What's the secret to winning traditional cultural IP animated movies?

Innovation.

Traditional culture needs to be fashioned

"Ne Zha" has been most successful in finding inspiration from traditional mythological themes, absorbing the nutrients, and through modernization, development and innovative transformation, making it close to modern life and in line with the mainstream values of the current society, and thus welcomed by the audience. " China Filmmakers Association sub-party group members, director of the China Federation of Literature and Culture Film Art Center, China Film Critics Association, said Rao Shuguang, China's traditional culture contains a lot of animated films can be created subject matter, provides a wealth of inspiration, as long as the film's entry point has a unique place, the expression can be formed with the audience to interact with the modern values match, there will be a market.

Ding Yaping, director of the Institute of Film and Television Arts at the China Academy of Art, agreed. He believes that the movie is a new classic and successful model of Chinese animation, which is a new artistic creation based on traditional Chinese culture, and its success is the result of Chinese animators' inheritance and innovation of traditional culture.

"Judging from the creation of domestic animation in recent years, the level of China's animation industry has improved dramatically. Relying on China's unique cultural deposits, domestic animation originates from mythological stories, and has a deep integration with people's lifestyles, work pressures, inner activities, emotional appeals, values, and many other dimensions at the present time, which are all to be found in 'Ne Zha'. This is the modernization, transformation and innovative development of traditional culture." Gao Xiaoli, director of the art criticism department of Literature and Art Newspaper, said.

And from the perspective of animated film educators, Sun Lijun, vice president of the Beijing Film Academy and director of the China Animation Research Institute, believes that traditional culture needs to be fashioned. Animated film works should be in the traditional cultural genes to achieve innovative expression, to achieve in line with the audience's acceptance of psychology, in line with modern aesthetics.

Enhancing national cultural confidence

From the point of view of the history of Chinese animation, the Chinese school of animation has come out of a development path rich in national cultural characteristics. Sun Lijun said, China's market is very large, the animation industry environment is getting better. As long as we have firm confidence, this road will certainly reproduce the glory. In the future, animated films also need to make an effort on TV, Internet and derivatives, and can't only rely on the income from the theater box office. Many domestic animated movies, word of mouth and box office is very good, but the related derivative products are not yet available.