ï»?!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> 国äñ”动画电媄期待新天åœ?/title> <link rel="stylesheet" type="text/css" href="/css/new/m_style.css"/> <script type="text/javascript" src="/js/new/jquery-1.8.2.min.js"></script> <script type="text/javascript" src="/js/new/zindex.js"></script> <script src="/js/new/pubuliu.js" type="text/javascript"></script> <!--[if lt IE 10]> <script type="text/javascript" src="js/PIE.js"></script> <![endif]--> <script language="javascript" type="text/javascript"> $(function() { if (window.PIE) { $('.rounded').each(function() { PIE.attach(this); }); } }); function gbdx(num) { var str = document.getElementById("z_dy_nrs").innerHTML; strs = str.replace(/14|12|16/g, num); //扚w‡æ›¿æ¢ document.getElementById("z_dy_nrs").innerHTML = strs; } </script> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" /> </head> <body> <div 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block;"> </a> </div> <div class="ft_r z_xyzp_lei"> </div> </div> <div class="z_dy_bt"> <h2>国äñ”动画电媄期待新天åœ?/h2> <p>文章出处åQ?span>动æ˜O学院</span><span></span>发表旉™—´åQ?span>2015-12-28</span>ã€?b onclick="gbdx(16)">å¤?/b><b onclick="gbdx(14)">ä¸?/b><b onclick="gbdx(12)">ž®?/b>ã€?/p> </div> <div class="z_dy_nr" id="z_dy_nrs"> <div> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    【完¾ŸŽç©ºé—´èµ„讯ã€?015</span><span style="font-size:12.0pt;font-family:宋体;">òq´æ³¨å®šæ˜¯å›½äñ”动画电媄è…ùN£žä¹‹å¹´ã€‚年初,《十万个å†ïL¬‘话》上映,成äؓ元旦档黑马;《西游记之大圣归来》在暑期档口¼„‘票房双丰收。这两部动画电媄都打破了以往国äñ”动画电媄“低òq¼åŒ–”的格局åQŒå…¨é¢ä¸»æ‰“成òq´äh市场ã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    2016</span><span style="font-size:12.0pt;font-family:宋体;">òq´å…ƒæ—¦å³ž®†å…¬æ˜ çš„《小门神》,也åšg¾l­äº†ã€Šå¤§åœ£å½’来》走¾U¢çš„两大因素åQšæˆòq´åŒ–动画和取材于中国传统故事åQŒå› æ­¤é¢‡è¢«ä¸šç•Œçœ‹å¥½èƒ½æŽ¥æ£’《大圣归来》,成äؓ国äñ”动画电媄发展的另一道标杆。《小门神》仅制作费就è¾?span>7000</span>万元åQŒæ€ÀLŠ•èµ„过亿元åQŒä¹Ÿæ˜¯å›½å†…投资最多的动画电媄。与此同æ—Óž¼Œå›½äñ”动画电媄的局势也有所改变åQŒã€Šå°é—¨ç¥žã€‹å’Œé˜‰K‡Œå½×ƒ¸šçš„合作,也多ž®‘改变了动画公司以前势单力薄的局面。在动画界äh士看来,《大圣归来》的成功对行业是一个利好,不仅让从业者有了信心,也ä×o投资方和商业院线改变对国产动ç”ȝ”µå½Þqš„偏见åQŒâ€œè¿™ž®†åŞ成一个良性åó@环”。可以预见,<span>2016</span>òq´çš„国äñ”动画电媄ž®†èƒ½æ‰“开一片新天地ã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"><strong>变化</strong><span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">从“低òq¼åŒ–”到“全òq´é¾„â€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    上半òq´çš„国äñ”动画电媄¼œ¨æˆ¿˜q˜â€œæƒ¨ä¸å¿ç¹â€ã€‚当时共è®?span>16</span>部国产动ç”ȝ”µå½Þq¥¨æˆ¿æ€Õd’Œ˜q˜ä¸åŠã€Šå“†å•?span>A</span>梦:伴我同行》《超能陆战队》两部之和。