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David Fincher thinks every marketing person sees their job as trying to save the film. "I've never heard a marketing guy go, 'What a great movie. That's a home run. We can't mess with this.'," he says. In Fincher's mind, marketing departments look at every film as something imperfect that they have to sell to as many people as possible. If that means hyping Brad Pitt from Legends of the Fall or Morgan Freeman from Driving Miss Daisy, who cares if the film the people are about to see doesn't match with those previous films' sensibilities? He does realize that companies are beginning to market films in more ambiguous ways, specifying DreamWorks and the marketing for American Beauty and What Lies Beneath, two films whose focal point on the poster is a woman's hand. Freeman says later in the commentary that he doesn't think any film is sold as well as it is with word of mouth.

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