Movies

Original content to drive growth of Indian animation industry

MUMBAI: Unlike the Indian cinema industry, which has brands like the Khans and the Bachchans participating in marketing stints to promote the end product that would consequently pull in audiences into theatres and create box office hits, the nascent yet growing Indian animation industry is still to witness anything of such kind, at least in the near future. This is because the industry is still under the spell of outsourced content.

Hence, industry experts and marketers, present at the Animated Feature Forum in Mumbai on 23 August to discuss the future prospects of the Indian animation industry, believe that the only way to drive brand India into animation is by producing "good original content".


The Animated Feature Forum was organised by Animation Xpress with an aim to provide professionals from both the cinema and the animation industry with a platform to share and discuss their expertise domain.


According to Walt Disney India managing director Mahesh Sampat, the Indian animation industry is not only apprehensive about creating original content but also doubtful about the potential that the domestic market holds for the industry. "Since we as Indians, have grown up watching animated films, mostly comprising non-Indian content, we continuously seem to be under the influence of these outsourced materials. Well, now we have to start realising the potential that Indian art holds for us. The Indian film market witnesses more that three billion theatre admissions every year and 75 per cent of its revenue comes in from theatrical releases. Hence, there is a huge potential in the domestic market itself, which the industry needs to tap."


Live action feature film directors, who now desire to walk into this new art form, believe that the biggest challenge in making animation films lay in scripting, story telling technique and visual design. They also state that if these challenges can be met confidently, then the return on investments are huge.


Govind Nihalani, whose first animation film is set to release by 2008 year-end, believes, "The animated genre can be targeted at all age groups. Hence, Indian content needs expertise in scriptwriting to maintain universality. We need to engage people, and only a good script, clubbed with a fantastic visual identity, has the potential to do so. Once we can master the craft of scripting and visualisation, we can create an emotional connect with the audience, and once that is created, our ROI will definitely be huge. This is because the audience would want to experience the film again and again."


Meanwhile, marketers like Turner theatrical head and L&M Jiggy George believe that though, currently, the merchandising prospects of the animation industry is negligible, with the growth of the retail segment, along with the mobile and gaming market, the growth prospects of the "animation merchandising" market also looks optimistic.


"Currently, the retail market, home video segment, and the digital, mobile and gaming market are growing at an incomprehensible speed. Along with this, the animation industry is also growing at a rate of 140 per cent per annum. Furthermore, the industry is migrating from the small screen to the big screen. Its products are now fighting against live action films to capture that same Friday release slot in the same multiplexes. This means, the modules to fully exploit these properties that did not exist earlier, are now visible to us as marketers," says George.


"Also, since animation films generally have a very long shelf life, they can be exploited for a very long time. However, this exploitation, and hence merchandising, can happen only when the product (film) has created a ‘brand stickiness‘ for itself. This is because, its only when the consumers recall the brand, will they buy the merchandise. Thus, to create that brand stickiness, the content created will require being seamlessly powerful and original," George adds.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/fax-800x800.jpg?itok=jTkCFrnA
Sony Le Plex HD to premiere Foxcatcher in India

“A coach is a father. Coach is a mentor. Coach has great power on an athlete’s life,” says John Du Pont, the coach of team Foxcatcher.

Movies Hollywood
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/kahaani-2-800x800_0.jpg?itok=vi8AEWx6
Kahaani 2: Durga Rani Singh......Predictable story

Sequel is a misnomer for films using a similar or the same title as an older film including, surprisingly, not always successful ones. The use of an old title and, if possible, the protagonist from the earlier film seem to suffice. In Kahaani 2: Durga Rani Singh, the common factor as in Kahaani (...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/dashing.jpg?itok=0yAM4SrU
Zee Classic to air Dharmendra movies from 5-9 December

MUMBAI: The he-man's fans are in for a sweet surprise next week.

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/Transformers.jpg?itok=PLJ3sgAf
&pictures to premiere 'Transformers: Age of Extinction' on 2 December

MUMBAI: Enviable structures, remarkable visual effects and electrifying action sequences- The iconic Transformers series has never failed to flabbergast the viewers. To flavor up your weekend, &pictures, Naye India Ka Blockbuster Movie Channel is all set to premiere the blockbuster film...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/30/rajkumar-800x800.jpg?itok=UiPHalmO
CineAsia to honour Akella; feature Shyamalan's 'Split'

The Motion Picture Association Asia-Pacific Copyright Educator Award will be bestowed on comScore India managing director, theatrical, Rajkumar Akella, at CineAsia in Hong Kong. comScore which is an American media measurement and analytics company providing marketing data and analytics to many of...

Movies Hollywood
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/29/Dear%20Zindagi.jpg?itok=t5N1hFIl
Star power fades away, collections crumble

*Writer-director Gauri Shinde followed her success of English Vinglish with Dear Zindagi. To her advantage, she had the reigning star, Shah Rukh Khan, along with an emerging star, Alia Bhatt, to boast of in the cast.

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/28/robot-800x800.jpg?itok=ajjH6ifG
Leading Korean filmmaker impressed by Rajini 'Robot'; keen to co-produce with India

Critically-acclaimed Korean filmmaker Kim Jee-Woon, whose action thriller 'The Age of Shadows’ is the Closing Film for the International Film Festival of India, said it would “surely be great” to incorporate elements of cinema from both countries into each other’s films.

Movies Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/26/SonyMax.jpg?itok=yeelQmkG
Sony Max brings 'No Talkies Nautanki Returns' for media agencies

MUMBAI: Sony Max gave Bollywood enthusiasts a reason to rejoice as it kick-started the third season of its flagship event, No Talkies Nataunki Returns. Organised exclusively for media agencies, this property is an absolute treat for movie buffs as it provides them an opportunity to participate in...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/26/SidGanis-800x800_1.jpg?itok=kGJEW5ws
Academy wants to expand relationship with India film industry

MUMBAI: Former president of Academy of Motion Picture Arts and Sciences (AMPAS) and American Motion Picture executive and producer Sid Ganis has said that the Academy has been developing a close relationship with the Indian filmmakers. At the 47th International Film Festival of India (IFFI)...

Movies Hindi

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories