A film’s success does not rely solely on its own qualities. It also depends on how it responds to the public’s concerns.

A poorly managed buzz can ruin everything; a strong message can change all that.

Whether we like it or not, a movie’s sticking points with society, based on current events or politics, are an integral part of its distribution, its course, its journey.

Instead of overlooking them, we’re better off learning to manage them and exploit them, whether on social media or television shows.

One must therefore identify, pre-empt and master these issues within a film.

It is thus necessary to build a discourse capable of defusing pointless controversy, and developing the work’s visibility, beyond its usual spheres of influence.

We have to learn how to create better dialogue between films and society.