In a giant leap for Shanghai's cartoon producers and fans alike, the second part of the eagerly anticipated Lotus Lantern is released during the industry's 80th birthday celebrations, which kicks off this month featuring a host of cartoon-related activities, writes Xu Wei. 　　

 

Chinese lovers of cartoon films have been waiting a long time to embrace the next golden era of the domestic cartoon filmmaking industry. 　　

 

This month, a series of events marking the 80th anniversary of Chinese animation industry may be a sign of its renaissance. 　　

 

The celebration, entitled "Cartoon Flying with Me," consists of colorful programs including seminars, retrospective screenings of the classics at local cinemas, cosplay, interactive games and puppet shows. Some of the events will last till the end of the year.

 

"There was a glorious age of Chinese animation from the 1950s to the 1980s, with such successful hits as Monkey King and Nezha Conquers the Dragon King, says Zhou Jun, deputy director of the Shanghai Animation Film Studio, an organizer of the celebration. "Now we're trying to bring back that era." 　　

 

Zhou reveals that the upcoming Shanghai International Film Festival, which opens this weekend, will feature some cartoon elements, such as an international animation forum and workshops for local cartoon fans. In October, an animation and comic exhibition will be held. On December 18, the celebrations conclude with a gala party celebrating the 107th birth anniversary of Wan Laiming, "the father of Chinese animation." 　

 

Shanghai Animation Film Studio presents the much-anticipated second half of the film Xiyue Qitong (Lotus Lantern) during the celebration, whose first part was released early in 1985. The shooting of the second half was suspended after the unexpected death of its director Jin Xi. 　

 

The release of the full version has already excited many fans who have now grown up. 　　

 

"The classic's amusing lines and its story line based on the folk tales impressed people of my generation," says Zhao Yang, a 30-year-old primary school teacher. "But today my 10-year-old daughter and her classmates are so enchanted with the animation pictures and TV serials from Japan and the United States. It is time for the domestic cartoon industry to rejuvenate and leave something beautiful in the memories of our kids." 　

 

Although the two classics in the 1960s and the 1970s - Monkey King and Nezha Conquers the Dragon King - are still popular in today's VCD and DVD market, it's difficult to find a new domestic production that's familiar among today's Chinese children. Compared with the light-hearted foreign cartoons, today's Chinese productions are mostly criticized for their heavy and boring themes and lack of originality. 　　

 

"Young Chinese cartoon filmmakers should resort to their traditional roots for inspiration rather than imitate foreign styles," says Yan Dingxian, an acclaimed animation director noted for Nezha Conquers the Dragon King. 　　

 

"China has such a rich culture and history. Actually it is those unique and traditional elements that make a production memorable and praised. Plus, a successful work should also have an entertaining story line and impressive imagery," says Yan. 　　

 

Yang Yanjun, 12, says she and her friends love Japan's Doraemon and Chibi Maruko Chan best. And Disney's Nemo, Shrek, Lion King are also popular iconic characters in her class. 　　

 

"These images are distinctive and funny," Yang says with a chuckle. "They also have obvious shortcomings. They make ridiculous mistakes, just like us. But the characters in domestic cartoon productions are not that cute." 　　

 

The production crew of Lotus Lantern hopes that with the new release they can break the ice for made-in-China cartoon productions both in originality and marketing. 　　

 

"The fact is that a large proportion of the profits for a successful cartoon film come from by-products such as DVDs, toys, stationery and T-shirts," notes Zhou, deputy director of the Shanghai Animation Film Studio. "China's cartoon industry should first build an efficient business model to quickly respond to potential market demands." 　　

 

He feels regretful that a lot of the resources in his studio, such as the original images, haven't been put into the market over the past decade and during this time overseas cartoons with mature business operations have swamped the home market. 　　

 

This time, Lotus Lantern will also launch puppet toys, stationery and photo albums on the market, in the hope of attracting more audience. 　　

 

"We're also planning to apply the movie's funny lines to mobile phone rings," Zhou adds. 　　

 

In China, conventional thinking still regards cartoons as only for children. Industry officials note that animation is actually for everyone. Hollywood animated blockbusters are always targeted at the whole family. 　

 

The new release of Lotus Lantern is a test of the domestic industry to see whether it can really attract a wider audience. 　

 

To know more about the Chinese animation movies, you can go to local cinemas, such as Hengshan Cinema, Caoyang Cinema, Quyang Cinema, Xi'nan Film Art Center and Nextage Film Art Center every weekend this month.

 

(Shanghai Daily June 13, 2006)