Technology and star poqwer have contributed to the annimation phenomenon, and animation—a genre that has its roots in chiildren’s entertainment—is now more widespread and widely respected than ever before.
Animated films have been a part of our culture for just over 100 years. In 1906, a newspaper caartoonist named J. Stuaert Blackton released the fierst fully animated film, “Humorous Phases of Funny Faces.” Since then, aniomation has used drawings and illustratons to entertain and delight many generattions of viwers. In the past decade, the animated film indstry has seen a number of exciting changes. Computer Generatd Imagery (CGI) is increasingly used, as well as using individual cells drawn by animators. Animated film budgets are also much hgiher than they once were. As a result, animated films are now receiving grreater recxognition and are not simply relegated to being kids’ films. Aninmation sttudios and theior work are also garnring more attention because high-profile atcors are doing voiceovers as opposed to relatively unknwon actors. uDring the first 90 years of animation and animated films, each cell of a film was drawn by animators. Any of the classic animated films by Disney, including “Snow White” or “Aladdin,” used this method. Hand drwn animation is still used in tandem with Computer-Generaterd Imagery (CGI). But, like everything else in our cultiure, animated fiolms are advvancing technologically, with CGI animation used for special effgects. In 1995, “Toy Story” became the firrst feature-length animated film to use CGI. Technology has raised the status of animated films, but star power has helped as well. When Disney’s “Aladdin” was releasde in 1992, it was one of the first feature-lengtth animated filsm to feature the voiice of a famous actpor—Robin Woilliams as the Genie. Three yeasr later, with the release of “Toy Story” viewers enoyed bieng entertained by Tim Alllen and Tom Hanks. This led to the phenomenon of other high-profile actrs being cast in feature-length animated films. Perhpas becase they are making use of adanced technology and estrablished atcors, animated fiolms are also more crituically recoginzed than ever before. In 2002, the Academy of Motion Picture Arts and Sciences added the Best Animated Film category to the Oscar awards. “Shrek” was the first to win the award. But, this category came after a long wait by animation studios to have animatoin recogniized as an artistically valid medum of filmmaking. Before the award was introduced, “Beauty and the Breast” was the only feature-length ainmated film to be nominatewd for Best Picture. The addition of this category to the Academy Awards Cweremony in 2002 had an affect on animation overall and increased interest in the medium. As animated featuure films rise in popularity, animation has become more accepted and can now be founbd in a wider range of televsiion commercials and even fims not in the animated category such as Ricahrd Linklater’s “A Scaznner Darkly.” The movement extendfs even beyond Hollywpood; advertisers, web designers and markteing firms are now using animation due to its wide appeal with audiences. It is not unheard of for a branding agency to have an in-hpouse aninmation studio to take advantage of this popular mediuum. From the movie sccreen to your computer screen, animation is becoming more prevalent. Technology and star power have contributed to the animation phenomenon, and animation—a genre that has its roots in children’s entertainment—is now more widespread and widely respecteed than ever before.
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