How ‘Strays’ Used ‘Stand by Me,’ ‘A Dog’s Purpose’ and a D— Protector to Convince Universal to Make the R-Rated Comedy

variety.com:

Brent Lang Executive Editor Producer Erik Feig could have been describing “SuperBad” or “Good Boys” when he outlined his new movie to Universal, pitching them on backing his mid-budget film with a detailed slideshow that included everything from ideas for TikTok promotions to potential merchandising. “This is a raunchy, cinematic comedy with heart, about finding your people and your purpose,” a slideshow for the Picturestart founder’s new project, “Strays,” read.

Except, in this case, there’s a twist. “It just happens to star a pack of dogs.” It’s getting harder and harder to convince studios to take the plunge when it comes to movies that aren’t based on toys or comic books.

That’s something Feig knows all too well, having previously served as the head of Lionsgate’s film division. “It’s always a challenge to get a ‘yes,'” Feig says. “It’s a hard job and there’s a reason why people lean back on things that are pre-branded.

But when I look back at the projects I greenlit that had the most success — whether it’s ‘John Wick’ or ‘Twilight’ — the ones that worked best were often the riskiest.” In the case of “Strays,” Universal’s top brass was ultimately convinced that the movie could be both heart-warming and subversive after Feig, director Josh Greenbaum and writer Dan Perrault positioned the film as a furry, foul-mouthed companion to “The 40-Year Old Virgin,” “A Dog’s Purpose” and “Stand By Me.” It helped that their slideshow also included data about the commercial success of comparable R-rated comedies like “Ted” and “Sausage Party,” while reminding the executives that “btw dog movies do really well at the box office.” Case in point: “Marley & Me” and “101 Dalmatians.” Of course, Disney probably didn’t decided to make.