Q: So how do you stand out in a sea of comic-book movies, and brands and sequels?
I faced the opposite challenge with "Iron Man 2" last time where everybody knew, everybody got out of our way, everybody wanted to partner with us for marketing. The real excitement the first time was the casting of Robert, the suit, and Marvel as a new studio. So we had that wave, and we had the challenges of: Is the Superhero genre done? Are these B-level heroes going to make an impression? That's what we were facing, you know, is Marvel even going to be a viable studio? Is Favreau going to be the right guy to direct? It felt scarier than the second one, but you can't show footage and be received like you are here when you're showing a sequel, because they already have a set of expectations. What are you going to do differently with it? Fortunately [with "Cowboys & Aliens"] we have a title that's sticky and an idea that people are curious about, that's been a very valuable asset to us. We're also one of the few movies that are about the cast and the stars.
Typically before 3D, before big visual effects movies, the stars were the point of departure for the audience. You would be paying for the stars, you'd get the stars and then you'd say 'okay who's gonna see the next movie starring this guy?' Nowadays you're having films being driven by the content, being driven by the technology used to do it, and I think this is going to feel a lot more traditional both in the way that we approach the alien genre, the Western of it and in the way we've cast it and shot it, is going to feel a little bit more classic, I hope, that will help it stand out in the summer as well.
Q: You shot this on location in both Santa Fe and in California so when you brought production to sound stages how did you keep the energy and make sure you still had that same feeling?
Q: You talked about aliens as the last pure evil enemy you can come up against in a movie without having to worry about the political ramifications, can you talk a little bit more about that?
I think it's just that. I mean I think that it's fun to be able to play the enemy, I think now as well it should be that people are treated as complex and there is no them and us anymore. The world is too small. What's interesting is when you start dealing with our differences in a very intelligent way. I think a lot of that is happening in cable television and series, and a long-form program; but in an hour and a half movie, you really have to be careful to be responsible about how you present things.
That presents a lot challenges in the comic-book movies too, where you treat people a lot differently than you did during war time, or when these characters first emerged - the world was a different place. So in order to not be anachronistic about it, and not make the wrong statement, you have to update these things in a delicate way and inevitably your going to be violating the source material. In a Western, I think that goes without saying as well, and I think there was an age of Westerns that were a little bit more sensitive to that. You know the "Dances With Wolves" moment, that moment in making Westerns -- but it lost its grittiness as well. In dealing with aliens you can create this allegorical evil presence that you have to muster up everything to fight against and show no mercy. What's fun too, is to bring the Cowboys and the Apaches together. I love to take reality and change one little aspect of it, and see how reality then shifts.
That was what was fun about "Iron Man," you take one little thing – lets say that this piece of technology changed and he can create this power source. Or that Tony Stark can create slightly higher than real technology, and how does that affect the real world? As you get further from reality, it gets harder for me to bring to a project what I'm good at which is: What would it really be like for this to happen? What would it really be like in a Western to have aliens arrive? What would it really be like if a guy grew up in a Christmas special and then went to New York and his dad was James Caan? That's the fun of it to me, because that's verging more on satire, you're dealing with reality and bending one aspect of it and seeing what statement you're making about our world by changing one little aspect of it. "Being There," "Big," all of those movies that I really like, "Tootsie," it's bending one little thing, and the ridiculousness comes from that one little shift, but you're treating reality in the same way.
Cowboys & Aliens arrives in theaters on July 29th 2011 - directed by Jon Favreau and starring Daniel Craig, Harrison Ford, Olivia Wilde, Sam Rockwell, Adam Beach, Paul Dano, and Noah Ringer.