Three chipmunks can sing.

Idea Meeting: “Think of a preposterously annoying cartoon, starring colour co-ordinated rodents that can sing in tinny high-pitched voices.

So, what have you got? Alvin And The Chipmunks? Bang on. The fact that that’s the first ‘toon you thought of means it’s a property with excellent brand awareness.

So we’re going to update the concept of rodent singers by putting one of them in a hoodie and through that change alone, we're going to make $357,526,336.”

Startling fact: Alvin And The Chipmunks had a bigger box office than Batman Begins. That means more people went into The Dark Knight knowing the lyrics to ‘The Chipmunk Song’ than knowing why Morgan Freeman was hanging out with Batman.