[Warner Bros production chief Alan Horn] took the helm at Warner in 1999, an agent asked him what kind of movies he liked. That's an invitation, in Hollywood, for even the most bottom-line-obsessed executives to talk nostalgically about Fellini or Altman. But without missing a beat, Horn replied, 'A four-quadrant movie.' In other words, a product with the broadest demographic appeal."
Horn later dubiously claimed that his comment did not reflect his intent (later borne out) to make nothing but mass-market schlock. "I like a movie," he said, "which I can watch with my brother, my mother, my wife, and my daughters."