Despite being a cinema-obsessed state, films have always been a hard sell in Tamil Nadu, as most moviegoers in the state preferred the wham-bham of action films to cartoon films. But it looks like this has changed in 2012 as animation films are proving to be a safe bet for distributors and theatre owners. Says a distributor, Theatre owners have woken up to the fact that animation films sell more tickets because parents accompany kids to watch these flicks. While the main reason for the surge in popularity of these films is the screening of Tamil-dubbed versions of such films on TV, the fact that they come in 3D also means theatres can charge for the 3D glasses and generate sizable revenue. Also, the studios tie-up with brands and spend a lot of advertisements and create a visibility for the film.
The release of: Continental Drift last July is being seen as a significant indication of this trend by trade circles as the film was also dubbed in Tamil and released in 26 stations across the state (with 13 theatres screening the Tamil version). The film, which was distributed by a Chennai-based multiplex chain in Tamil Nadu, also released in Tier II cities and towns like Coimbatore, Salem, Madurai, Tirupur, Pollachi and Tenkasi. Says Valliappan, the director of a city-based theatre, Ice Age 4 was the first 3D animated film that we screened in our theatre after converting to 3D projectors. We screened both the English and Tamil version and the response has been quite overwhelming; in fact, the Tamil version is doing even better business. During the first week, we had screened only one show but due to demand, we increased the number of shows. Today, a 3D animation film releases in close to 20 screens in Tamil Nadu with Chennai alone accounting for 12-15 screens.
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If the film is based on an existing brand (like last years The Adventures Of: Secret Of The Unicorn), the number of screens increases based on the demand. Tintin was released by director in 25 screens (out of which eight were in 2D) and collected over Rs 50 lakh (out of an all-India gross of Rs 28 crore). An industry insiders explains the demand for these films on the multiplex boom.
Even the Chennai market has expanded to a great extent with multiplexes cropping up in the citys suburbs like Chrompet, Ambattur and Navalur, he says. The last couple of years have also seen re-releases of animated classics like Beauty And The Beast and in 3D which are also attracting audiences. Top 2012 releases.
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