As of the evening of Feb. 11, China's domestically produced animated movie "Nezha 2" had grossed over 8.9 billion yuan at the national box office. This huge success has raised public awareness of the entire national animation industry.
According to statistics, the end credits of "Nezha 2" feature a total of 138 companies related to animation production, with over 90% being domestic Chinese companies. Small and micro enterprises account for more than 80% of company size. Director Zhong Ding of the animated film "Into the Mortal World" believes that the success of "Nezha 2" is built on the box office foundation of "Nezha 1," along with the collaboration of top animation elites and substantial production costs.
"Nezha 2's success is difficult for other domestic animation companies to replicate."
Zhong points out that the emergence of a blockbuster like "Nezha 2" during the Spring Festival has drawn the attention of audiences and even the whole society towards animation as an artistic form. "Nezha 2" has highlighted the potential of animated films in the movie industry.
"Currently, the highest box office record in China is held by this animated film, proving that audiences do not distinguish between films and animation, which is a positive development."
He adds that animation used to be considered niche content in the film industry, primarily appealing to younger audiences or children. However, this success demonstrates that animation has become a broader family-friendly choice, with a significant portion of Spring Festival audiences being families.
Short of hands
However, Zhong also notes a shortage of specialized talent in content development. There are private concerns within the industry about an over-concentration of top companies, leading to an imbalance. "If one film occupies 50% of the screenings and more than 70% of the box office, while it greatly benefits the leading production companies, other investment parties may worry about the viability of their future projects. The success of 'Nezha 2' is unique and its experience and budget may not be easily replicated."
Zhong emphasizes that the animation industry faces challenges in talent distribution. "Nezha 2" has effectively gathered China's animation elites, but such a collaboration model is not sustainable as it involves bringing in top directors from leading companies for production. He believes the industry lacks content creators, stating, "Our content development lacks frontline planning and teams that understand the market, animation, and creation. The inconsistent animation quality sometimes stems from the need for improved script development."
More Nezha, please
"The polarization of box office results may deter many creators from trying new things," Zhong said.
Chinese audiences have their preferences, and even classic Pixar and Disney works may struggle at the box office in mainland China. "'Nezha 2' resonates with Chinese characteristics, featuring unique images from Chinese mythology and tapping into contemporary themes. Creators should adopt a stable approach and might explore markets from a mythological perspective."
Zhong concludes that the biggest challenge facing the animation industry is still its immature system. "For example, capital's lack of understanding of animation projects leads to inadequate investment. The success of 'Nezha 2' is based on the box office of 'Nezha 1', but from an industry perspective, the understanding and support from capital for the animation sector are insufficient. We hope to leverage the popularity of 'Nezha 2' to attract more attention from capital, potentially paving the way for a second 'Nezha' or even a fractional success, which would be a valuable asset for the animation industry."
Angle from producer
As the box office for "Nezha 2" continues to rise, numerous Chinese animators support the work's success. Ge Yi, co-director of the film, hopes that more animators will join the Chinese animation family. He candidly states that the quality of a work cannot solely be judged by economic data. "I believe that artistic understanding and fundamental skills are equally important. Just as actors need to master basic skills like crying and singing, whether in painting, cross-talk, or other artistic fields, foundational skills are indispensable. These skills not only help us navigate the artistic path more smoothly but also give us the confidence and perseverance to overcome difficulties and challenges."
Ge reveals, "We felt a lot of pressure while producing 'Nezha 2' because the box office of 'Nezha 1' raised high expectations. We didn't want 'Nezha 2' to fall into the curse of sequels not being as good as the original. Therefore, during the production process, we paid special attention to the classic quality of the visuals. Over five years, our team reached a consensus through constant understanding and compromise to find better solutions, resulting in the 'Nezha 2' you guys see today."
Imagination to animation
In his view, excellent animators must accurately convey their emotions and ideas through visuals. Similarly, imagination is crucial in the special effects segment. "We need the ability to translate abstract concepts into concrete images, which requires a deep understanding of visual habits and rich imagination."
Regarding talent development, Ge points out that the animation industry still faces a talent shortage, particularly a lack of individuals who possess both artistic cultivation and technical skills. "As technology continues to advance, the barriers to animation production are gradually lowering, but this does not mean that the requirements for talent are also decreasing. On the contrary, the enhancement of technology makes animated works visually more exquisite, while simultaneously raising the demands for animators' imagination and creativity."
Team power
During the production of "Nezha 2," Ge worked at Chengdu Coco Cartoon Co., Ltd to assist director Jiaozi in completing the work. "A good working environment is key to attracting talent. I felt everyone's collaborative attitude during the work period when completing the job. Companies like Coco provide sufficient logistical support, ensuring that animators have a solid backup." He suggests that more animation companies offer competitive salaries and focus on creating a positive work environment and atmosphere to inspire animators' creativity and imagination, strengthening the cultivation and introduction of animation talent to improve the overall level and competitiveness of the industry.
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