FICCI Frames ’11: Animation Co-Pro with Int’l markets & emerging opportunities

By Bollywood Hungama -

March 25, 2011 - 2:33 PM IST

The session consisting of international industry heavy weights including A. K. Madhavan, A. P. Pargi, Laura Dohrmann and Johnchill Lee amongst others, touched upon the latest trends in global co-production in the animation arena, specially focussing on the Asia Pacific vis-a-vis global productions, hurdles and challenges therein. One issue that was unanimously agreed upon was the need for an increase in investment in the animation sector and directing these funds into R&D and training in India. Animation needs to grow via funding.

Until now most of the co-productions between Indian companies and those abroad have been in the realm of 'outsourcing', where Indian animators have helped execute creative content from abroad. Such an arrangement usually takes place as production in India is cheaper and results in no 'credit' given to the Indian animators involved. Therefore to build credibility of the Indian animation industry we will have to move beyond Mythological content and give room to other creative content. Yes, the possibility of a co-production where Indian creative content could be developed by animators abroad exists, but it needs working.

The key to a serious international co-production is setting an effective method of working and storytelling. One is to apply the thinking of a filmmaker and not that of an animator, getting the scripts looked at by someone who has nothing to do with animation could be helpful - as eventually its all about storytelling and the screenplays have to be good.

Another way ahead is by reforming the co-production treaties, so that all the parties involved can exploit profits and promote talent. When asked how India fared compared to the biggies like France, China and the US animators, the panel of the opinion that if not better we were at par with them all. The pros of the Indian industry is its ability to embrace new technology promptly, a flexible work culture and delivery of quality.

There's a lot the Indian animation industry has to learn, especially from Canada. It's leading worldwide because of the government support and the heavy spends on R&D instead of animation. The tax rebates are an added bonus to the co-ordinated approach their industry follows. The session ended with the panellists answering - "what's so global about the western world?" They were of the belief that any content must reflect the human experience for a global appeal and that a good story is always global.

FICCI Frames ’11: Animation Co-Pro with Int’l markets & emerging opportunities