到了暑期,一部《大圣归来》以<span>9.5</span>亿元的票房与<span>8.4</span>分的豆瓣评分åQŒå–得市åœÞZ¸Žå£ç¢‘的双丰收。从¼œ¨æˆ¿æ•°å­—来看åQŒå›½äº§åŠ¨ç”ȝ”µå½±å‘ˆçˆ†å‘之势åQŒæˆªè‡?span>11</span>月底åQŒå›½äº§åŠ¨ç”ȝ”µå½Þq¥¨æˆ¿è¶…<span>20</span>亿元åQŒå’Œ˜q‡åŽ»å‡ å¹´å›½äñ”动画电媄市场成ç‡W比较åQŒå›½äº§åŠ¨ç”ȝ”µå½±å–得很大进步,ž®¤å…¶åœ¨å’Œå¥½èŽ±åžåŠ¨ç”ȝš„角逐中åQŒå›½äº§åŠ¨ç”ȝ«žäº‰å®žåŠ›æ˜Žæ˜‘Ö¢žå¼ºã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    å¯ÒŽ­¤åQŒåª„评ähæœÞq‚«<span>23</span>日受访时认äؓåQŒã€Šå¤§åœ£å½’来》功不可没。在æœÞq‚«çœ‹æ¥åQŒè¯¥ç‰‡çš„成功åQŒå¯ä»¥ä¸Žå¼ è‰ºè°‹åå¤šå¹´å‰çš„《英雄》相提åƈ论。“《英雄》告诉我们,可以åŽÈ”µå½±é™¢çœ‹å›½äº§ç‰‡äº†ã€‚而《大圣归来》也¾l™ä¸­å›½è§‚众一个信åøP¼Œå›½äñ”动画电媄也是值得到电影院åŽÈœ‹çš„。â€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    《大圣归来》也让观众和影院重塑对国产动ç”ȝ”µå½Þqš„信心。之后上映的《黑猫警é•Ñ€‹å’Œã€Šç–¯äº†ï¼æ¡‚宝》首日排片量均超˜q‡å…¨å›½æ€ÀLŽ’片场‹Æ¡çš„<span>10%</span>——这样高的比例在以往国äñ”动画电媄中几乎见不到ã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    资本也发çŽîCº†˜q™ä¸ªå¸‚场的契机。就在《大圣归来》上映的½W?span>3</span>天,光线传媒发布公告宣布投资《大圣归来》制作团队ã€?span>10</span>月底åQŒå…‰¾U¿ä¼ åª’宣布成立彩条屋å½×ƒ¸šåŠ¨æ˜O集团åQŒå¸ƒå±€åŠ¨ç”»ç‰‡é¢†åŸŸï¼Œåˆ¶ä½œã€Šå¤§é±¼Âäh“v‹‚ ã€‹ã€Šå¤§åœ£é—¹å¤©å®«ã€‹ã€Šæ·±‹¹—÷€‹ã€Šå“ªå’降世》《姜子牙》《凤凰》《秦时明月》组成“国漫风”阵容,备受å…Ïx³¨çš„《大鱼Âäh“v‹‚ ã€‹ä¹Ÿå®£å¸ƒž®†åœ¨æ˜Žå¹´ä¸Šæ˜ ã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    事实上,回首国äñ”动画电媄的发展我们不隑֏‘玎ͼŒã€Šå–œ‹z‹æ´‹ä¸Žç°å¤ªç‹¼ã€‹å¼€åˆ›äº†â€œå°æ‰‹æ‹‰å¤§æ‰‹â€çš„观媄模式åQŒåªè¦å­©å­å–œ‹Æ¢ï¼Œž®×ƒ¸æ€•å¤§äºÞZ¸è¢«å¸¦˜q›ç”µå½±é™¢ã€‚但随着产业发展和市场扩容,“低òq¼åŒ–”的定位已成国äñ”动画电媄致命¾~ºé™·ã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    从《大圣归来》开始,制作方对国äñ”动画电媄定位的认知也被逐步改变。以往认äؓ儿童市场“好赚”,其实动画电媄的真正“金矎쀝恰好是在成äºø™§‚众。动ç”ÖM»Žä¸šè€…也渐渐意识到这个问题。元旦上映的《小门神》,从观å½×ƒh¾Ÿ¤ä¸Šæ¥çœ‹åQŒæ˜¯¾cÖM¼¼å¥½èŽ±åžç”µå½Þqš„合家‹Æ¢åŠ¨ç”…R€‚包括此前被认äؓäºø™®¾å’Œæ•…事较òq¼ç¨šçš„《熊出没》系列,åœ?span>2016</span>òq?span>1</span>æœ?span>16</span>日上映的æ–îC¸€éƒ¨ã€Šç†Šå‡ºæ²¡ä¹‹ç†Šå¿ƒå½’来》中也进行了转型åQŒé™¤å»¶ç®‹å‰ä¸¤éƒ¨å¥½èŽ±åžå¼çš„叙事模式外,在剧情架构、情感表辑֒Œå†…容讄¡½®ä¸Šï¼Œž®†æ›´åŠ è„“˜q‘成òq´ähã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"><strong>分析</strong><span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">çŽîC»£è§†è§’演绎传统题材<span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    多年不温不火的国产动ç”ȝ”µå½±ï¼Œæœ‰å¤§òq…进步的­‘‹åŠ¿ã€‚但好莱坞动ç”ȝ‰‡ä¹Ÿè¶Šæ¥è¶Šé‡è§†ä¸­å›½å¸‚场åQŒç”šè‡³ä¼šä¸“é—¨ä¸ÞZ¸­å›½è§‚众量íw«å®šåšåŠ¨ç”ȝ‰‡ã€‚中¾ŸŽåˆæ‹çš„《功夫熊çŒ?span>3</span>》就是典型。