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 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.
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.
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.