China's struggling animation industry has been seeking attention and financial support for a while now.
Enlight Media, the country's largest privately owned film company by box-office revenues, has announced a plan to establish an animation film outfit, Coloroom, which plans to invest in 22 animated films from 13 independent studios.
Industry sources regard the move as being inspired by this year's surprise animation hit－Monkey King: Hero Is Back.
Despite its low-profile debut, the movie has become a sensation on the Internet and is the highest-grossing animated film on the Chinese mainland.
Earlier reports say that Enlight Media had planned to invest in Monkey King: Hero Is Back, but called off the plan due to "complications".
Now, the entertainment behemoth seems eager to grab the next chance.
Enlight's chairman Wang Changtian, who rarely turns up for promotional tours, took up the host's job for the first time at Coloroom's recent media event.
His presence is possibly the highest level company representation at a regular press conference in Enlight Media's 17-year history.
"Most Chinese animators have struggled for years ... I believe the improvement in the quality of domestic flicks will give us a Chinese answer to Pixar (the American computer animation film studio based in Emeryville, California)," says Wang.
Among the 22 films, Hero Is Back director Tian Xiaopeng's two new projects, The Monkey King Havoc in Heaven and Deep Sea (Shen Hai ), were highlighted.
Since Hero Is Back received critical acclaim and huge commercial success, Tian, 40, has reportedly become a favorite of the big investors.
Tian says that despite its title, The Monkey King Havoc in Heaven has no connection with Hero Is Back.
"Monkey King is at his peak when he challenges heaven's authority, which makes it the most attractive part of the original novel (the ancient classic Journey to the West)," says Tian, adding that the upcoming film will rework the tale with modern values.
Deep Sea, which is said to be a sci-fi adventure, is an idea that Tian has had for decades.
Tian uses the online persona "a stranger in the deep sea" on Sina Weibo, the Chinese equivalent of Twitter.
For fans of animation, another treat they can expect is the fantasy epic Big Fish & the Chinese Flowering Crabapple. The trailers are stunning.
Inspired by Taoist classic Chuang-Tzu, the tale portrays humans as big fish swimming across an ocean to experience life.
Meanwhile, Enlight Media's other projects include The Legend of the Jade Sword and Charlie IX & DoDoMo－both adapted from namesake best-selling novels.
Popular online games Dragon Nest and Fantasy of Journey to the West are also being adapted into movies.
Xia Ni, founder and chief executive officer of Beijing-based Aniany Group, says: "Golden days are ahead for China's animation industry. The rise of animated films will also give a boost to the cartoon industry."
The group has signed a 10-year contract with International Cartoon Club to take Chinese animated works abroad.
"But though the market is booming, a lack of good content may stall the development of the industry," she says.