timelessness, a classic movie, you know, conquers all. that was what we wanted to get across. and just getting people to watch it. >> how big a part was it to use the stars of the film? they came on this show and they were -- great advertise. for the film. how important is it to get your front people out there selling that movie? >> it's -- important to get it -- a movie connected to an audience, and it's important in an oscar campaign. the thing you have to remember on movies like "the king's speech" or "black swan" or "social network," these are not the movies audiences are rushing to see like they want to see "batman" or "ironman." those are the kids driving the box office in great movies. these are adult movies. adults have a lot to do. they're watching the crisis, they're watching the news, they're watching their kids. to get an adult audience motivated, you've got to use all the firepower and create all the excitement you can. that's what we do. >> when you heard the words "best movie "the king's speech," what did you feel? >> i was belated. absolutely jumping for joy.