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Fine film-making, clever marketing set to make Jock top dog

The countdown has begun for the premier of "Jock", the huge-hearted, animated family film that rolls out the red carpet in two weeks. Percy FitzPatrick's classic story of the legendary canine icon of the Lowveld, Jock of the Bushveld, is now a plucky movie that isn't dependent on local box-office takings for financial success.
What's more, it could give the local animation industry serious global bite and help set South Africa up as a hub for this burgeoning film sector.

The South African film sector has in many ways been the runt of the litter. The industry started more than 100 years ago after Thomas Edison invented the Kinetescope and flicks were shown in an arcade on Pritchard and President streets in a young mining town called Johannesburg. The local industry has enjoyed singular successes, but hasn't quiet managed the sustained growth of India or Australia, which consistently produce films with international clout and often compete with Hollywood.

At about the same time movies first started being shown in Joburg, adventurer-author Percy FitzPatrick saved a shrimp of a puppy from being drowned in a bucket. The two became friends and the dog's story was immortalised by FitzPatrick in a book called "Jock of the Bushveld". Jock became a legend because of his intelligence, can-do character and the many menacing scenarios this courageous little dog survived.

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About Mandy de Waal: @mandyldewaal

Editor, writer and researcher. *Editor of #TheFutureByDesign & The Africa Annual *Published in Africa's Greatest Entrepreneurs *Published in Rolling Stone Magazine, The Guardian (UK), Daily Maverick, Finweek, Mail & Guardian, City Press, Rapport, Moneyweb, Noseweek; Brainstorm Magazine; ITWeb, and MarkLives. *Before becoming a full time writer, de Waal founded brand agency Idea Engineers, and led the Cape Town office of Text 100.
The big idea dot com
Was very excited to have a local production hit the big screen. Sadly, production quality looks poor. Screenplay is poor. Animation not great at all. We have the talent to make a world class product. Sorry, this is not it.
Posted on 13 Jul 2011 13:53