Basically it's just marketing. They'll only go on a show to promote something. And before the taping the talk show's team will ask THEM what they want to be asked about. It's really not very spontaneous. Which is why it's great when something unexpected happens. Like Tom Cruise jumping on a couch.

Both. Typically you get interviews from people who are promoting their movie or whatever, so their agents would look for bookings for them to promote said movie. At the same time, interviewers will also have people they just wanna have, and so will go contact the celebrity asking for an interview.

I'd think either