I try to make people feel like they have to see this movie. And that's it. And if I can pass on that enthusiasm, that's what I've always done. Publicists are not critics. We're not there to analyze and to establish why things are good and why things are bad.
Publicists are simply there to provide love.
So I have to find films that I want to work on, and largely I do that by building long-term relationships with movie makers whose work I like. I can't imagine anything that David Mamet would do that I wouldn't want to work on. I can't imagine anything that Errol Morris would do that I wouldn't want to work on. I can't imagine Jim Jarmusch making something that I wouldn't want to promote. And there are many, many other directors I would like to promote if I could get the chance.