But did they play that game just brilliantly and have others copy them to the point where Fox Searchlight has people believing that Hilary Swank is a lock for a Best Actress nomination this year. But this whole idea that everyone in the press is now writing that this is a fait accompli seems to me insane. It's not a new thing anymore. But if you trace it from '94 forward, I mean, Miramax started working harder on this in '92, and then harder still in '93 and then they nail it in '94 and it's been onward and upward ever since. You can't even say what their ultimate triumph has been.
Marketing is king.
And we're not talking about getting a good review in the New York Times and the Village Voice. Even if the myth is, hey I maxed out my credit cards. And of course, using video technologies, whether they happen to be digital or Hi8. But anyway, those are the bad results. The result is that Artisan goes from being one of these mid-level companies that I wanted to sing the praises of, instantly into the stratosphere, so that's one thing that's bad.