How to tap the Animation Market:IP/Outsourcing


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How to tap the Animation Market:IP/Outsourcing

  1. 1. Services Details<br />Production Studio:<br />
  2. 2. AREAS<br />Animation Division<br />Gaming Division<br />
  3. 3. Animation Division<br />3D CGI Animation Division <br />2D Traditional Animation Division <br />2D Digital Animation Division <br />Digital Ink & Paint Composting Division<br />
  4. 4. Services <br />2D-Animators, BG Artists, 3D-Animators, 3D-Modelers, Visualizers, VFX Artists, Anchors, Music Composers<br />Preproduction<br />production<br />Flash Animation<br />2d Animation<br />3d Animation<br />Post production<br />Visual effect<br />
  5. 5. Gaming Division<br />
  6. 6. Gaming Scenario<br />Asset creation–(Modelling and Texturing)Environments (world), Props, Characters, Vehicles, Weapons <br />AnimationFMV , Cinematic , Cut scenes <br />Optimisation of assets <br />Creation of low and Medium LOD assets <br />Digital paint work<br />Game programming for Mobile, PC and Online Games<br />complete solutions for game development for  Next Generation Console ,PC, mobile and online game, assets and FullMotion Video creations <br />.<br />
  7. 7. Delivery Systems<br />Process step by step:<br />Pre-productionConcept/IdeaStory Line Scripting from the point-of-View of Animation Character designingStory BoardingLayout DesigningPosingAnimatix<br /> ProductionKey frame animationClean up / TracingIn-between (IBs) <br /> Post-production Colouring / Digitization Final BG PreparationCompositingCompilation / Integration<br /> TestingDelivery to the QC team QCFeedback Implementation (If any, by the concerned Department)<br /> Delivery to the client<br />
  8. 8. Infrastructure required <br />Utility<br />HARDWARE<br />Software <br />Going beyond the basics, the very nature of data centre(Animation Studio) requires meticulous planning to be able to build an edifice. The key lies in striking the right balance between cost and performance. Overall, the fundamental aspects must consider are reliability, scalability, manageability, performance and cost effective deployment. A data centre should be designed to lower the total cost of ownership, support future growth, reduce risk of downtime, maximize performance and improve the ability to configure.<br />Also its is necessary while planning for the future not just look at the acquisition cost of any component but to also look at the running cost over a period of time.<br />The design should have best practice methods like a modular design where each requirement can be implemented with its least common denominator and can be upgraded as the requirement increases. It is also recommended to simplify the infrastructure design and eliminate complexity, rather than trying to manage it.<br />Availability the most important aspect of Data Centre, it should able to support 24x7 across business. The design aspect considerations for 24x7 includes Domain servers, Database servers, Storage servers and other servers, also includes Networks, Power supply and Telecom links.<br />Apart from regular Security aspects like Access Controls, fire walls & Anti-Virus, the design should consider implementing information security.<br />
  9. 9. Hardware<br />
  10. 10. Software<br />
  11. 11. Advantage in the process(Exam-Motion capture)<br />Motion capture - Advantages<br />Mocap offers several advantages over traditional computer animation of a 3D model:<br />Mocap can take far fewer man-hours of work to animate a character. One actor working for a day (and then technical staff working for many days afterwards to clean up the mocap data) can create a great deal of animation that would have taken months for traditional animators. <br />Mocap can capture secondary animation that traditional animators might not have had the skill, vision, or time to create. For example, a slight movement of the hip by the actor might cause his head to twist slightly. This nuance might not be imagined by a traditional animator, but it would be captured accurately in a mocap session, and this is the reason that mocap animation often seems shockingly realistic compared with traditionally animated models. Incidentally, one of the hallmarks of rotoscope in traditional animation is just such secondary "business." <br />
