We're seeing, not only a crossroads in consumer demand, but the ... problem of getting the internet connected to the TV is starting to get solved.
Basically what we're trying to do is allow a consumer to build a digital library for the first time.
You also can stream the movie around the home.
Digital delivery hasn't arrived until the major studios allow home ownership, and now they have and now digital delivery is very real.
This is an endorsement that digital delivery of high value content has finally arrived.
Donat/Wald truly is a unique hybrid agency -- it combines the best of brand advertising and direct response, for a level of accountability we didn't see in any other firm. They designed a campaign that focuses on building our brand, while driving response.