The pixar predicament

How does an animation studio remain the picture of success?

By Mark Feeney, Globe Staff  |  June 24, 2007

It didn't take Pixar long to show how good computer-generated animation could be. Its first animated feature, "Toy Story" (1995), showed how good screen animation could be, period. The studio's latest release, "Ratatouille," the story of Remy , a Parisian rat who dreams of being a master chef, opens Friday.

After Pixar's second feature, "A Bug's Life" (1998), each of the next three outgrossed the one before. The studio's logo, with that extension-lamp "i," seemed a guarantee of both commercial and critical success.

"Finding Nemo" (2003) became the all-time top-grossing animated feature. The Museum of Modern Art mounted a major exhibition commemorating the studio's 10th anniversary. Pixar had supplanted Disney as the gold standard for Hollywood animation. Even Disney, Pixar's distributor, thought so. Last year it bought the company for $7.4 billion. Pixar had become the ultimate example of Hollywood synergy: the studio as star.

The lamp's bulb has been dimming, though. "Nemo" held its box-office crown only a year, thanks to "Shrek 2." Since then, Pixar releases have lost the almost-reflexive pop-cultural cachet they had had. At least some of that cachet has gone to Dream Works Animation, with its "Shrek" franchise.

"The Incredibles" (2004) grossed less than "Finding Nemo." "Cars" (2006) grossed less than "The Incredibles." "Cars" also got the weakest reviews of any Pixar release since "A Bug's Life." And Disney's gain might be proving Pixar's loss -- the studio's founder and creative mastermind, John Lasseter, now has responsibility for Disney animation, too.

Of course, the Disney effect may help as well as hinder. Advance word on "Ratatouille" has been very strong (Brad Bird , the film's director, also directed what may be Pixar's most impressive artistic achievement, "The Incredibles"). And lest we forget, Disney long ago demonstrated the not-inconsiderable appeal of animated rodents.

Mickey Mouse, meet your cartoon cousin, Remy Rat.

Cheese, anyone?

Mark Feeney can be reached at mfeeney@globe.com.