Being branded to some subset of your fans is important when it comes to creating films and characters they're not familiar with. It's enormously difficult to market to a global audience, and it's becoming more difficult. A brand matters to parents, whereas kids are largely driven by their urgent reaction to the product. In the future, where there are going to be choices that have to be made by parents because it will be prohibitively expensive to access everything, those will be driven partially by brand.

I grew up with probably three different authors having a seminal influence on my childhood, Dr. Seuss being one and Maurice Sendak being another. That was my parents, who exposed me to their stories. That's how I was introduced to the whole idea of not just reading, but storytelling in general.

Absolutely, you rise and fall based on your creative team. I have continuity across different films that I've done. I was even fortunate enough to reach back and include people that had worked on Horton with me, as well.

We in Illumination Entertainment tend not to put ideas through a brand funnel. We've collected a group of people who share a certain taste, and that is connected to our aspirations for our brand. We pride ourselves on making character-centric movies. If I had to say what's the most important thing this company does, it's creating characters that stay with the audience long after they leave the theater.

When you take that to the next level of guiding a group of filmmakers to actually depict him, it's even more challenging. The one that that I think everybody involved believes is that we won't move forward with this until we believe it's right. There's no deadline that a movie has to be made by. We have to believe that we have served the responsibility, however long it takes us to get to that point.

What I've found is there is no barometer that allows you to chart when you're oversaturating a desire. You're left really trying to respond on a gut level, because by the time you might do research, it's already too late. There's also a healthy tension between what are very sound business objectives and a very amorphous desire to preserve what's special.

It is incredibly daunting to take on a live-action story. I think that it adds a level of complexity to the responsibility that goes beyond what I've experienced on these two films (The Lorax and Horton Hears a Who).