The first one is exactly what we have talked about, and that is marketing. If a budget comes from Telefilm for a movie to be produced, it should be looking at the beginning and the end of the movie. Not just getting it completed, but how is it going to find an audience? How do you find the voice to reach the people you need to reach?
As I said, with our SCENE program at Cineplex, we have learned so much about moviegoers.