When animation historians look back on significant trends of the 1990s, they may conclude that the decade's most important contribution was in made-for-video animation. And, as is so often the case, the success of made-for-video animation took many in the industry by surprise.

Way back in 1994, following the artistic and financial success of Walt Disney's Aladdin, the company tried an experiment. Using its television animation wing, a feature-length sequel to the theatrical original was released, but not in theaters. Instead, The Return of Jafar went directly to video and it is estimated that more than 10 million units of the tape were sold at a suggested retail price of $22.99.

While research showed VCR penetration in the United States at about 90 million, the results astounded even Disney. It didn't take a magic genie to figure out that the company had discovered a new gold mine. "It sort of turned the company on its ear," says Laurel Whitcomb, Vice President of Publicity at Walt Disney Television Animation. "Here was a product stream that we really didn't go after with an elaborate and detailed marketing campaign, and the results were simply fantastic." Since Jafar, Disney's other made-for-video animated releases have been a second Aladdin sequel, Aladdin and the King of Thieves (1996), and Pooh's Grand Adventure: The Search for Christopher Robin (1997).

The Land Before Time V. © Universal Studios Home Video.

The Majors' New Market
Among the major U.S. animation studios, Disney is not alone in recognizing the potential of made-for-video animation. According to Universal Home Video president Louis Feola, "We recognized the opportunity for feature-length direct-to-video animated movies back in late 1991. Early in the process, we recognized that the marketplace would be open to quality, direct-to-video feature-length animated product. The Land Before Time, which was a very successful feature-length movie, became the obvious option to move forward on. We have since released Land Before Time II, III and IV to enormous reception." According to Feola, the four titles in the Land Before Time franchise have had collective sales of more than 20 million units. More will be sold as well, when The Land Before Time V is released on December 9.

The Hollywood Reporter's home video editor, Scott Hettrick, who has been observing the made-for-video animation trend, says, "If the amount of resources, energy and effort being put into made-for-video projects by studios is any indication, the market will be considerable in a short period of time." He noted that Universal has a Hercules and Xena feature, based on the popular live-action shows, set for direct-to-video release in January. Meanwhile, MGM Animation released its Babes in Toyland directly to video on October 14. Hettrick also says that Warner Bros. is producing a feature-length made-for-video version of its Batman series using 3-D animation effects. But wait! There's even more. A sequel to 20th Century Fox's FernGully: The Last Rainforest will go directly to video in the Spring of 1998, and Hallmark Entertainment is set for a December release date of Annabelle's Wish. Disney, of course, has the most titles in the works. Theatrical features Beauty and the Beast, Pocahontas, The Hunchback of Notre Dame and The Lion King all have made-for-video sequels in various stages of readiness.*