The producers are currently meeting with writers to develop the concept for this project. One premise which has been discussed involves the giant floats in the parade coming to life. Here's what Scott Glassgold said about the movie.
"We're aiming to make a four-quadrant, family-friendly film somewhere in that Night at the Museum, Elf sweet spot."
Ironically enough, Macy's was approached by the producers of Elf for permission to use the parade as a part of the movie, although the department store declined the offer.
IAM Entertainment hired storyboard artist Joel Venti to come up with some illustrations to present to Macy's, which they approved of. Macy's will also be a part of the upcoming Universal Pictures comedy Tower Heist, which hits theaters on November 4.