The Boss Baby trailer offers 'A Tale NOT as Old as Time'

At least, that was the thinking behind a maverick theatrical trailer that DreamWorks Animation concocted for The Boss Baby, the upcoming animated film about a domineering, briefcase-toting infant voiced by Alec Baldwin.

The Alec Baldwin-led animated flick, the premise of which sees babies face-off puppies for adoration from adults, the teaser sees approximations of Beauty and the Beast characters mashed about on-screen briefly.

"Step closer, and I'll illuminate you with a soft glow", Baldwin's Boss Baby says, as he plays with toy versions of Beauty and the Beast favorites Lumière and Cogsworth. But DreamWorks Animation's thought was, "If you can't beat 'em, join 'em".

Directed by Tom McGrath (Madagascar franchise, Megamind), produced by Ramsey Naito (The SpongeBob SquarePants Movie) and Denise Cascino (Mr. Peabody & Sherman, Megamind) and written by Michael McCullers (Austin Powers films), Boss Baby is a billed as a fantastical family comedy about the bossiest member in every family - the new guy. The Boss Baby is a hilariously universal story about how a new baby's arrival impacts a family, told from the point of view of a delightfully unreliable narrator, a wildly imaginative 7 year old named Tim.

Those who helped contribute to the massive box office haul of Beauty and the Beast this past weekend may have been treated to some trailers that were specifically created to appeal to Disney's core demographic.

There's no indication as to what's meant to be "real" in the world of Boss Baby, and that's frustrating on a narrative level. "We really wanted to take advantage of Beauty and the Beast and talk directly to our audience in a way they were not expecting". The 3D animated pic begins offshore rollout on March 23 and releases domestically via Fox on March 31.

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