在好莱坞,一部动ç”ȝ”µå½×ƒ»Žå¯åŠ¨åˆîC¸Šæ˜ ï¼Œåˆ¶ä½œæ—‰™—´òq›_‡é•¿è¾¾<span>4</span>òq´ã€‚奥飞多屏æ€È»ç†å¾æ¨æ–Œé€éœ²åQŒå¥½èŽ±åžåŠ¨ç”»ç”µåª„中调研是不可忽略的环节,他ä‹D例,《功夫熊猫》涉及在中国¾l“婚的习俗,会派äºÞZ¸“门飞åˆîC¸­å›½æ¥äº†è§£ä¸­å›½äººçš„婚俗传统ã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    而制作严谨这个特点,在国产动ç”ȝ”µå½×ƒ¸­ä¹Ÿè¶Šæ¥è¶Šæ˜Žæ˜¾ã€‚国产动ç”ȝ”µå½±ã€Šå°é—¨ç¥žã€‹äؓ学习好莱坞经验,导演王微和媄片制片äh于洲½{‰æ ¸å¿ƒå›¢é˜Ÿæˆå‘˜ï¼Œæ›‘Ö…ˆåŽå¤š‹Æ¡å‰å¾€¾ŸŽå›½ã€‚在写剧本前åQŒçŽ‹å¾®æ›¾ç‰ÒŽ„åœ¨æ±Ÿ‹¹™ç”Ÿ‹z»è¿‡ä¸€ŒD‰|—¶é—´ã€‚äؓ营造出最逼真的电å½Þq”»é¢ï¼Œå›¢é˜Ÿ˜q˜ç»„¾l‡åˆ›ä½œäh员去江南ž®é•‡é‡‡é£ŽåQŒåŽ»˜q‡å—‹¹”、同里、周庄,感受古镇的风土äh情,记录当地的小桥流水和房屋建筑。他们在南浔的一‹‚µå¤§æŸÏx ‘下喝茶、喝啤酒åQŒå¤§å®¶è§‰å¾—è¿™‹‚‰|Ÿ³æ ‘不错,动画设计师就把柳树画下来åQŒæ”¾åœ¨ç”µå½±é‡Œè€å­—åïLš„门前了。“艺术需要天马行½Iºï¼Œä½†åˆ›ä½œè¿˜æ˜¯è¦æœ‰ä¾æ®çš„。”王å¾?span>23</span>日在苏州首映½Cég¸Šå¯¹è®°è€…表½Cºã€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    å½Þq‰‡è®²è¿°äº†å…³äºŽâ€œæ”¹å˜å’Œæœ‰å‹‡æ°”面å¯ÒŽ”¹å˜â€çš„故事åQŒæ•…事里åQŒç”±äºŽäh间不再关注仙界,门神郁垒和其他神仙一æ øP¼Œä¹Ÿé¢ä¸´äº†ä¸‹å²—危机。门¼œžéƒåž’决定去人间åQŒåšä¸€ç•ªæƒŠå¤©åŠ¨åœ°çš„事情åQŒè¯æ˜Žé—¨¼œžçš„价倹{€?span></span></span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;"> </span> </p> <p class="MsoNormal"> <span style="font-size:12.0pt;font-family:宋体;">    在作安™©¬ä¼¯åº¸çœ‹æ¥åQŒå¯èƒ½ä»Šå¤?span>90%</span>的中国äh已经˜qœç¦»äº†ä¸­å›½ä¼ ¾lŸæ–‡åŒ–çš„¾_ùN«“åQŒâ€œã€Šå°é—¨ç¥žã€‹æ‹å¾—很用心åQŒåˆ¶ä½œèƒŒåŽèƒ½çœ‹åˆ°ä¸Õdˆ›çš„文化底蕴。”朱炫认为,《小门神》从制作角度看有着‹¹“郁的好莱坞风格åQŒä½†¾l†çœ‹åˆæœ‰æˆ‘们熟知的本土元素,“这也印证了导演所说的传统与现代的融合。‘现代’代表的是西方先˜q›çš„动画技巧,但该片有着本土化的壻I¼Œåƒé¦„饨、年画都是与我们的生‹zÀL¯æ¯ç›¸å…³çš„。两者的融合或许是我们可以借鉴的。毕竟‘巨龙’、‘骑士’不属于中国人。â€?span></span></span> </p> </div> </div> <div class="z_js_tjyd"> <div class="z_js_wen_bt"> <p class="ft_l"><span>推荐阅读</span><i></i></p><a href="#" class="ft_r"></a> </div> <ul class="wz_tjlb z_jswz_tjlb"> <li><b>+</b><a href="/news/school/201601/2152.html">2016òq´é«˜ä¸­æ¯•ä¸šå­¦ä»€ä¹ˆå¥½åQ?/a></li> <li><b>+</b><a href="/news/school/201601/2151.html">沈阳完美½Iºé—´åQšåŠ¨æ¼«è®¾è®¡å’Œæ¸¸æˆè®¾è®¡çš„区åˆ?/a></li> <li><b>+</b><a href="/news/school/201601/2149.html">学游戏设计不用上大学åQŒé€‰æ‹©æ²ˆé˜³å®Œç¾Ž½Iºé—´</a></li> <li><b>+</b><a 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