I suppose what's so amazing about working at the National Theatre is that, because it's a subsidized theatre, you're not trying to create a product that's going to have a mass market in order to make the money back.
The art of it is, the more we can bring complex game mechanics to a mass market, the more engaging the games will be. But at the same time, we have to simplify everything: the mass market has a lower attention span; they're not seeking that experience from the outset.
When I first went to Kmart, I was so excited that I could bring my kind of taste to the masses. They didn't have 100 percent cotton sheets at mass market in 1987. We made those in yellow and pink and pale blue.
I think DVD has been a real gold mine for a lot of reasons. You were selling a packaged good in a big mass market, so you could make it huge. You were selling or renting a thing that people didn't consume. You go to Blockbuster, rent five movies, and only watch two. That's a good business to be in.
Mass market paperback thrillers are a dime a dozen. The trick is to find something that actually sticks to the ribs.
Many people, I've noticed by informally polling friends, are prone to distinguishing a beach read by genre. Some people thought all thrillers are beach reads; others thought all romances are. Some people thought only mass market paperbacks are eligible for beach read standards.
Among the reasons for this was the fact that the U.S.A. is one mass market. It is only when you have a mass market that large-scale manufacturing which involves very substantial expenditures can be justified.
Nintendo looks at every technology. Often times, we look at technology before it really is considered mass-market ready. The original DS had touch screen on a device. First time that a mass market product had touch screen built in.
One of our missions has been to create an all-natural hair care line that caters to meet the unique needs of multi-ethnic consumers, which has traditionally been an underserved group in the mass market.
I knew, back when I was starting up, that if I had something that could be developed for the mass market, I could really take it forward.
