Sometimes when you're young, you have moments of such happiness, you think you're living on someplace magical, like Atlantis must have been. Then we grow up and our hearts break into two.

I think most of us can remember from our own childhood, just in the Disney cartoons, things that frightened us profoundly. For me it was Bambi, the scene when the forest was on fire. That was something I had nightmares about. I can't imagine being a little kid of eight and seeing Night Of The Living Dead with living corpses eating the flesh of living people.

One can often trace the sources of a brand personality - here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.

Your job isn't to find these ideas but to recognize them when they show up.

Eddie discovered one of his childhood's great truths. Grownups are the real monsters, he thought.

In the end we always wear out our worries. That’s what Wireman says.

I wanted to write a balls-to-the-wall supernatural horror story, something I haven't done in a long time.