“I'm not sure what this means and if it can be replicated, but we did something very unique and none of it was planned. There wasn't a $20 million marketing budget designed to make this; it just happened. The audience took the movie for its own and decided to make it an event, and that's pretty awesome. And by the way, there were people who liked the movie so much they were defending the film against people who were thrashing it. Completely mind-blowing. I've never had that happen, either.”