A huge animation industry and a biased opinion in India, Why?
If
I ask you to name two good movies you have seen, you would quickly name
a couple without thinking twice of the category the movies belongs to,
be it a comedy, a drama or even a black & white film. Whether you
liked them for their songs, the acting or just the overall feel of it, a
film for us has always been a combination of all of the above, then why
is it when we say Animation film, we quickly assume it as a children
film and lose interest?
For
a sculptor the tools of choice are a hammer and a chisel, similarly
computer animation is just a tool chosen for film making. A computer by
itself cannot create good films but the person using this tool will make
the difference depending on his understanding of art and technology .
The use of computer animation is primarily for making a film cost
effective and safe for certain projects like an action film or sometimes
to make movies using physically impossible themes like talking
animals, Dinosaurs etc.
Pricewaterhouse
Coopers International Limited has estimated the Indian Animation
Industry to be worth 54 Billion Dollars by 2014, which is Rupees 25,920
Crores!!
Is INDIA experiencing a boom in Animation?
To answer this let's take a look at the Animation market which is broadly categorized as:
- Feature Film (Visual Effects/Animation)
- TV Series
- Direct to DVD films and series
- Gaming – for consoles like SONY PlayStation, mobile phones and internet etc.
- Advertising and Music videos
- Other fields like Architecture, Interior Designing and Medical.
The
Indian Animation Feature Film market is not doing well even with the
backing of big names like Saif Ali, Akshay Kumar, Kareena Kapoor, Yash
Chopra proving a point that just attaching big stars to lend their
voices to characters does not lead to a good film. If its a good quality
animation it will sell. We had few releases which failed to make money
in theaters but made their money through after release sales like TV
channel rights, CDs, DVDs and merchandising like T-Shirts, toys etc.
In
the USA, Animation Film projects make more money than most of our best
Bollywood hits. They create royalty which makes money for years to come.
We have seen some success in international movies like Tinker bell,
Alpha and Omega done in India but for big off shore studios.
In
the TV series market most of the money made is from the never ending
volumes of outsourced work coming from the biggest studios worldwide
like Disney, Nickelodeon etc. Indian mythology series and a few odd
projects are the few contents that India have managed to develop. Chota
Bheem, though with medium quality animation has seen real good success
and is a great Intellectual property from the business point of view.
The
advertising and music video market has a lot of creative projects being
done and some do really match international standards.
The
gaming industry is expected to grow by about 36 per cent in the next
four years but it is still not hitting volumes as in the USA and Europe
markets.
Indian Animation boom is mainly from outsourced work.
Is India is capable of developing animation movies that can make 100 Crores?
We are not yet ready. A lot of this has to do with the Art Education System in India.
We
have still not been able to embrace this field as a mainstream subject
and consider this only for average ranking students. The outlook on
animation is of an easy alternative to the other mainstream subjects. On
the contrary this field is just as demanding as other fields,
requiring a lot of hard work and a proper education system to make it
successful. The pay scales are equivalent to MBA or Engineering
graduates and even students from IIT work in this field on the technical
and programing side.
Animation
is not just cartoons, it is a tool developed by use of advanced
computer technology for artists. Animation is more about the Art than it
is about the softwares that change with time but the art fundamentals
remain same. A strong art foundation is recommended for animation. Most
people don't think this is necessary and only learning the software is
enough with the result that we are not able to create the big money
movies that match international standards. Take a look at Japan, they
compete with the American animation industry and still maintain their
cultural influences in their animations but deliver international
quality movies which even win Oscars.
What kind of jobs are offered ?
The jobs in this field are broadly categorized in 3 segments : Art, Technology and Production Management .
Artists
are of 2 types, one who is a traditional artist like a painter or
sculptor and the other a technical artist (an artist interested more in
programming). Technology has 2 departments, Pipeline and IT. A pipeline
programmer writes programs for easy work flow between all Animation
departments so no data is lost, develop tools that help artist
unfamiliar with technology for speedy production process.
The
IT department is responsible for safe keeping of data and machine
maintenance and updates. The production management team overlooks
production planning and delivery. There is a scope for all types of
students in animation, engineers, artists or even MBAs. To give an
example, Rhythm and Hues studios in Los Angeles California employed a
PhD in physics who develops tools for realistic simulation of ocean,
fire etc. which is based on actual physics and little to do with art.
Scientists are hired and provided with facilities to develop newer
technology to make Visual effects more real for animated films.
Even the “The Academy Awards – Oscars” has a category for Animated films and another one for technology development.
What is the current scenario in India?
India
is evolving in this Big money making industry. Students having art
background or an understanding of both Technology and Art, irrespective
of their educational background make perfect candidates for this field.
Few
of the 'A list' Oscar winning studios like Dreamworks, Rhythm and Hues,
Sony Image works from USA and Technicolor, Moving Picture Company from
UK have setup in India. Also International colleges like France based
Supinfocom have set up Animation Institution in India.
India
is an emerging market in this field and great opportunities lie ahead.
Students now have a chance for international recognition without leaving
India, I believe now is the right time to enter this field which
promises to be a 1000 crore plus market in near future.
Ruturaj Arolkar
BFA – Academy of Art University,
San Francisco, California, USA
Director
Animation and Art School Goa
ruturaj@AandA.co.in
Fantastic article! :) Ruturaj, you would be an idol for all the students in India who are looking at animation as a career.
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