Take Your Fill of Animated Movies

According to a Nasscom-Ernst & Young report, the Indian animation industry is slated to grow to $1.2 billion in 2012.

While the the numbers are small compared to the $80 billion global industry, the growth is encouraging for India.
It’s also well known that many countries are outsourcing their animation work to India mainly because of cheaper labour. Top companies such as UTV Software Communications, Toonz Animation, Pentamedia Graphics, Crest Communications, DQ Entertainment and JadooWorks have all inked in deals with global giants like Walt Disney, NBC Universal and Mattel to share copyrights and profits.

Hanuman, India’s biggest animated hit earned Rs 20 crore through theatrical and satellite releases, besides mopping up big bucks from home videos and merchandise. Inspired by its success, a slew of animation films were lined up and made ready for Indian audiences. Percept tied up with animation studio DQ Entertainment to make three films for the global market costing Rs 100 crore slated to be released in 2009-10. Reliance Entertainments has invested Rs 100 crore in animation. BR Films plans to invest Rs 50 crore in animation films over three years.

At a time like this, a few commercial duds seemed to have played spoilsport with Bollywood’s animated dreams. Trade sources confirm that Bollywood has had a bad run with Hanuman Returns, Krishna, Roadside Romeo, Dashavatar, Ghatothkach and My Friend Ganesha (1 and 2) with an estimated loss of up to Rs 70 crore. In fact, insiders say several animation films are ready, but have no takers. At least 25 animation films were announced by top corporations, and an estimated Rs 4,000 crore ($831 million) was to be kept aside for the animation studios that were being planned across India. Everything is on hold now. “Indian animation films have improved a lot when it comes to creativity and technology. If the script of an animated film is good, there will be an audience for it,” feels Prasad, owner of the Oscar winning animation company, Rhythm and Hues based in Hyderabad. Suryadevara Vinod who produced Ghatothkach doesn’t seem to be too worried either. “Ghatothkach was made in several languages. It was didn’t do well only in Indian theatres. But we topped the DVD list for a very long time.”

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