Marketing costs are just skyrocketing, and if we don't address this we are going to put ourselves out of business.

She is certainly the recognizable face of the movie. She is also an incredibly articulate person and can talk about the movie in a really good way.

September is the new October,

We anticipated at some point this was going to happen,

The first phase of a campaign can be helpful because it can bring people's attention to a movie. But we've all looked at an ad and said, 'What? Are they kidding?' I've even done that.

It's a possibility. But it depends on whether there are other forms of advertising to replace it.