Chinese cartoon producers have been urged to become more
competitive in order to triumph against more successful foreign
rivals.
”Money shortages are a problem for the industry, but it's not the
only issue,'' said Sun Lijun, vice-president of the Animation
School with the Beijing Film Academy. “Cartoon producers also need
to create products consumers will respond to.''
Chinese cartoon makers have fought a two-decade uphill battle to
gain on foreign rivals. Yet Chinese people still prefer cartoon
figures and products that use cartoon characters created in the
United States, Japan and Europe over those invented here.
Cartoon-related industries score 1.3 billion yuan (US$157 million)
every year in sales in China, only 10 percent of which is earned by
Chinese companies.
There is evidence that a turnaround could be in the offing. “The
Magic Lotus Lantern,'' a cartoon film produced by Shanghai
Animation Film Studio, grossed 24 million yuan (US$2.9 million) and
ranked third in the country in 1999.
The huge success of the cartoon TV series “3,000 Questions for the
Blue Cat and Naughty Mouse'' has further boosted the morale of
animators.
“’Blue Cat's’ success is reflected more about its commercial
potential than its artistic merits,'' said Zhou Fengying, deputy
secretary-general of the China Animation Society.
Indeed, “Blue Cat'' has huge marketing potential.
“The cartoon industry does not only embrace cartoon films or TV
series but also their derivative products such as clothes, toys and
stationery,'' said Wang Hong, general director of the “Blue Cat''
cartoon TV series.
Wang said the length of the cartoon TV series has given it enough
time to merchandise and create awareness of derivative
products.
The cartoon series, produced by Hunan Sunchime Film Studio
Development Corporation, entered the Guinness Book of Records
earlier this month with a running time of 7,500 minutes in 500
episodes.
The company has developed related products including books,
stationery and toys.
“The cartoon industry will draw more attention from investors after
it has proved itself profitable,'' Wang said.
(China
Daily 08/20/2001)