Midnight in Paris was a surprise hit; the story was great, and it was incredibly funny. But it also let us go back in time and hang out with these famous artists and writers. It lets you hang out in that universe.
There was an opportunity there, I think, for a transmedia experience. There was an opportunity with the music for a soundtrack that would let us revisit that story. There could have been episodic content online that offers more doors for you to walk through.
I think telling stories through transmedia is the type of thing that studios and advertisers are interested in, since you have stories that are continuing online, and that’s where you can get viewership. There’s a whole marketing system that can be built around that, and ways to generate revenue.