"Don't you think the references to Pepsi and Blockbuster are somewhat jarring?"
"The only criticism about the film that really meant anything to me was precisely this criticism, which I think is born of cynicism. It is a complete misunderstanding of my intentions. There are many billboards and ads in the film, but that was meant as a reflection of reality, because we are assaulted everyday by words, voices and images that tell us better ways to live, especially if we buy these things and surround ourselves with these products. That contrast was meant exactly as a contrast to the world of Shakespeare. We did not endorse these products by including them in the frame. We meant to bring home the fact that these products are in our lives and are unavoidable. And we in fact were not paid by Pepsi or Blockbuster, but we had to pay them...

The crazy fact is there is no product placed within the film, and if you assume that, it means you are already pretty far gone into this world where everyone seems to be corrupt...

You know, the film was made very cheaply; it was made because Ethan Hawke was brave enough to venture into this world where he could be photographed with a 16 mm camera...

The film itself was hard to make, there was nothing easy about it. We knew going in that many people would say "Why Hamlet? Who are you to do Hamlet?" And we expected attacks, but this film was done out of love, we all loved the play, we wanted to be part of this tradition, and we also wanted to think that there was a way to do something fresh and vital. So I hope this Hamlet does reflect the time it was made in, in a very honest way."