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Hangzhou animation makes its mark in 3D martial arts series
By Xu Wenwen |
00:00 UTC+8 February 14, 2012
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Print Edition
Print Edition
FOR years Japanese and American animations have dominated virtually all the screens, digital media and printed materials. Chinese animation just hasn't measured up, and both animators and the film industry have been trying to develop indigenous Chinese animation that has worldwide appeal.
They are making progress.
Hangzhou is one of China's new centers of creativity and animation, and two of its animation products, the 3D smash-hit wuxia (martial arts) TV series "Qin's Moon" and "Dream of Jinsha" have won acclaim.
Last November, China's leading video website tudou.com purchased the exclusive rights to air the fourth season of "Qin's Moon." It paid a reported 12 million yuan (US$1.9 million), said to be the highest price paid for rights to a domestic animation.
It's China's first 3D wuxia animation and tells the story of a boy who grows up to be a martial arts hero in the Qin Dynasty (221-206 BC).
Since 2007 three seasons have been aired; a fourth is in production; seven seasons are planned. It has been a smash hit both with viewers and in the market place.
"Qin's Moon" was selected in the 2010 Japanese Digital Content White Paper as a model of Chinese animation; it was part of the Autodesk 2010 Animation Show Reel, along with "Avatar" (2009) and "Ice Age" (2002, 2006, 2009). Autodesk is a world-leading 3D design, engineering and entertainment software. In 2011 "Qin's Moon" was screened in the Asia section of the Cannes Film Festival. It has won more than 80 awards around the country.
It is among the "top" and "hottest" animations on several large national portals, positions usually occupied by Japanese animation.
"In the past we were not bullish on Chinese animation and cartoons but in the past four or five years, there are good ones that deserve a try," says cosplayer Xiao Xiaobai, one of China's most famous cosplayers who used to be focus solely on Japanese animation.
Among Chinese animation, Xiao's cosplay society focuses mostly on "Qin's Moon."
Decades ago China had a golden age of animation with films that won international fame, such as "Monkey King: Uproar in Heaven" (1965) and "Little Tadpoles Looking for Their Mom" (1961), which are full of oriental feature. However, such bash was seldom thereafter until recent years.
But the animation industry fell into decline and Japanese and American imports were far more creative and popular.
"Young Chinese do not watch Chinese animation or cartoons not because they don't like them but because there are too few of them," according to Shen Leping, the director and screenwriter of "Qin's Moon." He is also CEO of Hangzhou Xuanji Science & Technology Corp.
He says there's a market niche that he aims to occupy.
"In the past, all animations in the Chinese mainland were produced for children under 12, so we decided to produce animations for people aged from 12 to 25," Shen says. The more sophisticated content contributes significantly to its popularity.
The company spends an average of 15,000 yuan for one minute, and so far has shot more than 1,300 minutes, not big according to international standards, but very big in China.
The efforts have paid off handsomely through copyright sales, development of an Internet game, DVDs, books, toy weapons, clothes, foods and other spin-offs.
"Qin's Moon" is among a number of creative new Chinese animations that appeal to a wider audience.
The Hangzhou-produced animation "Dream of Jinsha" was nominated as Best Animation in the 2010 Academy Awards. It was the first time an animation produced on the Chinese mainland was nominated for an Oscar.
Also, independent director Liu Jian from Jiangsu Province won wide recognition with "Piercing Me" (2010). It's a slow and thoughtful film with a bloody punch. The film follows two young migrant workers from the countryside struggling to find a home in an alien urban "wasteland." It took three years to make.
It won the award for Best Animated Feature in the Asia Pacific Screen Awards. It has been screened at animation festivals in France, Germany, the Netherlands, Switzerland and other countries.
"In foreign countries many people were surprised to see a Chinese animation because for over 20 years Chinese animation was seldom screened in international animation festivals," Liu says.
Another surprise at world animation festivals is a 27-year-old animation artist Ray Lei from Jiangxi Province. His 2010 film "This Is Love" was shown at the Ottawa International Animation Festival, where it won Best Narrative Short.
His films have been screened at the Ann Arbor (Michigan) Film Festival, USA; Sprockets Toronto International Film Festival; and the International Animation Festival, Czech Republic.
Global animation festivals are increasingly being held in China, such as the China International Cartoon and Animation Festival, held annually in Hangzhou; the Western China ACG Festival held in Chongqing, and China (Beijing) Aniwow College Students Animation Festival in Beijing.
Since 2009, China has produced more animation than any other country.
But quantity isn't quality. Many films are virtual knockoffs that are slipshod, unimaginative.
"China is like a country that processes animation, more than creating animation," Lei says, adding the films carry label of virtual mass production, made in China.
