McElroy coined the term “wise content” to describe content that is dramatically impactful, inspiring the people who encounter it to take action and organize for change. A classic example is the re-release of the 1936 propaganda film Reefer Madness, which became a cult hit on college campuses in the 1970s and allowed the distribution company to expand its presence in the film world. That distribution company, New Line Cinema, was later responsible for runaway hits like A Nightmare on Elm Street and the Lord of the Rings trilogy.