For the rest of my life I'm going to be known as the guy who made up Amy Winehouse's hair being on fire
I think the public are very smart. One thing I can't stand about the attitude of the media establishment is that they assume the public is stupid. The public will [continue to] look at something that's PR-led - but if it says it's PR they will have a certain mistrust
How we've fair dealt material in that is quite new. It's legal but it's invented.
Absolutely, that is spin. Having said that, I would defend it to some extent. It is also news. It is a genuine piece of news. We genuinely did punk these tabloids. We genuinely did secretly film them trying to break law. That is news and they ran it as news. But of course I did it to promote my film. I ...
It's not about celebrities. None. There are no celebrities in the film. It's about the media, and the media's toxic effect on society, in particular, watching too much television screws with kids' heads.
PR is paid lies. Not to sound too moralistic or an old fart, but when I grew up I was taught that lies are bad. Now it's a career. I think if someone's going to print something from PR it should say sourced from PR.
It's an exposé of why we're so hooked on fame, and a blast at the corporations that are dealing it to us
I was not expecting to have an article in the Times of India about Amy's hair catching fire. Everyone is churning everyone else. It's like a Barium meal: you eat the thing and then you can see how it's going round the digestive system.
They said ok, if you give us a scoop we'll give it prominence. I didn't realise I was going to get two front pages out of it. I couldn't believe it.
Everyone loves a good hoax, a stunt.