Monday, December 03, 2012

Indian animation industry

The Indian animation industry desperately needs some brand recall

The fact remains that the Indian animation industry has to grow out of the long shadow of Hollywood and to some extent Bollywood, and to carve its own identity, its own niche, populated with characters which have the same recall and relevance as Mickey Mouse. But sadly, it is in this department that Indian animation has yet to make a real breakthrough. Although Hanuman was a hit, it failed to create an icon, and with Hanuman Returns not doing so well along with outright disasters, like Ghatotkach: Master of Magic and Roadside Romeo, its back to the drawing board (literally) for Indian animation. Mr. Ronal D’mello, Managing Director and CEO of Maya Academy of Advanced Cinematics strikes a positive note, “India has a huge young population and the animation genre will catch up ultimately in all mediums of audio visual entertainment. The industry is quite buoyant in international content outsourcing for the right players and with the constant improvement of quality of animation by Indian animation studios with every passing production on the floor, it won’t be too ambitious to anticipate Indian studios producing entertainment for a global audience.”

Additionally, animation movies from Israel have shown, through their award winning efforts such as Waltz with Bashir and others, that it is possible to get global recognition with a limited budget. And with the forthcoming release of the costliest animation movie ever from India (with an estimated budget of Rs.60 crore), Sultan the Warrior, starring Rajnikanth in the lead role is set to hit the theatres in January, along with UTV’s Arjuna, India will surely be seen on the world animation map.
 

Source : IIPM Editorial, 2012.An Initiative of IIPM, Malay Chaudhuri

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