September is the new October,

She is certainly the recognizable face of the movie. She is also an incredibly articulate person and can talk about the movie in a really good way.

We anticipated at some point this was going to happen,

The first phase of a campaign can be helpful because it can bring people's attention to a movie. But we've all looked at an ad and said, 'What? Are they kidding?' I've even done that.

It's a possibility. But it depends on whether there are other forms of advertising to replace it.

The scenes that made it a PG-13 -- to take them out would have not been, to our minds, honoring our original intention to be faithful to those books. I think they would have been revolted if we had taken out those scenes.