act festival documentary

So I hear from a few sources the ACT documentary cost mega bucks with seemingly little benefit to GCN shareholders. How does everyone feel about this spending of company dollars on projects of little benefit to shareholders? I don't mind if it's a small amount and in the name of building good relations but the amount I'm hearing that was spent makes me want to puke. I believe it was a poor decision by the company to go ahead with that project. Can anyone think of a positive to come out of this?