When we first started using the Internet to promote, some ideas were ahead of their time. Now bandwidth has caught up to ideas.

We looked at what this movie was about, what the themes in the movie were, at the audience we were targeting and at the available digital devices. We wanted to carry those concepts through our digital marketing campaign, so we thought of a BlackBerry game -- and then we looked at how to make it happen.

Fans have come to expect this kind of thing.

I think it is hard in the Internet era for a monthly magazine to keep current with ideas and events. They might be in the position the daily newspaper was in in 1958 when television came in.

Chance favors the connected mind.

Berners-Lee was supremely lucky in the work environment he had settled into, the Swiss particle physics lab CERN. It took him ten years to nurture his slow hunch about a hypertext information platform.