To be very honest with you, there were two big factors: One was that we were initially coming out in that week before Thanksgiving where both Twilight 3D and Happy Feet 2 are coming out.
Shawn Anthony LevyAs opposed to a movie [Real Steel] where everything feels fantastical, it was really important to me, and I recognise it's not the first movie with robots in it, but that blend of naturalism in performance, writing and design with the futurism of this sport. That was the idea.
Shawn Anthony LevyI think that, on the one hand, our audience, our culture is so savvy now to an assumption that teaser effects are not fully representative of the final product. But in the same breath, I would say there's no shot in the teaser that I'm not really happy with.
Shawn Anthony LevyOne that we can admire aesthetically and participate viscerally in. So the goal here, and we've had some early, small screenings, what seems to be kind of happening is that you come in thinking you're going to see a cool robot boxing movie, you don't expect this emotional underdog, father/son movie. And it's not one that's soft and overly sentimental, but hopefully it's one that's poignant.
Shawn Anthony Levy