 But they did not actively begin looking for game developers.The first goal was to gain the marketing commitment for "Citizen Siege", "because films usually have more marketing dollars behind them, and that's how you're really penetrating brand awareness into the world audience," and once that was achieved, the deals for games and television would come easily.Revealing their objective during this era of the company, Lanning explained that they wanted to "amortize the assets across multiple platforms and really kick machinima into a new level of storytelling and quality."