When it comes to toon tentpoles, sequels are easy, while originality spells risk. So where does that put this year's animated offerings?  Fox's "Dr. Seuss' Horton Hears a Who!," DreamWorks' "Kung Fu Panda" and Pixar's "Wall-E" signify major departures for their respective studios. As such, marketing efforts have been under way since last summer to message each film's unique qualities to audiences.

The rest of this Variety article can be read here . 

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