It's about Telefilm funding. Have a mandatory minimum marketing spend that is actually substantial. Every time a movie comes out of Hollywood, they don't make the movie and then say, “Okay, now how are we going to market it?” They build that into the original budget, and it is a huge percentage of that original budget. It is about being able to communicate with the general public and tell them, “Hey, this movie is coming out. This is why you are going to like it, and why you should get off your couch and choose to spend your money and time to go see this movie.” They care.
Our customers are very precious about their entertainment time and dollars. Unless you can convince them—