The movie was going to be a big hit. Of course, that was a perfect illustration of what market research does. It tells you what you don't need to know and is often very misleading.

Maybe we're doing something right, ... I don't mean to sound greedy, but my only regret is that a couple of our films had a good shot: 'The Untold Story of Emmett Louis Till,' an amazing film about race in this country, and 'The Aristocrats,' which may have been a long shot because it's not an orthodox documentary but more of a performance film.

We chose to play the game,

We've instantly changed our ads. Sometimes capitulation is the most sensible thing to do. It's not a very big deal. We think it's kind of hilarious, in fact.

] have actually done better than ever, but far fewer of them do any business at all.

There is no question that films that we would have considered viable just a few seasons ago are too risky to undertake these days, ... Small films are smaller than ever and titles that would have done decently a few years back would almost certainly be doomed to abject failure these days.