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Focus on quality, not quantity
By Xu Wei |
April 25, 2013, Thursday
|
Print Edition
Print Edition
THE 9th China International Cartoon and Animation Festival gets under way tomorrow in Hangzhou at Binjiang District's Baima Lake Cartoon and Animation Square.
During the event that runs until May 1, visitors will, for the first time, be offered "edutainment experiences" at an Animation Experience Pavilion.
And the Golden Monkey King Awards will this year feature a new special prize for the entrant showing greatest potential in animation work.
Another innovation this year is a festival cellphone app for details of events and venues, among other information.
In 2012, China produced 220,000 minutes of animation - 40,000 minutes less than in 2011.
This was the first fall in output for five years, in a year which also marked the introduction of a strategy to upgrade the domestic animation industry.
Chen Weiqiang, deputy secretary general of CPC Hangzhou Committee and director of the festival's organizing committee, talked about highlights to expect and shared his viewpoints on the future development of the animation industry.
Q1: What are the new highlights of the 9th China International Cartoon and Animation Festival?
Chen: We have adjusted the festival's schedule to run from April 26 to May 1 to accommodate the Labor Day holiday. It will be a good occasion for more cartoon lovers to attend - particularly middle school and primary school students.
In addition to the festival's main site at Baima Lake, the event will also include 11 sub-venues around the city, including the China Academy of Art, Zhejiang University of Media and Communications and Hangzhou Youth Center.
This year's festival will emphasize both social efficiency and the economic benefits. It will also serve the animation enterprises, aiming to boost the industry and the economic growth of the city.
Meanwhile, our hosting of the festival - which features exhibitions, forums and competitions among its many attractions - will be done in a more frugal way.
The opening ceremony, different from previous ones, will be presented in the form of an animation symphony concert. Classic scores for animation films and series will be remixed with special effects of lighting and digital sound.
We will have only one major forum this year. The Animation Experience Pavilion will display advanced high-tech skills of holographic projection and 4D film screening.
During the festival, many theaters in the city will also present an exhibition of the Golden Monkey King Awards winning films. And excellent foreign animated works will be aired on the Hangzhou Children's Channel.
In addition, this year's festival will be more professional and international. We will launch an animation industry fair on the sixth floor of Jianguo Hotel, providing animation project buyers and exhibitors with a platform for information exchanges and business negotiations.
The forum will be themed on the creativity, brand and business values of the industry. The "Most Potential" animation award will help to promote outstanding and original works which haven't been released yet.
Q2: What's the relationship between the festival and the animation industry?
Chen: We hold the festival to strengthen industrial communication and cooperation and improve economic returns for the industry.
Secondly, the festival is a major platform for showcasing the industry's achievements and progress over the past year. It showcases the best animation works, the latest technology, powerful and promising enterprises and the most popular celebrities and professionals in this field.
Meanwhile, we are also trying to make the festival an exchange and trading platform for domestic and foreign animation projects. Here government officials can announce their latest policies regarding animation, companies can release their latest works and experts can discuss about future trends in the industry.
Q3: How should Hangzhou seek to develop its animation industry?
Chen: The animation industry in Hangzhou is in a vital phase of transition and upgrading.
We are becoming more focused on the quality than quantity of output. After 10 years of efforts, Hangzhou's animation industry is trying to make breakthrough improvements in quality. The number of animation companies or how many minutes of animation we produce will not be the key indicators.
We hope to present more outstanding animated productions which can also be well-received internationally.
Our government will make revisions to the industrial policies to support the animation industry in varied ways. We will encourage the creation of more original and excellent works which have big market potential.
For instance, as co-producer, we have invested in Versatile Media's animation film "The Legend of Kunta."
Meanwhile, we will also integrate our resources, encourage universities to open their facilities to companies and organize trips for the animation companies to further develop the international market at major festivals such as the Cannes TV Festival and the Tokyo International Animation Fair.
During the event that runs until May 1, visitors will, for the first time, be offered "edutainment experiences" at an Animation Experience Pavilion.
And the Golden Monkey King Awards will this year feature a new special prize for the entrant showing greatest potential in animation work.
Another innovation this year is a festival cellphone app for details of events and venues, among other information.
In 2012, China produced 220,000 minutes of animation - 40,000 minutes less than in 2011.
This was the first fall in output for five years, in a year which also marked the introduction of a strategy to upgrade the domestic animation industry.
Chen Weiqiang, deputy secretary general of CPC Hangzhou Committee and director of the festival's organizing committee, talked about highlights to expect and shared his viewpoints on the future development of the animation industry.
Q1: What are the new highlights of the 9th China International Cartoon and Animation Festival?
Chen: We have adjusted the festival's schedule to run from April 26 to May 1 to accommodate the Labor Day holiday. It will be a good occasion for more cartoon lovers to attend - particularly middle school and primary school students.
In addition to the festival's main site at Baima Lake, the event will also include 11 sub-venues around the city, including the China Academy of Art, Zhejiang University of Media and Communications and Hangzhou Youth Center.
This year's festival will emphasize both social efficiency and the economic benefits. It will also serve the animation enterprises, aiming to boost the industry and the economic growth of the city.
Meanwhile, our hosting of the festival - which features exhibitions, forums and competitions among its many attractions - will be done in a more frugal way.
The opening ceremony, different from previous ones, will be presented in the form of an animation symphony concert. Classic scores for animation films and series will be remixed with special effects of lighting and digital sound.
We will have only one major forum this year. The Animation Experience Pavilion will display advanced high-tech skills of holographic projection and 4D film screening.
During the festival, many theaters in the city will also present an exhibition of the Golden Monkey King Awards winning films. And excellent foreign animated works will be aired on the Hangzhou Children's Channel.
In addition, this year's festival will be more professional and international. We will launch an animation industry fair on the sixth floor of Jianguo Hotel, providing animation project buyers and exhibitors with a platform for information exchanges and business negotiations.
The forum will be themed on the creativity, brand and business values of the industry. The "Most Potential" animation award will help to promote outstanding and original works which haven't been released yet.
Q2: What's the relationship between the festival and the animation industry?
Chen: We hold the festival to strengthen industrial communication and cooperation and improve economic returns for the industry.
Secondly, the festival is a major platform for showcasing the industry's achievements and progress over the past year. It showcases the best animation works, the latest technology, powerful and promising enterprises and the most popular celebrities and professionals in this field.
Meanwhile, we are also trying to make the festival an exchange and trading platform for domestic and foreign animation projects. Here government officials can announce their latest policies regarding animation, companies can release their latest works and experts can discuss about future trends in the industry.
Q3: How should Hangzhou seek to develop its animation industry?
Chen: The animation industry in Hangzhou is in a vital phase of transition and upgrading.
We are becoming more focused on the quality than quantity of output. After 10 years of efforts, Hangzhou's animation industry is trying to make breakthrough improvements in quality. The number of animation companies or how many minutes of animation we produce will not be the key indicators.
We hope to present more outstanding animated productions which can also be well-received internationally.
Our government will make revisions to the industrial policies to support the animation industry in varied ways. We will encourage the creation of more original and excellent works which have big market potential.
For instance, as co-producer, we have invested in Versatile Media's animation film "The Legend of Kunta."
Meanwhile, we will also integrate our resources, encourage universities to open their facilities to companies and organize trips for the animation companies to further develop the international market at major festivals such as the Cannes TV Festival and the Tokyo International Animation Fair.
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