Research On The Communication Effects Of Chinese Animated Movies

Chinese movie market boomed in2009. In that year, Chinese animated movies hit a new turning point after almost ten years of slump. The famous animated television series "Pleasant Goat and Big Big Wolf" released the first movie and achieved the commercial success. Since then, both outputs and box office receipts of domestic animated movie began to increase. Under the environment of fierce competition of movie industry, Chinese animated movies have seized their market shares. However, these movies still have a series of problems such as low quality, weak distribution, and lack of marketing etc.The government has promulgated several policies of supporting animation industry since2006. With the help of a lot of human and financial resources, China has become the largest animation-producing country in the world, and the industry has also taken shape. Animated movie represents the highest animation creative level, and it usually refers to the industrial base, consumption capacity and aesthetic level. It reflects a country’s cultural power, and the communication effect measures its success or failure. Now both movie industry and animation industry enter a period of rapid growth, so studying the communication effects of domestic animated movies has theoretical and practical value.Because a movie is both commodity and art, this paper chooses the box office and word of mouth as the factors that reflect its communication effects. The research sample is domestic animated movies that released in2009-2013. The result indicates that the communication effect of Chinese animated movies is generally unsatisfactory. Based on this conclusion, the paper further analyzes the reason of poor communication effect, expounds the problems that exist in movie production process, and also makes recommendations for the future development of Chinese animated movies.