The project began development in April 1997, when Universal Pictures and DreamWorks Pictures bought film rights to a concept pitched by Rosenberg, former president at Malibu Comics, which he described as a graphic novel in development. After the graphic novel was published in 2006, development on the film was begun again, and Favreau signed on as director in September 2009. On a budget of $163 million, filming for Cowboys & Aliens began in June 2010, in New Mexico and California. Despite studio pressure to release the film in 3-D, Favreau chose to film traditionally and in anamorphic format (widescreen picture on standard 35 mm film) to further a "classic movie feel". Measures were taken to maintain a serious Western element despite the film's "inherently comic" title and premise. The film