| Since the release of the animated films "journey to the West: the return of the great sage" and "the great protector of the law" in 2018,and the release of "Nezha’s demon child" and "the legend of the White Snake" in 2019,Chinese animated films have shown a strong momentum of watching films and won a lot of box office.However,the overall commercial value of Chinese animated films is not high,and their value is more dependent on their box office income.Looking at the Hollywood animation film market represented by Disney and the Japanese animation film market,in addition to the high box office revenue,a more important revenue is the R ＆D and sales of its film derivatives.Hollywood and Japan have formed a relatively mature design and R ＆D system of animated film derivatives,which has formed a benign interaction between the design,development,sales and film screening of derivatives,and then formed a very popular film IP.As the most imaginative type of film,animated film has created a huge space for the research and development of film derivatives.The research and development of animated film derivatives includes but is not limited to physical goods,virtual goods,APP theme and theme parks.In the international animated film market,the research and development of derivatives is becoming more and more diversified.Taking classic animated films at home and abroad as examples,this paper analyzes the development and design ideas of its derivatives,and classifies them: first,prototype extraction derivatives with character prototypes and props as the main development objects;Second,creative design derivatives aiming at IP re creation.Through extensive research,it is found that at present,the design category of derivatives in China’s animation film market is relatively single,and the marketing of derivatives has failed to form a benign interaction and mutual promotion with film screening,nor to achieve the purpose of forming film IP through the strong sales of derivatives.Based on the research of this paper,the author re studies,designs and develops the peripheral derivatives with the creative elements in the cartoon "the devil child of Nezha",trying to give the film more value and significance. |
