Happy Superman: The Two Father Of A Happy Father
Huang Weiming, the famous anime director called "the father of pleasant goat", is now making a new start.
At the first China International Film and animation copyright protection and Trade Fair held in early 2010, the "Guangzhou Huang Weiming Animation Design Co., Ltd." appeared for the first time with the public. The director Huang Weiming of the pleasant goat and grey wolf showed the image of "Kai Xin Superman" with a smile on the spot, and its booth was adjacent to the pleasant goat and grey wolf produced by Guangdong original power Culture Communication Co., Ltd.
The reporter learned from Huang Weiming's population that he and the original power had already terminated the labor contract as early as 2008, ending the nearly 7 years of cooperation between the two sides.
Since then, after more than a year of deliberation, its new work, "happy Superman" finally appeared on this exhibition.
Many people wonder if Huang Weiming's new work will be affected by the pleasant goat's style, which makes it difficult to break through.
Unwilling to keep up
In early 2008,
Pleasant goat and grey wolf
It has produced about 570 episodes and has been broadcast all over the country.
At this time, Huang Weiming is thinking about leaving the original motive force.
"When we do more than 500th episodes, the creative team of Happy Goat can be created without me.
At this time, I feel that I have entered a state of waiting, it is time to find new ideas. "
Huang Weiming said that at that time the company decided to make the film again to the 1000 episode, but he felt: "passion is not enough, we must re find the passion."
Huang Weiming, who was born in 1972, loved painting. He studied in Canada in the last century in 90s and returned to work in an advertising agency in Guangzhou.
After joining the original power in 2000 and creating children's anime "baby daughter's good mother" in the early days, although the film failed to achieve greater success as pleasant goat, it provided an empirical basis for the success of pleasant goat.
In the original power group, Huang Weiming is the kind of creative work that is not familiar with the world.
At the end of the creation of Happy Goat, Huang Weiming once felt very relaxed and almost idle. The whole team was in step by step, and it was fully aware of the details of making happy sheep.
In 2008, the development of derivatives of "pleasant goat and big wolf" was hot, which made the original power see the dawn of profit.
But for Huang Weiming, who is only keen on creation, it is a kind of "conservative".
In March 2008, Huang Weiming formally released labor relations with the original power.
The reason for leaving is not only that Huang Weiming himself is unwilling to "explain too much", but also that the responsible person of the original power also expresses "it is inconvenient to make any comment and comment on this matter".
A cartoon researcher who asked not to be named in Guangzhou revealed that Huang Weiming, a creator of the animation company, left the team after the completion of the work, which is not uncommon in the industry. This is like a "fatality".
Content is king
"Maybe ten seconds after watching the TV, we may have to do it for a week."
Huang Weiming said, in his eyes, the content of the work is the key to open the door to success. As a director, he is very demanding on the quality of films.
From the early works, "dear daughter, good mother" to "the best of times".
Pleasant goat and grey wolf
And then to the new science fiction "happy Superman", every piece of work requires that he win the content and let the audience love it.
In happy Superman, he used the usual funny, cute and creative elements of life.
Huang Weiming's idea of "content for kings" has a special background.
Data show that in 2008, China's animation production reached 130 thousand minutes in 2009 and 150 thousand minutes in 2009.
The huge output does not mean the rise of China's animation industry. It accounts for nearly 90% of the animated works that are popular with children and from Europe and America.
A senior practitioner engaged in animation publication development in Beijing believes that from the technical level, Huang Weiming, the father of pleasant goat, is "very good" in content production, such as story and plot, character dialogue and language are very interesting.
Because Chinese people lack imagination.
Happy Superman follows the characteristics of pleasant goat full of humorous imagination, which will lay a foundation for its popularity.
It is under the commercial principle of "content is king" that pleasant goat has survived the difficult period and has achieved success.
But it is undeniable that this commercial principle has also brought pity to pleasant goat.
"In the production of" pleasant goat and big wolf ", we didn't think much about the future. At that time, we just wanted to do the work well.
Huang Weiming said that many derivatives were authorized after the play was red, but this is by no means the best way of doing business.
According to Liang Shanyi, managing director of Guangdong star creative animation Co. Ltd.
Pleasant goat and grey wolf
"At the beginning, there were no commercial departments.
This not only made them miss some opportunities for derivatives authorization, but also appeared passive and inadequate in copyright protection.
Due to the fact that the development of derivatives has not been fully considered in the early stage of production, some details have also brought a lot of trouble to the authorized manufacturers in the future.
Mr. Guan, a manager of a toy company in Dongguan, told the China business newspaper that "a small detail may bring trouble to many products, such as the wool on the goat, which is very difficult to deal with. The complexity of the production process leads to higher cost and the profit space is virtually squeezed."
The risk remains
From the creation of "happy Superman", Huang Weiming no longer just put his energy into the content and production of the work, and started business operations at the beginning.
After finding the investor, Huang Weiming registered the company named after him, and in September 2009 he worked together with the star creative animation to jointly develop the business.
"Before designing the image of pleasant goat, we did not consider too much about the development of derivatives.
But this time, when we design the image of happy Superman, we strive to be cute and cartoon, but not too complicated, so as to facilitate the smooth development of derivatives.
