It was an unknown quantity. People didn't know the story, didn't know about the performances. It needed to be in theaters and get people talking before they were going to buy a copy to keep forever.
I think Fox's secret is like Warner's secret: It was the product we put out this year. It worked and people wanted to see it. It's a matter of the mix of movies and we were fortunate.
There will always be people who move here, find nirvana and then want no more. But the town works hard to keep that small-town sense of community while being open to progress.