Writer-Director Andrew Stanton believes that, when it comes to marketing, more movies should "own their sh*t."
"To me, if a trailer is looking or sounding like any other trailer out there, then what you're saying to the audience is, 'My movie is just like any other movie,'" noted Stanton on the eve of the trailer premiere for his new film, the ambitious sci-fi epic John Carter. "I tend to worry that marketers are underestimating their audience, which is not what I was trained to do at PIXAR. Own what you really have. Own your sh*t."