"The Magic Aster"

"We're proud that our film still won recognition despite the fierce competition from 'Transformers 2' and 'Harry Potter' during the golden summer vacation period," says Zheng Hu, deputy director of Shanghai Animation Film Studio, the movie's producer. It will be in the running next year for China's Huabiao Film Awards, Chinese equivalent to the Oscars.

The film has gathered many celebrities to lend their voices, such as NBA star Yao Ming, Taiwanese supermodel Lin Chiling, Hong Kong actor/singer Leon Lai and local stand-up comedian Zhou Libo.

"The star-studded dubbing team will strengthen our confidence to attend international film festivals and launch global distribution," Zheng adds.

The film is about a magical aster flower that helps the kindhearted protagonist, Xiao Lan, overcome a wicked witch. A famous 50-year-old ballad describes the flower that only bloomed for the kind and the industrious.

Fresh movie merchandising such as toys, series books and DVDs will soon enter the market. Throughout the month, the film will be screened for children in rural Shanxi Province.

Over the years the Shanghai Animation Film Studio has created cartoons to delight and influence generations, such as the Monkey King, the Calabash Brothers and the big-ear boy Tutu.

After the 1980s, however, the Chinese animation industry faced enormous international competition from Japan and Hollywood and was unable to keep up.

For years the studio has been trying to blending Chinese classics and originals with modern visual elements. The aim is not to imitate foreign animation but to tap Chinese traditional roots for inspiration.

The studio is an animation division of Shanghai Film Group Corp, which made 216 million yuan in profit last year. Wang Tianyun, vice president of the corporation, says animation film makers have a responsibility to "present the young generation happy feelings and memories of childhood."

"'The Magic Aster' conveys traditional Chinese virtue and ethics, such as perseverance, stamina and tolerance," Wang says. "The unique settings and characters of Oriental flavor will also give foreign kids opportunities to learn about China."

Next year the studio will release another animation feature based on the legend of "The Man Who Moved Mountains."

Following the success of last year's animated feature, "Calabash Brothers," the studio also plans a remake of the 1980s classic series, "The Black Cat Detective."

Last year Chinese animation production totaled a record of 131,042 minutes, a 28-percent increase over the previous year. More, of course, does not necessarily mean better.

The enormous market potential encourages domestic producers to present more original works and collaborate with top-notched foreign animators. Coming Attractions

"The Magic Aster" is one of the seven mainstream films produced by the Shanghai Film Group Corp to mark the 60th anniversary of the founding of the People's Republic of China.

The other movies include "My Beloved China," "The Great Cause of China's Foundation," "The Message," "Star Ocean," "Exam 1977" and "Iron Man."

"Astor" is the only animation.

These films depict Chinese heroes who contributed to the founding of New China, or focus on tremendous social changes and development.

Nationwide release begins during the National Day holiday.

Shanghai Film Group will also present commercial films.

Post-production is underway for the highly anticipated action epics "Mulan" and "14 Blades."

The corporation will collaborate with veteran Hong Kong director Wong Kar-wai on a biopic film about kung fu master Yip Man, and produce a light-hearted sports film with the support of American Basketball Association.

(Shanghai Daily September 4, 2009)