Synopsis: Animation Film Industry in India

Topics: Animation, Film, Bollywood Pages: 2 (467 words) Published: February 28, 2013

NAME: Anirban Maji & Tanushree Chakraborty

The animated films market is growing at a fast rate in India, where in the last few year alone, many animated films were announced. Year 2012 saw the box office release of several animated movies in the country, such as Chotta Bheem and the curse of Damayan,Krishna aur Kansh,Makkhi and Delhi Safari.The mainstream film industry too is increasingly using animation and special effects. In the last 18 months, Bollywood has released several Hindi movies with special effects and animation, such as Bol Bachchan, Rowdy Rathore, Son of Sardaarand Ek Tha Tiger. Animation in India is currently riding on two key factors - a large base of highly skilled labour, and low cost of production. While the industry is gaining prominence steadily, several important factors such as the government's role in supporting the animation industry, and producing original content locally.

According to Nasscom, a total of 85 domestic animation movies have been announced over the last year and 28 are in different stages of production. Animation companies have also started focusing on building original IP (intellectual property), which they can leverage in terms of merchandising and TV broadcast revenues. Animation movies in India are made on less than one-tenth of the budget of a similar Hollywood flick. That's because even a mainstream Bollywood film does not have gross collections more than that of Hollywood produces animation movies with a high budget. Ashok Rajgopal, Partner of Ernst & Young's Media and Entertainment Practice, told that there is demand for animation, but the market is not large enough. According to Rajgopal, the commercial success of animation films is yet to be tested. If the Indian audience has been exposed to animation films like Brave and Wreck-it Ralph, can they be engaged in films that are made in India at a fraction of the budget Rajgopal questioned?...
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