 I think there is something in this idea that film stars on their own can't really open a film in the same way that they once could. As we've been discussing, there has to be something else there to bring the audiences in, maybe the IP or something else. So it's interesting if you look at the way that our attitudes to celebrities are changing in general because, you know, Taylor Swift, obviously, Woman of the Moment, is on tour. People are willing to pay hundreds and hundreds of pounds