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When you make a film, you're creating the illusion of a natural experience. But everything is created on purpose. If I want you to be scared, I'm trying to scare you. If I want you to cry, I'm trying to make you sad. If I want you to laugh, I'm trying make you laugh. So, how I get you there is what makes it interesting, because I also want it to feel seamless, and not forced. That kind of constant experimentation is just fun to explore, and I love it.
— Lawrence Hilton-Jacobs
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You always have to know what business you are in. Everybody thought we were in the basketball business. It's an NBA-team; we are not in the basketball business. We are in the business of creating experiences and memories.
— Mark Cuban
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