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.

200

Marketing costs are just skyrocketing, and if we don't address this we are going to put ourselves out of business.

183

We anticipated at some point this was going to happen.

159

September is the new October. Everything is moving up in the year, and Toronto is the right festival at the right time.

150

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.

139

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

132

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.

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