First of all, just to get Diner made would have been an achievement in that I got a chance to direct.

I think test screening works at its best when the audience knows what it's getting.

A lot of time mistakes are very interesting - you look for the behaviour that's not the one you expect.

I do know when you look at some ballplayer and all of a sudden he is the size of a truck something is wrong.

It's always hard to explain why an audience ultimately responds to a movie.

When I began to think about the head of the family, the storyteller, the rise of television which became the new storyteller, the break-up of the American family as an idea and then Avalon came.

If you test Iron Man and that audience doesn't respond well, you can be damn sure that there is something wrong with the movie that you have to address. Because they're expecting a certain amount of action, right? They want a hero. There are certain things that have to be compatible with the way the audience is thinking about it. If you take some other film, like No Country for Old Men, you can end up with all kinds of crazy reactions.