What was the turning point though where you realized the movie could have a lasting impact?
The first inkling of that at all I remember was we had secured play dates at midnight in New York at the Waverly and in Austin, Texas. And one of the people from Fox would check on the Waverly to see how it was doing. And every Monday after a weekend, I would call the manager of the Austin theater and ask him how we were doing. And he said, "The first couple of weeks we did okay. We got 40 people, now we're averaging about 50 people a week." And I said, "Looking to find a way to market it, what kind of people are they?" And he says, "It's the same 50 people every week." So we knew we had something, it was just how to get it into theaters. And the only way that we could was the midnight circuit, which turned out to be fantastic.