The Chinese animation industry is growing every year. The number of productions has increased by nearly ten times over the past seven years. But the audience is declining. Chinese cartoon makers are searching for new ways to make better cartoons.
Traditionally, Chinese cartoons were only released on TV.
But in recent years, TV cartoons have been declining in viewership. This is largely due to the fact most Chinese cartoons are targeted only at children.
Grown-ups are not attracted to watching cartoons anymore.
"I loved to watch Chinese-style cartoons when I was little. But now, I don't watch cartoons anymore."
"Chinese cartoons are not very appealing. I like American cartoons."
With 3D technology and more engaging story lines, American cartoon movies have claimed higher profits in the world animation market.
Some Chinese cartoon makers have already made changes to increase the success of their productions.
The 12.5 million yuan box office take of "Happy Sheep 2" revealed a huge market for Chinese animation.
So more and more cartoon makers want to have a shot.
Tidus Liang, CEO of B&T Studio, said, "Movies are international products. Consumers spend 25 billion dollars at the box office worldwide, while the Chinese market is only 1 to 2 billion dollars. We need to broaden our horizons."
Though targeted at children, the audience of the cartoon movie "Happy Sheep" tripled as a result of parents accompanying their children to the theatre.
But for the long term, Chinese cartoons need to broaden the target audience.
Tidus Liang, CEO of B&T Studio, said, "We are making new movies targeted at 12 to 25 year-old people. This is new in China, so our investors and publishers are actually taking a risk."
Chinese cartoon makers are nervous about trying new things in their productions. But if they can make high quality animations with good story lines and a creative design, Chinese animated movies might become less of a risky prospect.