Writers say many true things about their own experiences with publicity and promotion.
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And the whole Oscar thing, that is just surreal: you spend months and months doing promotion, and then come back to reality with this golden thing in your hands. You put it in the office and then you just have to look at it sitting on the shelf. And, after about two weeks, you go: 'What is that doing there?'
Basically, the Internet is just the way now. It's the end-all, be-all of self-promotion. It's not like you got to burn CDs and pass them out or sell them. The Internet is a tool that reaches billions and billions of people. It's like a no-brainer to tie it in with self-promotion, or even label promotion.