Study On The Phenomenon And Development Strategy Of “All-aged”Chinese Animation Films（2013-2020）

Since its birth,Chinese animation has a history of 100 years,and it has experienced a process from "Chinese animation school" to a downturn.In 2019,the Chinese animated film The Devil Child of Nezha became popular all over the country and became the No.1 box office in the history of Chinese animated films.However,the emergence of this phenomenon-level work is not enough to get rid of the status quo of "low childhood" of animation films in my country.Therefore,"low childhood" seriously hinders the process of my country’s animation films entering the international market.The concept of "all-age" development is of great benefit to promoting the sustainable development of animation films in my country.This thesis takes 2013 as the dividing point of the research,and firstly defines the concept of "all-age" phenomenon in Chinese animation films.The first chapter analyzes the inevitability of the "all-age" development of Chinese animation films,and argues that the current Chinese animation films are changing from quantity to quality,traditional IP shows value,head effect is significant,and market polarization is prominent.The second chapter argues that the "all-age" development of Chinese animation films is driven by factors such as national policy support,commercial aesthetics-oriented market calls,and "commonality" art leading the audience.The third chapter analyzes the "all-age" development of Chinese animation films,the audience groups with diversified value dimensions,the oriental cultural connotation of the fusion of tradition and modernity,and the characteristics of both art and business.The fourth chapter discusses the strategy of "all-age" development of Chinese animation films,in order to provide certain application value for the creation methods and industrial Since its birth,Chinese animation has a history of nearly 100 years,from the pioneering period of the 20 th century,the prosperous period of nationalized creation,the low period of the "Cultural Revolution",the market transition period impacted by American and Japanese animation,and then into the early 21 st century.The subsequent period of innovation and experimentation,the support of national policies and the period of technological innovation made Chinese animation films gradually enter a period of production blowout after2013,and entered a period of high-quality Chinese animation in the word of mouth formed by some works.Especially in 2019,the animated film "Nezha’s Devil Child Comes into the World" became the first box office in the history of Chinese animation films with a box office of 5.035 billion yuan.Under the "reputation" of phenomenal works,it makes us think,where will Chinese animation films go? Apart from the occasional single high-box and high-reputation works,the general situation of "low-childhood" in China’s animation film industry is not optimistic on the whole,and the transformation of Chinese animation films from "low-childhood" to "all-age" is imminent.This thesis takes 2013 as the time starting point of the research,firstly clarifies the origin of this research,starting from the "low-childhood" of Chinese animation films,and leads to the core point of this thesis,that is,the development of "full-age" Chinese animation films;The concept of "full-age" phenomenon in animation films is defined,and then the necessity and significance of the transition from "low-infancy" to "full-age" are explained.The first chapter analyzes the current situation of the development of "all-aged" animation films in China.At present,the development of "all-age" animation films in China is on the rise,and there are still certain problems,such as the obvious head effect;in addition,"all-age" is also the result of the expansion of the audience,and the expansion of the audience is also further It has promoted the development of "all-aged";the pursuit of national cultural aesthetics has gradually improved,which is also an important factor in the development of "all-aged".The second chapter explores the motivation for the development of "all-aged" Chinese animation films.At the current stage,factors such as national policy support,commercial aesthetic-oriented market calls,and "commonality" art leading the audience have all actively promoted the "all-age" development of Chinese animation films.The third chapter discusses the symptoms of the "all-age" development of Chinese animation films."All-age" works have a diverse audience of value dimensions.The creation process highlights the oriental cultural connotation of the integration of tradition and modernity.When facing the market,it shows the characteristics of both art and business,and meets the aesthetic appeal of the public.The fourth chapter puts forward the strategy of "all-age" development of Chinese animation films.It mainly includes four aspects: first,grasp the source of early creation and cultivate the ecology of all-aged audience;second,carry forward Chinese traditional aesthetics and seek the combination of innovation of the times;third,expand three-dimensional marketing channels and drive the development of industrial differentiation;fourth,attach importance to innovation Technology application,"brand authorization" drives industrial development.Corresponding countermeasures are put forward according to the specific situation of the development of "all-age" from four different perspectives,hoping to provide certain help for the "all-age" development of Chinese animation films in the future.