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.
Christopher MeledandriYou have to start with the notion that you pick the actor who's going to embody the role, the best person that you can find. If you don't start with that then it sort of defies the whole purpose of trying to make the best film that you can make.
Christopher MeledandriSongs give you incredible opportunity to convey a tremendous amount in a relatively short period of time. The first thing that John Powell, our composer, says is, "Is the song engaging you to tap your toe?" If you're not tapping your toe, it doesn't matter what you're doing in the song, it's not going to work. But, if you can get the audience to be engaged by the song, then it gives you the opportunity to accomplish so much, in a very concise way.
Christopher MeledandriWhy did Ted Geisel end up writing and illustrating for young minds? He has specific imagery in the book, and we never would have moved beyond the discussion phase, if we couldn't have found an expression for The Lorax, dimensionally, that was true to the soul of what comes through in his simple line drawings, on the page.
Christopher MeledandriWhat I find in a creative company is while there is a desire to build a management foundation that can feel clear and consistent, the unique product we're in Illumination Entertainment making doesn't always allow for that. So rather than following management strategy that talks about building your structure and then staffing that structure, I tend to build the structure around the strengths of the individual people we have.
Christopher MeledandriWhen 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.
Christopher Meledandri