What types of themes have sold well, and what types haven’t? Do you have thoughts as to explanations for either result?
Whenever you’re selling lots of things to lots of different people, you have to be attentive to who you’re selling to. Sometimes though, if you want to be a credible designer — or credible creative director, in my case — you’ve got to just go on your nerve. We’re lucky that our production volume is so high that there’s no risk of significantly damaging the operation by releasing something experimental. We’ve got a suite of themes that we know people already love. What will I say about what people like? People like what appeals to a certain ideal of design (say, minimalism) but veers in a slightly new direction. They like cop movies where the cop is actually a bad guy, and westerns where the cutthroat antagonist is a woman. It sounds simple, but it’s actually quite difficult to do effectively.
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