his movie, "wanted." >> we know that our audience, our target audience is teenagers. we understood that the place where we can find them, it's an internet. and what they like and what we like, it's a viral video. >> the video plays off a scene in the movie where a young office worker smashes a colleague over the head with his keyboard. >> if we will extend it, what if we make a viral video action spot? i didn't expect that it would be so popular. in my mind, if it's like 500,000 people, it's great. >> in fact, the secret advertisement got nearly 4 million views in the first week it was posted. for bekmambatov, viral videos were a natural marketing choice. >> i really like them because it's very organic. it's the future because you don't have to pay for that. you didn't have to pay to distribute.