I believe people leave a theater bonding with characters. Story is the vessel that carries character. Comedy is a very important component of expressing character.
I go back to family: 'Ice Age' was about disparate characters rejected by their own kind. They come together to save the child. 'Despicable Me' is about redefining what a family could be. It has a visual distinction and an experimental quality.
I have to understand how we are going to market the movie. We view marketing as an extension of content creation... Every time a consumer sees our movie, in whatever form, our obligation is to entertain the audience.
I think that every enduring story that has expressions over multiple periods, that role of being the keeper of the integrity of the vision is a very important role.
We start with strong characters and build the movie from there. That not to say we don't struggle with story - that's the most challenging part.
What I worry about the most is the competition for young eyeballs. We have so many other competing forms of media. I don't take any audience members for granted.
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