MUMBAI: So much has How To Train Your Dragon earned at the box-office that it has become a multimedia franchise and a sequel to the film is scheduled for screens in the second half of 2013.

A live arena show, something similar to Walking With Dinosaurs is also in the works. Also in development are a TV series and an online virtual world based on Dragon. 

"Dragon is at $180 million in domestic grosses and on track to equal the box-office performance of Kung Fu Panda that amassed $215 million domestically and is getting a somewhat similar franchise treatment. Panda, though, boasted a $60 million opening weekend compared with $44 million for Dragon that cast doubt on a sequel for the latter." Katzenberg said.

Katzenberg also noted that Dragon has such impressive legs at the box-office because it is DreamWorks Animation‘s best-reviewed film. It is in the "beloved category," he noted. The CEO also talked up Megamind, saying the November 5 release starring Brad Pitt, Tina Fey and Will Ferrell will do for the superhero genre what Shrek did for fairy tales.