Paranorman

There’s literally one metric of success in the movie industry: Butts in seats on opening weekend. More butts up front means more buzz and momentum, theater owner confidence, and a longer run. To achieve the butt metric I wanted an idea that, like Coraline (see separate case study) didn’t just activate the entertainment gland but also activated the passion gland. An idea that was true and timeless and people could rally around.

THE BRIEF: Being weird is the best thing you can be.