"Well, right now, I'm starting to believe that the future for me, what I want to do -- and I know it sounds very hypocritical now, [since I'm] making this giant movie with Will Smith -- is to be the Coen brothers and make small movies where I can take great artistic risks and do stuff that I know 30% of the audience is not going to dig, because I'm making it for the appropriate budget. I believe the future will be in marketing those movies through social networking avenues, as opposed to just TV -- 95% of the way we sell movies is TV commercials. It will be more of an underground movement." - Yes! I've been saying this for years, but his sensibility is much better suited to the smaller, more personal and eccentric projects and not these big-budget 'event' movies.