People? Father of Pleasant Goat? Huang Weiming, a famous animation director, is now starting a business.
At the first China International Film and Television Animation Copyright Protection and Trade Expo held at the beginning of 20 10, Guangzhou Huang Weiming Animation Design Co., Ltd.? Huang Weiming, the director of Pleasant Goat and Big Big Wolf, showed his design with a smile when he made his first public appearance? Happy hero? Image, and its booth is just adjacent to Pleasant Goat and Big Big Wolf produced by Guangdong Original Power Culture Communication Co., Ltd.
The reporter learned from Huang Weiming's local population that he and the Force had terminated the labor contract as early as the beginning of 2008, ending the cooperation between the two sides for nearly seven years. Since then, after more than a year of brewing, his new work "Happy Hero" has finally officially appeared in this exhibition. Many people doubt whether Huang Weiming's new work will be influenced by Pleasant Goat's style, and it is difficult to make a breakthrough.
Unwilling to insist.
At the beginning of 2008, Pleasant Goat and Big Big Wolf had produced about 570 episodes, which were broadcast all over the country, and the company's operating conditions were bright. At this point, Huang Weiming is thinking about his future after leaving the original forces.
? By the time the 500th episode is finished, the creative team of Pleasant Goat can create without me. At this time, I feel that I have entered a state of waiting, and it is time to find new ideas. ? Huang Weiming said that at that time, the company decided to shoot the film again 1000 episodes, but he felt: the passion is not enough, do you want to find it again? .
Huang Weiming, born in 1972, loved painting since childhood. After studying in Canada in 1990s, I worked as a designer in an advertising company in Guangzhou. After 2000, he joined the prime mover and created the children's cartoon "Baby Daughter and Good Mother" in the early stage. Although the film did not achieve great success like Pleasant Goat, it provided an empirical basis for the success of Pleasant Goat. In the Force team, Huang Weiming is the kind of person who dives into creation and doesn't understand the world.
In the later period of writing Pleasant Goat, Huang Weiming once felt very relaxed and had almost nothing to do. The whole team walked step by step, and he was fully aware of many details of making Pleasant Goat. In 2008, the derivative development of Pleasant Goat and Big Big Wolf was booming, which made the original power see the dawn of profit. But for Huang Weiming, who is only keen on creation, what is this? Hold on. . In March 2008, Huang Weiming and the Force officially terminated their labor relations.
Not only is Huang Weiming unwilling to leave? Explain too much? The person in charge of the Force also said that? It's not convenient to make any comments and statements on this matter? .
An animation researcher in Guangzhou who asked not to be named revealed that it is not uncommon for Huang Weiming, as the creator of an animation company, to leave the team after finishing a work? It's like a kind of. Fate? .
Content is king
? The ten seconds that the audience saw on TV, maybe we have to do it for a week. ? Huang Weiming said that in his eyes, the content of work is the key to success. As a director, he has high requirements for the quality of films.
From the early works "Baby Daughter and Good Mother" to the smash hit "Pleasant Goat and Big Big Wolf" to the new sci-fi work "Happy Hero", he demanded to win in content and let the audience love to watch every work. In Happy Hero, he followed the creative elements of humor, cuteness and life.
Huang Weiming's view that content is king has a special background. The data shows that the annual output of animation works in China reached 1.3 million minutes in 2008 and exceeded 1.5 million minutes in 2009. The huge output does not mean the rise of animation industry in China. Among the animation works popular with children, works from Japan, Europe and America account for nearly 90%.
A senior practitioner engaged in the development of animation publications in Beijing believes that, technically speaking, Huang Weiming, as the father of Pleasant Goat, is the content producer? Not bad, huh? Yes, such as stories and plots, dialogue between characters and language are very interesting. Because China people lack imagination. And happy heroes follow Pleasant Goat? Humorous imagination? Its characteristics will lay the foundation for its spread and popularization.
That's true. Content is king? Under the commercial principle of "Pleasant Goat", Pleasant Goat survived the difficult period and achieved success. However, it is undeniable that this commercial principle has also brought regret to Pleasant Goat. ? When shooting Pleasant Goat and Big Big Big Wolf, I didn't think too much about the future, just wanted to do the work well. ? Huang Weiming said that many derivatives were authorized only after the drama became popular, but this is by no means the best way of business operation.
According to Liang, the operation director of Guangdong Xingchuang Animation Co., Ltd. (formerly the operation director of Motive Force), Pleasant Goat and Big Big Big Wolf did not have a commercial operation department at the beginning. This not only makes them miss some opportunities to authorize derivatives, but also makes them feel passive and powerless in copyright protection.
Because the development of derivatives was not fully considered in the pre-production, some details also brought a lot of trouble to the later licensees. Mr. Guan, the manager of a toy company in Dongguan, told the reporter of China Business News. A small detail may bring a lot of trouble to the production of the product. For example, the wool on Pleasant Goat is difficult to handle, and the production process is complicated, which leads to higher cost and virtually squeezes the profit margin. ?
The risk still exists.
Since the creation of Happy Hero, Huang Weiming has started commercial operation from the very beginning, instead of just focusing on the content and production of the work. After finding the investor, Huang Weiming registered a company named after him, and in September 2009, he cooperated with Star Creative Animation for commercial development.
? In the past, when designing the image of Pleasant Goat, derivative development was not considered too much. But this time, it's different. When designing the image of a happy hero, try to be cute and cartoon, but not too complicated, so as to facilitate the smooth development of derivatives. ? Huang Weiming said.
In fact, the Happy Hero has not really started production so far. In order to realize the interaction, Huang Weiming hopes to reserve the development space of derivatives in the production process and communicate and cooperate with the product licensor. In order to explore the market, a cooperative company tried to develop a lollipop with the image of a happy hero to collect market feedback.
However, the above-mentioned senior practitioners in Beijing have doubts about the success of Happy Hero. ? There are only a few roads to success, but there are many factors that lead to failure. For example, the channels of distribution and TV broadcast, the effect of brand promotion and the way of authorized cooperation all have fatal risks. Pleasant Goat's Success? Very rare? Because you can settle down for five or six years, which is very rare for the current market environment.
At the China International Film and Television Animation Copyright Protection and Trade Expo, the booths of Happy Hero and Pleasant Goat and Big Big Wolf are adjacent. In order to get widespread attention, several cartoon characters in "Happy Heroes" are active in every corner of the exhibition. According to Man-Wa Leung, the marketing manager of the company, they have signed a 50 million yuan derivative development agreement with a plastic toy company in Dongguan, and other authorizations are under negotiation.
? In marketing and some activities, we all hope to have more interaction with children. ? Liang said that she also sent samples of Happy Hero to some schools to collect children's feedback on the film. The sample of "Happy Hero" is also broadcast on Tudou, in order to get more market information and provide feedback for creation.
Zhong, editor-in-chief of Animation Weekly, expressed his concern about the future of Happy Hero. He believes that commercial routes like Pleasant Goat are hard to survive, relying more on TV and movies, but this traditional promotion model will inevitably face enormous financial pressure. ? One by one, they maintained lofty idealism and did not open their minds to innovate business models, but they all said that animation did not make money. In fact, there are many people who do animation in Guangzhou, and they also spend a lot of money in private. Mode innovation is very important! ?
The reporter learned that these so-called? A lot of money? Animation companies, including those that make animation games, also include those that spread and promote through the Internet and then develop derivatives? The profit rate of this model is indeed more advantageous than Pleasant Goat.
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