"If you test Iron Man and that audience doesn't respond well, you can be damn sure that there is something wrong with the movie that you have to address. Because they're expecting a certain amount of action, right? They want a hero. There are certain things that have to be compatible with the way the audience is thinking about it. If you take some other film, like No Country for Old Men, you can end up with all kinds of crazy reactions."

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The problem with natural language processing and the thing that really holds the technology back, is that when it crashes and burns, it's horrific. I think we would be in a position to really take a serious look at it, once two things happen. The interesting thing about a dialogue-choice system is that we've devoted so much into all kinds of other systems for processing, and dialogue choices use zero processing. So suddenly, if you want to have a great natural language processor, you need to dial down your graphics to make it work.

— Greg Zeschuk