[Gamasutra’s Editor-at-Large Chris Morris spoke to THQ CEO Brian Farrell as the company ramps up its digital distribution business while experimenting with lower price-points for boxed product.]

THQ and the broader video game industry have a lot in common. Both have struggled financially in the past couple of years. Both are seeing their role in the greater entertainment landscape change. And both are seeing the evolution of financial models that have served them well for years.

Leading the charge for those changes at THQ is CEO Brian Farrell. He’s in the unenviable position of leading a company that’s in the midst of what he calls a “turnaround year” – with significant growth not expected to resume until 2012. To get the company to that point, though, he’s throwing out a lot of the industry’s standard practices and he’s raising a few eyebrows in the process.

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