Beijing Fest Celebrates Animated Hit Film ‘Ne Zha 2’ as Chinese Industry Analyzes Secrets of Its Success

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During the ongoing excitement surrounding Enlight Pictures’ blockbuster movie “Ne Zha 2”, the 15th Beijing International Film Festival, taking place from April 23 to May 2, is cleverly capitalizing on this enthusiasm by organizing several events highlighting the phenomenal success of the film. This movie has now earned the title of the highest-grossing animated hit globally.

Audience members will be given additional chances to watch the movie, along with a newly announced showcase of 150 unique hand-crafted posters for the film by the acclaimed director, Yang Yu (or Jiaozi).

Or,

More screenings of the film are planned, together with an upcoming display of 150 customized movie posters designed personally by renowned director Yang Yu (also known as Jiaozi).

Or simply,

Fans get to watch more of the film and see a collection of 150 hand-painted movie posters created by the director Yang Yu (Jiaozi) in an upcoming event.

Additionally, the festival aims to capitalize on the global spotlight generated by the staggering earnings of Ne Zha 2, which exceeded $2 billion, and redirect this attention towards broader concerns within the Chinese animation industry. This sector, valued at approximately $30 billion annually, as reported by state-run media, is a significant focus.

The Main Event at the festival’s forum will feature seminars from April 19th to 25th, centered around films. These seminars aim to initiate conversations about “the advancement of intellectual property, audience engagement, and industrial evolution – all with the purpose of discovering new catalysts for growth within the industry.

The main curiosity among many is: What specific factors have contributed to the immense popularity of the story about a demon reborn fighting gods and demons? Furthermore, could this popularity trigger increased financial support and innovation throughout China’s entire animation sector?

Producer Cui Wei contends that Chinese industry professionals are maintaining a practical approach, disregarding the excitement and hype generated by the success of Ne Zha 2.

According to Cui, when it comes to production timelines, animation movies take significantly more time compared to live-action films. Consequently, while a big release may create temporary excitement and sway immediate choices, its influence tends to wane as time passes. In the grand scheme of things, the development and worth of the animation industry largely depend on perseverance, regularity, and long-term commitment. Professionals in this field generally understand this and keep their expectations realistic, rather than being overly swayed by fleeting success stories.

Presently, Cui is working jointly with Shanghai Animation Film Studio for the production of the animated feature titled “Nobody.” In this capacity, Cui represents Chen Liaoyu Studio as the project’s producer. The concept for “Nobody” originates from the widely acclaimed “Yao – Chinese Folktales” series of shorts, which initially premiered exclusively in China on Bilibili, and are now accessible globally on YouTube. These captivating stories, influenced by traditional Chinese folklore and myths, have garnered over 160 million views.

According to Cui, digital platforms like online streaming and social media have significantly contributed to the surge of animation in China. These platforms have nurtured a substantial adult audience who enjoy animation, not just children’s content. This demographic is known for being actively involved, vocal, and having considerable spending power. This engagement, in turn, has stimulated greater production and investment in animation content. Simultaneously, the commercial aspects of animation, such as merchandising and intellectual property expansion, have become increasingly sophisticated, creating a more comprehensive and self-sustaining market ecosystem.

As a movie enthusiast, I’ve noticed an interesting tidbit about the behind-the-scenes of Ne Zha 2. Chinese media has highlighted how a significant portion of the film’s “ecosystem” was made up of local players. To be more specific, about 90% of the 138 companies involved in the production were based in China, and a whopping 80% of these were small or what we call “micro” companies.

According to Li Zhen, senior director at Baidu’s streaming service iQIYI and head of bbBig, the production team for iQIYI’s children’s content, the creation of animated films in China is usually a group effort. When a company decides to produce an animated movie, they generally assemble a pre-production team that handles tasks like directing, art design, and storyboarding, and then delegate the main production work to various studios. At Chinese animation festivals and content markets, you can find numerous studios showcasing their work, ranging from well-established ones to up-and-coming teams with fresh ideas. This variety in the animation industry fosters growth and energy.

Li contends that the movie Ne Zha 2 capitalized on a widespread interest in mythological figures, encompassing characters like Superman (of Greek origin) and Thor (from Norse mythology), as well as China’s current captivation with a young demonic character.

He points out, from a creative standpoint, what’s captivating is how these successful productions manage to breathe new life into classic characters by offering unique perspectives. The secret seems to lie in striking a balance between preserving traditional aspects while infusing the story with modern narrative styles and high-quality production values.

He found: “In chats on social media and industry meetings, we notice more talks revolving around innovative methods instead of merely deciding on themes. These discussions seem to indicate that it’s less about which character is involved and more about the distinctive viewpoint, storytelling style, and production values that a project offers.

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2025-04-18 12:24