China has never lacked excellent children’s films. What is lacking is channels.
"China has never lacked excellent children’s films, with an average of about 50 films produced each year." Although he is no longer the director of the Children’s Film Factory, Jiang Ping still pays great attention to children’s films. "China’s children’s films are not without their merits. Our films have won so many awards internationally, which moved foreign audiences to tears, but Chinese people seldom care. Every time "Young Zhen Chen" is shown on the movie channel, whether it is shown at night or during the day, the ratings are very high. The copyright of the cartoon "Legend of Rabbit Man" has been sold to more than 60 countries, and the box office of "looking for jackie chan" has reached 20 million, breaking the box office record of domestic children’s movies. This proves that as long as there is an output channel, someone will watch it. " When it comes to excellent children’s films, Jiang Ping is like a few treasures.
Why can’t I see children’s movies in the cinema? In this regard, Jiang Ping believes that the audience has not developed the habit of buying tickets to watch children’s films. "At present, the mainstream audience in cinemas is 18 to 38 years old, and these people can’t go to see children’s movies."
Children’s films are ignored, calling on the whole society to care about children’s films.
"In addition, parents and schools are also the main reasons. Parents are usually too busy to take their children to the movies. It’s hard to get to June 1 and take their children into the cinema. They often choose pure funny cartoons and rarely choose young inspirational films. " Jiang Ping pointed out, "Schools no longer take their children to the movies. Although the State Administration of Radio, Film and Television publishes articles every year to recommend excellent children’s movies to schools, schools are often reduced to a dead letter because of security factors and other considerations. If the cinema doesn’t make money, of course it won’t let go. "
The underlying reason, Jiang Ping believes, is that children’s films are ignored. "This is the responsibility of the whole nation. One of our children’s movies was released. The next day, the media saw only a manuscript the size of a stamp, while the next half of it was the news that an actress was pregnant! "
"It’s extremely difficult to make children’s movies!" Jiang Ping used three "extremes" to express his feelings about the difficulty of making children’s films. At the same time, he pointed out that as a children’s film worker, he should not complain about others, and should not shoddy children’s films, and shoot more excellent films. "I call on the whole society to care more about children’s movies, because caring about children’s movies is actually caring about their own children! "Jiang Ping cry.
All the focus of making children’s films should be on children’s needs.
The so-called children’s movies, in short, are movies made for children and suitable for children’s tastes. The audience of children’s films is undoubtedly children. Therefore, from scripts to actors, from shooting to distribution, all the focus should be on children’s needs.
A movie is like a dream, both in form and content, and the dream is conveyed to the audience, so that the audience can also become a member of the dream. This dream belongs not only to adults, but also to children. Many people’s love for movies began in childhood, and movies that can impress children must be movies that communicate with their hearts. The mission of children’s movies is to realize such communication and realize the possibility of dreaming for children.
The development of domestic children’s films has fallen into a "vicious circle" due to the dual reasons of itself and the environment.
With the accelerated commercialization of China’s films, the living environment of children’s films is becoming increasingly harsh. Without good market-oriented operation, the investment is small, the cost is low, the talents are scarce, and the distribution is weak. It is inevitable that the ideal box office income will not be obtained, and even the income will not be enough. Movies without the ability to make money are naturally not favored by the market, and the bleak living situation can be imagined. On the other hand, the content is dull, boring and unimaginative, which is out of touch with the real life of children … This series of criticisms also reflects that domestic children’s films have a lot of defects in production techniques and script content, which is doomed to be gradually abandoned by the audience and the market. It should be said that it is the dual reasons of itself and the environment that make the development of domestic children’s films fall into a "vicious circle".
In the traditional concept, children’s films should bear the responsibilities of ideological education, personality cultivation, artistic edification, aesthetic education and inspirational innovation. Indeed, children’s films must be responsible for children’s growth, and children’s film creators should uphold their artistic conscience and not "teach bad" the next generation. However, the role of education is important, but it cannot weaken or even ignore the entertainment function of children’s movies. Some scholars have criticized that most domestic children’s films are too "preaching" and far from children’s interests. "Not only children can’t watch it, but even parents feel ugly and even disgusted. The production of children’s films must look at and think about problems from children’s thinking, and the content of film performance should be based on children’s perspective. When children see the world in their eyes from movies, they can really resonate. "