White book
How to Sell Toonz
Digital I&P Penetration in the Animation Market ... Just one interesting fact to start with: the Digital I&P Penetration in the Animation Market is ...
… 10 - 15 % !!!
The Production Flow - Understanding the Traditional Industry
Understand the workflow in traditional animation:
concept is conceived and scripted, characters are developed and a story-board is created voice track is recorded and phonetically broken down onto dope sheets that also contain director’s notes about action required, timing and camera instructions color models are created under the art director’s responsibility an animatic reel is prepared: stills are recorded and matched with sound track using layouts as guide, backgrounds are painted individual scenes are handed out to animators key drawings are created according to the director’s notes, the storyboard and the exposure sheets (dope sheets) In-betweens are created and animation is tested Pencil drawings are cleaned and transferred onto acetate cells cells are painted and dried cells are placed over the background and the camera operator, using the exposure sheet as a guide, photographs the cells frame by frame using an animation stand film is developed, edited and reviewed, soundtrack is finalized and added to images to create an “answer print” once director is satisfied, the answer print is transferred to another roll of film: the final print ready for screening
Production Flow - Understanding the D. I&P Industry: “linear” approach
Drawings Arrive
some stats: 18-20 K drawings per episode
Scanning Dpt.
some stats: 6-10 sec / each 3-4 K drawings / work shift
Cleanup Dpt.
some stats: 20 sec / each 6-800 drawings / work shift ( unattended )
Color Model
prepare color palettes for characters and props; prepare reference inages
Inknpaint Dpt.
some stats: 400 drawings / work shift
Render
some stats: one minute rendered (TV res) per CPU per 8 hours
Scene Planning (Layout)
prepare x-sheets, add camera moves, add fx : build entire scene. Some stats: 2-10 scenes / work shift
Shoot
some stats: very fast, a couple of seconds per frame
Studio approval / checking
if approval denied : back to Dpts.
Production Flow - Understanding the D. I&P Industry: xsheet-driven approach
Drawings Arrive
some stats: 18-20 K drawings per episode sheet
Scene Planning (Layout)
prepare x-sheets, add camera moves, add fx : build entire scene. Some stats: 2-10 scenes / work shift scene
Scanning Dpt.
some stats: 6-10 sec / each 3-4 K drawings / work shift
Color Model
prepare color palettes for characters and props; prepare reference inages matchlines
Cleanup Dpt.
some stats: 20 sec / each 6-800 drawings / work shift ( unattended )
reference images
Inknpaint Dpt.
some stats: 400 drawings / work shift
Shoot
some stats: very fast, a couple of seconds per frame
Render
some stats: one minute rendered (TV res) per CPU per 8 hours
Studio approval / checking
if approval denied : back to Dpts.
The Toonz Production Flow: some first conclusions
You need to map a Digital I&P Solution onto the traditional workflow, Toonz versatility supports different approaches:
“linear” approach “xsheet driven” approach “mixed” approaches Notes: exposure sheets and camera moves do not require drawings the numbering of drawings is not an issue: the scanning can be xsheet-driven color models can be prepared on the actual final scene color palettes can be changed at any time: no need to repaint cleanup of the scans is a batch process xsheet automatically updates itself picking from disk the worked material as soon as it is available
How To Sell A Digital I&P Solution:
Understanding the Industry
Definition of roles and responsibilities in the studio: determine who makes what decision. List the Traditional Studio Departments: any of them will have its digital counterpart. Address each role with the proper arguments. Ask yourself:
What is the Production Director looking for ? What is the Head of I&P Department looking for ? What is the Head of Scene Planning Department looking for ? What is the Head of Color Model Department looking for ? What is the Head of Animation Department looking for ?
How To Sell A Digital I&P Solution: Understanding the Industry
Toonz Product Position Map
Individual by Role Key elements in decision process Key features in Toonz to address Floating License Scheme, License Modularity, NT & Irix versions, OS Transparency, Avid Xsheet-driven Scans, Non-Photo Blue Compl., Back-Drawn Shadows, Negligible Disk Space, Renumber and Insert Features, Autocenter for fullcolor BGs, Line Density Compensation Budget, Productivity, Flexibility, Scalability, SW Production Director Stability, Trusted SW Vendor, Low Cost HW Platforms, Availability of New Releases, Support Average Scans/hour, "Wild Numbering" Compliance, Disk Space Req, Ability to Re-Use Scans, Auto-Feed and Auto-Reg, Custom Paper Formats, Supp.for Fld16, Line Adjustment
Scanning Head of Department
Inknpaint Head of Department
Learning Time for I&P, Scalability, Advanced Customizable Shortcuts, Flipbook always Matchline Features, Textures/Special Fx added available, Texures, Special fx, Onionskin, xsheetat I&P time, Concurrent Work Possible driven matchlines, Shared Jobs Compliance with Traditional Methods, Wild Camera and Peg Controls, Large Array of Special Effects Costless Changes to Color Models, Color Reliability, Ability to Create Color Models into the Final Rendered Scene Number of Drawings Required, Software compliance with "dirty" drawings (not cleanedup), line test w/ camera moves and multiple levels, intuitive xsheet Intuitive Env, Automatic Preview Update, Dualscreen, Rel. Paths, Clickn'drag Cells Editing, Time-stretch, Splines, Multiplane, Warpers, Backlits, Recursive Sub-Xsheet, User-Def. Fx Same inknpaint Toolset, 64 bit render, Single Buffer display, Scene-driven color model, Costless Changes to Color Models Fast Fully Featured Linetest, Back-drawn Shadows, Complies w/ "dirty" drawings, Easy-todo dope sheet, Line Density Compensation, Fld16 Handled, PostScript Output for Anim. Ref.
