Seth Rogen's Test for a Crowded Screen: Specificity

Seth Rogen's test for an animated film is specificity. Put ten movies on a screen, he told IndieWire, and the one that could only be itself is the one you recognize instantly. The film in question is Tangles, the IFC animated feature he produced.

It's a craft argument wearing a marketing jacket. Generic choices dissolve into the crowd; a particular face, place or habit of speech survives the scan. Specificity isn't decoration — it's the thing that makes a film findable.