woman, and they are still of a certain level. In Japan, there are schools and companies specializing in cultivating seiyuu. They gradually made seiyuu famous through animation (games), and then attracted audiences by fame, thus entering a virtuous circle (Chisa Yokoyama and Jin Yuezhen-mei voiced the leading roles in sakura wars and Memories of Heartbeat respectively, which became an instant hit, and they entered the music scene one after another, releasing solo albums and holding solo concerts). If the domestic animation does not improve the level of seiyuu, it will be difficult to launch good works.
5. Animation music.
Some people may say, what is the relationship between animation and music? In fact, music plays a vital role in successful animation works. When watching an animation, the audience first sees and hears the theme song, a nice song and a beautiful picture. Will the audience still reject it Look at how many Japanese animation CDs are on the domestic market now, and then look at how many domestic animation CDs are, and the gap will be known. The songs in Japanese anime are usually sung by seiyuu, and some are sung by famous singers, such as Chihiro Micang, Ryoko Hirosue and Shuanghun. Except Bao, none of the theme songs of domestic animation is a masterpiece. In fact, the success of Bao can clearly see the importance of music.
Propaganda of intransitive verbs.
Needless to say, every new work in Japan will be widely publicized through various media before that. Needless to say, domestic animation is unprecedented.