JL: The main reason was the unfavourable situation faced by smaller and independently produced films in the traditional marketing of films (cinemas, TV, Cables, DVD). Smaller films not only face stiff competition against big box-office blockbuster movies fighting for cinema screens and attention, even marketing and promotional budget needed to sell a small film would cost more than production cost. But with the emerging of various VOD platforms (VHX, Reelhouse, Vimeo, PivotShare, Distrify) and trends in the U.S. and around the world, it made sense that this is the best way for small budget filmmakers to sell their movies direct to audiences or fans.