I'm a believer in screening movies early, and using the movie itself to help sell the movie. If you can't do that, I feel like you shouldn't be releasing the movie.

But one of the rules I don't like to break is we still do - 95% of our movies are low budget. We're offered bigger, larger budget movies to produce a lot, and we don't do them. That's not to say there aren't exceptions, there are a few exceptions, but I try and stick by the rules that produce what I think is the highest quality, most innovative work and try and let the rules go that make us feel like we're retreading.

I think good suspense and horror is really about creating situations that are relatable, and throwing a wrench in it and watching how people respond to it.

I think the mistake people make with horror movies and what makes them successful is a lot of horror movies get made by people who don't really like them, so they don't respect them. And when you like horror and have admiration for it, that community knows that what's important for a horror movie is important for every other kind of movie.

Horror is great storytelling with scary elements on top of it, but if you don't have great storytelling, you can have all the scares in the world, but the movie won't work.

For me it's much more like a little kid rebelling. The minute I was told what to do at any age, I did the opposite. Hopefully I'll do that for the rest of my life. I come from the business side and Mark comes from the creative side, but every time a decision came up about Creep it was two emails, and we agreed. I've not had that ever with someone on the creative or the business side.

I found that a lot of people ridiculed contemporary art. I decided I wanted to be involved in art everybody could understand.