fine art skill that an editor puts together and yet watson was able to do this thing that the human does in -- it would take months apparently to cut a movie trailer and watson sort of did it in a day. explain how. >> watson helped the film editor do this in a day and something it would take him weeks to do and this is an element on one path that we have worked on which is creativity. so in fact, what watson is doing is watching different movies and how people respond and what is it they are responding to and then looking for, in this movie, what are the elements that would duplicate that. and then giving that input to the person putting together the trailer to have them then put together the most popular trailer that is going to get and illicit the right audience behavior from that. so it is very much that idea of the systems could learn and they are learning by observation, reaction, knowing how people's brains work and how emotions react and puts all of that together. >> so what it suggests is that all of the things we think of as