I`m totally anti-commercialism. I would never do commercials where people hold the product by their head and tell you how great it is, I just wouldn`t do that stuff. It`s all inference ... The Levis commercials I did weren`t really about jeans, the Nike commercials weren`t about shoes. The `Instant Karma` spot was some of the better stuff I got offered, and it was never about people going, "Buy this shoe, this shoe will change everything," because I think that`s nonsense. Anybody looking outside themselves to make themselves whole is delusional and probably sick.
- David FincherIt was like an army operation... We understood from the very beginning that Russia needs big, ambitious and brave film-making. Before us, there was only art-house - great, talented movies for European festivals - and very bad, very cheap and creatively weak commercial movies.
- Timur Bekmambetov