This is not true. Luoyang, as a thousand-year-old imperial capital, has a profound historical and cultural background, which is an inexhaustible source of inspiration and road for Luoyang animation creation.
In 2007, when the cute image of "little broken child" came into the vision of Luoyang people, the Luoyang Municipal Party Committee and Municipal Government proposed to vigorously support the development of the animation industry ... A few years later, when the animation industry in Luoyang was still wandering forward, Hangzhou, Suzhou, Wuxi, Changzhou, Zhengzhou and other cities have made great strides towards the dream of "animation capital".
What is the development status of Luoyang animation industry? How does Luoyang, which is famous for its cultural resources and animation talents, gain a place in the tide of animation industry development? Luoyang animation, how far is it from the dream to blossom?
The Dream of Luoyang Animator
In Luoyang, there are many people who have anime dreams.
Yu Hongjun, a 43-year-old native of Luoyang, has been engaged in advertising creativity, animation and film production in Guangzhou for many years. In 2006, with nostalgia for his hometown and animation dreams, he returned to Luoyang to start a business.
In September 2008, Yu Hongjun and several friends registered and established Luoyang Tiancai Animation Film and Television Planning Co., Ltd., dreaming of building an original animation company with independent intellectual property rights in Luoyang.
In 2009, the company created two original cartoons, Luoyang Paper Expensive and Su Qin Bitter, which were reported by more than 30 media such as People's Daily. 20 10 in may, the cartoon image of Luoyang gifted scholar was officially protected by the image copyright of Henan copyright bureau; From July to September, 2065438+00, the talent company and the Beijing animation production team made a trailer for the animated film "Hot Blood Three Kingdoms". ...
In the midsummer afternoon, in an office building in Xigong District, Yu Hongjun's team was busy in front of the computer. "In order to save electricity, we don't want to turn on the air conditioner. I hope that the work will come out soon. " When talking about the company's current operating conditions, especially the economic situation, Yu Hongjun's face showed reluctance.
The office of Luoyang Jing Rui Culture Communication Co., Ltd. is located in an office building in Nanchang Road, jianxi district. In the office space of more than 2,000 square meters, more than 200 animators from 18 provinces and cities are busy day and night. Its original three-dimensional animated film Peony will be released at the end of 20 1 1. This is a movie made entirely by China people (mostly Luoyang people), which represents the highest level of 3D animation in China. The movie poster landed on the big screen of Times Square in new york, USA on July 14.
This is an animation company with more than 200 high-tech personnel, and its technical level and R&D strength are among the best in China. This 90-minute film, with a planned investment of 60 million yuan, will be released simultaneously in China, the United States, France, Italy, Germany, Japan and other countries at the beginning of 20 12. In June this year, Shen Yue, who directed TV series such as Women's War and Nanjing War, visited Jing Rui Company, watched the film Peony and praised the 3D special effects technology of the film. With the help of Shen Yue, Jing Rui Company reached an agreement with a Canadian 3D special effects company, which was responsible for the North American market promotion of the film Peony, and the poster of the film was put on the big screen of Times Square in new york with the joint investment of both parties.
With the theme of "peace, justice, drug control and inspiration", the movie Peony tells the story that the king of flowers, Peony, has gone through many hardships and finally defeated the evil and greedy poppy, led the flowers out of the Hundred Flowers Valley and brought beautiful flowers to mankind.
China people participated in this film from creativity to production. Compared with some Hollywood films that show "China elements", China elements in Peony are more abundant, which can better reflect the original China cultural characteristics. Peony will surely bring people all over the world visual, auditory and spiritual shock, as well as a wonderful Chinese cultural journey.
At present, Jing Rui's second 3D film will be released soon, and its creative technique is similar to Avatar, with the production method of real people and animation.
However, for Luoyang citizens, the most familiar Luoyang animation brand is the "little broken child" who went home in 2007.
This year, all kinds of news about "little broken children" frequently appeared in various media in Luoyang; "Little Broken Child" was rated as the most downloaded cartoon on the Internet, the young cartoon volunteer of the Central Committee of the Communist Youth League, the cartoon ambassador of the national flower Peony, and the "Little Broken Child" was rated as one of the top ten cartoon images in China ... For many years, Wang Yong, the head of Luoyang Little Broken Child Cultural Industry Co., Ltd., has been actively exploring the development path of cultural and creative industries in China with the concept of "changing life with creativity and embracing the world with animation". At present, the brand authorization business of "Little Broken Child" has been involved in children's wear, children's shoes, food, toys, accessories and other fields, and its social influence is growing.
Luoyang animation dream, wandering on the road
In fact, in addition to these three teams, Luoyang-based animation talents cover almost the entire animation industry. Yu Hongjun introduced that at present, the well-known animation brands in China, such as Pleasant Goat and Big Big Wolf, Detective Vivi Cat and Astronaut Mouse, all have the contribution of Luoyang people, who are either responsible for product development or release.
But this talent advantage and animation dream have not really become the driving force for the great development of Luoyang animation industry.
