Audience
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The main objective of our cinema is to entertain. If you can pass on a message at the same time, that is fantastic, but if the audience does not feel they are going to be entertained by the film, they are not going to watch it. There are many examples of very responsible and great films that are being made, but nobody goes to watch them.
I try to read the audience, see what they're in the mood for.
I can't imagine catering to an audience that doesn't also interest me.
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