  12. 12. Power of Motion<br />Mocap can accurately capture difficult-to-model physical movement. For example, if the mocap actor does a backflip while holding nunchucks by the chain, both sticks of the nunchucks will be captured by the cameras moving in a perfectly realistic fashion. A traditional animator might not be able to physically simulate the movement of the sticks adequately due to other motions by the actor. Secondary motion such as the ripple of a body as an actor is punched or is punching requires both higher speed and higher resolution as well as more markers. <br />Some large movie studios and video game publishers have established their own dedicated mocap studios, but most mocap work is contracted to individual companies that specialize in mocap<br />
  13. 13. Team required<br />Marketing Team<br />Production Team<br />
  14. 14. Team/Production<br />Web & Print, Publicity<br />Concept Art<br />Graphics<br />2D Department<br />Cartooning<br />3D Texture Department<br />3D Animation Department<br />3D Rigging <br />3D Lighting & Texturing3D Modelling <br />Visual EffectsAnimation<br />General Manager<br />Studio Manager<br />Animation Director<br />Animation Supervisor<br />3D Animation Head<br />FX Director <br />Post-production Supervisor<br />Production Assistants<br />
  15. 15. Creative Team<br />General Manager <br />Producer<br />Creative Director<br />Art Director<br />Script writer<br />Voice talents <br />Post-production Supervisor<br />Production Assistants<br />
  16. 16. Marketing Plan & Strategy<br />It is very important to book our stalls at the international fair of animation being held in Cannes, in April & October, it is the biggest event of the year and presence at this fair will give breakthrough in getting work.<br />We need to form a marketing team working on networking and discovering new tie ups and following up clients<br />
  17. 17. Business process<br />The business process of the creative field is standard. An idea is developed into a saleable <br />product using standard tools like storyboarding, production & post production.<br />Then it is marketed. If we give quality products at good prices for a longer period of <br /> time we establish the brand. We shall have six separate production departments with a <br />common and root concept development team. The root team will chart the plan for the six <br />departments to follow. The repetitive department will go to work and come out with products <br />within the stipulated time and guidelines. As the team becomes self sustaining and adept, <br />more resources will be acquired by the company in the form of personnel, machinery and <br />operations.<br />
  18. 18. Marketing Tool Kit<br />In today’s fast growing business process outsourcing <br />We need to follow the following steps<br />Development of Website<br />Development of Show Case of Content<br />Development of Company<br />
  19. 19. Development of Website<br />1. Development of Website<br />Aim : Establish as an outsourcing studio with requisite infrastructure<br />Content : Pictures of workplace, manpower strength, work done <br />Focus : Financial strength and conveying the message that we are a creative studio offering services in animation<br /> development in co-production, outsourcing and a content acquisition company.<br />
  20. 20. Development of Show Case of Content<br />Aim : To showcase work done by the company in the field of Animation & Game Art<br />Content : A series of work in various medium like mobile, TV and Short Film<br />Focus : Companies strength in Delivering content across various mediums.<br />
  21. 21. Development of Company<br />A vision to establish a animation outsourcing company, key personnel to be hired and retained till such kind of outsourcing work is obtained<br />Employees<br />Key Employees to be appointed at senior and mid level to create content<br />Few Employees to be kept on retainer basis.<br />Training<br />Integral part of growing into a robust company, need to train key personnel by inviting foreign trainers or sending key personnel abroad for training. <br />Networking<br />Expanding a already a large data base, visit conferences and develop contacts, produce short films and enter award festivals, this in turn brings reputation to the organization International Media consultant to be retained.<br />
  22. 22. Growth IndustryThere are now more ways to consumeanimation content than ever before:• More TV Channels• Growth of Internet• Proliferation of Mobile devices• Increasing popularity of video games<br />Marketing To Tap<br />
  23. 23. Think global<br />• India's domestic market for animation is tiny<br />• The world is Our competitor and Our marketplace<br />• Technology has removed entry barriers to global trade<br />
