A chat with the creative exec behind "Madagascar 3"  July 20,
2012: 10:20 AM ET  Dreamworks Animation's Bill Damaschke
describes candidly what it takes to make a successful film and
keep sequels and spin-offs fresh.  Interview by Daniel Roberts,
reporter  FORTUNE -- Don't knock the sequel. Animated movie
series continue to do well, conquering the box office even when
they get into the third or fourth installment. Look at Shrek or
Kung Fu Panda, both from DreamWorks Animation, up to their
fourth (and final) installment and in-the-works third
installment, respectively. And now Madagascar 3 is raking it in
after a $60.3 million opening weekend in June and a No. 1 repeat
on its second weekend. The film surpassed $200 million in the
U.S. and $270 million worldwide.  Bill Damaschke, the 48-year-
old chief creative officer at DreamWorks, oversaw creative
production and development of the movie, as he does for all of
the studio's feature projects. He is also heavily involved in
all of its live theater productions. Dam