The problem Philip Morris had with electronic cigarettes since the beginning of development was the satisfaction of the smoker. Because the taste is dramatically different and, at the initial stages, the nicotine pharmacokinetics were very slow. You could not get the satisfaction. It's not so easy to crack this code. The taste satisfaction is very important. The closest you are to this, the more chances you have to switch people. It's very nice to have a zero-risk product, but if nobody uses it, you don't have any reduction in public health risk.
Louis Garrel
You can do a good movie, or you can do a good movie that can help people to feel the idea of what it is like to live. It can be good in an artificial way; it can be also a good movie for your own existence. You don't know that when you do a movie. You don't know if you succeeded, which is the most difficult thing.
