Well, Lions Gate has come up with several clever ideas for their own posters and Roger and I had proposed an idea early on about using this artist, Gottfried Helnwein. Roger had been a big fan of his and we actually used Helnweins work in the movie in a scene thats no longer in the film. But Roger had been a fan and we brought Helnwein, who had just moved to Los Angeles, to come see the movie and he really responded to it. We asked him if he might be interested in helping us design something as a poster for the movie and he agreed, on the condition that he could come up with an idea and some single image would strike him that he thought could represent the film. He called us back and said, I think I might be able to do something based on the suicide scene in the movie. So, we set up a photo shoot and he basically recreated that scene to his own imagination, to his own eye and he came up with the image that were using.