The Director is the director of Bolt's TV show and the administrator under Sovereign Entertainment. After the Agent, he is the closest thing to an antagonist in Bolt, and that makes him the tertiary antagonist. Determined to make the most out of Bolt's unique "method acting", the director has introduced a tough policy at the studio that says that the dog is not to come in contact with the outside world or anything that might derange his delusional state. He seems to have a vision of Bolt as an experiment in expressiveness, talking about the importance of Bolt’s performance being completely pure and unaltered. However, his project has had severe psychological consequences on Bolt, as presented in the movie.
The Director shares many attributes with the creator Cristof from the 1998 film Truman Show.
Role in the film
He's the director of the Bolt TV show, and is determined to prevent Bolt from finding out that he's not really a superdog.
His striving motivation is revealed in one of the early scenes when The Director is upset with the fact that a boom microphone was visible during one of the takings. “The dog could have seen that”, he argued, chastising the film crew. When Mindy “from the network” arrives, he tries to tell her about Bolt, but Mindy is more concerned with the rating points. In scare of being fired, The Director and the film crew decides to create a cliff-hanger episode, consequently leading to Bolt escaping from the trailer.
After the fire, Penny's agent attempts to turn Penny's injuries into a "big deal", talking about cover stories and other ways to make money off the fire. He is subsequently thrown out of the ambulance by Penny's mother, who quits. The Director hires a new child actress to replace Penny, and adopts an alien abduction storyline (one that even Rhino finds unrealistic, and Bolt finds "ridonculous"). Sovereign Entertainment continued producing the series with a replacement dog for Bolt.