Brad, the "hook" aspect of your comment is especially true in today's Hollywood.

Brad, the "hook" aspect of your comment is especially true in today's Hollywood. They are *so* obsessed with franchises and pre-existing content. Which is why we have so many sequels, prequels, "shequels." Any original project has to have a strong story concept and that invariably = Hook. What is that central conceit which will cause a consumer to pay attention? With projects based on movies, TV, books already known by consumers, less of a concern. Original content? It's a significant contributing factor in determining a project's fate.

In the case of Cocaine Bear, knowing Brian Duffield like I do, and Lord and Miller's reputation for storytelling, I have a hard time imagining the project is lacking in that department.