As the May Day holiday approaches, people all over China are looking forward to enjoying a fun time with family and friends. But the people of Hangzhou in Zhejiang Province look a bit more animated than usual.

It could be because the 9th China International Cartoon and Animation Festival (CICAF) is underway in the city, which has long been referred to as "Paradise on Earth" and is now also called "The Capital of Animation" by festival organizers.

At the press conference Thursday in the middle of the city's massive animation center at White Horse Lake, Chen Weiqiang, deputy secretary general of Hangzhou municipal Party committee and director of the festival's organizing committee, said the schedule of events for this CICAF was moved to accommodate the national holiday. And even though last year's event attracted 2.08 million visitors, this year may see an increase as more school students are able to attend.

Youth appeal

At Thursday's press conference, over a dozen young reporters attended, right alongside the professionals.

Two young girls from Sijiqing Elementary School in Hangzhou said they were there to write reports for a student news agency called Niu Tong She (Super News Agency). Both "reporters" were confident their stories would be published on Zhejiang Education Online.

For the last two months, Chen and his team have been planning this 9th edition of CICAF, which started Friday, and runs through May 1. Besides the main White Horse Lake venue, there are 10 other venues.

Normally, there is an extravagant opening gala to welcome those in the industry to Hangzhou. But in line with government calls for more frugality, this year's opening was to be less elaborate. In a written statement provided to media, Chen said this year's ceremony would be presented as an "animation symphony concert." The idea was to remix film scores from animated classics with special lighting effects and digital sound.

Yet the fiscally responsible show was not to be. On Thursday, a senior organizing committee staff member, Jin Hangting, told the Global Times that out of consideration for the earthquake victims and ongoing relief operations in Ya'an, Sichuan Province, the opening ceremony, which includes the presentation of the Golden Money King Awards, had been canceled. And the move was not simply an empty gesture: Organizers have also pledged to donate 1 million yuan ($161,930) to assist in relief efforts.

No doubt, the 700 entrants from home and abroad vying for the awards will understand the committee's decision to remain low key.

Among the less glamorous aspects of the festival, industry insiders and government leaders are having discussions on brand marketing, copyright protection, and how to develop every link in the industrial chain.

Come one, come all

With competitions and cosplay still on the agenda, there is plenty of fun left. On Sunday, a parade of 10 floats and 460 performers will cruise down Zhongshan Lu. There will also be a cartoon and animation fair called "Mambo Dance for Marvel Life" at the Grand Canal Tiandi, which is an opportunity for designers, illustrators and animators to showcase their cartoon creativity.

Other highlights include the Seiyuu Competition, a nationwide animation dubbing competition, the winners of which will have the chance to dub films or attend professional academies.

Still ahead is the China International Youth's Caricature Competition. The event encourages young people to explore the field of animation, and last year attracted more than 32,000 works from over 41 countries and regions.

As one of the most popular events at CICAF, the Cosplay Super Show is a chance for individuals and groups to show their true colors in front of thousands of fans. Leading up to the Hangzhou finale, contests were held in 17 Chinese mainland cities, as well as in Taiwan, Hong Kong, and in foreign countries like Japan, South Korea and Denmark.

Last year, there were more than 1,000 group participants and some 50,000 spectators. The top two will go to Japan to attend a major cosplay event in November as an official cultural exchange activity.

During the festival but outside the main activity center, theaters in the city are screening previous winners of the Golden Monkey King award. And to keep the laughter flowing, Hangzhou's local Children's Channel is airing a selection of outstanding foreign animated films.

Some of the movies audiences can look forward to were introduced early in the festival. They include Empire of the Deep, an underwater war epic with powerful imagery; Kunta, a quirky hero story that looks good enough to succeed internationally (if they fix the English dubbing); Magic Wonderland, which seems perhaps one generation behind the others technologically; and Qin's Moon, a kung fu action flick made in the familiar Japanese style. And as Jin proudly boasted, they were all home-grown in Hangzhou.

Big global business

CICAF has evolved into the most influential competition in the cartoon and animation scene of China.

The festival aims to promote the continued development of China's animation industry. A core issue is the need for greater cooperation with international animation companies. Jin said over 400 domestic and foreign animation companies from 68 countries and regions are registered at CICAF this year.

All the handshaking can result in some really big business. Last year, contracts totaling 14.6 billion yuan were signed, according to the organization's website. To improve on those figures this year, the committee has launched an animation industry fair, making it convenient for project buyers and exhibitors to conduct business negotiations.

Chen also emphasized the need to make this year's event more professional. One leap in that direction was taken yesterday at the Master's Class forum. Some of the guest speakers were Richard Cook, Chairman of Walt Disney Studios; Alex Cho, vice chairman of Korean Real 3D Contents Producers Association; and Chris Edwards, American director and CEO of The Third Floor, Inc.

Their main message: Whether your movie is in 2D, 3D or 4D, the most important thing by far is the story.