Marketing has taken such a complete shift, thanks to the internet.

When you work with an actor and then you discover new things that are better, I think you gotta be free to be able to go with the new things that you're finding. I think that's very important. I have a strong idea when I go to shoot a movie but I also love to discover things when I'm on set as well.

I generally go into a movie with a very strong vision, with how I want to make the film, how I want to shoot the film, how I want to edit the movie, what I want the sound to sound like. So I have a very concrete idea even if I don't storyboard it, I know exactly what I want to do once I get into the sequence. Now having said that, I try not to let that slave me to the process. So if I do storyboard a sequence I don't necessarily stick to it if I discover more exciting things on set.

When you're watching an action movie, you experience an action movie more outside of the aquarium, you're out of the aquarium looking in at all the swimming fish that are in there. Whereas horror films and thrillers are designed to put the audience into that box, into that aquarium.

I think that's my favorite thing about making scary movies, watching people watch them. When my films come out, I like to cinema hop and know what moments are coming up, I pop my head in and watch people squirm or slide down in their seats. I like that sadism!

I think the financial restraint really pushes me as a director to be more creative with the way I shoot the film.

For me, the sound design and the musical score is a big part of what makes scary movies work.