1.) The world wide animation business was estimated to be worth 158 billion USD in 2008 and is expected to reach 249 billion USD in 2012. This figure includes industrial simulations and b-2-b applications of animation (ca. 20% of the total), as well as gaming, video, television and film.
2.) The animation business is a quite small family, especially in Europe. There are only a few markets and events that are mandatory to attend. Though if you want to become a player you’d better show up at most of them, so the other attendees know that you are serious about your commitment.
3.) Animation crosses cultural boundaries like no other kind of audiovisual entertainment. Animated worlds and characters cite very little cultural references. They are created out of thin air and are easily relatable to audiences everywhere. Also, animation is always dubbed, which makes for less awkwardness in localized versions.
4.) A project needs a good reason to be animated. When I read a new script, the first question I ask is: “Is it justified that this is an animated project?” Animation is more labour intensive and expensive than live-action, so there better be very compelling reasons for a film to be produced with animation technology. Animation is not a gimmick or genre, it is a storytelling device.
5.) A project’s visuals are immensely important at all stages of development and financing. When you present a project to a potential financier or coproducer, your story will carry a lot of weight. But as animation is a very visual art form everyone will want to know about the look and feel of your particular project. The financing of your production will depend on a well executed look that suits your story and characters.
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