The Lord of the Rings put Wellington on the world map for its innovation in the digital content sector. Now, Auckland is raising the stakes with its own animation industry.
Auckland's digital sector contributes $1.7 billion to the national GDP. Over the next two years the sector will receive a $2.5 million dollar boost in funding, an acknowledgement of the importance of the industry.
Shona Grundy of Creative Digital Content says there is huge potential for growth.
One of the advantages of the digital content industry is that there are no physical limits or boundaries to the projects.
"If you look at other industries ... when they are exporting they need to put their products on ships and there is a lot of money in that, whereas our products go over the internet, and there's just no cost to that ," says Grundy.
The nature of the industry also means that New Zealand's geographic isolation provides no barrier for international growth.
"There's been a lot of opportunities now opening up for New Zealand companies," says Brent Chambers of Flux Animation
He says Auckland companies have been gathering together in a group and working with the likes of the city council and Auckland Plus - an organisation that promotes business and investment - to advance the industry.
With numerous animation companies pulling together there's an understanding that a joint effort is needed in order to continue competing on a global scale.
