When you go into a movie and you're surprised by it - these days with brand recognition being such an important thing and essentially trailers, the way trailers have evolved encouraging people not to see the film unless they've already seen the film which is kind of the paradox of marketing these days anytime that you enjoy genuine sense of wonder and surprise in the movies it's priceless.

This idea of popular culture became something that belonged to us rather than something that we looked at from far away. We realized we could be part of it and create it, instead of just being consumers only.

Unfortunately the necessity to promote a film sometimes works against it, in that you are forced to reveal information [about it] that in an ideal world you would hold back.

Plainly it isn't an exact science, despite it being a complex interaction of micro-decisions and corresponding thought; perhaps it doesn't always work and we pass by some potential soulmates like the proverbial ships in the night, never quite connecting. Then again, perhaps the system is tenacious and continues to run like a computer program on infinite loop, so that if at first you don't meet, you are drawn back together for another try.

Often you read something about yourself, and either you've been ironic, and that doesn't work in print, or it paraphrases something that you said, and has a different meaning.

Films that rely on their cast to be funny are often episodic and feel like a series of loosely connected sketches rather than a satisfyingly structured script.

I used to lie in bed in my flat and imagine what would happen if there was a zombie attack.