You Can't Get Out of Bed for Less Than 30

"I was under the illusion that with a smaller amount of money used in a very surgical way, you could achieve the same result," he says. "It just didn't work twice because I did it again on unsan and it didn't work again." The studios were right about everything: "You can't get out of bed for less than 30 minutes every day to create awareness", he adds. 'We had $20 million in marketing in each case. It wasn't enough'