9.1 Global animation markets and co-productions
4 min read•july 30, 2024
Animation has gone global, transforming production, distribution, and storytelling. Studios worldwide collaborate, blending styles and cultural influences. This shift creates exciting opportunities but also challenges, as creators navigate diverse markets and partnerships.
The global animation landscape now features major players like the US and Japan, alongside emerging markets in Asia and Europe. Co-productions offer benefits like risk-sharing and diverse talent, but face hurdles including cultural differences and complex regulations.
Globalization's Impact on Animation
Expansion of Production and Distribution
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- Animation production and distribution have expanded beyond traditional geographic boundaries
- Created a more interconnected and competitive global market
- Facilitated global dissemination of animated content and production techniques through technological advancements (digital animation, internet streaming)
- Outsourcing of animation production to countries with lower labor costs has become common
- Affects job markets and skill development in various regions
- Examples: South Korea (Rough Draft Korea), India (Toonz Animation)
- Rise of global streaming platforms created new opportunities
- and exposure of animated content from diverse cultural backgrounds
- Examples: Netflix's global anime offerings, Disney+ international expansion
Cultural and Business Transformations
- Influenced creation of culturally hybrid animation styles and narratives
- Appeal to international audiences while maintaining local flavors
- Examples: "Coco" (Pixar's take on Mexican culture), "Big Hero 6" (Disney's blend of American and Japanese influences)
- Increase in cross-border collaborations, joint ventures, and acquisitions
- Formation of multinational animation conglomerates
- Examples: DreamWorks' partnership with Pearl Studio for "Abominable", Sony's acquisition of Funimation
- Intellectual property rights and copyright issues have become more complex
- Necessitates international agreements and regulations
- Examples: WIPO Copyright Treaty, international co-production agreements
Global Animation Market Players
Major Studios and Regions
- United States remains a dominant force in global animation
- Major studios lead in traditional and CGI animation (Disney, Pixar, DreamWorks, Warner Bros.)
- Produces blockbuster animated features and popular TV series
- Japan renowned for its anime industry
- Studios produce globally popular content (Studio Ghibli, Toei Animation, Madhouse)
- Known for diverse genres and unique storytelling styles
- France emerged as a significant player in European animation
- Studios create internationally recognized content (Xilam, Gaumont Animation)
- Known for artistic styles and creative storytelling
Emerging Markets and Specialized Hubs
- South Korea major hub for animation production and outsourcing
- Companies work on domestic and international projects (AKOM Production, Rough Draft Korea)
- Known for high-quality 2D animation and growing 3D capabilities
- China's animation industry experienced rapid growth
- Companies produce content for domestic and international markets (Original Force, Pearl Studio)
- Focuses on blending traditional Chinese elements with modern animation techniques
- Canada established as a key player, particularly in 3D animation and visual effects
- Studios serve both domestic and international markets (Nelvana, DHX Media)
- Known for technical expertise and government support for the industry
- India significant outsourcing destination for animation production
- Studios serve global clients (Toonz Animation, DQ Entertainment)
- Offers cost-effective production solutions and growing creative capabilities
International Co-productions: Benefits vs Challenges
Advantages of Collaboration
- Risk-sharing and increased budgets enable creation of higher-quality animated content
- Broader market appeal through combined resources
- Example: "The Red Turtle" (Studio Ghibli and Wild Bunch)
- Access to diverse talent pools and expertise from different countries
- Enhances creative and technical aspects of projects
- Example: "Loving Vincent" (Polish-UK co-production utilizing painters from multiple countries)
- Gain access to foreign markets and distribution networks
- Expands potential audience for content
- Example: "Despicable Me" (French-American co-production with global success)
- Benefit from tax incentives and government subsidies offered by multiple countries
- Improves financial viability of projects
- Example: Canada-France co-production treaty offering tax credits for qualifying projects
Obstacles in International Partnerships
- Cultural and language barriers can pose challenges
- Potential for miscommunication and creative differences
- Example: Adapting humor or cultural references for different markets
- Navigating different legal and regulatory frameworks across countries
- Complicates co-production agreements and intellectual property rights management
- Example: Varying copyright laws and content restrictions in different regions
- Time zone differences and geographical distances create logistical challenges
- Difficulties in coordinating production processes and maintaining effective communication
- Example: Coordinating real-time collaboration between teams in Asia, Europe, and North America
Cultural Influences on Animation Styles
Western Animation Characteristics
- Western animation, particularly from the United States, emphasizes character-driven storytelling
- Focus on individual growth and achievement
- Examples: "Zootopia" (Disney), "How to Train Your Dragon" (DreamWorks)
- European animation embraces more experimental and artistic styles
- Often tackles mature themes and social issues
- Examples: "The Triplets of Belleville" (France), "Loving Vincent" (Poland/UK)
Eastern Animation Traditions
- Japanese anime incorporates complex narratives and intricate character designs
- Themes rooted in Japanese culture and mythology
- Examples: "Spirited Away" (Studio Ghibli), "Attack on Titan" (Wit Studio)
- Chinese animation (donghua) blends traditional Chinese art styles with modern techniques
- Reflects the country's cultural heritage
- Examples: "Ne Zha" (Coloroom Pictures), "Big Fish & Begonia" (B&T Studio)
Regional Animation Styles
- Indian animation draws inspiration from rich mythology and folklore
- Incorporates vibrant colors and intricate designs characteristic of Indian art
- Examples: "Ramayana: The Epic" (Maya Digital Studios), "Chhota Bheem" (Green Gold Animation)
- Middle Eastern animation reflects Islamic values and regional folklore
- Addresses contemporary social issues
- Examples: "Bilal: A New Breed of Hero" (UAE), "The 99" (Kuwait)
- Latin American animation incorporates magical realism and explores themes of identity
- Reflects the region's cultural diversity
- Examples: "The Book of Life" (Mexico/US), "Boy and the World" (Brazil)
Key Terms to Review (18)
Adult animation: Adult animation refers to animated works that are specifically created for mature audiences, often featuring complex themes, humor, and content that are not suitable for children. This genre allows for a more nuanced exploration of topics such as social issues, politics, and human relationships, making it distinct from traditional children's animation. Adult animation has gained popularity through various series and films that push boundaries, offering an alternative storytelling medium within the animation landscape.
