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What we're trying to do is give each movie its moment in time without compromising its ability to shine at awards season. It's sort of like having a twofold release. You say to yourself, 'I think the film can really perform up to the expectations of the filmmakers and the expectations of the company.' At the same time we're always thinking, 'If it works, what's the campaign going to be?'
CEO of Participant Media.[September 2017].