Filmation

Filmation Associates was an American animation studio and production company established in 1962 by Lou Scheimer, Hal Sutherland, Norm Prescott, and Ira Epstein. Operating from the Los Angeles area and later Woodland Hills, the company produced animated television series, specials, theatrical features, live-action programs, commercials, and other filmed entertainment. Its name combined the ideas of film production and animation. Filmation initially worked on projects such as Rod Rocket and a series of religious educational shorts, while also developing the animated feature Journey Back to Oz. Financial difficulties delayed that feature and pushed the company toward the more commercially dependable network-television market. A breakthrough arrived in 1966 with The New Adventures of Superman, produced for CBS in association with DC Comics. Further DC adaptations and The Archie Show helped establish Filmation as a major supplier of American television animation. The Archie programs also generated notable original pop music, including the hit song Sugar, Sugar. During the 1970s, Filmation expanded into both licensed properties and educational or socially themed programming. Its work included Fat Albert and the Cosby Kids, created around Bill Cosby's characters and carrying an explicit educational orientation, and Star Trek: The Animated Series, which used much of the original cast and attracted scripts from established science-fiction writers. In the 1980s, the company became particularly associated with toy-based syndicated animation. He-Man and the Masters of the Universe, based on Mattel's Masters of the Universe line, became a landmark first-run syndicated series and was followed by She-Ra: Princess of Power. Filmation also produced Tarzan, Flash Gordon, Ghostbusters, BraveStarr, and other adaptations and original programs. The studio developed a recognizable production style built around limited animation, repeated footage, stock transformation sequences, extensive background paintings, rotoscoping, and economical camera techniques. It also experimented with backlighting and filmed miniature vehicles to create three-dimensional effects in otherwise two-dimensional productions. Unlike many competitors, Filmation kept most animation work in the United States, although Zorro was animated by Tokyo Movie Shinsha in Japan. This domestic-production policy contributed to higher costs. Filmation was acquired by TelePrompTer Corporation in 1969. In 1971, Filmation and Warner Bros. reached a distribution agreement. Westinghouse Electric acquired TelePrompTer's cable and entertainment interests, including Filmation, through Group W Productions in 1981. After the company moved from Reseda to a larger Woodland Hills facility in 1986, the syndicated-cartoon market became increasingly crowded. Group W closed the studio on February 3, 1989, shortly before selling it to Paravision International, an investment group led by French cosmetics company L'Oréal. The transaction left the buyer with the library and intellectual property rather than an operating studio. Filmation's final completed productions included Ghostbusters, BraveStarr, and the feature Happily Ever After, which received a U.S. theatrical release in 1993 after earlier production. The catalogue subsequently passed through several ownership arrangements and is now primarily associated with DreamWorks Animation, although individual rights can differ. Filmation remains an important part of American television-animation history because it connected comic-book, toy, science-fiction, and educational properties with the expanding syndicated television market.

Filmation emerged from the professional relationship between Lou Scheimer and Hal Sutherland, who had worked together at Larry Harmon Pictures on made-for-television Bozo and Popeye cartoons. After that studio declined, they worked at True Line, where Norm Prescott joined them and became a partner. Their early work included Rod Rocket for SIB Productions and a group of short films about the life of Christ for Family Films. Scheimer, Sutherland, Prescott, and attorney Ira Epstein subsequently formed Filmation Associates, which was formally established in September 1962. Prescott brought the company its first substantial feature project, Journey Back to Oz. Production began in 1962, but financial problems interrupted the film for almost eight years. Filmation therefore concentrated on commercials and television work. An unsuccessful Marx Brothers pilot and the unsold project Yank and Doodle nearly contributed to the company's collapse. Its decisive opportunity came when DC Comics editor Mort Weisinger approached the studio about a Superman series. The New Adventures of Superman premiered on CBS on September 10, 1966, and was followed by additional DC superhero programs. The Archie Show, launched in 1968, further increased Filmation's visibility and helped demonstrate the commercial value of music-driven animated television. The studio's 1970s output broadened beyond superheroes. It made adaptations of established entertainment properties, educational productions, and programs with social or moral themes. Fat Albert and the Cosby Kids was structured around education and life lessons, while Star Trek: The Animated Series used original cast members and writers associated with science fiction and the live-action franchise. The latter became one of the studio's most critically respected projects and won the first Emmy Award associated with the Star Trek franchise. Filmation also developed animated versions of Tarzan and Flash Gordon and continued producing specials and features. Corporate ownership changed as the company matured. TelePrompTer purchased Filmation in 1969, and Filmation entered a distribution arrangement with Warner Bros. in 1971. Westinghouse Electric later acquired TelePrompTer's cable and entertainment holdings through Group W Productions in 1981. In the 1980s, Filmation's biggest commercial identity came from toy and character licensing. He-Man and the Masters of the Universe translated Mattel's Masters of the Universe toys into a widely syndicated series, and She-Ra: Princess of Power extended the property with a related heroic fantasy world. Ghostbusters and BraveStarr were among the studio's later productions. Filmation's visual language reflected the economics of Saturday-morning and syndicated television. It relied heavily on limited animation, repeated movement cycles, stock footage, long establishing pans, and recurring transformation scenes. Later productions used rotoscoping, backlighting, and a motion-control method for miniature vehicles. These practices reduced production demands while creating an immediately recognizable style, although critics often complained about jerky motion, continuity shortcuts, and repetitive scenes. The studio also maintained a policy of producing most animation domestically, in contrast with competitors that increasingly used lower-cost overseas facilities. That policy supported U.S. employment and control but increased operating expenses. By the middle of the 1980s, the syndicated-cartoon market was crowded and Filmation was under financial pressure. The company moved from Reseda to Woodland Hills in 1986, but its position weakened as television stations gained more programs to choose from. The poor theatrical performance of Pinocchio and the Emperor of the Night in 1987 added to the difficulties. Group W closed Filmation on February 3, 1989, shortly before the sale to Paravision International, an investment consortium led by L'Oréal. The purchaser primarily wanted the catalogue and did not continue the studio. Happily Ever After, made between 1986 and 1988, was released theatrically in the United States in 1993, after the studio had closed. Filmation's library and related rights subsequently changed hands several times and became primarily associated with DreamWorks Animation. The studio is remembered for helping establish first-run syndicated animation and for making licensed children's entertainment a central part of American television programming.

