Hollywood knows that Digital Animation
can translate into mega bucks.
Hollywood's biggest film this year is Finding Nemo having
grossed a staggering $ 418 million. The top ten Digital
Animation film since 1995 including Toy Story, Antz, A Bugs
Life, Toy Story 2, Shrek, Final Fantasy, Monsters Inc.,
Ice Age, Jonah and Finding Nemo have grossed over $ 3.5
billion.
Digital Animation is often perceived as a genre - children's
cartoons - when in fact it is a production process that
pervades different genres across every aspect of the audio
- visual industry. Animation is characterized by a lack
of live action - it is created by recording still images,
which are then combined in sequence so that the difference
between each image creates an impression of movement. That
means classic two - dimensional animation as well as three-dimensional
computer generated images (CGI) and model animation. Animation
is used as a production technique for film, television,
video, the internet and computer games. People often think
of BBC's children's series The Teletubbies as animation,
but the program actually relies on recording live action.
Today Animation is used for commercials, promotional films,
music videos, computer games and to provide special effects
for live action programs. Animation is at the heart of all
the major advances being made in film production techniques.
The global animation industry has undergone rapid expansion
in recent years, and it appears to still have potential
for further growth. Multi-channel television, the popularity
of computer games, the Internet and the opportunities for
cross-platform exploitation have all contributed to this
growth.
Animated productions are easier to export than live action
programs. It is also simpler to dub animation into different
languages. Animation is less likely to date and can hence
be exploited for much longer periods than live action -
Disney's Snow White still gets theatrical releases in cinemas
even thought it was produced in 1936. Many children's programs
can be repeated at regular intervals as the target audience
is constantly renewing as children develop.
Animated characters can also be exploited beyond the small
screen. Many programs have seen spin-off products such as
toys, books, games and collection cards. Merchandising has
become a major source of income for broadcaster and production
companies, often earning more than the production from which
they were originally spun out of. This again has fuelled
the demand for animation.
The industry has therefore developed globally, which successful
products being exploited in many different ways across the
world. It has also become a highly competitive as a successful
product can have huge revenue potentials when fully exploited.
However, animation costs more to produce than live action
films and the industry relies heavily on co-production agreements
and attracting finance from overseas. Additionally, production
can often take place across different territories, with
the creative development taking place in the 'home' territory,
but with much of he physical production being contracted
out to other territories where labour costs are cheaper.
Animation is therefore a truly global industry.
In Indian Animation Industry is now known worldwide for
its creativity, story telling ability and value for money.
On 3rd October 2002 the 49 member Animation Producers Association
of India celebrates its first year of existence.
Animation Producers Association of India (APAI) was officially
inaugurated by Mrs. Sushma Swaraj, Union Minister for Information
and Broadcasting, Government of India at the 33rd International
Film Festival of India on 3rd October 2002 in New Delhi.
The Animation Producers Association of India (Animation
Producers Association of India) also made its international
debut with a formal launch by Mr. Subhash Chandra, Chairman
of Zee Network at MIPCOM 2002 in Cannes on 8th October 2002.
The 49 Indian companies and studios that form the Animation
Producers Association of India - are all independent entities
with individual expertise in special effects, 2D and 3D
animation, character design, set extension, compositing,
motion graphics and broadcast design. The companies have
consistently demonstrated their creativity and mastery in
2D/3D animation and visual effects with internationally
- recognized productions.
Animation Producers Association of India organized - a special
interaction with the French Animation Industry together
with the Embassy of France in New Delhi, TVFI and the French
association of film animation producers (SPFA) in March
2003. A high level delegation of French Animation industry
visited India to discuss co-productions and joint ventures
with the members of the Animation Producers Association
of India (Animation Producers Association of India). Animation
Producers Association of India held a Seminar and a round
table conference with the member companies of Animation
Producers Association of India on 14th March 2003 in Mumbai.
They visited Indian Animation Studios and Facilities on
15th March in Mumbai and on 16th and 17th March in Bangalore.
Following the visit of the Delegation Animation Producers
Association of India members will continue this association
over events scheduled by French Animation Industry in France
at Annecy 2003, French Screenings and now at MIPCOM being
held in France next week.
An APAI delegation is also scheduled to visit Hollywood
and Canada later this year.
In another initiative the Animation Producers Association
of India Animation Training Task Force acknowledged that
it's getting harder to find the skilled people necessary.
A lot of animators have shifted to the games industry, partly
because it's better paid, but also because there is a serious
lack of actual animation production in the India. In Indian
Animation Industry there is a shortage of trained and talented
board and layout artists. Similarly in the digital studio,
there are an awful lot of computer-literate graduates floating
around, but very few of them have any animation knowledge
- just because you know one end of mouse from the other,
doesn't mean you can composite animation. Maintaining a
skilled workforce is fundamental to any competitive industry.
The members of the Animation Producers Association of India
is very keen to help redress this imbalance and has submitted
a report titled FROM SUPERMAN TO HANUMAN to Mr. Ravi Shanker
Prasad, the Minister of Information and Broadcasting in
May this year.
The Indian Animation Industry is one of the fastest growing
sectors of the Entertainment business. Original Indian animation
content and shows of international quality that appeals
to audiences outside India as well may be in Asia, may be
North America and Europe then there's the possibility of
success. Indian characters such as Vikram-Vetaal stories,
Hanuman, Birbal, Tenali Rama could be used in more strategic
games and for sheer action, the Mahabharata throws up a
lot of opportunities.
Animation the future is now…
To give feedback or write directly
to Bhuvan lall click
here...
