That's the great thing about the time we live in. That's why I am so well hated because I am trying to disintermediate, which means I'm trying to get rid of the middlemen. I went straight to Michael Kennedy at Cineplex. I read his quarterlies, I saw where his pain points were, and I addressed them.
It's one of those things where I do believe there's still a good reason to have traditional distributors, but for my model you really have to look at the business of making films. It's a bifurcated media just like video games. There are only two kinds of movies that make money from a consistent ROI point of view. You have the big Hollywood tent poles and then you have the sub-$5 million independent genre films. Everything else is kind of the city of broken dreams. It takes a lot of money to make them and a lot of money on P and A.
My big thing is that if I can connect directly with my audience and build a database—we were one of the first companies in the world to do this—then I can go directly to them and use all the analytics I create to basically moneyball that P and A spend that Lui was talking about.
We can't afford to compete as Canadians with The Avengers, when it gets released and they spend millions and millions of dollars in this country, and spend on the same earned media that they do. We have to be less like a shotgun and more like a sniper to get our job done. Again, I'm like Wayne Gretzky. I'm playing the puck where it is three years from now. I'm not trying to answer questions today but take big risks on tomorrow.