Shandong animation industry development report released: lag situation has not been fundamentally changed
Ji'nan July (Hu Honglin liberation) an analysis of the development of animation industry in Shandong Province, though Shandong The development of animation industry has been very effective in recent years, but there is still a big gap compared with the advanced provinces and cities in China. Compared with the status of the big economic and cultural provinces in Shandong, it is still not commensurate. According to the report, the situation of Shandong's animation industry has not been fundamentally changed. To change this situation, we must establish the concept of "big animation industry".
the "analysis report on the development of animation industry in Shandong province", written by the expert of Shandong Academy of Social Sciences, has been included in the just published 2014 blue book on the development of Shandong culture. According to the report, in 2011, among the 435 domestic TV animation completed films produced in China, there were only 1 in Shandong and twenty-first in the country, while in 2012, in the 395 domestic TV animation completed films produced in the national production and production, Shandong completed 8 and thirteenth; 2011 and 2012, the national original television action announced by the State Administration of radio and television. There are no Shandong enterprises or cities for the first ten and the national original TV cartoons to produce the ten cities. In October 2013, the Ministry of culture announced the results of the 2013 national animation brand construction and protection plan, and there was still no selection in Shandong.
Myrica said, this reflects the relatively lagging situation in Shandong animation industry has not been fundamentally changed, the province's animation industry is facing the dual pressure of the pursuit of quantity and quality.
in this case, Yang Mei believes that Shandong should strengthen the "big animation industry concept", create conditions to accelerate the integration of the animation industry and other industries, to achieve the multiplier effect of the development of the animation industry.
the expert analysis said that the animation industry is not limited to the animation works or closely related industries, but the animation creation, production, dissemination, consumption, service and application of the mutual cooperation, mutual promotion of the system, the animation is widely used in all aspects of social life, including education, popular science, Advertising, architecture, exhibition, art design, safety production, medical and health, aerospace and many other fields. In the past few years, the animation company in Shandong has put forward the concept of "animation and animation", which has been widely used in many fields, such as publicity and education, game entertainment, advertising demonstration, image packaging and scientific and technological experiments. Therefore, the development of animation industry needs a strategically advantageous position and the concept of "big animation industry".
, how to speed up the development of Shandong animation industry, bayberry proposed some countermeasures.
strengthen the original, create the brand. Yang Mei said that compared with the provinces and cities in Shandong, no cartoon image has been created so far. Although there are many famous images in Shandong animation, such as Confucius, Meng Zi and Sun Tzu, they are not famous for their animation. And genuine originality should be unrestrained and groundless. Though fabricated, it is deeply rooted in the hearts of the people. This requires enterprises to create the animation brand, must firmly establish the consciousness of fine quality, brand awareness, increase human, energy and financial input, strengthen the originality of the works, including imagination, exaggeration, storytelling, ideological, national and humanistic connotation, and create a real animation brand.
grasp the key, do a good job of children's animation. Yangmei believes that animation and children have a natural relationship, to meet the needs of children is the main task of animation creation. Children's animation seems childish, but in reality it is very difficult. The creator must have an in-depth understanding of the real needs of children.
highlights national characteristics and Shandong characteristics. Yang Mei said, in the world cartoon market, such as "Mulan", "Chinese Kungfu", "Panda" and other Chinese elements repeatedly used for the phenomenon of his country is worth thinking deeply, the culture of the Qi Lu is thick, Shandong animation enterprises to show the profound and profound Qilu culture through their own works, to improve the original force, to highlight the people. Ethnic characteristics, Shandong characteristics, with a variety of colorful Chinese image of the Chinese spirit.
Yang Mei said, on the basis of the establishment of the "big animation industry view", Shandong needs to build a complete animation industry chain. It needs to reform the training mode of animation industry, integrate the related university's animation education resources, promote the combination of universities and enterprises, promote the integration of art and technology, and explore the high-end animation and animation talents. The new ways of training; the need to expand the communication channels of animation, and actively develop new media animation based on mobile animation; further reduce the financing threshold of the animation industry, broaden the financing channels, change the financing channels of the animation enterprises and the lack of funds.
data shows that by the end of 2013, Shandong has 3 National Animation Industrial Bases in Ji'nan, Qingdao and Yantai, 447 animation enterprises and 10 enterprises identified by national animation enterprises, and the annual output value of animation industry is nearly 2 billion 500 million yuan.