An initiative that will help introduce small- to medium-sized animation companies and educators to the international market will debut at the Ottawa International Animation Festival’s Animarket trade fair.

Animation Ontario, a partnership between the Ontario Film Development Corporation’s Skills Development & Marketing Initiatives group and the oiaf, was created so yet-to-be-established Ontario animation producers, without a conglomerate-size budget, can reduce the cost of exhibiting at a trade show, increase their profiles and make international contacts.

‘Our primary objective is give them access to a market that they may not have otherwise been able to attend,’ says Sherri Hills, program consultant for the initiative.

The companies involved in the initiative are Boomstone Productions, TOPIX/MadDog and Toronto New Media Trainers Alliance.

The ofdc selected the companies based on such criteria as having at least two production credits on animation series or specials which have been broadcast or distributed, and having at least two commercially driven animation projects appropriate for an international audience in development.

The ofdc subsidizes the booth costs, so participants pay only $1,500 instead of the full price which can range from $5,000 to $10,000. ‘That was definitely one of the considerations,’ says James Rice, producer at Boomstone, an almost two-year-old animation production house in Manotick, Ont. Boomstone’s recent credits include sheet direction for Nelvana series Bob and Margaret, Stickin’ Around and Flying Rhinos.

‘As a new company, and still being quite small, we just don’t have that added money to throw aroundÉfor a booth for a week.’

The booth subsidy was also a consideration for first-time Animarket exhibitor Chris Wallace, president of t/md, a Toronto animation production and post effects services company with numerous tv commercial credits to its name including Honeycomb Cereal and Coca-Cola.

‘It’s way less expensive,’ Wallace says, but ‘it’s more expensive than [paying] zero and not being there. We felt that it was something that wouldn’t cost us that much money to get a lot of exposure to the talent base of animators out there. It’s mind share and keeping people aware of us.’

The companies are listed in the ofdc’s Animation Ontario catalogue, which includes completed projects, projects in development and contact information. The selected animation houses also have their names and logos on display at the ofdc’s booth and oiaf’s catalog and Website and other possible promotional material.

‘For us, whatever exposure we can get, we want to use to our advantage,’ says Rice, adding that without Animation Ontario, Boomstone would be going to the festival, but not as an exhibitor.

For the Toronto New Media Trainers Alliance, a consortium of Toronto-based new media educators (Centennial College, Digital Media Studios, International Academy of Design, Ryerson Polytechnic University, Seneca College and Sheridan College), being part of the initiative is a stepping stone.

‘We went with [the ofdc] at Siggraph [through the ofdc’s Location Promotion Services] and that was such a successful venture, we wanted to try it again,’ says Aisha Wickham, manager of communications and client services for the alliance. ‘Because it’s our first year as an alliance, we’re trying to do as many things (as we can) with the ofdc and established groups before we forge out on our own with our booth.’