Huang Weiming said.
In fact, "happy Superman" has not really started production so far.
In order to achieve interaction, Huang Weiming hopes that in the production process, the development space of derivatives can be reserved and communication and collaboration with product licensing providers.
In order to explore the market, a company that has collaborating with them has developed a lollipop with a happy Superman image to collect market feedback.
However, the senior practitioners in Beijing mentioned above have doubts about the success of "happy Superman".
"There are several paths to success, and there are many factors that lead to failure.
For example, the channels of distribution and television broadcasting, the effect of brand promotion, the mode of authorized cooperation, and so on, all have fatal risks.
The success of "pleasant goat" is "very rare", because it can make a heart and make it stick for five or six years, which is rare for the current market environment.
At the China International Film and television animation copyright protection and trade fair, "happy Superman" and "pleasant goat and grey wolf" stand next to each other.
In order to get wide attention, several animated dolls of happy Superman are active in every corner of the exhibition.
According to Liang Minhua, the marketing manager of the company, they have signed a $50 million derivative development agreement with a plastic toy company in Dongguan, and other licenses are also being discussed.
"In marketing and in some activities, we all hope to have more interaction with children."
Liang Shanyi said she also sent samples of "happy Superman" to some schools to collect children's reflection on the film.
The sample of "happy Superman" is also broadcast on Tudou to get more market information and provide feedback for creation.
Zhong Luming, editor in chief of anime weekly, expressed concern about the prospect of happy Superman.
He believes that similar commercial routes of pleasant goat are very difficult to survive. They rely more on the channels of pmission such as television and film, but this traditional promotion mode will inevitably face enormous financial pressure.
"One by one keeps the lofty idealism, does not open the mind to innovate the business mode, but all says that making anime does not make money.
In fact, there are a lot of anime people in Guangzhou, who are spending a lot of money in private. The innovation of mode is very important.
Reporters learned that these so-called "large number of money" animation companies, including animation and games, but also through the dissemination of network promotion, and then do derivatives development company - the profit margin of this model is indeed better than the sheep model.
According to Liang Shanyi, managing director of Guangdong star creative animation Co. Ltd (original power operation director), "pleasant goat and grey wolf" did not have a commercial operation Department at the beginning.
This not only made them miss some opportunities for derivatives authorization, but also appeared passive and inadequate in copyright protection.
Due to the fact that the development of derivatives has not been fully considered in the early stage of production, some details have also brought a lot of trouble to the authorized manufacturers in the future.
Mr. Guan, a manager of a toy company in Dongguan, told the China business newspaper that "a small detail may bring trouble to many products, such as the wool on the goat, which is very difficult to deal with. The complexity of the production process leads to higher cost and the profit space is virtually squeezed."
The risk remains
From the creation of "happy Superman", Huang Weiming no longer devoted his energies to the content and production of his works, and started commercial operation at the very beginning.
After finding the investor, Huang Weiming registered the company named after him, and in September 2009 he worked together with the star creative animation to jointly develop the business.
"Before designing the image of pleasant goat, we did not consider too much about the development of derivatives.
But this time, when we design the image of happy Superman, we strive to be cute and cartoon, but not too complicated, so as to facilitate the smooth development of derivatives.
Huang Weiming said.
In fact, "happy Superman" has not really started production so far.
In order to achieve interaction, Huang Weiming hopes that in the production process, the development space of derivatives can be reserved and communication and collaboration with product licensing providers.
In order to explore the market, a company that has collaborating with them has developed a lollipop with a happy Superman image to collect market feedback.
However, the senior practitioners in Beijing mentioned above have doubts about the success of "happy Superman".
"There are several paths to success, and there are many factors that lead to failure.
For example, the channels of distribution and television broadcasting, the effect of brand promotion, the mode of authorized cooperation, and so on, all have fatal risks.
The success of "pleasant goat" is "very rare", because it can make a heart and make it stick for five or six years, which is rare for the current market environment.
At the China International Film and television animation copyright protection and trade fair, "happy Superman" and "pleasant goat and grey wolf" stand next to each other.
In order to get wide attention, several animated dolls of happy Superman are active in every corner of the exhibition.
According to Liang Minhua, the marketing manager of the company, they have signed a $50 million derivative development agreement with a plastic toy company in Dongguan, and other licenses are also being discussed.
"In marketing and in some activities, we all hope to have more interaction with children."
Liang Shanyi said she also sent samples of "happy Superman" to some schools to collect children's reflection on the film.
The sample of "happy Superman" is also broadcast on Tudou to get more market information and provide feedback for creation.
Zhong Luming, editor in chief of anime weekly, expressed concern about the prospect of happy Superman.
He believes that similar commercial routes of pleasant goat are very difficult to survive. They rely more on the channels of pmission such as television and film, but this traditional promotion mode will inevitably face enormous financial pressure.
"One by one keeps the lofty idealism, does not open the mind to innovate the business mode, but all says that making anime does not make money.
In fact, there are a lot of anime people in Guangzhou, who are spending a lot of money in private. The innovation of mode is very important.
Reporters learned that these so-called "large number of money" animation companies, including animation and games, but also through the dissemination of network promotion, and then do derivatives development company - the profit margin of this model is indeed better than the sheep model.
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