  24. 24. What’s Our Business model?<br />Service Provider – provide international quality animation services<br />OR<br />Producer of IP – develop and produce original<br />animation products for global consumption<br />
  25. 25. Either way we must develop original IP<br />The service provider business model is flawed because<br />it keeps moving to the next - cheapest country.<br />Japan > Korea > Australia > Taiwan > Philippines<br />> India > China > Eastern Europe > ?????<br />
  26. 26. Know What Consumers Want<br />• Pay attention to what people are watching<br />• Be aware of trends<br />• Know our audience<br />• Also know they are fickle - they change<br />• Popular culture is a moving target<br />• What we develop now will hit screens in 4-5<br />years<br />
  27. 27. Know the Market DemographicsHow To Tap(kids - Teens zone to Tap With good Content)<br />• Infant: 0 - 2<br />• Pre-School: 3 - 5<br />• Kids: 6 - 10 (5 - 11)<br />• ‘Tweens: 10 - 12<br />• Teens: 13 - 18<br />• Adult: 18 - 35<br />
  28. 28. Genre/Format<br />• Comedy<br />• Squash and Stretch comedy<br />• Random Chaos Comedy<br />• Action Adventure<br />• Prime Time<br />• Adult<br />• Anime<br />• Educational<br />• Passive / Participative<br />• Reality<br />• Violent / Non-Violent<br />• Boy Oriented or Girl Oriented<br />
  29. 29. HOW/Why<br />HOW TO TAP<br />
  30. 30. Step 1 - A Great Idea<br />• Unique concept that will stand the test of time<br />• Original appealing characters<br />• Potential for great stories<br />• Appeal to audiences of any culture<br />• Cross-Platform Potential - Interactivity,<br />Communities, Licensing, Merchandising, Mobile and<br />emerging digital transmission systems<br />• Stand out above the rest<br />
  31. 31. Step 2 - Develop it<br />Develop it to the point where it can be pitched to<br />potential business partners. Development is<br />expensive and will require funding. Minimum<br />requirement is:<br />• Bible – Concept, Character Profiles,<br />Production Design, Sample stories.<br />• Trailer or pilot episode.<br />• Ensure Our IP is protected.<br />
  32. 32. Step 3 - Raise $$$'s to produce it<br />Pitch the Bible and Pilot to attract production<br />partners and raise production money.<br />• Govt. Subsidies – Grant / Equity / Soft Loan<br />• Co-Producers<br />• Private Investors<br />• Broadcasters<br />• Distributors<br />• Own funds<br />• Acquisition<br />
  33. 33. Step 4 – Make your show<br />We will need:<br />• Great Story Writing<br />• Good voice actors<br />• Solid pre-production (important)<br />• Bullet-proof production pipeline<br />• Edgy film-making technique<br />• Cool Music and clever SFX<br />• Technically sound post production<br />
  34. 34. Step 5 - Market it<br />Step 5 - Market it<br />• Build a global brand<br />• What makes Our brand different? Leverage<br />on that.<br />• Web presence<br />• Brochures / Flyers<br />• PR<br />• Advertise in the Trade Press<br />• Take it to markets MIP, MIPCOM, Annecy,<br />NATPE, ATF, Hong Kong Film Mart<br />
  35. 35. Step 6 - Sell it<br />• A good property will attract a distributor<br />• We NEED a distributor on board to get a global reach<br />• Ideally We should have a distributor on board<br />before you go into production.<br />
  36. 36. Step 7 – Our Next Project<br />• Have a few projects in Our pipeline in various stages of development / funding / production / distribution<br />• Our goal is to own a stable of properties<br />
  37. 37. Step 8 - Ancillaries<br />The big $$$’s are in the ancillaries. The TV series<br />is a half-hour advertisement for Our brand<br />• Licensing & Merchandising<br />• Video Games<br />• DVD’s<br />• Mobile content<br />• Theatrical<br />• Publishing<br />• Emerging media<br />
  38. 38. Way Forward<br />
  39. 39. Companies<br />Pixar<br />Industrial Light and Magic (ILM)<br />Pacific Data Images (PDI)<br />Disney<br />Xaos<br />Rhythm & Hues<br />Digital Domain<br />Lamb & Company<br />Metrolight Studios<br />Boss Film Studios<br />deGraf/Wahrman<br />R/Greenberg Associates<br />Blue Sky Productions<br />Sony Pictures<br />Cinesite<br />Imageworks<br />Apple…. . <br />
  40. 40. Co-Production: The way forward for India<br />• Global producers have stables of properties that need funding -<br />esp. for overseas animation production.<br />• Great way to fast-track development of the industry - project<br />gets made, eventually gains experience to confidently<br />create world class original IP’s of their own.<br />
  41. 41. THINK GLOBAL!!!<br />