You would think the president of Twentieth Century Fox would have better things to do with his time than surfing the Web all day, but apparently that's not the case. Mike Dunn actually frequents Amazon.com quite a bit, but it isn't to purchase items for himself. The man is actually checking out pre-order sales of his studio's titles to see what's in demand and what isn't. As it turns out, he's not the only studio head to do this, and many others have been using both Amazon and Netflix as a kind of barometer. Such an approach isn't needed for mega blockbusters that have the promotional force behind them already, but consumers, merely by signing up for pre-orders, are telling studios that smaller films like What the Bleep Do We Know!? have an audience as well. I think this probably works better for movies than it does for TV shows. I think people tend to snatch up first seasons right away, especially of older, more nostalgic shows. However, the novelty tends to wear off and subsequent seasons end up not selling as well.