Since 2007, Luoyang has repeatedly put forward the idea of vigorously developing the animation industry. But a few years later, the animation industry in Luoyang is still wandering in loneliness: in addition to the above three large animation companies, there are five or six other animation-related studios in Luoyang, but most of them just draw illustrations and match some music for other companies; Luoyang animation industrial park, which was once tried to be established, continues to be planned. ...
A survey report from the Cultural Industry Section of the Municipal Bureau of Culture and Broadcasting shows that: on the whole, the animation industry in our city is still in its infancy, with problems such as small scale, small quantity and slow development; There are outstanding problems such as financial constraints, policy inclination and lack of talents, and there is still a big gap with advanced regions.
Animation industry is a sunrise industry in 2 1 century and an important part of emerging cultural industries. Statistics show that in 2002, there were only 120 animation enterprises in China, but by 20 10, there were more than 80 animation bases and parks in China, and more than 6,000 organizations and companies engaged in the animation industry.
Between dream and reality
Looking at the rapid development of animation industry in other cities, we have to worry about Luoyang.
Wang Ken said that with the continuous expansion of the company's business, the limited office space has seriously restricted the company's development. With the increasing popularity of the company, Hainan, Changzhou and Zhenjiang, including Zhengzhou and Xinxiang in the province, have come to discuss cooperation matters, give preferential policies such as land and houses, and invite the company to develop locally.
The problem faced by Daren Company is more realistic: according to the plan, Daren Animation will produce five episodes of cartoons before the end of the year, each episode will be 10 minute, and all kinds of expenses add up to nearly10 million yuan, while the company has only borrowed 300,000 yuan at present. In addition, talent companies are currently weak in the development of animation and derivative products. If the animation industry wants to be stronger and bigger, it needs to take new animation varieties as the core and form an industry that produces and operates derivative products such as clothing, toys and video games related to animation images.
Looking at the creative team of "Little Broken Child", when their cartoon image of "Qin Bion Bion" was sought after at this year's Cannes TV Festival and became the "secret weapon" of the seventh China (Shenzhen) Cultural Industry Expo this year, we can't help asking: When will a series of classic cultural symbols of Luo Yang become household names? When can the animation industry integrate Luoyang's superior resources and boost the development of Luoyang's cultural industry?
What should I do in Luoyang? Support and guide the animation industry from planning, investment, taxation, land use and other aspects when the relevant policies to support the development of animation industry in various cities are introduced one after another; When Zhengzhou's animation industry development fund has reached the annual funding standard of 50 million yuan, can Luoyang learn from it?
Wang Ken believes that policy is the biggest way to support enterprises. In 2005, Hangzhou took the lead in issuing "Several Opinions on Encouraging and Supporting the Development of Animation and Game Industry", with a special fund of 50 million yuan per year for the development of animation and game industry; From 20 10, the special funds reached 70 million yuan. At the same time, Hangzhou also actively studies investment and financing policies to help small and medium-sized cultural and creative enterprises solve financing bottlenecks.
Give advice and expect your dreams to bloom.
During the interview, some people in the industry and experts related to the development of cultural industry in our city made suggestions on the development of animation industry respectively:
Formulate national leading industrial policies. It is suggested that the city should also set up special funds for the development of animation industry as soon as possible, which will be mainly used for rewards, subsidies and interest discounts for the animation industry, focusing on animation industry bases, leading animation enterprises and major animation development projects. For example, reward broadcasting, original animation works, etc. ; Discount loans for enterprises to build new investment projects for animation industry development.
Build a platform. It is suggested that a certain number of key projects should be arranged every year to support the construction of public technology and information service platforms in the animation industry, and priority should be given to supporting key projects in the animation industry that conform to national policies and apply for provincial and national service industry guidance funds; Actively support the construction of technological innovation platform for animation enterprises, actively support animation enterprises to carry out project research and development with independent intellectual property rights, and give priority to supporting animation enterprises to apply for patent funding; It is suggested that relevant departments and animation enterprises establish a cooperation mechanism to build a public communication platform with distinctive features, outstanding advantages and wide audience.
Support enterprises to expand the market. Strengthen the publicity and promotion of the animation industry in our city, and encourage and support participation in international, inter-provincial and inter-city animation exchanges and exhibitions. Give some financial support to animation enterprises participating in regional or national large-scale exhibitions. Encourage animation enterprises to develop animation product derivatives and support animation enterprises to explore overseas markets. Give certain venture capital support to enterprises that bring their own original large-scale animation into our city, and reward enterprises with outstanding annual sales revenue.
Strengthen the introduction and training of talents. First, do a good job in training animation talents. Relevant colleges and universities should adjust and optimize the professional structure, strengthen the construction of animation disciplines and cultivate innovative animation talents. The second is to establish a talent incentive mechanism. Implement various preferential policies of the state and do a good job in supporting the entrepreneurship of animation graduates in colleges and universities; Animation people will be included in the talent introduction catalogue of our city and enjoy the relevant preferential policies for talent introduction in our city.
Luoyang Daily, China Daily and PR Newswire Asia Comprehensive Edition