The peripheral products of the movie are a big cake, but in China, even if the situation is much better than before, the strange thing is that the sales of the peripheral products of the movie have not changed much.

Some people may think that the peripheral products of "Kung Fu Panda" are selling well this time, and they have surpassed the domestic box office of "Kung Fu Panda" in China, and they think that this is the spring of Chinese animation films, but in fact this is not the case.

There are many reasons why "Kung Fu Panda" can be successful around, on the one hand, "Kung Fu Panda" has exploded at the box office worldwide, and word of mouth has also received rave reviews.

In addition, "Kung Fu Panda" itself has a wealth of peripheral product advantages, as well as the zero-tolerance crackdown of the world mall, etc., plus a series of publicity, to have the current situation.

In fact, the difficulty and threshold of the production of animated films are higher than those of live-action films, first of all, in terms of investment and production cycle, ordinary live-action films, the production cycle of a few months is already very long, but animated films, especially 3D animated films, the production cycle is definitely not a few months to complete.

However, the touting of the domestic media and the blind optimism of filmmakers are the biggest problems at present.

"You are an animation practitioner, why do you think the domestic animation industry has not been able to develop?" At the celebration banquet, Ye Qiu was chatting with several senior executives of Star Animation and the heads of several visiting animation companies.

"I think it's a matter of return on investment and risk, the current domestic film market capacity seems to be very high, but in fact, the annual share of animated films in the total box office is not even 5%. The real problem is that compared to live-action films, animated films have a longer production cycle, greater risk, and a longer return on investment cycle, and the most critical problem is that the return on investment is too low. Yang Xing sighed first.

"The return on investment is too low, Mr. Yang, you are slapping us all in the face, if the return on investment of "Kung Fu Panda" is still low, then what other movies have a high return on investment?" said Li Qi, the head of Kuqi Animation.

"Mr. Li, you only saw the success of "Kung Fu Panda", but you forgot that the production cost of this film alone exceeded 100 million US dollars, and it took us nearly two years to complete this film. Yang Xing said.

"It can be said that if Kung Fu Panda relies solely on domestic box office revenues, we will definitely lose money, and not every film will be able to succeed in the international market. If it weren't for Mr. Ye, what investor do you think would be willing to invest such a large amount of money? This is not something that can be compared to animated films. Yang Xing said.

"Eh, let me say, the biggest problem is that there are too many people who are eager for quick success, and the rapid expansion of our domestic film market is actually not the reason for the depression of the animation industry?" Chu Jie, the boss of Huaguoxing Digital Animation, sighed.

"What did Mr. Chu say about this? Isn't the prosperity of Huaguo's film market bad?" Li Qi asked suspiciously.

"The prosperity of the Chinese film market is naturally a good thing, but you see, in the past two years, in addition to the few films of Dianjin Film and Television, how many movies can do it?" Chu Jie said after taking a sip of wine.

"Although there are not many applauds and acclaims, as far as I know, the film market has risen sharply in the past two years, and the stocks of old film and television giants such as Zhongyi and Xuanhuang have risen sharply, and the movies produced have not lost money. Li Qi said disapprovingly.

"It's true that the film market has soared, and it's not wrong to make money making movies, but you haven't noticed that compared with the movies of the previous years, in the past two years, although the quantity of movies has gone up, but what about the quality?

"The money is so easy to make, so a lot of capital has come in, but in fact, it has fallen into a vicious circle, the money invested, you can make a lot of money in a few months, who would put such a good money-making thing not to do, but to invest in animated films?" Chu Jie shook his head.

"This ......" Li Qi was also speechless for a while.

In fact, there is a very strange phenomenon in the Chinese film market.

Good movies may not be able to get good box office, but those movies that are considered bad by many people often get good results.

"So what do you think can be done to reverse this situation?" Ye Qiu asked noncommittally.

"This ...... I'm a little shallow, that's not right, don't be surprised. Chu Jie's eyes lit up.

"Mr. Chu is too serious, let's just chat, just talk casually. Yang Xing glanced at Ye Qiu and said with a smile.

Chu Jie didn't think that this was just Ye Qiu's casual remark, with Ye Qiu's current identity and status, money was already just a set of numbers for Ye Qiu, for people like Ye Qiu, Chu Jie felt that Ye Qiu's pursuit now should be biased towards fame rather than profit.

And Chu Jie himself is doing animation film and television, so this is also related to his own interests, so naturally he will not let go of this opportunity.

"First of all, I think we need to give confidence to the market, like a hugely successful role model like Kung Fu Panda, we need more, and only if investors see that it is profitable, they will invest. Of course, this is relatively long-term, for now, most of the domestic animated films are often invested by the production companies themselves, and the cost is naturally not too high. In fact, I think that there is no shortage of creativity among Chinese people, but what they lack is opportunities. ”

"The second is the problem of publicity, now the scale of our domestic animation is small, so it is impossible to spend too much money on publicity, because it is a bit weak to invest in movies. But now, propaganda has even more to do with a movie than the film itself. ”

"The third point is the problem of channels, many of our domestic animation peripheral genuine goods, the reason why they can't be sold after eliminating piracy, in fact, is not only a problem of habit, but also a very critical problem, that is, the quality problem. ”

Everyone at the scene was stunned for a moment, which everyone really hadn't considered before.

"Let me give you an example, I bought a toy for my son on the Internet, it was a cartoon doll, and the purchase was definitely a genuine product, and the price was not low, but my son broke it after only playing with it for 2 days. ”

"I paid special attention to this matter later, and it turned out that this is a common problem, not an isolated one. ”

"Even our own animation peripheral products also have this problem, because we don't have any well-known animation works here, so when we talk about cooperation, there are generally two ways to cooperate, one is to license to toy manufacturers, but such authorization is generally only a very low price, and there is also a way of cooperation, which is also the most common, that is, to find manufacturers to customize.

However, because our demand is low, the cost has been difficult to control, and the toys are expensive, because they are not very famous, and they are afraid that they will not be able to sell, so they can only reduce the price, but as soon as the price is reduced, the profit will also become lower. Generally, large manufacturers with strength, they will not be willing to take a small order like us, so they can only find small manufacturers, but the technical process of small manufacturers must be not a little bit worse. The end result is that it is difficult to be as good as the big manufacturers in terms of quality. ”