A poster of "Pleasant Goat and Big Big Wolf"

No smurfs, spinach-obsessed sailors or rusty robots. Chinese fans have found their own animation icons.

A hit with all ages, the domestic animated film "Pleasant Goat and Big Big Wolf" achieved a big box office despite the economic downturn. Based on a popular TV series, the film tells the tale of several goats, a snail and the enemy, Big Big Wolf, who covets fresh mutton for his family.

The 6-million-yuan (about 877,000 U.S. dollars) surprise hit made 8 million yuan on opening day and some 80 million yuan within three weeks.

The previous animated box office champion was "Storm Rider: Clash of Evils", an adaptation of the popular Hong Kong comic. It earned 25 million yuan in two weeks -- but took five years and 50 million yuan to make.

The villain, Big Big Wolf, ironically won the hearts of many Chinese women because of his persistence in capturing goats for his family, inventing cute gadgets, and, most importantly, tolerating the occasional smack by his wolf wife.

Shen Yiwei, from the Zhejiang University of Media and Communications told, Xinhua: "There are more 'kidults' in China. They like light-hearted things and reminisce about their childhood.

"Also, under pressure from the economic crisis, people need pure and simple entertainment. The success of this film is a sign for Chinese filmmakers."

Many attribute the success of "Pleasant Goat" to its fan base, built up during its 500-episode TV run over three years. Industry experts said that whatever the reason for its popularity, it has given confidence to China's film industry.

Shen said the funny, optimistic and touching story was the key to the film's success. "The film conveyed many virtues like honesty and goodness but not in a rigid educational way. It's a perfect unity of economic profits and social benefit."

Many details inspired by daily life drew the audience closer -- even the word "melamine", widely known from last year's tainted milk scandal, was part of the funny script.

Good management also contributed to its financial success, Shen added. "As far as I know, ticket sales only accounted for 40 percent of its total profits. The rest came from licensing logos and character use in books, comics and other products. It's very much like the film industry overseas."

About 100 products related to the animated wolves and goats, including stuffed toys, stationery and food, are on the market. And online, a series of articles analyzing the horoscopes of the film characters was viewed at many popular Chinese websites.

Film experts said believable themes, all-star casts and careful use of ads were key factors in the success of other Chinese films during this year's Spring Festival holiday, including acclaimed Chinese director Feng Xiaogang's light comedy "If You Are the One" and Chen Kaige's "Forever Enthralled", based on China's greatest Peking Opera star Mei Lanfang.

Shen said: "Compared with Western films, ours still have a big gap in technology. But most importantly, we're still not sure what a 'big film' should be."

He pointed out that directors Feng, Chen and Zhang Yimou had all set out to make "blockbusters" with big budgets and fancy visual effects, but those were not usually their best films. "Chinese film makers should never abandon their ability to tell good stories," he added.

According to the State Administration of Radio Film and Television, the Chinese box office totaled 4.3 billion yuan in 2008, soaring from less than 1 billion in 2002.

According to Zhao Jun, general manager of the China Film South Cinema Circuit Company, 118 movie theaters with more than 500 screens, were set up last year. In three years, China might have more than 10,000 screens.

"The Chinese film market still has much potential. Chinese audiences want quality films with varied themes," Zhao said.

(Xinhua News Agency March 23, 2009)