Do you believe your own hype?
No, but I believe my own hyphy. Seriously, though, I don't hype things I don't believe in. If I'm publicizing something I don't like, you'll be able to tell. For example, I'll say, "please write a story about this movie but if you don't want to I understand because, well, it sucks." Ok, I don't do that so much. But, luckily, a large part of my job is to make sure a movie gets reviewed, and if it's a bad review, so be it. I screen it for the critics, but I can't, and am not expected to, influence their opinion.

The easiest type of person/thing to promote is?
Something that's original. Not another snoozer documentary about a topic that 15 other docs have covered. If it's a concept that is easy to understand, that helps too. Most journalists tune out after 5 seconds so you've got to be able to condense the concept you are pitching into a quick, graspable, blurb. Something like "Colma: The Musical" is an easy one. Journalists, local ones, at least, "got" it as soon as they heard the title. It's weird, it's whacky, and it's original so we were able to get some good press on it.