The beauty of cinema is that it’s a collaborative art form.

We've done price elasticity studies, and the answer is always that we should raise prices. We don't do that, because we believe -- and we have to take this as an article of faith -- that by keeping our prices very, very low, we earn trust with customers over time, and that that actually does maximize free cash flow over the long term.

真正的进步来自于行业和环保人士的合作，而非对立。