Films are never marketed as just "live-action," because that wouldn't make sense. Is the "live-action" movie a drama, a comedy, horror, or something else? This is obvious, but I mention it because it's exactly the kind of approach used to market and distribute animated features. When the Best Animated Feature Award was introduced for the 2002 Academy Awards, it seemed to give some legitimacy to animated features, but it also gave the wrongful impression that animation is just animation, and not, as is clearly the case, a method of making a film that can be scary, or dramatic, or weird, or funny, or any other adjective you can come up with. Animated features run the same gambit as any live-action flick, but when it comes to marketing and distribution they're often crammed under the "Animation" rubric.