No matter what happens with technology or whether you're in traditional animation or stop-motion or CG, the biggest challenge always is story. The flow of making the movie is usually determined by how your story is coming together, and when your story is straining and you can't quite get your hands around it, your entire production is straining.

I think that it's important for a film that's in 3D that the filmmakers create the movie from a staging and scene planning standpoint with the dimensional space as one of their storytelling components.

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.

Everybody has a wicked side, whether they are six or sixty, and yet so often storytelling draws a sharp line between good and evil.

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.

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's not fair to use movies that weren't creatively successful as a reason why something won't work.