When it comes to art, especially art in a mass-market sense, it’s very much about consuming. As you know from being in Cannes so many years, people walk in and say, “OK, what is this? Got it, I’m out. Now I can go do what I need to do.”
I always find it more interesting asking what it’s not. That suddenly forces everything in a different direction. If you ask what something is not, you’re going to come up with a vault of other questions that follow that.
We live in a time where we define art as just good or bad. In your profession, it’s come down to a star meter. It’s like, “How was your Chinese food last night? It was good, it was bad.” It’s important to remember that what art can do is inspire thought. For that purpose, good or bad really has no relevance. Because it can be good for all the bad reasons, or it can be bad for all the good reasons. I think it’s important that we sometimes just ask what it’s not, because it forces us to stay with it longer.”