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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.

Many of the critics today get airline tickets, hotel accommodation, bags, beautiful photographs, gifts and other expenses paid by the distributors, and then are supposed to write serious articles about the movie.

The thing about movies these days is that the commerce end of it is so inflated and financiers are just expecting this enormous return on their investment.

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.

You spend so much to buy these media net stories or full page ads to build perception... you can rather save this money and put it in the making or marketing of the film.

It's hard to market a movie when you're at the mercy of critics and journalists.

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.

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

I don't like it when reviews aren't about the movie. When they're about how much money somebody made, or who they're sleeping with, or if they got the job via some connection, or about how Fox is putting X amount of dollars into it.

There's still a lot of investors wondering what to invest in. And, of course, I think entertainment looks attractive when you read the few films that make these insane amounts of money. What they don't know is they don't always do that.