I think it's good for the fans, as well, because they get to connect with you directly. You know, in the old days, if I wanted to, like, write to (Steven) Spielberg or Sam Raimi or whatever, I'm not sure I could actually write a fan mail and (I'd) have no idea where to actually send it. Nowadays, you can just, like, follow Ashton (Kutcher who still has among the most followers on Twitter) or, like, friend someone, you know, on Facebook, and you can actually just say, "Hey, I like your stuff."

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

We're terrified of shocks but we're so fascinated by it at the same time. We're terrified of spiders and reptiles and all of that but at the same time you're fascinated by them - you want to go to the zoo and go behind the glass and look at all these creepy crawlies! It's the same thing with the supernatural. I think we're very frightened by it.

For me and my films I want my audience to experience cinema in its full glory. It's not just visual, it's audio as well. It's emotional and I want you to be engaged with not just the scene but with the characters.

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

I think you can say a lot with the movement of your camera but you can also say a lot by keeping it still.

We think craft is important, and the irony has always been that horror may be disregarded by critics, but often they are the best-made movies you're going to find in terms of craft. You can't scare people if they see the seams.