"We're going to fight fire with fire, promoting cinema via a TV channel. Hopefully, this will whet the appetite of TV audiences and bring them back to the cinema en masse." - Barry Jenkins, the chairman of the All Industry Marketing for Cinema trade body, commenting on the launch of a new TV channel on BSkyB aimed at wooing TV viewers back to the cinema
"We did not have marketing support in December, unlike many of our rivals. November was an artificial high and December was an artificial low. We have a very strong new product." - Sarah Sands, the editor of The Sunday Telegraph, defends its December ABC figure in an e-mail to staff.