Nostalgic return of classic cartoons
'Slovenly Boy' and other domestic animations gain second life
If you ever wondered how the younger generation would react to cartoons that impacted the childhoods of a previous generation, Shanghai Animation Film Studio (SAFS) makes it possible to relive the experience at cinemas.
The Slovenly Boy's Adventure, first created by SAFS 27 years ago, was released in theaters on August 17. The film, which depicts a slovenly boy's adventure in the rat world, still lingers in the memory of those born in the 1970s and 1980s.
In the restored movie, people can return to the past through familiar images and songs. But while SAFS is playing a nostalgic card, some aren't buying it, given the nature of the domestic animation industry.
Loyal restoration
The return of The Slovenly Boy's Adventure is part of SAFS' plan to restore classic cinemas, in which a number of classic animated films made in China will be restored or reproduced.
The original animated series of The Slovenly Boy's Adventure received national acclaim for its vivid depiction of the lazy boy, one of the most classic cartoon figures in China's animated films.
The young protagonist is lured into a gruesome rat kingdom ruled by a rat king that plans on destroying the human race. With extraordinary bravery and wisdom, the boy overcomes numerous obstacles and destroys the whole kingdom.
The TV series was made in the early years of China's opening-up period when cartoons were full of perfect figures. The slovenly boy stood out with his small flaws and distinct individuality, embraced by young audiences then.
The restored version is a compressed edition of the original 135-minute TV series. The movie version boasts new dubbing and music. Everything else remains faithful to the original version.
SAFS did not choose to use movie stars to dub the film as most animated movies do today, and strictly selected voices closest to the original. They also did not add popular slang.
"Fashionable things grow outdated fast," said Ling Shu, playwright of the original version. As the production team revealed, the objective of the new edition was to reevaluate the classic according to the tastes of audiences today, reported Time-Weekly.
Stagnant animation
The nostalgic return of the slovenly boy has been received with scrutiny, much like the 3D remakes of The Monkey King: Uproar in Heaven and Black Cat Detective, regarded as products that lack innovation.
This is not a surprise, given the current reputation of domestic films to prioritize quantity over quality, following its golden period in the 1980s when classic movies such as The Slovenly Boy's Adventure, Black Cat Detective and Calabash Brothers were created.
The government has been pushing for the development of animated films in recent years with a series of favorable policies, giving rise to the number of animations.
A report published last year shows that in 2010, the total number of domestic animations reached 385, replacing Japan as the leading country for animation production. But few of these movies made profits, let alone much of an impact
"Currently, too many companies produce films for instant success and profit," Su Mu, a professor at Beijing Film Academy, told Global Times, adding that this process did not ensure quality.
In the US, it usually takes four to five years to finish an animation film. In China, it takes much less time.
"At present, most companies are just trying their luck in the film market," Su said.
Another problem with domestic animations is the tendency to appeal only to children. Children often go to cinemas with their parents. If a movie is too childish, it will not win over parents. Insiders say that making films that appeal to both demographics is a major obstacle for Chinese animations.
New style
Qian Jianping, director of SAFS, sees reproducing classic movies a way of giving life to old ones.
He said that several years ago, the State Administration of Radio Film and Television evaluated 11 cartoon images from SAFS, including Monkey King, black cat, calabash brothers and the slovenly boy, with the total market value reaching 1.7 billion yuan ($268 million).
"It is to our advantage," said Qian. "Why would we invent a new style of Chinese animated movies?"
The success of the 3D version The Monkey King: Uproar in Heaven early this year made SAFS realize the value of classic cartoon images.
As Qian revealed, they restored The Slovenly Boy's Adventure to renew a classic and also to push the reproduction of classic movies to a new high, reported Time-Weekly.
Qian said it is difficult to build new brands in a short time. "We should focus on classic brands, which have left impressions on people's mind."
But Su Mu said SAFS might use old movies to make money, exploiting people's nostalgia while saving money on advertisements.
For the production team of the original The Slovenly Boy's Adventure, there is still a lot to cover. The script consists of three parts, containing various roles including vampire bats and extraterrestrial rats. They hope there is still a chance to continue the slovenly boy's adventure.
Su Mu remains cautious. "What we like might not be accepted by the next generation," he said. "If not handled well, the new ones might damage classical images."
"It's fine to innovate classic images, but the key is to have a good attitude in this environment," Su told Global Times, "The quality and attitude of the production team decides everything."
Global Times