Animating the world

Chinese animated productions, such as Rainbow Chicks and The Floating Planet, which have sold their distribution rights to overseas markets, show improved quality and are more popular in the West than before. [Photo provided to China Daily]

"Also, in China, you often have directors in charge of the writing. That is very uncommon outside," he adds.

The 53-year-old, who first visited China around 20 years ago and has close business links with Chinese animators, says: "Many Chinese animated series are beautifully done, but unfortunately the stories do not work."

Selig says that language barriers are not a challenge when it comes to working with the Chinese, but the time difference between the two regions is.

"We often have production meetings lasting two hours, early in the morning or late at night. Usually when one side wakes up, the other side falls asleep," he says, laughing.

Selig also says that humor can often be a sticking point in coproductions as the Chinese like slapstick comedy, something the US producers shun.