The challenge is to find a way to get those millions of people to become a part of the support that AFI needs to generate new revenue. But it means the AFI story will now reach more people than we've ever been able to reach before, and on a hands-on basis. You say that film is the most successful art form of the century. All art has a relation to commerce. All artists are interested in finding an audience.
All artists seek recognition and communication and a relationship with an audience.
At its highest level of achievement, the moving image does become art, and does have something to say to future generations. But the balance between art and commerce is always a source of tension, and in the art of the moving image, that tension is even more intense. That's because this art form is the only one in which the artists cannot afford their own tools. And because the cost of those tools is so high, the pressures and tensions are much more intense, and result in any number of repercussions. I wish I could tell you that we are an enormous influence on the commercial sector, but that's not our role.