“If you’re not from Scotland, this is where everyone gets naked and starts chanting,” said Craig Ferguson during Monday’s after-party for Disney and Pixar’s “Brave,” the first preem hosted at the newly named Dolby Theater at Hollywood & Highland, as part of Film Independent’s 2012 Los Angeles Film Festival.
Despite the pic’s main heroine, who is expected to attract a large female aud, marketing maven Ricky Strauss said Disney is reaching out to a broader base with its “campaign that was intentionally crafted to bring in other audiences” with a focus on the film’s “epic adventure and quest and Scottish myth and lore.” Pixar is pushing that Merida is more of a “heroic character” than a princess.
“I was trying to make a film that explores the transition from childhood to adulthood,” said co-helmer Mark Andrews. “It’s when your decisions start to matter and the parent-child relationship changes. That was something I keyed into quickly.”
As for the darker, scarier moments, Andrews was “glad” Pixar didn’t tone down the scenes. “There are too many stories for kids that water down the lesson,” he said. “It’s important to go that far because of the honesty of the stakes. It’s scary enough to paint the picture, but we’re still Pixar and audiences know they’re in good hands.”
Dolby Labs transformed the former Kodak theater with 164 speakers featuring its Dolby Atmos sound technology, a new 60 x 32 screen, Dolby 3D system, and two Christie 4k digital cinema projectors.