Animation is not strictly a kids medium, despite the general perception (here in the U.S.) that it is. Clearly – South Park, Adult Swim and Fox Sunday Nights aside – animation produced for television is still largely kid-driven and supports the industry, thanks to multi-million dollar merchandising and ancillary businesses.
But animated feature films have been appealing to adults for a while now – and yet with every success, it’s still a surprise to the mass media. As The Wall Street Journal reported on Monday:
“UP grabbed the attention of audiences of all ages in its first weekend, according to Disney officials. “It was as strong with kids aged two to 11 as it was with adults both under and over 25,” says Mark Zoradi, president of Walt Disney Motion Picture Group.
Is this still news? Not to me. Every (or most) Pixar and Dreamworks film has opened at number #1 and gone on to gross well over $100 million dollars domestically. Mainstream reporting like this just shows that we still have a way to go to change the kiddie-show perception of animation.