When you're doing a deal with someone in the southern Sahara, it's a very different way of doing business than in London. You can't sign them in the usual way because they'd end up getting ripped off, which would defeat the object of setting up a label like this.
“Everybody wants blockbusters. I like to see a few pictures now and then that have to do with people and have relationships, and that's what I want to do films about. I don't want to see these sci-fi movies, and I don't want to do one of those. I don't understand it.”