collapsed because of technology. when all around the world everybody could download the movies that we were making, even in america we could download the movies we were making for free, when our movies were being pirated all over the streets of hong kong, beijing, everywhere, then suddenly there was no need to buy our dvds anymore. and the dvds, and this was astonishing to me, were responsible for 50% of the profit margin of the movie business. we think of the movie business as this grand moneymaking machine that makes profits of billions of dollars. but in fact, very few movies make that much money. and the rest of them pay for the losses of those movies. but the constant profit, the constant profit stream was the dvd library, buying the movies you used to love, and people buying a copy of their favorite movie to watch forever. >> and the new model of sort of