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"The Forbidden City Adventure"
The statues of the big and small beasts of the Palace Museum have become the cartoon characters of "Sprout and Meng"; the bronze collection of the Shanghai Museum has become a hand-made animated toy that can be "standing up"; a group of Chinese classics, myths and legends The contemporary anime works that have been born out of the world are being broadcasted; "Hanfu Hot", "Tangzhao Hot" and "Anime Hot" complement each Other and are forming a new fashion industry...
In 2017, the total output value of China's animation industry exceeded 160 billion yuan, and a considerable part of its animation works and derivatives are making "Chinese traditional culture" "live". At the 14th China International Animation and Game Expo hosted by the Ministry of Culture and Tourism and the Shanghai Municipal People's Government, industry insiders debated how to promote the creative transformation and innovative development of Chinese excellent traditional culture through the carrier of animation and other means.
"Live up" is not only the Forbidden City
The latest anime work about the history of the Forbidden City is being creatively produced. It will focus on the road to the south of the Forbidden City cultural relics in the battle against the war, and tell the story of the "national treasures" after several hardships and return to the Forbidden City. This cartoon is tentatively named "The Echo of the Forbidden City."
Yu Zhuang, deputy director of the Information and Information Department of the Palace Museum, revealed at the main forum of the China International Animation Game Expo that as early as a few years ago, the official website of the Palace Museum serialized the first series of animated films of the Forbidden City. This serial animation allows those who have been with the Forbidden City for hundreds of years to "resurrect" one by one. These cute cartoon characters make young people love it.
Yu Zhuang believes that one of the secrets of the "live" of the Forbidden City is "open resources sharing", such as cooperation with Internet platforms such as Tencent, and encourages various creators to participate in the "activation" of the Forbidden City through innovative competitions and other forms. In the ranks, the museum itself insists on controlling the quality.
The "Forbidden City Model" has affected a large number of domestic cultural institutions in recent years. The Shanghai Museum has also begun to “live†and “fire up†in the development of traditional elements. Hu Xuwen, director of the Shanghai Museum Cultural and Creative Development Center, said that in recent years, there have been new fulcrums such as comics and anime, and the most important bronze wares in the collection are “resurrected†as a whole.
The relevant person in charge of the Department of Cultural Industry of the Ministry of Culture and Tourism believes that the "Forbidden City Model" has indirectly spawned high-definition television programs such as "National Treasures", which are new cases of "live" traditional culture.
New technology makes animation communication "like the tiger"
Yu Zhuang believes that the first thing that drives the Forbidden City to "live" and "fire up" in the past is digital new media technology. The Forbidden City has set up an official website for nearly 20 years, and the leap-forward development has been the rapid spread of mobile Internet terminals in the past five years. The Forbidden City easily “walked in†people’s mobile phones and turned them into client-side (app) and QR codes into expressions. Bags and small videos have also become an easy to spread anime image and works.
In terms of applying new technologies, the Shanghai Museum has also tasted the sweetness in recent years. Through augmented reality (AR) and virtual reality (VR) technology, the museum brings a new heritage viewing experience to the audience, especially to attract young people to more easily contact traditional culture.
“The post-90s†anime enthusiasts’ social entertainment platform, 哔哩哔哩, recently released data in Shanghai. Over the past five years, the platform has been involved in local creative, traditional dance, Chinese costumes and other content. The circle covered the population by 20 times.
Li Wei, vice chairman and chief operating officer of the company, revealed that the platform is willing to support domestic animation with full flow, and through advanced technologies such as “artificial intelligence + big dataâ€, it can more accurately recommend and provide domestic animation content for users.
Have a good eye to inherit the essence of Chinese culture
"It is most important to uphold the core of China's excellent traditional culture." Shen Leping, chairman of Xuanji Technology and director of the series "Qin Shimingyue", said that this series of animations has been accompanying Chinese audiences for 11 years, in the process. The main creative team insists on the re-development of traditional cultural resources, while at the same time always grasping a "degree".
The team put forward the creative concept of “history is the bone, art is the wingâ€. From the character modeling style, it fits the imagination of the contemporary teenagers as much as possible, and once it involves the historical expertise of the hundreds of families, it insists on the tradition. The essence of culture is unchanged and not biased. At present, the number of animations in the series of "Qin Shi Ming Yue" has accumulated more than 5 billion times.
Similar to the practice of "Qin Shi Ming Yue" series, it is also based on the ancient classic domestic animated film "Dayu Haitang" such as "Shan Hai Jing" and "Zhuangzi", which has won more than 500 million yuan at the box office. After going abroad, it is praised again. . Producer Chen Jie said that as a producer, grafting traditional culture and animation, the first principle is "original flavor", from the story plot, art design, dubbing soundtrack and other details, there is an eye-catching inheritance of the essence of Chinese culture.
Chinese excellent traditional culture is constantly nourishing contemporary animation creation. According to the China International Animation Game Expo Domestic Animation Forum, since 2017, only Tencent video single platform, the overall reserve of domestically produced animation works 110, the proportion of traditional cultural themes continue to increase, "View Haice" and other popular population New works are welcomed by netizens.
Editor: Tang Qiyun