Anima mundi: Anima mundi, often translated as 'world soul,' refers to the philosophical concept that suggests a vital force or spirit permeates the universe, connecting all living beings and phenomena. This idea plays a significant role in various artistic expressions, influencing the perception of abstraction and narrative within animation, as well as the cultural exchanges seen in global markets and co-productions, particularly in Latin American animation.
Animation tax incentives: Animation tax incentives are financial benefits provided by governments to encourage the production of animated films and series within their jurisdictions. These incentives can take the form of tax credits, rebates, or grants, aimed at attracting production companies and boosting local economies through job creation and increased investment in the animation industry.
Anime boom of the 1990s: The anime boom of the 1990s refers to a surge in popularity and production of Japanese animated content, both domestically and internationally. This era marked a significant shift as anime began to gain mainstream acceptance in various global markets, driven by innovative storytelling, unique art styles, and the introduction of subcultural genres that appealed to diverse audiences worldwide.
Cartoon Network: Cartoon Network is a prominent American television channel that primarily airs animated programming, targeting children and young audiences. Launched in 1992, it quickly became known for its unique blend of original series, classic cartoons, and innovative animated shorts, significantly influencing children's entertainment. The channel has played a crucial role in shaping the landscape of animated television, especially during the era of Saturday morning cartoons and has expanded its reach through global markets and co-productions.
Co-production treaties: Co-production treaties are formal agreements between two or more countries that establish guidelines for collaborating on film and television productions, including animation. These treaties promote shared investment, cultural exchange, and the pooling of resources, allowing participating countries to benefit from tax incentives and easier access to each other's markets. By facilitating international partnerships, co-production treaties help enhance the global competitiveness of animation projects and foster a diverse array of creative outputs.
Crowdfunding: Crowdfunding is a method of raising money from a large number of people, typically via the internet, to fund a project or venture. This approach has become increasingly popular in the animation industry, allowing independent animators to connect directly with their audience and secure funding for their creative works without relying on traditional investors or studios. It has transformed how animation projects are developed, enabling more diverse voices and stories to be brought to life through the support of passionate fans.
Cultural Exchange: Cultural exchange refers to the process by which different cultures share ideas, traditions, and practices, leading to mutual understanding and influence. This interaction often occurs through various mediums such as art, music, film, and literature, allowing for the blending of cultural elements and the enrichment of global diversity.
Family programming: Family programming refers to television content specifically designed to be suitable and appealing for all members of a family, regardless of age. This type of programming often incorporates themes, stories, and humor that can engage both children and adults, promoting shared viewing experiences that can lead to discussions and bonding moments.
Growth of independent studios: The growth of independent studios refers to the increasing number of animation production companies that operate outside the major studio system, allowing for greater creative freedom and diversity in animated content. This phenomenon has led to a flourishing of unique storytelling styles and artistic expressions, as independent studios cater to niche audiences and embrace innovative techniques in animation.
International distribution: International distribution refers to the process of delivering animated content across global markets, enabling creators and studios to reach audiences beyond their home country. This practice involves navigating various legal, cultural, and logistical challenges, ensuring that animation is accessible in different languages and formats. Successful international distribution can significantly impact the profitability and visibility of animated works on a global scale.
Japanese anime industry: The Japanese anime industry refers to the production and distribution of animated content originating from Japan, characterized by its unique art style, storytelling techniques, and cultural elements. This industry has grown into a global phenomenon, influencing animation styles worldwide and contributing significantly to the global animation market and various co-production efforts.
North American animation market: The North American animation market refers to the industry and economic landscape surrounding the production, distribution, and consumption of animated content in the United States and Canada. This market has a significant impact on global animation trends and co-productions, influencing styles, themes, and technologies that are adopted worldwide.
Rise of streaming platforms: The rise of streaming platforms refers to the rapid growth and increasing popularity of digital services that allow users to access and consume content over the internet, particularly video and audio media. This trend has transformed how audiences engage with animation, leading to new distribution models and creating opportunities for global co-productions, as creators seek wider audiences beyond traditional broadcasting.
The breadwinner: The term 'the breadwinner' refers to the individual in a household who earns the primary income to support the family financially. This concept is particularly significant in discussing global animation markets and co-productions, where financial backing and income sources can greatly influence production decisions and international collaborations, impacting both market viability and creative output.
The golden age of animation: The golden age of animation refers to a period from the 1920s to the 1960s when the art form of animation experienced significant growth and development, particularly in the United States. This era is marked by the creation of classic animated films, innovative techniques, and the establishment of major studios, which greatly influenced global animation markets and co-productions.
The Magic School Bus Rides Again: The Magic School Bus Rides Again is an animated children's series that serves as a sequel to the original Magic School Bus show, following Ms. Frizzle's sister, Fiona, as she takes her class on educational adventures aboard a magical school bus. This series emphasizes science education through creative storytelling and has been co-produced by various international partners, showcasing the growing trend of global animation collaboration.
Transnational production: Transnational production refers to the process of creating animated content that involves collaboration across multiple countries, integrating diverse cultural influences and economic resources. This practice allows studios to leverage international talent, technology, and financing, resulting in animated works that can appeal to global audiences while navigating regional tastes and preferences.