MILK CAP MANIA - PROMO MILK CAP MANIA was our get-rich-quick-scheme, capitalizing on the POG craze that swept the nation in 1993. We made a deal with a distributor to WalMart who told us, "there are 4 P's in our business. Price, Placement, Packaging and Product. Product is your job and it's last on the list. You can give me whatever film you want, it doesn't matter to me. Once it's sold I've done my job." That was my tough lesson in filmmaking.