We have to go further and further out on a limb in order to...

We have to go further and further out on a limb in order to keep today's audience entertained because they're not excited anymore about seeing a fast car chase on San Francisco streets. For a Coca-Cola and box of popcorn, it isn't worth getting somebody killed, and if at the end of the movie it says 'in memoriam to,' then you haven't properly done your job.