The conversations are happening, though, with our encouragement.

Focusing on filmmakers is at the heart of everything we do, Finch says.

Its a real celebration of world cinema in many ways as well.

Charles Finch and Friends.

Finch and Friends: Charles finch with Owen Wilson, Richard E. Grant and Anna WintourFinch and Partners/Dave Benett/Getty Images

Theyve also encouraged streamers to show selected films in theaters ahead of release on their platforms.

The theatrical window gives great gravitas and makes something very tangible to the public, Finch tells us.

And thats where the luxury brands are also important because they sell glamour.

Glorious Mud; Ruth Wilson and one hundred men

Claire Ingle-Finch, managing partner Finch and Partners (James D. Kelly)

For starters, he thinks that stars could smarten up.

Finch says that grunge and vulgarity should not be part of a movie stars look.

He adds that vulgarity shouldnt be welcomed at the BAFTAs and Oscars either.

He didnt need to mention the name Will Smith.

And, he claims, We were there first, and I think thats generally known.