But what's important is, when home alone and sleepless on a random Tuesday morning at 4am, what film do you choose to watch? When you've had the worst day of your life, what film do you seek out afterwards? When you meet someone new and want to treat them to a DVD what do you buy them?
That's what's important - especially if you write or direct. I mean, if you want to make anything that'll live on after opening weekend: Just create what you HAVE to create. Do it for you, not the box office.
I went to see 'Win, Win', not because of the poster but because the same director made 'The Station Agent' and 'The Visitor'. He made small, profound movies in his own way. They're unique, they're him. That's why he does so well. The films are his own. Kevin Smith used to be like that, then he started doing anything he got offered and he's not relevant as an artist anymore, the fans lost their passion soon after he did. I'll still watch his films, I just don't care like I used too.
When you take the business route, you may get lucky. But then you live and die by the box office. And there are hundreds of journeymen who've been doing it for thirty years who will have an easier time than you. Before you know it you've had one box office hit and one dud, and you're gone.
You don't have to play that game. Instead you can just create what you think works, what turns you on creatively. Stuff that makes life bearable. That's the magic. That's the film you buy for your new girlfriend. Right now I'm listening to an old Wilson Pickett song and earlier on I watched 'Beautiful Girls'. This stuff outlives the soulless stuff.
Art lasts. Business kills you. Don't get excited by the big lights, just do the work that you love.