Surprisingly, the bulk of his talk concerned the Business End of the industry – specifically, the crappy things that studios, exhibitors, the media, and moviegoers do that allow awful movies to be made and make it hard to enjoy the good ones. At the beginning of his talk, he mentioned his irritation with pre-movie ads, and a few people booed, which made Brad really excited: “Yes! Right! Do that! Everyone!” he exclaimed, then led the entire audience in an en-masse practice-booing, and ordered us to continue booing at pre-movie ads until the exhibitors get rid of them. The audience went nuts at that idea, which pretty much set the tone for his fantastic speech.