People ask 'How does doing a film compare to doing an ad?' Well when you're doing a commercial you don't have to sell tickets. You have a captured audience. Which is actually completely rare and great it gives you a lot of freedom. When you make a film you have to do advertisements for the film.
I have always liked the idea of going to print because a big part of what we are about is to disseminate knowledge throughout the world and not just to people who have broadband.