How to choose traditional cultural procurement

During the summer vacation of 20 19, the animated film "Nezha Falling from the Sky" was named as "the light of the country" and "the dark horse at the box office", and people who were inspired to go to the cinema to see "two brushes" and "three brushes" came in an endless stream. People who pay attention to China's films in recent years should be familiar with this scene, which reminds people of the scenes when The Journey to the West's films such as The Big Fish Begonia and The Legend of the White Snake were released.

The box office miracle of 20 15 The Return of the Great Sage on the Journey to the West even brought a new word "word-of-mouth marketing" to the film industry in China. Now "Nezha" has been released 14 days, and the box office has reached 3 billion yuan. A platform software predicts that its total box office will eventually exceed 4.5 billion yuan, which is expected to become the top three in the history of China film industry. Coincidentally, the above four "explosive" movies all won the titles of "Light of the Country" and have the same feature, that is, they are all creative rewrites of China's classic literature or folk stories.

The visual adaptation of classic texts is a kind of content reconstruction. The adaptation and interpretation of China culture has always been rooted in the creative tradition of China films, especially in the history of animated films. After the founding of New China, the works of Shanghai Meiying Factory were represented, such as Magic Pen, Peacock Princess, Crossing the Monkey Mountain, Lu Zhongshu and Lotus Lantern. The national pursuit of China's films has been realized in the form of images.

The innovation and transcendence of western discourses in style and technology, as well as their visual reinterpretation of classic literature or folk stories, have injected profound philosophical thoughts and cultural symbols in China's traditional culture into the "China Story" and formed the internationally recognized "China School" with high reputation.