There can be a lot of awareness generated by a Cinemax premiere. We capture a moment in history, capture who we are as a people. I had no idea this film could ever show theatrically. But these kinds of films will be with us forever. The key is working out what kind of release is right for what territory.
Every program is a different case.
We at least try to get a theatrical print to play at festivals, because this will drive international sales. Nancy Walzog spoke about the enormous changes she's witnessed in Tapestry's 10 years. Documentary sales have shifted to cable and satellite where licensing fees are a lot lower than the public service broadcasters who aren't buying as much as they used to. We find broadcasters have a lot more vested interest the earlier they get involved in the process versus selling it to them when it's done. We can pretty much put a project into play.