This paper is a study on the current full-length animation industry. Since Toy Story was released in 1995, the full-length animation scene has made a rapid change from 2D animation, based on Disney, to 3D animation by the likes Pixar, Dreamworks, and Fox. The change in the structure, which is now a leading cultural content, is largely due to the shift of the production environment from analog to digital; furthermore, reflecting the change in people\'s tastes when it comes to visual content. This study aims at examining how the transition influenced cultural content by investigating the full-length animation industry through innovation theories in management, in particular, the theory of disruptive innovation by Clayton M. Christensen. It is the author\'s wish that this study will offer a point of view into understanding the cultural content market, where experience is an important element in animation production and in approaching the different ways in which cultural content give rise to new markets.