With the feature animation industry booming in India, Lisa Goldman reports on the opportunities and challenges presented by an immense and diverse audience.
In 2005, an animated feature called Jai Hanuman hit theaters in India and set the animated feature industry on fire. Children and families went crazy for this film and, following its record success, many Indian companies have been trying to get in on the action -- but it's not so easy. Connecting with India's billion-plus audience is a big challenge since the Indian market is so diverse. India has 28 states and seven territories, plus each state has its own language and dialects. The challenges are not only cultural; there are business hurdles to clear as well. Distribution is difficult unless you have major Bollywood stars as your voice-talent. Licensing and merchandising are in their infancy, although they show great potential. Piracy is also a concern.
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