"Only time can solve the problem," Shen, the director of "Qin's Moon," says. "Some good works have to be generated among the vast number of films. Those good films will appeal to the audience and Chinese animation will have a bright future."
They are making progress.
Hangzhou is one of China's new centers of creativity and animation, and two of its animation products, the 3D smash-hit wuxia (martial arts) TV series "Qin's Moon" and "Dream of Jinsha" have won acclaim.
Last November, China's leading video website tudou.com purchased the exclusive rights to air the fourth season of "Qin's Moon." It paid a reported 12 million yuan (US$1.9 million), said to be the highest price paid for rights to a domestic animation.
It's China's first 3D wuxia animation and tells the story of a boy who grows up to be a martial arts hero in the Qin Dynasty (221-206 BC).
Since 2007 three seasons have been aired; a fourth is in production; seven seasons are planned. It has been a smash hit both with viewers and in the market place.
"Qin's Moon" was selected in the 2010 Japanese Digital Content White Paper as a model of Chinese animation; it was part of the Autodesk 2010 Animation Show Reel, along with "Avatar" (2009) and "Ice Age" (2002, 2006, 2009). Autodesk is a world-leading 3D design, engineering and entertainment software. In 2011 "Qin's Moon" was screened in the Asia section of the Cannes Film Festival. It has won more than 80 awards around the country.
It is among the "top" and "hottest" animations on several large national portals, positions usually occupied by Japanese animation.
"In the past we were not bullish on Chinese animation and cartoons but in the past four or five years, there are good ones that deserve a try," says cosplayer Xiao Xiaobai, one of China's most famous cosplayers who used to be focus solely on Japanese animation.
Among Chinese animation, Xiao's cosplay society focuses mostly on "Qin's Moon."
Decades ago China had a golden age of animation with films that won international fame, such as "Monkey King: Uproar in Heaven" (1965) and "Little Tadpoles Looking for Their Mom" (1961), which are full of oriental feature. However, such bash was seldom thereafter until recent years.
But the animation industry fell into decline and Japanese and American imports were far more creative and popular.
"Young Chinese do not watch Chinese animation or cartoons not because they don't like them but because there are too few of them," according to Shen Leping, the director and screenwriter of "Qin's Moon." He is also CEO of Hangzhou Xuanji Science & Technology Corp.
He says there's a market niche that he aims to occupy.
"In the past, all animations in the Chinese mainland were produced for children under 12, so we decided to produce animations for people aged from 12 to 25," Shen says. The more sophisticated content contributes significantly to its popularity.
The company spends an average of 15,000 yuan for one minute, and so far has shot more than 1,300 minutes, not big according to international standards, but very big in China.
The efforts have paid off handsomely through copyright sales, development of an Internet game, DVDs, books, toy weapons, clothes, foods and other spin-offs.
"Qin's Moon" is among a number of creative new Chinese animations that appeal to a wider audience.
The Hangzhou-produced animation "Dream of Jinsha" was nominated as Best Animation in the 2010 Academy Awards. It was the first time an animation produced on the Chinese mainland was nominated for an Oscar.
Also, independent director Liu Jian from Jiangsu Province won wide recognition with "Piercing Me" (2010). It's a slow and thoughtful film with a bloody punch. The film follows two young migrant workers from the countryside struggling to find a home in an alien urban "wasteland." It took three years to make.
It won the award for Best Animated Feature in the Asia Pacific Screen Awards. It has been screened at animation festivals in France, Germany, the Netherlands, Switzerland and other countries.
"In foreign countries many people were surprised to see a Chinese animation because for over 20 years Chinese animation was seldom screened in international animation festivals," Liu says.
Another surprise at world animation festivals is a 27-year-old animation artist Ray Lei from Jiangxi Province. His 2010 film "This Is Love" was shown at the Ottawa International Animation Festival, where it won Best Narrative Short.
His films have been screened at the Ann Arbor (Michigan) Film Festival, USA; Sprockets Toronto International Film Festival; and the International Animation Festival, Czech Republic.
Global animation festivals are increasingly being held in China, such as the China International Cartoon and Animation Festival, held annually in Hangzhou; the Western China ACG Festival held in Chongqing, and China (Beijing) Aniwow College Students Animation Festival in Beijing.
Since 2009, China has produced more animation than any other country.
But quantity isn't quality. Many films are virtual knockoffs that are slipshod, unimaginative.
"China is like a country that processes animation, more than creating animation," Lei says, adding the films carry label of virtual mass production, made in China.
"Only time can solve the problem," Shen, the director of "Qin's Moon," says. "Some good works have to be generated among the vast number of films. Those good films will appeal to the audience and Chinese animation will have a bright future."
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