yeah yeah yeah definitely um okay you want to go into

lessons yeah so some lessons learned i think um you know we've seen this time and time again in a way like giving the audience something to decode this method dressing is kind of turning these passive observers me um didn't know anything about the movie but i saw her dressing and got interested like you get into active participants and i do i do remember being like oh like i wonder what she's going to do next because apparently there's some kind of press tour it's very very swiftian if you will um and yeah like everyone wants to figure out like what's the next reference like what's the next movie what's it going to be which dress is it going to be um i think another thing another lesson i had um is like the concept makes the press tour a campaign like each stop is a new installment it's not just another interview not just another pretty outfit it becomes like a moment that as we said before people are looking forward to They want to get in on it.

They want to know what's happening.

They want to know what the next recreation is going to be.

And then that kind of goes into when the press store itself is a story.

Like, you don't need to spend on more promotion.

Like, the media is now covering it for free.

Um, and it really works for people, right? Like, I mean, we still haven't been able to go see it because I want to go see it in 70 millimeter here in LA, but it's been booked up, right? For all this time.