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All my films have some kind of statement about something - but I have to coat it with entertainment to make it palatable. Otherwise it becomes a polemic, and people don't want to see it. If you're trying to get a message out to people, you've got to entertain them at the same time.

We love making movies. We got into the business to make movies. At the end of the day, whether you're doing a low budget film or a big budget film, you want it to do well and you want people to see it. That's the whole point. You want to put some kind of message in it.

I have zero interest in performing in films to try to convey any kind of message. My job is to be entertaining. There's a very different point of view about messages in films in Europe than there is in the States. Audiences rebel because they feel that they are being preached to.

I personally enjoy theatre, but preferably I do films so that I can reach up to maximum audience. If you want to give a serious message, it will reach out to maximum people through films. But through theatre, you can hardly reach out to about 3,000 audience at a time.

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.

We make films that we ourselves would want to see and then hope that other people would want to see it. If you try to analyze audiences or think there's some sophisticated recipe for success, then I think you are doomed. You're making it too complicated.

I think it's important that we all try to give something to this medium, instead of just thinking about what is the most efficient way of telling a story or making an audience stay in a cinema.

I do not make movies to send any message, but my treatment makes my viewers think on the subject.

As a storyteller, when you're writing a movie and when you're directing, you want to keep people entertained. That's the whole point, right? It has to be entertaining.

The place I begin is with story. If the audience doesn't care about that, then it doesn't matter how amazing the spectacle is. My central philosophy is that people go to the movies to be told a story, not to see stuff blow up.