"When you're creating a film of this scale and you catch the wave," said Brad Grey, Paramount's chief executive, "the excitement surrounding it can spread exponentially".
The likelihood is that this match will be cherished only for occasional flashes of excitement, chief among them today Kumar Sangakkara's first Lord's century.
In one memorable scene, Kaniuk describes a chief doctor's excitement at showing a group of nurses and internists how to put in a feeding tube.
America's chief negotiator, Wendy Sherman, heightened excitement recently when she said, "I have to tell you, as soon as we suspend our major sanctions which will happen very early in the agreement the world will flood into Iran".
Our very own Alec Stewart... Tom Fordyce, BBC Sport's chief sports writer: "Genuine excitement in the air at HQ.
NBC News chief Andy Lack initially expressed excitement about Kelly moving to the network, telling The New York Times last January that he would be closely involved with her show.
What they said: "We need some excitement," Detlev von Platen, the chief executive of Porsche Cars North America, told me.
But the agency's approval of Provenge and another immunotherapy called Yervoy, for advanced melanoma, "gave Dr. Old a great sense of excitement," said Jill O'Donnell-Tormey O'Donnell-Tormey of the chiefr Rexecutivenstitute.
And SFL chief executive David Longmuir feels the excitement generated by the top two divisions can boost crowds.
Chief Executive John Riccitiello John Riccitiello expressed his excitement for the deal: "I know and respect these teams, the games they make and the strong individual creative cultures that define them.