• 1989

  Operating studio closes

  [1]Filmationen.wikipedia.org

  Group W shuts the Filmation studio on February 3, 1989, ending new production under the company name.

• 1986

  Studio moves to Woodland Hills

  [1]Filmationen.wikipedia.org

  Filmation relocates from Reseda to a larger Woodland Hills facility.

• 1985

  She-Ra: Princess of Power premieres

  [1]Filmationen.wikipedia.org

  Filmation launches a related Mattel fantasy series centered on She-Ra.

• 1983

  He-Man and the Masters of the Universe becomes a major syndicated hit

  [1]Filmationen.wikipedia.org

  The Mattel-based series helps establish first-run syndicated television as an important market for animated programs.

• 1981

  Group W ownership begins

  [1]Filmationen.wikipedia.org

  Westinghouse acquires Filmation through Group W Productions as part of its purchase of TelePrompTer's entertainment properties.

• 1971

  Warner Bros. distribution agreement

  [1]Filmationen.wikipedia.org

  Filmation and Warner Bros. agree to distribute cartoons for television and film.

• 1969

  TelePrompTer acquisition

  [1]Filmationen.wikipedia.org

  TelePrompTer Corporation purchases Filmation.

• 1968

  The Archie Show launches

  [1]Filmationen.wikipedia.org

  The series expands Filmation's profile and introduces music that becomes an important part of its commercial identity.

• 1966

  The New Adventures of Superman premieres

  [1]Filmationen.wikipedia.org

  Filmation's DC Comics adaptation premieres on CBS and becomes the company's first major television breakthrough.

• 1962

  Filmation Associates is established

  [1]Filmationen.wikipedia.org

  Lou Scheimer, Hal Sutherland, Norm Prescott, and Ira Epstein formally establish Filmation Associates in Los Angeles.

A family and children's entertainment studio specializing in television animation, licensed comic-book and toy properties, science fiction, and educational programming, with a distinctive U.S.-based limited-animation production model.

• Animated television series · 1966

  The New Adventures of Superman

  Filmation's 1966 adaptation of the DC Comics superhero was its first major network success. It established the studio as a reliable producer of licensed superhero animation and led to further DC-related productions.

• Animated television series · 1973

  Star Trek: The Animated Series

  A 1970s continuation of the Star Trek universe featuring much of the original cast. Its science-fiction writers and more ambitious scripts made it one of Filmation's most critically respected productions.

• Educational animated television series · 1972

  Fat Albert and the Cosby Kids

  A character-driven series created around Bill Cosby's Fat Albert characters. Filmation used the format for stories about school, community, behavior, and social issues, giving the program a stronger educational emphasis than many Saturday-morning cartoons.

• Toy-based animated television series · 1983

  He-Man and the Masters of the Universe

  A syndicated fantasy-action series based on Mattel's Masters of the Universe toy line. Its transformation sequences, recurring moral lessons, and broad character mythology made it one of Filmation's defining properties and a model for later toy-based animation.

• Toy-based animated television series · 1985

  She-Ra: Princess of Power

  A fantasy adventure series connected to Masters of the Universe and centered on She-Ra and the Great Rebellion. It expanded Filmation's toy-driven storytelling with a large ensemble of heroes and villains.

• Animated television series · 1987

  BraveStarr

  A space-western action series and one of Filmation's final major television productions. The program combined frontier motifs with science-fiction settings and included episodes addressing serious subjects such as addiction.

• Animated television series · 1986

  Ghostbusters

  Filmation's version of Ghostbusters was among the studio's last television series. It used a comic supernatural-adventure format and was produced during the period when the company was under increasing market pressure.

• 1989

  Close the operating studio and retain the libraryStrategy

  Background

  Syndicated-cartoon oversupply, high domestic production costs, and the weak theatrical performance of Pinocchio and the Emperor of the Night placed the business under pressure.

  Action taken

  Group W shut the studio before selling Filmation to Paravision International, a consortium led by L'Oréal.

  Aftermath

  The purchaser retained the catalogue rather than continuing the studio, ending Filmation's original production operation.

  Source

• 1983

  Build a first-run syndication business around Masters of the UniverseStrategy

  Background

  Filmation sought commercially durable television properties as the children's market expanded.

  Action taken

  The studio adapted Mattel's Masters of the Universe toy line into He-Man and the Masters of the Universe.

  Aftermath

  The series helped popularize first-run syndicated animation in North America and became Filmation's signature franchise.

  Source

• 1966

  Enter network television through SupermanProduct launch

  Background

  Commercial and small-project work had not yet produced a sustainable breakthrough for the young studio.

  Action taken

  Filmation accepted Mort Weisinger's opportunity to produce a Superman cartoon for CBS.

  Aftermath

  The premiere established Filmation as a significant producer of licensed television animation and led to additional superhero work.

  Source

1. 1Filmationen.wikipedia.org