Interesting thought. I met with the SVP of distribution at Paramount last week, and she asked me this. "What makes you go to the movies?" I told her, the movies that are able to creatively engage me via the Web are the ones I go and see. If I can catch a trailer for Quantum of Solace from my iPhone or iPod, it's much more effective than a 15 second TV spot I'm barely paying attention to watching my favorite show. Thanks for sharing.