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Animation is a technique, not a genre.

I think, in Japan, animation isn't relegated to being a genre unto itself. It's just a medium by which you can tell any number of stories, be it horror or action or adventure or drama or whatever, and we're trying to do that as well. Every film that you go see from Pixar, we're hoping is a little bit of a surprise.

One thing I always heard from the begining when I talked about this being a movie - was that the rule is that animated movies don't work unless they're Disney movies for kids. Unless they're family movies.

The whole thing with animated movies is that it's very hard to get out of your head because it's very moving through each line systematically.

Movies were never an art form, they were entertainment. It just evolved into an art form from there, and it's still evolving in different ways.

Animation is the one type of movie that really does play for the entire audience. Our challenge is to make stories that connect for kids and adults.

I love animated movies in general. I like making them.

The marketing department is really an important part of getting an animated film to work. If the people running it are used to selling live action films and the hard rock music and the sex and all those things... Anything outside that, they just don't know what to do with it.

People just want to watch movies that are entertaining, it doesn't matter what genre it is.

The whole idea of genre and categorising films is a critic's construct. For me, I just try and make stories and see where they go, but there's nothing wrong with horror; there's nothing wrong with romantic comedies.