It has been a battle. It's been just a fascinating ride for us. Enlightening. Everybody sees this marketplace, but there's a barrier to entry, which is a cultural barrier. |
It's really our belief that if you take away some of the enormous films, a theatrical release often is a loss leader. That's not our strategy. |
We're trying to mobilize much the same audience. But instead of getting people to go to the theater, we're telling them the film will be there if they go to church. |