With the audience found, trailer complete, translations done, and social media assets finished, the campaign can launch to the public. Obviously the trailer will launch online, in cinemas, and on televisions too. Nowadays much more advertising spend goes on social media marketing than ever before. In the past, about 50% of the film marketing budget was spent on TV advertising and the other 50% was spent on online and social. It’s now 75% social and online and only 25% is committed to TV advertising. The shift in content is being driven by strategy and marketing spend on the studio side. The move into social has upped the volume. If a piece of content is used today, then it’s done. Then you need another piece of content tomorrow, and the day after, and so on. So it’s certainly changed the approach to marketing and the volumes of content we deal with.