One day to shoot, three days to edit and hundreds of days of marketing, promotion, bragging and begging. Einstein was right e=mx(cxc). This translates in movie terms to exposure equals movie (a finite quantity) times communication multiplied by itself (an ever increasing quantity). What this equation conceals is that to get a measurable exposure you need a very large amount of communication which is achievable through large amounts of time and money from one source or a large amount of sources (the viral route).
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