Yes, a lot of it is an initial financial commitment. A lot of it goes into the actual financial structure of the film. When a broadcaster, particularly one like Radio-Canada, gets involved, they're involved in the development of the film quite often, and they're involved in the financing of the film, so they're very much part of the family, as it were. They're very invested in how it does theatrically, and they're there to promote it at the theatrical side, and then when they broadcast it, they do a lot of on-air promotion as well.
I would have to say that they understand the theatrical business. They understand and respect the windows, which I have to say is not always the case with the CBC.