“Rodeo is more than bull riding,” Johnny said, “and right now everyone is presenting it in the same old way. Like we’ve been saying, this is a chance to do for rodeo what the X Games did for skateboarders and snowboarders. We can take this sport to the next level on your network.”

“If I didn’t think there was a chance of that, we’d have stopped talking a while ago. But I don’t have a completely open field here.”

“This movie is going to generate a wave of interest in rodeoing and cowboys. Do you really want to be standing on the sidelines when I produce the first rodeo Super Bowl? I’ve got the talent already tied up, sponsors interested, and an agreement in the works with two pro rodeo associations.”

“Now that I know you have the full funding,” Esty said, “I’ll talk to the Spanish-language television people in Florida and Mexico City about taking the next step and formally bidding on a share of the rights.”

“Why have they been dragging their heels?”

“It’s human nature in the television business,” Espy replied. “No one wants to go out on a limb with a project that doesn’t already have the market’s seal of approval. But they loved the footage of your Hispanic cowboys, Lovato and Maestas. Now that the production financing is nailed down, I don’t think it will take too long to bring them on board.”

Johnny had put every dime he had into developing the movie. He’d get a producer’s fee for the film and an agent’s fee for the cowboys who had appearances in the movie, but he was out advances against the rodeo stars he’d signed up for the new circuit. Unless he could get corporate sponsorships and seal the deal with Esty, his super rodeo circuit would be dead in the water and he’d be bankrupt.

“When do you expect a response?” he asked.