孙佳山 中国艺术研究院

The two comics, named Warriors of Three Sovereigns and Areo, were serialized on NetEase's official comics app on May 9, two days before Marvel's latest film Avengers: Infinity hit the screens in China.

The Monkey King, a two-part animation film made by Shanghai Animation Film Studio in the 1960s, still marks the peak of Chinese animation industry. With the animation filmmaking system undergoing a radical change since the launch of reform and opening-up, however, a rash of shoddy products have emerged. Many filmmakers and producers, who have little passion for creativity, have made animations to just pocket the government subsidy.

Therefore, unlike the United States and Japan, China doesn't have a mature animation industry. And thanks to the growing market demand, investors have taken over the industry in recent years.

So the collaboration of Marvel and NetEase could produce quality cultural products, as Marvel is known for its innovative characters and storylines.

But since the Chinese animation industry is at a disadvantage against foreign competition because of its technical and creative drawbacks, even the Marvel-NetEase joint venture will primarily create American-style Chinese superheroes. As for the Chinese elements, they will be mainly used to attract Chinese audiences and increase box office earnings, rather than to spread Chinese culture, a key part of the country's soft power.

To change the situation, the Chinese animation industry has to enhance its innovative capability. And the latest Avengers film is a good example of innovation, because viewers were glued to the seats even after the movie ended just to watch a two-minute bonus scene.

Filmmakers and animators could use real life situations, too, to be innovative. For example, Travel Frog, a mobile game with origins in Japan, went viral almost overnight in China earlier this year because it struck a chord with the youth who feel anxious about and disappointed with the rising housing prices. This shows general public feelings and emotions can be used as the storylines for animations.

Moreover, the entire animation industrial chain should be upgraded so as to provide a sound foundation for future development.