We have been in movie theaters ... since 1999 showing movies to paying audiences. I think that's a fairly good track record of technology.

We were very fortunate that all the movies responded very, very well. Audiences like them and went to see them more than once.

In the box-office slump of the last year, these movies are the only movies that audiences are responding to. Both Saw II and 'Hostel' were made for US$4 million, and they're beating movies that cost US$200 million dollars.

We're trying to expand our audiences and have as many people as possible exposed to the orchestra. It's a whole marketing strategy that we hope will better picture us as a 25-year-old organization with a vision for the future.

As the price of the sets comes down, it's a whole new set of customers.

Summer is when audiences expect us to deliver excitement. Some movies just didn't fulfill that promise.