| In the year of 2015, there was a rapid growth in Chinese box-office.In that summer,some films broke the box-office records.Among them, a domestic film named Monkey king: Hero is back borken the record for animation,which made this great suceeses in adversity through an amazing tap water movement. With the help of high reputation and attention,this film has become a rare phenomenon in the past ten years. Hero is back is so exhilarating that it made China audience as well as the animation industry practitioners see new hope.The creative team of Hero is back had spent eight years on creativing.There are traditional opera, ink-wash painting, shadow playfilm and folk custom in this film, so it was filled with Chinese elements, which got psychological and emotional recognition from the audience. What’s more, Hero is back learned advanced experience from Hollywood model so it was more interesting to improve the quality.The successful communication strategy is another magic weapon.The essence of tap water is viral marketing,,which could make message spread quickly through internet. A successful viral marketing needs a strong causative agent. This agent could infect the most of people including the opinion leaders. During the transmission, the agent should be updated to keep activity.The main research methods of this thesis are documentation methods, inductive methods and case study. Papers reported in journals were consulted and classified. Both the successes and shortfalls are summed up to analysis the predicament of the animation film industry in China. At last,this paper makes recommendations that the creators should absorb and learn from traditional culture.The character image design should be valued, and “Content is king”is the most important rule which should be remenbered during the creation. In the advocacy role, viral matketing is the great way to advertise the film widely and so on. The revival of domestic animation film would come through these way. |
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