Animator Winsor McKay first grasp the possibility of animated films in the early 20th century and produced the medium’s first real classics (notably his 1914 film “Gertie the Dinosaur” which depicted a friendly brontosaurus interacting with a live man in front of the screen). His films took a long time to produce, however, since he drew them all by hand. Subsequent animators like John Bray and Raoul Barre noted the inefficiency and by 1920 had opened studios employing dozens of animators to produce films more rapidly. The studio system eventually came to dominate 2D animation.
As animation expanded, so too did the need for memorable characters similar to Gertie. Animator Otto Messmer created the first recurring animated star in 1919 with Felix the Cat. A decade later, Walt Disney capitalized upon that trend by delivering a bevy of beloved characters such as Mickey Mouse, Donald Duck and Goofy. Disney also proved to be an astonishing technical innovator. “Steamboat Willie” (the 1928 cartoon which introduced Mickey Mouse) was also the first cartoon produced in sound. In 1937, he surpassed all expectations with “Snow White and the Seven Dwarfs”: the first feature-length animation motion picture released in the U.S.
As Disney’s family friendly model grew in scope and popularity, rivals rose to provide a different type of animation. The Fleischer Brothers, Max and Dave, began with a series of “Out of the Inkwell” short that combined animation and live action. Their “Betty Boop” and “Popeye” cartoons of the 30s and 40s used adult themes such as sexuality and political topics. Financial troubles and personal dissolution prevented the Fleischers from trumping Disney’s model.
A much more successful rival to Disney emerged over at Warner Bros, who used their extensive musical library as the basis for a series of “Looney Tunes” and “Merry Melodies” cartoons in the 1930s. Like the Fleischers, they adopted a more adult sensibilities, spearheaded by animators like Tex Avery and Chuck Jones. Their characters--Bugs Bunny, Daffy Duck and Porky Pig--adopted a darker and more cynical attitude, with a greater emphasis on slapstick and more adult references. The Warners' model proved extremely durable, and their characters continue to appear in animation today.
With the rise of television in the 1960s, 2D animation expanded to fill the new medium. Two-reel shorts vanished from the movie theaters, replaced by half-hour animated shows on Saturday mornings. Early efforts often used cheap techniques and filler storylines--the Warners repackaged theatrical shorts for television consumption--but in the 1980s and 1990s, increasingly sophisticated fare arose. Animated television such as “Batman: The Animated Series” catered to grown-ups weaned on the simpler TV animation of the past and helped show audiences what animation could be.