It means that if you have the analytics, you can put the movie in the theatre where the most people are aggregated. You don't have to open it at a regular run. I'm increasingly interested in event screenings and how you put it in the right theatre for maybe one night, or maybe it's a carryover, or maybe you can be more experimental where you do what's called a “date and date”.
I don't know everything, but I do like experimenting. What I found with a great partner like Cineplex is that, as we've been able to prove our assumptions into actuals, they're increasingly willing to roll the dice with us. Cineplex is a great partner.
In terms of television I do think we would be remiss not to really acknowledge that foreign pre-sales are in trouble. I think everybody would say that—that the red tide in all of the SVODs and over-the-top we're seeing.... But the great thing is that it's a big opportunity, too. If you can create that pipeline.... The arm's race is new content, so that's a really great thing.
Canada has the soft money. We have the co-production treaties. If we could find urgency and deploy capital faster we can be a world leader.
Again, the audience doesn't decide our voice. They help us filter. We look at the kinds of users there are. We look at reach, retention, engagement, sentiment, structured data, and unstructured—