What makes a hit film a hit film? I mostly agree with this. Mostly:
That's John Lasseter, quoted in USA TODAY a week ago.
It's what people who've worked in story heartily endorse: Story is what it's all about. You got no compelling story, you got nothing.
Well, story is a big part of it, but only a part. There are so many other elements involved in making a "hit" that it boggles the mind.
Let me give you one example, one I was involved in: The Fox and the Hound. Most people sort of remember it fondly, if they remember it at all. The beginning is okay, and the ending is slam-bang, but the middle? Just kind of lays there. Some character motivations don't work. Plus the animation is good, bad and in-between (last of the Frank-and-Ollie era, start of the Glen Keane era).
But the movie was the highest grossing (in terms of inflated dollars) Disney animated feature to that time: $52 million, domestic. The thing grossed more than The Rescuers, the previous high grosser.
Now, why did this happen? How did this happen? I don't think it was the story. I think story was good enough to get by (maybe), and the characters were charming enough (although derivative). But what the picture had was the rarity/competition factor (there weren't any other new, full animation features out there), the brand factor (all those fond memories of other Disney flicks: Dumbo, Bambi and Lady and the Tramp). And lastly the expectations-met factor (it lived up enough to audience expectations to get positive word-of-mouth...and go on from there).
Plus it had the momentum from The Rescuers (arguably a better Disney animated feature) going for it. Never underestimate momentum.
All the factors listed above are in play inside Animation Land now. Story's important, but you need the other things too. (And yeah, publicity, release date, and the quality and level of advertising all play a part, but I think the other elements matter more.)
And sometimes those other things beside story trump story. Take Star Wars Episodes I, II and III. Were those films monster grossers because of the compelling tales they rolled out? Uh, don't think so. It was because they had the brand, rarities, and expectation factors working for them, also momentum. So if they weren't up to, say, The Empire Strikes Back, it didn't matter. Or didn't matter enough to make audiences stay away.
And Pixar's had seven hits in a row. Have all Pixar films had the same level of story-telling excellence? Some say yes, but I think most people would agree that some Pixar films are more entertaining, more riveting than others. (I happen to be crazy about The Incredibles, while I merely like most of the others.)
But what the Pixar toons have at this point in time are the brand-expectation-rarity-momentum factors working at full tilt. Just as many Disney hand-drawn features did, once upon a time.
Which isn't to say that sheer story-telling brilliance won't, all by itself, carry the day. You produce a film that grabs an audience by the scruff of its neck and lifts it out of its seat (Snow White and the Seven Dwarfs, Toy Story, Stars Wars, and The Matrix come to mind), you probably have yourself a hit.
So what does it take to create a box office winner? Story and execution sometimes. And sometimes the other factors. Otherwise how do you explain Night at the Museum?