It’s time to challenge the idea that animated films need to cater to the lowest common denominator.
The phrase “fun for the whole family” has long been a staple in entertainment marketing. It conjures up images of parents and children gathering around, popcorn in hand, to enjoy an animated adventure on the big screen. But here’s the truth: this slogan often translates into movies that entertain kids while adults simply tolerate the experience. It simplifies what animated films can be, reducing them to colorful distractions rather than powerful storytelling mediums that can appeal to all ages.
The 2021 Oscar nominees for Best Animated Feature, while visually impressive and narratively sweet, embody this pattern. Films like Soul and Onward—though critically praised—largely adhere to a safe formula that appeals to a broad family audience, without pushing the boundaries of what animation can offer. These films are beautiful, heartwarming, and certainly entertaining, but they don’t challenge the perception of animated films as ‘just for kids.’
However, animated movies have the potential to be so much more. Take The Willoughbys, for example. Though it didn’t receive an Oscar nomination, it’s a great example of an animated film that dares to be different. It offers bold choices, a dash of dark humor, and a narrative that resonates with both adults and children alike. Films like this challenge the notion that animation must always cater to the lowest common denominator, proving that it can be quirky, deep, and compelling.
The Problem with ‘Family-Friendly’
When we label a movie as ‘family-friendly,’ we often assume it needs to play it safe. This results in narratives where nothing truly emotional or morally complex occurs. You see it in animated blockbusters that follow a formula: a young protagonist faces a predictable challenge, learns a lesson, and everyone ends up happy. While comforting, it’s a far cry from the kind of storytelling that grips audiences of all ages and encourages meaningful conversation.
Animation is a medium, not a genre. Just as in live-action, animated films should be allowed to explore a range of tones, themes, and styles. But the stigma of ‘cartoons being for kids’ has stifled that potential. Great storytelling doesn’t rely on the age of the audience but on universal themes that speak to the human experience. By continuing to adhere to the ‘fun for the whole family’ approach, we’re undervaluing what animation is capable of.
A New Kind of Animated Film
The Willoughbys stands out because it’s willing to be different. It doesn’t shy away from difficult themes, like parental neglect, sibling rivalry, or even the idea that sometimes, family can be toxic. Yet, it does this in a way that is approachable for children while offering layers of complexity that adults can appreciate. It’s quirky, emotionally layered, and challenging, which makes it refreshing.
Another great example is Spider-Man: Into the Spider-Verse, which not only redefined superhero films but also took animation in bold new directions. It proved that animated movies can be artistic masterpieces, with a unique visual style and deep emotional core. It wasn’t just “fun for the whole family”—it was thrilling, touching, and complex for all audiences.
These films didn’t sacrifice depth for accessibility. They didn’t water down their narratives to appeal to kids but trusted that audiences, both young and old, could handle more. This is the direction that animated films should be headed.
The Future of Animation
The time has come to stop pigeonholing animation as a child-centric genre. Animation, like any other form of storytelling, should be about creating a connection, evoking emotions, and presenting perspectives that challenge and inspire us. Films like The Willoughbys, Spider-Verse, and even more mature animated films like Waltz with Bashir show us that animated films can be art in their own right, capable of stirring deep feelings and provoking thought, without being limited by age appropriateness.
We should encourage the animation industry to take more creative risks, to tell stories that resonate with viewers across generations. Yes, kids deserve films they can enjoy, but they’re also capable of handling narratives that are complex and thought-provoking. And as adults, we deserve more animated films that speak to us—not just as parents or caretakers, but as individuals who love good storytelling.
It’s time to celebrate animation that dares to be different. By moving beyond the ‘fun for the whole family’ myth, we open the door for more imaginative, emotional, and compelling stories that can stand shoulder-to-shoulder with the best live-action films. Because at the end of the day, great storytelling transcends age.
Overall: The Call for Change
As we look to the future of animated films, we should be pushing for more diversity in storytelling, themes, and presentation. Animation can be more than just a colorful distraction for kids; it can be a platform for cinematic art that captivates audiences of all ages. Let’s start asking for more from our animated films and stop expecting them to cater to the lowest common denominator. When we do, we’ll discover that animated films are not just for the family—they’re for everyone.
If you believe in the power of animation to challenge, inspire, and entertain across generations, connect with us at STUDIO IMAGE WORKS. Whether you’re looking for animation services, consulting, or content creation for your next project, we’re here to bring your bold ideas to life. Visit our website, explore our portfolio, and get in touch to see how we can collaborate!
