They're intimidating the networks and levying these fines, so the networks are not sure of what they can or can't do.

Sarah Palin kept talking and talking, and the more she talks, the less compelling she can be. People say, "She's a very good politician, very deft at what she does," and whatever. And I hear that sometimes and go, "I don't know much about this stuff, but I would say no." Because the really good politician expands the audience, not contracts it. She may be getting a very vocal crowd, but it's a very specific group.

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

I think certain movies work and that is part of the magic of it all. We can't truly define why something succeeds.

I think it's a promising time which will show a lot of diversification that we've seen in the past.

You don't always have to have the ending, but you want to have a satisfactory conclusion.

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.