Intellectual Property Marketing of China Traditional Culture

Traditional culture needs fashion.

"The most successful place in Nezha is to seek inspiration from traditional mythological themes, absorb nutrients, and make it close to modern life through modern development and innovation, in line with the mainstream values of the current society, so it is welcomed by the audience." Rao Shuguang, a member of the leading group of the China Film Association, director of the Film Art Center of the China Federation of Literary and Art Circles and president of the China Film Criticism Society, said that there are many themes in China's traditional culture, which provided rich inspiration for the creation of animated films. As long as the starting point of the film is unique, the expression can interact with the audience and match the modern values, there will be a market.

In this regard, Ding Yaping, director of the Institute of Film and Television Art of the Chinese Academy of Art, also agreed. In his view, this film is a new artistic creation based on China's traditional culture, a new classic and a successful model of China's animation, and its success is the result of China animators' inheritance and innovation of traditional culture.

"Judging from the domestic animation creation in recent years, the level of China's animation industry has been greatly improved. Domestic animation relies on China's unique cultural accumulation, originates from fairy tales, and is deeply integrated with people's life style, work pressure, inner activities, emotional demands, values and other aspects, which can be found everywhere. This is the modernization and innovative development of traditional culture. " Wen Yi newspaper, director of the art criticism department said.

From the perspective of animation film educators, Sun Lijun, vice president of Beijing Film Academy and president of China Animation Research Institute, believes that traditional culture needs to be fashionable. Animation film works should be creatively expressed in the genes of traditional culture, so as to conform to the audience's acceptance psychology and modern aesthetics.

Enhance national cultural self-confidence

From the perspective of history of animation, China, China Animation Institute has embarked on a road full of national cultural characteristics. Sun Lijun said that China has a huge market, and the animation industry environment is getting better. As long as you have firm confidence, this road will definitely reappear. In the future, animated films need to exert their strength on TV, Internet and derivative products, and cannot rely solely on the income of cinema box office. Many domestic animated films have good reputation and box office, but there are no related derivatives.