Smoking Crack

If you ask me. They are trying to make a movie studio into a lifestyle brand. What the hell is a lifestyle brand?

The Rogue lifestyle brand launches today claiming to embrace "the convergence of pop culture, music, and fashion. Like these culturally, artistically, and digitally enlightened trendsetters, Rogue embraces culture, history, and style with a smirk. With the ability to harness the pop culture-making power of the big screen and directly connect it with the mass grassroots (mass-roots) communication power of social networking, the Rogue brand provides the ultimate in digital connectivity."

Sounds impossibly stupid and vague. But I'm not in the age bracket.