Our argument is that people want to go to the movie theaters because they want to go to the movie theater. It's not about seeing it just because it's not at home. I have food at home, too, but I still go to restaurants.
In this world, people don't want to wait.
The Internet started in a silent-movie phase -- a text-oriented Internet. But now it's moving. We look at ourselves as that portal that people come to for streaming audio or video programming.
Why do we make the assumption that five months later people are still interested in your product?
We want people to go to the movies. But the reality is that this is a digital world and we have to adapt to that reality.
This way we can cut through the clutter once. We'll spend the money once and allow people to buy it however they want to consume it, whenever they want to watch it. Imagine that, literally listening to consumers.
We've got a business model in place that works in today's market. The ability to reach people in the office, the ability to reach the daytime in-office part has never been done before.
If it's good, people will see it. If it's bad, we could release it on everyone's cell phone the next morning, and no one would watch it.