In a recent story on National Public Radio's All Things Considered, he spoke about how connectivity is putting new pressure on the studios. The new Shasha Baron Cohen movie, Bruno, went into its opening weekend with a lot of what Horne calls "marketability." People knew who Cohen was, they remembered his hit movie Borat and were eager to give his new film a try. But then, said Horne, "People came out of that movie and started texting and twittering their friends and telling them it wasn't any good. So from the Friday opening to Saturday, Bruno ticket sales fell off 40%, which is just unheard of."