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This module explores animation from small independent productions to large corporate exercises. Students examine how the industry markets itself in an increasingly competitive environment. Students will understand the key functions of animation industries from their development of stories to distribution.

From mainstream blockbusters, through television, to websites, mobile phones, advertisements and computer games, animation is fast becoming a major player in the global creative economy with an estimated worth of £200 billion per annum. This growth partly stems from, and coincides with, the emergence of new digital technologies and the World Wide Web, which create opportunities for graduates, professionals, independents and 'amateurs'. Whilst potentially beneficial, this increasingly open market is extremely competitive and there is a need to adapt to the new economic reality of animation, from developing stories to distribution. Through a series of case studies and key examples, this module examines the modern animation industry in its local, national and international contexts. Students will analyse how the major players market their products, the opportunities for the independent and 'amateur' animator, and how the more traditional means of distributing and exhibiting creative work are being transformed by the digital technologies of the 21st century. Particular emphasis will be placed on the UK industry and the challenges it faces.

A student passing this module should be able to:

1. Evaluate the transformation of animation industries in terms of digital and online developments
2. Analyse specific animation industries in local, national and global contexts
3. Compare and contrast the differences between major and independent productions
4. Assess the impact of the global market upon UK producers
5. Select and critique theoretical and industry material in an informed manner
6. Demonstrate refined analytical writing skills

Communicate independent research findings cogently

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.