116 Filmmakers and Financing Festival ended with another energizing keynote speech. In 2008, we had Mark Gill of the Film Department saying that the sky was falling. This year we had Jim Stern of Endgame saying to "respect the money" and "think market" when making a film. This caused a flurry of opinions on which was more important--one's artistic expression or money? My view has always been that both are. If you are using your own money, you can do anything you want. On the other hand, if you are using someone else's money, it doesn't mean that you automatically have to forgo your artist intentions; you just have to make clear to your financial source what the chances are that they will every see a return on their money or profit. Then it can be their decision, which is more important. Although I address this in other parts of the book, it is impor- tant to repeat here. We are about to review markets that either have fewer restraints on what you say and do (the Internet and direct- to-DVD) or are driven by a different artistic style and largely edu- cational themes (large format). I could probably just repeat the chapter from three years ago. The most that would be missing is