In 1957, James Vicary, a market researcher, conducted a six week test in a New Jersey movie theatre. A high-speed projector repeatedly and subliminally flashed the slogans ‘drink Coke’ and ‘eat popcorn’ over the film. I thought I’d make my own cinema ad to try something similar. According to Vicary, popcorn sales went up by 57.5% and Coke sales by 18.1%... Whether Vicary’s results were due to the subliminals can never be shown and the experiment has become shrouded in urban myth. This is the Genesis Cinema in East London, which kindly agreed to include our ad amongst the trailers for a screening of Ocean's Twelve, a carefully chosen film which, if the ad works, the audience will not be able to remember. Not a bad thing.
Derren Brown
If Coca-Cola accidentally created 100 million cans of faulty Coke, you know for sure the entire 100 million cans would be dropped in the Atlantic or Pacific Ocean, without a second thought and irrespective of what that did to the year's profits. What do we do with a crappy movie? We double its advertising budget and hope for a big opening weekend. What have we done for the audience as they walk out of the cinema? We've alienated them. We've sold audiences a piece of junk; we just took twelve dollars away from a couple and we think we've done ourselves no long-term damage.
David Puttnam
This is now. We are filled with optimism and expectation. Why would we want to see such a film, however brilliantly it has been made? I think it's because a film like Amour has a lesson for us that only the cinema can teach: the cinema, with its heedless ability to leap across time and transcend lives and dramatize what it means to be a member of humankind's eternal audience.
Roger Ebert
What’s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.
Andy Warhol
It seems to me that the comprehension and enjoyment of the reader, as opposed to the viewer, is best served in printing this version rather than a slavish definitive transcription. Besides, what film is truly definitive? By the time you see the film it may very well be sub-titled, re-edited, shortened, even censored, and every film is viewed at the discretion of the projectionist, the cinema manager, the architect of the cinema, the comfort of your seat and the attention of your neighbour.
Peter Greenaway
Watch the movie closely, and you’ll see how personal it is. Here’s a film in which cinema brings down the Nazi regime, metaphorically and literally. What could possibly be better than that? In this story, cinema changes the world, and I f**king love that idea!
Quentin Tarantino
Brown, Derren
Brown, Earle
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