Scene Planning Head of Department
Color Model Head of Department
Animation Head of Department
How To Sell A Digital I&P Solution: Understanding the Product
Licensing Policy
Floating License Scheme across an hybrid network (Irix and NT) means maximum flexibility and maximization on software investment: make sure to give this message ! explain the concept; reassure about risks (redundant server available); point out possibility to add/remove boxes without the need to re-license. Toonz has different saleable configurations to maximize investments avoiding bottlenecks the user buys what is needed; all the configuration share a large array of software modules which are enabled regardless of the specific license Toonz Studio: all features are enabled Toonz Ink&Paint: all modules except xsheet, pltedit and the composer Toonz Ink&Paint Lite: a lighter and less expensive version of I&P, with the same capabilities of the I&P package, but without the Scan and Cleanup modules. Toonz Animation & Render: all modules except Inknpaint Toonz Render Only: composer and many other modules common to each License Type; among them: bgtiler, batches, rec, filemanager, toonzaudio, flip and utilities Toonz Scan&Cleanup: Starting from 4.5, you can purchase inexpensive Scan&Cleanup seats Toonz Studio TV: all features are enabled but the output resolution is limited to Tv res. (PAL, NTSC) flexibility permitted by Toonz must be used in adapting the digital scheme to the studio workflow (not vice-versa!)
Toonz Modularity
Toonz Flexibility
How To Sell A Digital I&P Solution: How to Quote
Start from the role-based matrix This tool will be immediately understood by animation people and will give the user the confidence of understanding what is going to be built
Department
Configurations that can serve the Departments
Scanning Dpt. Digital Check Dpt. (Cleanup) Color Model Dpt. Inknpaint Dpt. Scene Planning Dpt.
Full Full Full Full Full
I&P I&P I&P
AR&CM AR&CM AR&CM AR&CM
For each Dpt. any of the configurations here above can be used
How To Sell A Digital I&P Solution: How to Quote
Use detailed matrix for final seat configuration This tool requires some knowledge about the Toonz modules but will be of great help once you will know toonz better and will serve as reference to the user to understand which modules he can run on the licenses • Toonz Saleable Configurations
Studio Studio TV Scan&Cleanup Ink&Paint Ink&Paint Lite Animation Render & Color Model Render Only
Toonzshell Toonzsetup Bgtiler Scan Cleanup Inknpaint Vectorization Tool in I&P Pltedit Xsheet Batches Rec Toonzmanager CASM (composer) Flash Composer Toonzaudio Flip Utilities Mergeplt Mergereference Mattedit Image Library D-Kit
Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Yes Yes Yes Yes Yes Yes Yes Yes Yes1 Yes Yes Yes Yes1 Yes Yes Yes Yes Yes Yes Yes Yes
Yes Yes Yes Yes Yes No No No No Yes2 No Yes No No No Yes4 Yes No No No No
Yes Yes Yes Yes Yes Yes Yes Yes No Yes2 Yes Yes Yes3 No Yes Yes4 Yes Yes Yes No No
Yes Yes Yes No No Yes5 No No No Yes2 No Yes No No No Yes4 No Yes Yes No No
Yes Yes Yes Yes Yes No No Yes Yes6 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Yes7 Yes Yes7 No No No No No No Yes 7-8 Yes7 Yes7 Yes7 No Yes7 Yes7 Yes7 No No No Yes
Notes 1. Output resolution limited to TV resolution (PAL and NTSC) 2. CASM (render) tasks not executable. 3. For Preview and Pltedit purpose only. 4. Load Casm button not available. 5. Preview for color FX purpose not available. 6. Inknpaint button not available. 7. Only on a graphics machine. 8. Cleanup tasks not executable.
How To Sell A Digital I&P Solution:
How to Quote
Collect the necessary data
Identify the average volume per week needed Identify the complexity of animation Identify other relevant data: forecasted retakes, number of working shifts, system manager availability
A simple rule for a first rough quotation
two 26 minutes / month require: 2 Full + 3 I&P + 2 A&R + 1 RenderOnly for TV Serie type of work
Ask DV for support (company@toonz.com) and to double check your quotation
Tools which help to sell Toonz
The Toonz Web site: http://www.toonz.com
Dealers have a dedicated area
Demo Material Program Dealers’ Training Program and Roadshow Support Educational Program Beta Program Special Projects Task Force Help in Getting Partners for your Customers Large Array of Reference Users available Testimonial Products: Anastasia, Princess Mononoke, Fearless Four etc. etc.
Toonz DS Plug-in
Positioning the plug-in in the marketplace: two approaches
“Post-House-Like” Users outsource for traditional I&P: the Toonz DS will pay-back after only one job “Cartoon-Factory-Like” Users DS can be the Hub for an array of Toonz Satellite Stations Finishing now possible in-house and seamlessly integrated with other working steps
DS compatibility issues
... this is not an issue ...
Upgrade Paths at Release Time
... yes ...
Advantages of the Toonz Plug-In
Will leave way behind the current concept of seamless integration between 2D and 3D
Toonz LineTest 3.0
• Low cost agile product seamlessly integrated with all the other Toonz production tools. • The work produced doing a line test will be immediately reusable into Toonz. • It runs on NT/2000/XP and Irix. • Input from camera. • One-command Database switch • 8 bit grabbing process • Custom DPI value for grabbed images • Support for Quicktime • Flash and Avi format output
Toonz plug-in for Softimage|XSI
Toonz
plug-in for SI 3D
The plugin reads, from Softimage|3D, the movements of the camera, the objects and the changes of the camera field of view, then it computes the projections in the 2D environment. The output of the plugin is an .xsh file for the X-sheet module of Toonz. This file contains all the information to move 2D levels on the 3D objects and background as if they are attached to the animated 3D environment.