It's insane. We honestly have no idea how this all happened. The original marketing plan for Once was to get one 35mm print made, which was going to cost us like four grand. A lot of money. We were going to drive around Ireland in a car, and [writer/director] John [Carney] was going to introduce the film. We figured there were enough Frames fans in Ireland to fill the cinemas. I was going to play a few songs with Mar at the end, and we were going to sell the DVD on the way out. That was huge.