WITH cinemas set to offer a range of domestic and imported animated films for summer, Xu Wei takes a look at how Chinese studios are working to restore faith in local cartoons.

China's animation industry needs to grow up. Although the movies are mostly for kids, industry insiders say that filmmakers need to approach their work more seriously to ensure they create appealing stories and creative animation.

With Children's Day (June 1) and summer vacation not too far off, cinemas will be full of the latest films for kids. Competition is fierce, and this year it will be even stiffer as two domestic films are set to battle nearly 10 overseas flicks - mostly Hollywood blockbusters - over the following three months.

The extra foreign competition is a result of China increasing the quota of US films allowed into the country this year. With 14 more US movies, either in 3D or IMAX versions, a total of 34 American films will reach Chinese mainland screens this year.

The challenge from overseas rivals is big.

During the same period last year, five domestic cartoon works were screened including "Kui Ba," "Kung Fu Rabbit" and "The Tibetan Dog." Total ticket sales amounted to only one-tenth of the Hollywood box-office hit "Kung Fu Panda 2," which made more than 400 million yuan on the Chinese mainland.

Despite the striking gap, Chinese animated filmmakers are not ready to give up, trying to rebuild confidence in Chinese cartoon films as they spend more on audience positioning, marketing and distribution.

Following a cartoon feature film in 2010 and a TV series last year, the second 3D installment of "Animen" will open on June 1.

At a time when children and teenagers are so familiar with characters like Po the kung fu panda, Shrek and the Transformers, "Animen II" hopes to create and promote China's own compelling and original cartoon heroes.

"Chinese children and teenagers have been waiting for China's own superhero movie and characters for a long time," says Kerr Xu, CEO of Shanghai SJS Animation Co Ltd, which produced the 3D film. "The film is our attempt to help them find their deepest cultural roots and rebuild their confidence in domestic cartoon movies."

The 90-minute movie tells the story of a race of humanoid frogs from outer space who fight for justice and peace. The frogs have superpowers and their efforts to protect their homeland and people will help children learn the importance of courage, brotherhood and teamwork.

Advanced motion-capture technology is used in the film to present dramatic war scenes as well as detailed facial movements such as eye blinks.

Chinese elements are abundant in the film, which Xu, who also directed the movie, says they hope will have global appeal.

For instance, the coach of the frog warriors is also a great Chinese cook and skilled in kung fu. Most of the fight scenes are inspired by martial arts. There is also a character in the film who sings Peking Opera.

"Chinese elements used to be added to a movie to attract foreign audiences," Xu adds. "But this time Chinese cinema-goers are our biggest target market. These elements will largely shorten the film's psychological distance with them."

The first installment of the "Animen" series failed to get good slots in cinemas and made only about 8 million yuan (US$1.27 million) at the box office.

But Xu is optimistic about the new installment's box office potential. China now has about 7,000 3D screens, six times more than that in 2010, when the first installment was shown.

"More film distributors have realized the importance of supporting domestic animation and are giving us long-term slots," he says. "We have also established our own film distribution company and worked out a year-round promotion plan to bring the movie to small cities and villages around the country."

In recent years, "Pleasant Goat and Big Big Wolf" film franchise has proved to be the most popular domestic animated feature film. Total box office revenue from the four films reached about 500 million yuan.

The films have also been distributed overseas due to its cute cartoon images, amusing lines and easy-to-understand story.

Its success has prompted its producer, Toonmax Media Co Ltd, to make "GG Bond," which is also based on a popular animated TV series. On June 29, "GG Bond: Hatching" will open in cinemas nationwide.

Yu Jie, deputy general manager of Toonmax Media Co Ltd, says they have high hopes for the movie.

"Just like 'Pleasant Goat and Big Big Wolf,' the TV series of 'GG Bond' has a large and loyal fan base of children," says Yu. "We have also gained rich marketing and distribution experience. Compared with foreign cartoon films, the two original series represent the roots of Chinese culture and speak to the heart of Chinese children."

After careful market surveys, Yu and her team have found that most children in China don't like "perfect" cartoon characters. Therefore GG Bond is depicted as a clever boy pig with super powers. He is brave, happy and optimistic, but he is also naughty and eats too much.

The film is about GG Bond's efforts to protect his homeland from pollution and disaster. The low-carbon life and sustainable development concepts are conveyed to children in a funny and light-hearted way.

However, next month the two Chinese animated films will receive strong competition from Hollywood efforts "Mirror Mirror," "Madagascar 3: Europe's Most Wanted" and the Oscar-winning 3D fantasy "Hugo."

A colorful and re-imagined tale of Snow White, "Mirror Mirror" tells the story of a wicked, evil Queen who will do anything to gain control of the throne and the attention of the charming prince.

"Madagascar 3: Europe's Most Wanted" continues the hilarious journey of the Zoosters, who are still trying to find a way back to New York while "Hugo" tells the story of an orphan boy on a quest to unlock a secret left to him by his father.

During the summer vacation, a few more Hollywood cartoon movies are expected to hit Chinese screens including "Ice Age 4: Continental Drift," "Brave" and "ParaNorman."

Many Chinese film producers consider the influx of Hollywood blockbusters a nightmare to the domestic film industry as they will squeeze many moderate and small-budgeted Chinese films into limited screen time slots. Some think it's unfair as most Chinese movies can't be widely distributed in the United States.

Yu suggests local film producers take a more positive attitude toward competition instead of merely complaining.

"Hollywood animated and kiddie movies will have a big impact on the Chinese cartoon industry considering their advantages in originality, production and storytelling," she says. "But domestic animation producers have their own expertise and resources in marketing and distribution. As with the challenges, there are also many opportunities."

Toonmax Media Co Ltd has obtained the copyright to make the Chinese version of Ikkyu, a famous Japanese Zen Buddhist monk and poet. More Chinese elements and a Chinese princess will be included in the film.

Experts and industry insiders believe the increase in the quota of US films will offer domestic producers more opportunities to get in touch and learn from the business models of top foreign animation studios. Co-production in animation is expected to become another trend.

They note that compared with foreign studios, Chinese cartoon film producers better understand the Chinese film market and audience tastes. China's rich cultural heritage can also provide inspiration for new scripts.

Li Tian, a film and TV expert, says a major reason for the lack of originality in domestic cartoon films is that they are targeted at children and families only.

"Take 'Kung Fu Panda' as an example, the stories in Hollywood cartoon films usually have a universal appeal and can reach a wider audience of both children and adults," Li says.

"Kung Fu Panda" is considered the most popular Hollywood cartoon film among Chinese fans. The first two installments of "Kung Fu Panda" reaped around 600 million yuan when they were shown in the Chinese mainland. Though the typical Hollywood heroic story was not new, it had many viewers falling out of their seats laughing.

"It is a perfect blend of comedy and action," says Wu Lihua, a 30-something local white-collar. "The cartoon images are indeed very cute and impressive. Unlike many domestic works, the story in the film is not stereotyped and it avoids sermonizing. Both my daughter and I felt inspired after a hearty laugh."

Li says the planning and production for a Hollywood animated movie is as complicated as that of a blockbuster movie. Content is king and always will be. Domestic filmmakers should not be short-sighted. A good story and script may take several years to write.

"Good planning and an original script also nurture more diversified and innovative cinematography in such films," Li adds. "Animation now is not just for kids. There is a lot of potential for grown-up animated movies. Chinese animation producers should open their minds and give the genre a wider definition."