The animation industry in India is expected to touch Rs 20.8 billion by 2015. Amongst the worldwide box office grosses of 2010, animated movies were the most successful and amounted for 45% of the ticket sales and box-office collections.
Among the top 10 box-office grosses worldwide, six were animated movies — Toy Story 3, Alice in Wonderland, Shrek Forever After, Despicable Me, Tangled and How to Train Your Dragon.
Experts say that several television properties from India such as Little Krishna and Little Prince got distributed worldwide and animation companies are now exploring different media platforms such as the mobile phone, tablets etc. for their content. "Government subsidies, innovative scripts, vfx pre-planning, skilled workforce, and acquisitions can lead to exponential growth," said Jehil Thakkar of KPMG India, a research company.
The upward demand for television content continues to be a key driver for this sector's growth.
With 11 of the 14 worldwide children channels being aired in India, broadcasters such as Turner Broadcasting System are working closely with Indian animation companies to create localised television content.
Several Indian studios are also working closely with writers and voiceover artists from international markets to customise Indian storylines for global audiences.
Indian animation company Big Animation has roped in New York-based writers for their popular series Shaktiman, and Big Bees.
"The quality of animation produced by Indian companies has seen a quantum leap. The Indian animation industry has moved up the value chain and into the next level, with a number of co-production agreements," said Tapaas Chakravarti, chairman of DQ Entertainment International.
Some players still believe that Hollywood has extended the appeal of animated films to a larger audience and India, being a nascent market, is yet to manage that leap. "The prominent bottlenecks for this sector are original IP creation and non-cooperation by the local exhibitors. If the government provides for 30% airing of locally produced animated movies and programmes, the sector is expected to achieve the targeted growth," said Smita Maroo, vice-president of Shemaroo Entertainment Private Limited.
Experts remain positive about the sector's performance but the next two years will be crucial for the VFX and post production business after which the floodgates will open up for major productions.
15 May 2011 — The Sunday Guardian.
No comments:
Post a Comment