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I'm sorry to disagree with the second comment above but he/she couldn't be more wrong. Until producers start to engage directly with audiences and the process of marketing their films, they will always languish in some kind of complacent backwater, able to blame sales companies and distributors for their films' failures. Producers always made how their productions were released a priority before the separation of production and distribution that has so damaged the industry. What David Puttnam is talking about is spot on. Embrace the enormous opportunity of new media and get out of your ivory tower of privileged, auteurist producing where the last thing that matters is the audience. Of course producers have got time to look at ways of improving a films chances with its audience. In fact, it's part of a producers job. . It's their duty.