Q. ‘I don’t think after Jurassic Park that we can, or should ever accept a model animated dinosaur again’ [1].
How has CGI ensured the box office success of the animation genre, paying particular attention to ‘Shrek the Third’ (2007)?
How has CGI ensured the box office success of the animation genre, paying particular attention to ‘Shrek the Third’ (2007)?
‘Animation is about creating the illusion of life’ [2].Since Walt Disney Pixar’s release of the first ever fully computer generated imagery film ‘Toy Story’ (1995); the animation has hit new heights. The introduction of CGI animation has taken the genre to a decade of untold success. This is evident as not only have CGI become the most successful form of animation in history, ahead of traditional cel animation and stop motion, but it has also competed against films outside of the genre. DreamWorks Animation SKG Shrek is the most successful brand in the short 13 year history of CGI animation, with ‘Shrek the Third’(2007) individually being one of the most successful animated films as proved by having the third highest opening weekend intakes in film history. The film earned a staggering “$122million” [3], with only ‘Spiderman 3’ (2007) at the top and ‘Pirates of the Caribbean: Dead Man’s Chest’ (2007) in second place ahead of the CGI film. ‘Shrek the Third’ (2007) demonstrates the overall success of the CGI animation genre and the genre as a whole and to determine this success it is important to look at the impact animation has made on society and the factors that make animation successful.
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