so one cannot name himself an artist, thats not legitimate, u say, but one can name himself a businessman, that is ok?
man, for sure some directores (and all the other places needed to make a film) are not artists, but some are. doesnt matter what they call themselves, but it matters the APPROACH they take on what they do. so, to consider film a product, that certainly shapes up your approach. very well. i am not into that.
that was not the approach of my favourite filmakers, and that is not the approach of my favourite painters, and that is not the approach of my favourite musicians, photographers, etc. just to imagine someone call a canvas by bacon or caravaggio or whatever a 'product' is strange for me. obviously, artists 'sell' their art, so u can call it a product, yes. but that is a constraint, not a point of view, for many. its one thing to start something, just to earn money and make a living(a product), another thing is to use artistic means to express yourself, and THEN sell it (because u give art an economic value).
either way, no labels required. each one does it the way he wants, yes?