MILK CAP MANIA VOL 2 John Allen : director Bella Lenestour: producer MILK CAP MANIA was our get-rich-quick-scheme, capitalizing on the POG craze that swept the nation in 1993. Shot in DVCAM and Beta SP. The first show we edited digitally - 1994. 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. We did make some money on the whole thing, but it was not through filmmaking. Even though this film aired in Francophone countries of the world. We made our money by taking a 2% cut for getting distribution for Wackers in France and Italy. It was a craze in Europe for a minute and then the orders stopped overnight.