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近年来,由于作品质量低劣、制播失衡、正常盈利模式缺失等原因,国产电视动画产业的发展遭遇瓶颈,逐渐陷入困境。与此同时,动画电影的创作规模却日益扩大,票房收入也有较大提高,甚至出现了“现象级”影片。如果国产电视动画产业仍然固步自封,仅靠国家政策扶持、电视版权引入、平台付费分成、产品授权开发、广告植入分成等传统方式维持发展,实在难以为继。因此,要想稳步发展,持续盈利,并保有持久的竞争力,就必须坚持“质量为王”的创作理念,积极探索“互动转换”的发展路径。在此情况下,国产电视动画升级大电影,正是其突破自身发展瓶颈,实现可持续发展的一条新途径。
In recent years, domestic TV animation industry has encountered a bottleneck in its development due to poor work quality, unbalanced production and broadcasting and lack of normal profitability. At the same time, the scale of creation of animated films has been expanding day by day. Revenue from the box office has also been greatly increased, and even “phenomenal” films have appeared. If the domestic TV animation industry is still self-defeating, it is unsustainable to rely solely on the support of national policies, the introduction of television rights, the payment of platform fees, the authorization of product development, and the sharing of advertisements into other traditional modes of development. Therefore, if we want to develop steadily, continue to make profits and maintain lasting competitiveness, we must adhere to the creative concept of “quality is the king” and actively explore the development path of “interactive transformation.” Under such circumstances, the domestication of domestic TV animation to upgrade big movies is just a new way for it to break through its own development bottleneck and achieve sustainable development.