Mark Batey

And that's my point.

I mean, the big companies, you know, when they try to experiment with something, they hire another expensive consultant and they spend two years researching it.

They spend more than I spend in doing the whole experiment and then decide no.

You know, I put a budget aside, a few hundred thousand pounds.

I said, let's try if it doesn't work.

We move on.

Well, I believe in honoring our obligations.

So we signed up for three years.

You have to stay until the end and then you give them notice and they take the cinema back and then they close it down for good a few years later.

So it was the wrong location as well, let's be honest.

Where are you at now with the Easy Cinema brand?

Easycinema.com went on to become a DVD rental service, and now it's going to become an app for rating movies.

In Greece, where we found the right business partner, is a streaming service.

So Easycinema.gr is the Netflix of Greece.

And the other example of location, location, location, I stumbled across an abandoned movie theater in the middle of Athens.

Remember, I was born in Athens, my birthplace.

And this is the most charming open-air cinema under the Acropolis.

So I got a bargain.

I paid for it a couple of million euros, I think.

And I said, we're going to find this solution.