Studio Exec A: What do we have next?
Studio Exec B: We got COP OUT, a buddy comedy with Bruce Willis and Tracy Morgan?
Exec A: Who is she?
Exec B: He, sir. He's on a TV show.
Exec A: I don't watch TV.
Exec B: Anyway, it's a cop flick.
Exec A: Good. Reviews?
Exec B: Not good. Very bad, sir.
Exec A: How do you screw up a cop flick with Bruce Willis? Who directed this piece of crap?
Exec B: Kevin Smith, sir.
Exec A: Oh Jesus. He hasn't had a hit since...has he ever had a hit?
Exec B: I'll look into that, sir.
Exec A: We need a publicity stunt. Something big. Something that's gonna get all over the interweb. Maybe we can do something with one of our marketing partners.
Exec B: I don't know what we're gonna do with this overrated, fat-ass gasbag.
Exec A: Wait. What did you just call him?
Exec B: Overrated?
Exec A: No.
Exec B: Gasbag?
Exec A: No, no the other thing.
Exec B: Fat Ass?
Exec A: Bingo. I've got an idea. Get me Southwest Airlines on the phone.