forgive my naivete with this... what about all the Oscar winners and lovely little understated films that fly under the radar, but still do well. how does it work on the back-end with rentals and DVDs et. al.? does that play into how they determine what they will and won't do? what's in their ROI formula? it's one of the questions that sticks with me regarding the SBD mantra, which I totally understand, but how far can SBD take them? is it cyclical? don't they want to take chances and don't they think movie audiences are evolving and, while the popcorn flick will always do well, don't they think people are more hip to the cerebral flicks now and then? or is that something strictly left to the indie market. can indies ever be mainstream or is that an oxymoron? what about the little movie that could? examples: The Hurt Locker, Napolean Dynamite, Juno, Winter's Bone, etc... I assume these were never intended to be blockbusters, but they obviously resonated with audiences and were well received by critics. What ultimately constitutes success to a studio or movie house or to the guys watching Wall Street?