New animation movies to hit Indian screen

Jasudha Kirpalani

MUMBAI:Film producers are ushering in a wave of animation and special effects based movies to cash in on the passion for visual fantasy of a younger audience.

Animation films have not done well in India, despite being the world's most prolific movie factory. But changing tastes, especially among the young, could change that, industry experts said.

"With two-thirds of Indian population consisting of an age group which is fast adapting to new entertainment tastes, animation will be one of the strong content genres in the future," Chief Operating Officer of UTV Software Communications Ltd. Ronald D'mello said.

The success of India's first full-length cartoon movie in 2005, Hanuman -- the story of an impish monkey god -- testified to the taste for animation and special effects among youngsters.

Then came the live-action, special effects filled superhero film, Krrish, in 2006. The $10-million Krrish is estimated to have earned $15 million in its opening week, while Hanuman raked in 70 million rupees in total box office collections.

This year Media Factory India has lined up a $5-million project, Magik, for a May release. B.R. Films plans to release its Krishnaleela in May. Shemaroo Entertainment Ltd. has lined up Ghatothkach: Master of Magic for later in the year.

UTV Software Communications Ltd. has four animation projects in the pipeline including a $20 million film in co-production with Overbrook, Hollywood actor Will Smith's production house.

It is also planning a $10 million film in co-production with Porchlight Pictures, besides two of its own.

Eros International PLC, a distributer of Indian films abroad, has global rights for 'Friends Forever', a Celluloid Dreams Pvt. Ltd. blend of real-life actors and animation characters.

Adlabs Films Ltd. plans two films in 2008 -- one on popular Tamil film star Rajanikanth, with a fan following in Japan, and another on children apparel retailing brand, Gini & Jony.

MERCHANDISING SPIN-OFFS

Animation films have tilted towards Indian mythology for its stories. However, original characters would have a wider appeal and their merchandising could bring in more revenue in the form of royalties.

"There is a lot of money if we own it," said Sidhartha M. Jain, animation division head of Adlabs.

Only 18-20 percent of an animation film's revenues are from the box office, the rest come from merchandising, said Executive Director Timmy Kandhari, Entertainment and Media practice, PricewaterhouseCoopers Pvt. Ltd. (PWC).

PWC estimates Indian animation industry at 12 billion rupees now, and forecast at 42 bln rupees by 2009. More than two-thirds of animation revenue is generated by the entertainment industry

Traditionally, even international movies with high-quality animation and award-winning scripts "have not been crowd pullers theatrically in India," said D'mello.

"It will take some time before animation is accepted as mainstream," said Kandhari of PricewaterhouseCoopers.

Krishna, on the most loved child god in Hindu mythology, did not fare so well at the box office. It cost 35 million rupees, with another 25 million rupees for publicity and merchandising.

"We still recovered the cost. We had a lot of publicity and about 50-60 merchandising items were there," said Amit S Chheda, director of Shethia Audio Video Pvt. Ltd., its makers, said.