Imagine you go to a Burger King and the guy at the counter serves you with a smile, promptly brings the food to your table, thanks you kindly for your custom and wishes you a good day. Someone, in short, who doesn’t have to put nearly this much effort into their job but does it anyway because, gosh darn it, if you’re going to do a job you might as well do it well.
That’s Nelvana. Nelvana is an extremely prolific Canadian animation studio who produced basically any cartoon you saw in the eighties or nineties that wasn’t made by Disney, Hanna-Barbera, Filmation or Warner Bros. They’re probably most famous (if you’re my age, at least) for their many, many licensed animations for properties like Care Bears, Strawberry Shortcake and My Pet Monster. Nelvana were front and centre in the saccharine, corporatised swamp that was the American TV animation scene in the Reagan era. Like many of their peers, Nelvana had to make ends meet in the burger joint by cranking out barely concealed animated toy commercials. Unlike many of their peers, Nelvana actually seemed to give a damn. Their shows were, broadly speaking, better than they needed to be and demonstrated real skill and craftsmanship in their animation. There were always hints that, if given time and a budget and a premise slightly less anodyne than “Will Grumpy Bear ever get that stick out of his ass?”, Nelvana had the talent to make something truly special. And, if ever there was a time to do it, it was the early eighties.
The late seventies/early eighties were the “Warring States” period of American Feature Animation. The senile old king, Disney, had fallen from his throne and seemingly every animator who could hold a pencil was scrambling for the crown. This was the heady time when Rankin Bass, Ralph Bakshi and Don Bluth battled for control of the artform, right up until 1989 when the old king came back and was like “I’m feeling a lot better now everyone, thank you for your concern“.
But all that was in the future. Nelvana was formed in 1971 by Patrick Loubert, Clive Smith and Michael Hirsh with the stated intent of creating a Canadian Disney.
After several well received Christmas specials and animating literally the only part of the Star Wars Holiday Special that deserved to be spared the flame (the cartoon that introduced Boba Fett), the studio began work on their first feature length animation; Rock and Rule. It’s an obvious passion project, clearly made by a young team just bursting with talent and ambition and love for what they were doing. It’s also something that was very obviously begun without a complete script or even a set plot. It’s weird. It’s uneven. It’s a wild, uncontrolled shambling mess of eighties animation that failed when it was dumped into theatres with no marketing by a distributor that neither loved nor understood it. Which obviously means that it was made for me, Mouse, personally.