Movie Marketing 2.0.

Mark Cuban owns a cinema chain. He offers a job to anyone who comes up with a workable innovation in movie marketing. The blogpost receives hundreds of ideas of varying quality.

Universal Pictures make a lot of movies. They spend thirty minutes discussing a new movie with a movie blogger. The word spreads like wildfire.

Leon Redgate bought his local run-down cinema. He runs it with volunteers as "a place that brings the town together." The venture makes money.

Three separate conversations in the same marketplace. All very different but united by passionate users, community spirit and a willingness to deviate from the norm. They could be on to something.