The fear of nonbranded movies can occasionally approach the ridiculous, as it did in 2006 when Martin Scorsese's The Departed was widely viewed within the industry as a "surprise" hit, primarily because of its R rating and unfamiliar source material. It may not have been a brand, but, says its producer Graham King, "Risky? With the guy I think is the greatest living director and Nicholson, Matt Damon, Wahlberg, and Leo? If you're at a studio and you can't market that movie, then you shouldn't be in business."
They just don't get it.
[GQ]
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