Mark Batey

I said, people seem to be complaining about the cost of the popcorn, for example.

So, you know, I'm not going to spend time trying to find a cheaper way of making popcorn.

Let's take the popcorn out.

Let's say there is no popcorn in the cinema and see what happens.

Not having blockbuster movies played a role in the whole outcome of the experiment, but I wanted to see whether people would go and watch the B movie of Pig.

The main thing to remember, and I'm saying that nearly 60 now, and I was in my 30s back then, I think it's difficult to ask someone who spends a fortune in creating the product to give it to you on the cheap.

Is this you talking to your 30-year-old self?

Yeah, in the sense that it's difficult to ask for someone to give you their crown jewels, if you like, at a discount.

So now I understand why they said no.

I was in the frame of mind, it's worth trying.

It doesn't matter if it works, if it doesn't work.

In the 35 years I've been in business, I must have tried hundreds of business models.

I had launched a legal action against British Airways, so I said, why not?

Let's try it.

Taking on the big guys.

That's what I call it.

Taking on the big guys.

Do you think if you had a different approach with the distributors, it could have made any difference?

I don't know.

It's impossible to tell without trying.