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Marketing has supplanted story as the primary force behind the worthiness of making a film, and that's a very sad thing. It's film only as a function of consumerism rather than as an important component of our culture, and that's everywhere around the world.

I have to understand how we are going to market the movie. We view marketing as an extension of content creation... Every time a consumer sees our movie, in whatever form, our obligation is to entertain the audience.

Unfortunately, overall, movies are a conglomerate. People buy and sell people in this business, which can get really ugly.

The core of the movie business remains intact and it's not descending in scope. Studios want movies that are bigger than ever.

So many large movies come to you with a huge marketing campaign and it's like you have to see this movie this weekend, otherwise you'll be culturally bankrupt and can't converse with your friends.

Movies cater to what the audiences want.

A movie is like a tip of an iceberg, in a way, because so little of what you do in connection with making a movie actually gets into the movie. Almost everything gets left behind.

If you're a film studio, you're making a movie for a foreign market. You're pursuing ideas that travel well. It changes the movies we see and how movies are made.

Its not really about the movie business, it's about staying in the picture.

Ironically, it's easier to raise the money to make the film than it is to have the film find wide distribution.