A CG-animated feature film - Little Happy Submarines (Dive Olly Dive) has set the first example in China of how the animation industry can give back to their audiences.
The film, which was co-produced by Mike Young Productions and China-based Global Digital Creations Holdings, was released in over 260 digital cinema multiplexes across China during the June 1st Children's Day weekend, receiving a strong response at the box office.
Over 113,000 admissions were tallied during the three day period, with 100 per cent of the film's box office proceeds donated towards rebuilding elementary schools damaged by the earthquakes in Sichuan, China.
"We felt it was appropriate for us to apply the gains from this children's film to help benefit kids in dire needs, like rebuilding their schools," said Catherine Xu, deputy MD at GDC.
Mike Young, co-founder and partner at MYP, added: "The scale of the disaster in China and the effect on many young children's lives is hard to comprehend. We're just happy to be part of the relief effort and doubly thrilled that our 'little submarine that could', Olyy, could bring some good to kids in China at this difficult time."