Animated Future for New Zealand's Screen Production Industry

July 4, 2008

New Zealand has been in focus in Los Angeles recently, with a series of business events organised by New Zealand Trade and Enterprise (NZTE) to connect New Zealand’s creative industries to Hollywood studios and other potential partners in the US market.

New Zealand is well established as an attractive place to produce international screen productions,  but its value proposition has matured to encompass world class ideas, skills and talent. NZTE's focus in LA was encouraging the US entertainment industry to work in partnership with New Zealand companies by highlighting this capability, in particular across post production, animation and digital content.

New Zealand companies from across the creative industries took part in events that aimed to build relationships with key industry decision makers, including:

• An animation pitch to US networks, including Disney, Cartoon Network and National Geographic, by New Zealand companies Flux Animation, Kangoo Animation, La Luna, Albedo and Cameron Chittock. The companies have been working on content for the US market in association with LA-based Radar Cartoons.

• A seminar on New Zealand’s proposition for screen production, including financial incentives such as the Government’s Large Budget Screen Production and  Post, Digital and Visual Effects Production Grants.

• A showcase that brought together New Zealand companies such as Park Road Post Production, Digipost and Massive Software, TVC companies Film Construction and Flying Fish, and US digital industry gurus who recently attended X Media Lab in Wellington.  

• Performances by Bic Runga at the Showcase and on the studio lot at NBC (who produce ER, Heroes and the Law & Order franchises) for buyers from across all of the network’s shows.

There is currently a significant amount of international activity in the New Zealand screen production market – Avatar, The Lovely Bones and X Men Origins: Wolverine are all either filming or in production here. However, to stay on top and maximise the economic opportunities for New Zealand, it is important to encourage partnerships with  New Zealand crews, digital and post production expertise.

NZTE assists the industry to make connections, with the goal of internationalising their own intellectual property. For example, an independent market assessment from an organisation with Radar’s experience and standing has been a validation of New Zealand animation companies. A rigorous process was followed to ensure that companies taking part were ready for the US market.
 
NZTE also works to assist New Zealand’s music writers to license their intellectual property for use in a variety of mediums, such as film, television and games. Recent successes include music by Chris Knox being licensed for use in a new US-wide campaign for Heineken Premium Light; and a track by The Veils featuring in 20th Century Fox’s show, New Amsterdam. Following the synchronisation of hip hop artist Savage’s track 'Swing' into Judd Apatow’s hit comedy movie, Knocked Up, Savage has been signed by Universal Republic Records for a worldwide deal - illustrating the impact of strategic licensing and synchronisation in developing new markets for New Zealand content.