A movie has to be enjoyable from start to finish. You don't have to love every minute of it, but if at any point something doesn't ring true, then the illusion is over. It is the same for all products and services. The whole experience has to be smooth, or we won't be impressed.
If you order a steak at a restaurant, for example, and one piece of it is green with a nail in it, then the whole meal is ruined - even if the rest of the steak was good. A movie can't have a crap opening and a good ending or vice versa - it has to all be good. Just like love. You can't love your wife/husband 6 days a week and then on Sunday be a lunatic - you are either in or you are out.
On Monday afternoon we sit down to watch the next cut - please God it is the whole enchilada. I got a feeling magic is coming!
PS - we need all the support we can get - please go to the Material movie on Facebook and "Like" it.
Posted by Ronnie Apteker