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After the Hype: How Did Flow Succeed?

Cam decides to go with the flow and figure out why Flow had such a successful 2024.

During its entire festival and award season run, Gints Zilbalodis’s Flow was sweeping up victories left and right as it, alongside Adam Elliot’s Memoir of a Snail, became the animated film darling from the animated films that came out from overseas. It won the major awards at Annecy, Animation is Film, The Golden Globes, and most recently, the Academy Award. While it has been an interesting few years to see Disney/Pixar not bring home any Best Animated Feature awards, losing to the likes of Guillermo Del Toro’s Pinocchio and Hayao Miyazaki’s The Boy and the Heron, there is something distinct with the fact Flow won. The first Latvian film to ever win an Oscar of any kind, and the third film to beat a highly acclaimed Disney/Pixar film at the Oscars. Most animated films from Europe don’t even get a lot of recognition, because folks don’t watch them in theaters or when they are ‘on demand’, and that is sadly making them less desirable to bring over since overall, animation viewers and filmgoers will watch more animated films from Japan than from Europe. What was it about this movie that swept the entire film world when most folks would give most foreign animated films the side eye? Here are some theories/guesses of why I think this film became one of the most important films of 2024. 

Simply Put, People Liked the Movie

I mean, let’s be honest here. While some sneer or give a side eye to what gets popular and nominated, a lot of people loved the movie. People loved watching this grand methodic adventure of animals sailing across a flooded world. Despite the fact it didn’t have any dialogue and the animation wasn’t up to the typical standard people expect from theatrical animation in the States (though it’s still great looking), animating an entire movie using Blender on a small $3 million budget is impressive since it’s free software that anyone can use, and people were enthralled with the themes of friendship and connection between the different animals the group encounters. While it wasn’t raking in the money that other animated films were doing from Disney/Pixar/DreamWorks, it still made a relatively good amount of cash for an indie release. It might not be in my top 10 favorites from 2024 animation, but I’m not gonna sit here and deny the fact that the world of moviegoers and critics fell head over heels for it. 

Having a Distributor Helped Things!

People may not know, but Gints, the director of Flow, made a film back in 2019 called Away that was also a festival darling, but if this is the first time you have heard about this movie and how it also looks like a cinematic indie game experience, it’s probably because it was self-distributed. Even though it was a favorite among critics in film festival circuits, that popularity didn’t translate to anything. It also would have had steep competition that year from Klaus, I Lost My Body, Toy Story 4, Missing Link, and How to Train Your Dragon: The Hidden World. With some smart release strategies from the likes of Janus Films, it reached more of an audience after it did well at Annecy and Animation is Film. It makes a world of difference when you have a distributor who is able and willing to help get your film out there, which is why Flow picked up way more steam. While the premise and the fact that it follows a cat did help it grab the public’s attention, having that extra bit of support helps immensely if you aim to make money and get all of that proper support to make your next movie and such. 

People Want Different Types of Animated Experiences

Whether you are still enjoying the animated offerings from US studios or not, and while most general audiences will still go see most offerings from studios like DreamWorks, Pixar, and Illumination, some people are yearning for something different. With studios like Disney cutting back on ambition for safe investments, Pixar wanting to branch out to do more but being held back by Disney themselves, and DreamWorks and Illumination beating the drum at their own pace, folks are starting to venture out to see something they haven’t seen before. While they might not be making as much money hand-over-fist as other studios are, the fact more people are seeing films like Japanese animated films, smaller animated releases, and making screenings of Flow sell out, shows that people have a hunger to see something else. They still have to work on folks seeing French animated films in theaters and making sure distributors put them out in theaters for longer than a day, but that’s another battle for another day. The fact people cared about and went out to see a non-US animated film to this degree and voted for yet another non-English animated film to win Best Animated Feature in a row is an interesting thing to see unfold. 

It Was A lot of People’s First Foray into Taking European Animation Seriously

This one point was a challenge to write, because the tone I want to portray here is that this was a lot of people’s first foray into foreign animation without coming off like a gatekeeping fan of animation. I also didn’t want to hammer in how unadventurous animation fans and filmgoers are about seeing non-US animation. I can safely assume that the possible nomination of films like Robot Dreams and the victory of Hayao Miyazaki’s The Boy and the Heron ignited further interest in non-US-produced animation. It shed light on experiences most folks didn’t seem previously interested in checking out. Hopefully, this curiosity keeps making filmgoers and animation fans more willing to check out something that isn’t simply the same old stuff we see. Also, I hope this shows distributors that more folks want to see more than just US and Japanese animation. 

After the Hype, Was It Worth it? 

I mean, yes. The hype was worth it. Again, it might not be my favorite of last year due to not finding the story’s third act to be as strong as it could have been due to how it introduced a more spiritual element that doesn’t get brought up again after the departure of a character, but anytime folks support and reward new and original material is good for any industry. Whether I like a film or not is beside the point, since any time new original ideas do well, I’m all in. It’s more important than ever with Hollywood wanting to avoid not only paying people fairly but not wanting to greenlight or create new ideas for folks to have a reason to go to the theater. This is also on top of other actions done by the fact that the overall entertainment industry honestly needs to regress to how things were done back in the day to truly survive. They might scoff at the fact that this did well, but with everything that’s going on, change needs to happen, and I’m glad films like Flow are there to show that said change can be wondrous.

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