Leading up to the release of my ebook on coproducing with German companies, I wanted to share this look into the German animation distribution market with you. This information was gathered from a presentation by Benjamina Mirnik, Head of Acquisitions and Coproductions at Universum Film, given at the Cartoon Masters Feature event in Munich last November.
Talking about the animated feature films market in Germany, Mirnik gave the following outline:
- 2005-2009 there were an average of 17 animated features released per year.
- 46% of these films were released by independent distributors.
- The animated features gained a share of total cinema admissions between 10,9% (2005) and 17,9% (2006) for an average share of 14,4%.
Germany remains one of the largest audiovisual markets, as you can see from the number of films released annually. It is also important to note the high market share of the independent distributors, as the Hollywood majors will rarely distribute an independent animated feature. An interesting part of the presentation was the look at the German VoD and DVD market:
- The digital market in Germany, as everywhere else, is constantly growing. Generally, total digital sales amount to approximately 3% of total DVD sales. DVD sales will remain the main home entertainment distribution channel for at least the next 3-5 years.
- Animated films are neither stronger nor weaker than other genres available for digital distribution, when compared to DVD sales.
- DVD sales of animated films in the children’s entertainment segment have remained stable.
- The major studios demonstrate, that high quality storytelling and animation coupled with deep marketing pockets suffice to achieve success in the German market. However, independent productions still rely heavily on branded properties, that are well known in Germany.
- Stereoscopic 3D projects are dominating the release and production of animation projects at present, but stereoscopic 3D will not suffice on its own to make a film a success.
Parents still want to use the good old DVD-babysitter, which can be seen in the stable situation in DVD sales in the family and kids segment. It’s just easier to buy the DVD than to pirate it, especially if the kids want to watch it over and over again on the TV. Mirnik also outlined the success factors for animated feature films released in Germany by independent distributors:
- Brand awareness resulting from a well known IP that the film is based on,
- a top creative team
- and sequels.
Sequels and previous brand awareness both point to the same conclusion: Producing feature length animation is a risky business. Producer’s do anything in their power to lower the risks, and familiar IP’s and prequels often pave the road in a way that no marketing campaign can.
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