lincoln wallin of dreamworks animation. a video game impacts the internet and the best-selling author tries to reinvent the book. with reporters rich jarislowski of bloomberg, this week on "press: here." good morning. the movie business is very complicated. a blockbuster movie can actually be a money loser. a small production can make a migtd. film is in the end about profit and nobody profits quite like dreamworks animation. >> circus, circus, pull it out. >> one estimate says dreamworks animation may be the most profitable movie studio in the entire industry. its classic shrek cost a mere $60 million to make. shrek grossed nearly half a billion dollars. >> that was really scary. >> that's just for the single movie. there were three shreks after that. dreamworks animation may be a studio but it's a technology company as well, and mit's technology review named dreamworks as one of the most innovative companies in the world. but as the stature grows, so too does the pressure. investors would like to see them expand beyond th

. > > dreamworks, their big animated film for the holiday was "rise of the guardians," and we all expectedt to do very well. i said right here that i thought it could challenge "twilight" for #1. and it just didn't. and i think it was just a case of the marketing. the marketing kind of failed to really sell what this movie was. they started off trying to sell it as santa claus and the easter bunny teaming up to battle evil. that wasn't working i guess, so they turned it over to like the cute little elves and the wacky elves going for the "despicable me" audience. and it just didn't work. people didn't show up. > here is what happened last weekend at the box office. the "twilight" saga coming in at $43 million. "skyfall" at $35 million. "lincoln" at $25 million. "rise of the guardians," $23 million, and "life of pi" at $22 million. and i saw "lincoln" and i loved it. > > everyone seems to be loving "lincoln" across the country. selling out shows. > the chicago symphony plays on the track. > > yes. > and it's gorgeous. > > john williams, a great score. > daniel day-lewis- > > he's gonna win.

. >> sky fall came out earlier and no, rise of the guardians, let's did that, "dreamworks," it's animatedone animation. >> i don't have no idea what the movie is. i don't go to movies and with bob. i don't understand the culture of having to share an experience with strangers in a large room, strangers that are generally louder and more obnoxious than you are who often talk to the screen and you also have to pay 20 to 40 bucks just to get some popcorn and something to drink when you can sit at home and not be bothered by these idiots. >> middle of the winter they wear shorts and the girls look like they just left the store. >> and what literally bugs me, time square. you'll get bed bugs, in theaters. >> ooh. >> wait a minute, you can sneak in the candy if you bring a satchel. >> yes, you're allowed-- >> in his man bag. >> and i do not have murse. >> i have mrsa. >> last one sky fall, james bond, i'll take that one (laughter) >> let's move on and let's talk about football. >> you're a big fan of daniel craig. >> and you told me in the break you think he's gorgeous. >> amazing (laughter) .

dreamworks animation is being called an underperformer despite some very familiar faces. >> santa claus, the easter bunny. sandman. the tooth fairy, i knew you'd come. >> reporter: this could be just the beginning for what may end up a record year. there is time. thanksgiving fell on the earliest date possible this year meaning a longer than normal holiday season which has the studios hoping that americans stay in the movie-going move. >> a lot of big movies to come including "les miserables" and "the hobit" which will wring out even more movie-goers. >> reporter: a holiday forecast that has hollywood giving thanks. for "today," kristen dahlgren, nbc news, los angeles. >> apparently it was packed, packed in theaters. our executive producer down in the control room had to go to three different theaters to see a movie and still didn't get to see "twilight" so he's bummed about that. >> way to go. >> see any movies this weekend, anybody? >> went to go see "wreck it ral ralph". >> and i saw "flight" with denzel so my mom could swoon. >> investigators admitted missing a crucial clue. if they