The Benefit of Using Emotion in 3D Animation Film: Pre-Production Stage

Pre-production is the first phase of a 3D animated film; hence it is a critical initial process in the production of a 3D animated film. Elements such as ideas, storytelling, scripts, dialogue, storyboard, animatic, character development, and background design development need to be implemented perfectly. Thus, the process in the pre-production phase will determine the final outcome of the entire film that will be shown to the audience. Malaysia's 3D animated film ticket collection in 2009 and 2016, reached RM6.2 million and RM18 million. The data shows the developments taking place in the local animated film industry. However, this study has been able to identify that the position of the local animated film genre is not the preferred choice among Malaysian audiences. The local animated film genre ranking became the third choice of audiences over action and comedy genres from 2009 to 2019. Therefore, the main focus of the study was on the pre-production process as a determinant of the success of 3D animated films. Special emphasis on the emotional element as a factor in the interest of the audience. The study methodology involved document analysis and semi-structured interviews with ten active animation practitioners in Malaysia. The results showed that relatability and emotional elements play an important role in producing 3D animated films that can attract the attention of the audience. The study also found that there were factors that led to a lack of response to local 3D animated films among adult audiences. Overall, the study provides important insights to researchers and local animation production experts to enhance the appeal of local 3D animated films. In addition to helping the Malaysian 3D animated film industry grow. The importance of emotion and relatability in the pre-production process will garner greater support from the adult audience.