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I feel the film companies should pay for proper advertising to see that the movie will sell, instead of putting it on our backs.

So much of selling a film in the industry is about creating a fulcrum where all the pressure comes to bear, and something seems suddenly valuable and approved by an audience. It's amazing how people could pick up tons of films on the cheap, but they don't because they wait until everything is laid out for them.

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.

There's a vast difference between marketing a movie and the movie itself. You try to cast as wide and broad a net as possible.

It is true that some people are interested in the buying part of things... They want to buy everything from the movie reviews to the media net to the opinions and so on.

Films don't always tell a story; some films can achieve effect just by being razzle-dazzle or rock n' roll. That's part of the fare that's out there. And that's okay. For me, I place more value on a story.

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

There's always gonna be people with a lot of money making film, and the goal is to make profit and carry on. It is a business. The goal is to make a living doing it and to be comfortable.

Movies are a commercial medium. We don't make movies to impress our friends and critics. It's an expensive medium. We have to gain money from it.