In our opinion, promotion is key. It is a really important component. As Mr. Hennessy mentioned, the Canadian environment is extremely competitive. We have to deal with American film promotion campaigns that cost tons of dollars. It is important for us to work together to promote our talents. That is indeed what we do with the Canadian Media Production Association, the Canada Media Fund and the provinces.
You spoke earlier about how we can help emerging talent. I think we have to help them to make their first film, but we also have to get them known to the public, especially with initiatives such as movie night. In my opinion, it is important to promote our cinema and our talents through such activities.