“Blue Book of Animation” Released

BEIJING, 18th September, 2012 -- The press conference for the publication of the Annual Report on Development of China’s Animation Industry (2012) and the Blue Book of Animation award ceremony were held at the Beijing Film Academy on 18th September, 2012. Professor Sun Lijun, president of Chinese Academy of Animation, of the Beijing Film Academy, spoke at the press conference.

On behalf of the Social Sciences Academic Press, Mr. Cai Jihui, its marketing director, made brief remarks about the publication of the animation development report and presented the Second Prize of Yearbook Innovation Award to Lu Bin, chief editor of Blue Book of Animation and the president of the Institute for Industrial Economy, Chinese Academy of Animation.

The Blue Book of Animation 2012 is the second annual report of the development of this industry. Many experts and scholars from the Chinese Academy of Animation of Beijing Film Academy, Institute for Cultural Industries of Peking University, the editorial office of China Animation Annuals of Communication University of China, Zhongyuan Animation Research Institute in Henan Province and Comicfans Culture Animation Research Institute in Guangdong Province contributed to its compilation.

As is noted in the Blue Book, the 12th Five-Year Plan is of critical importance to the transformation of China’s animation industry from a big one into a powerful one, and to the industry’s strategic re-orientation. Indeed, the industry was off to a good start in the year 2011, during which it grew at a fast pace, thanks largely to the growth of animation companies, the increase in the number and improvement in the quality of animation products. However, there were also problems, including the low-quality of many products and stubbornly poor market share. China’s animation industry will enter a phase of transformation and innovation in the next 5 to 10 years; sound development of the industry will require policy support, ways of overcoming obstacles, and a conducive economic and social environment. During the period covered by the 12th Five-Year Plan, China’s animation industry will not only create more products, but more importantly, better products.

The press conference was jointly hosted by the Social Sciences Academic Press and the Beijing Film Academy, and was sponsored by the Chinese Academy of Animation, the Games Research and Development Centre of the Beijing Film Academy. It was also closely followed by animation experts and fans.