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

What makes horror movies work is the idea that "oh my God, what would I do if I were in that situation? How would I get out of that alive? What would I do if I saw the door to my closet creaking open in the middle of the night and a doll on a tricycle comes riding out?"

One of the things I tried to do is to kind of talk my actors through the scene, but at the same time let them know how I plan to shoot the film and just give them an insight into the way I'm thinking, so that when they're acting out their scene, they can kind of see it in their minds' eyes.

If I'm smart as an artist, I wouldn't be a snob and turn it down, because I'd look at it and go, this is great stuff, but I definitely do want to experiment in other genres, or make films in other genres.

If your franchise has been around for awhile you have to find ways to keep it fresh.

Whether it's a popcorn movie or some really intellectual sociopolitical movie, I think to some degree they're all influenced by the social climate that we're living in.

Designing the technical aspects of my camera movement for me is very important. I want the camera to be a big part in telling the story as well, like what I really believe in with all the films I make.