[FILM] Ethel & Ernest

Ethel and Ernest was a breath of fresh air to see a traditionally hand-drawn animation in a cinema, independent cinema I might add. It was a beautiful and emotional story about Raymond Briggs' parents and their life from 1928 to 1971. The film was hand-drawn animation eye candy, it was beautifully animated and I felt it gave traditionally drawn animation a push in the right direction. However, one of the main things that struck me is this question: Why didn't this get a mainstream release?

Raymond Briggs' isn't a stranger animated movies, although his movies usually last roughly around 20 to 30 minutes. But is this a case that because the film is hand-drawn, it is pushed towards independent cinema with only a week to view it? Not necessarily, in my personal opinion I felt that the subject of the film may have been slightly niche for a mainstream audience, although the film was an animated PG rated film, I would definitely not say it was for children as it followed a difficult narrative theme. The film to me felt like it was targeting a much older generation or people interested in British history, overall it had a slight 'documentary' feel to it.

Don't get me wrong, I enjoyed the film wholeheartedly, however I cannot see many people wanting to see it in mainstream cinema in contrast to other animated films. Lets use Sausage Party as an example; Sausage Party was an adult animated film which came out in mainstream cinema in March 2016, The film was a direct parody of CGI animated films and had an all star cast of voice actors, the film was brimming with jokes and adult humor and has made over $136,000,000 in the Box Office. 

However, both films were successful, Sausage Party is considered a Commercial Success while Ethel & Ernest was a Critical Success. Ethel & Ernest's demographic aren't cinema goers, this film didn't need a mainstream theatrical release as the director knew it'd only be seen by a hand full of people, the film wasn't intended to entertain, it was more art or a cultural expression. Whereas Sausage Party has a high production value, was intended as escapism entertainment and followed a safe narrative which made it a commercial success.

Neither film were failures, they both achieved their intended outcomes, however this again backs up a point in which I am making in regards to my research; It's not the animation that determains the films future, it's the story.