Fans have come to expect this kind of thing.

We looked at what this movie was about, what the themes in the movie were, at the audience we were targeting and at the available digital devices. We wanted to carry those concepts through our digital marketing campaign, so we thought of a BlackBerry game -- and then we looked at how to make it happen.

When we first started using the Internet to promote, some ideas were ahead of their time. Now bandwidth has caught up to ideas.

I originally developed the Chicken Fries for my fans. They have been so popular we made Buffalo Bites to add to the excitement.

There's an expectation from the fans and the public, because of our playing roster, so if we return with anything less (than the title), then yeah, we could be considered failures.

I remember a lot of people from Dallas that were just big Arkansas fans and just glad to have us there and pulling for us. It was a great feeling because when we were there, it was like we were at home.