I don't know if he was the fourth man or the fifth, but he was certainly in the top 10.
Cinema, which is influenced by every single part of life, is direct and reaches you immediately. And writing - the best writing is complex ideas communicated concisely. And music - if it's a good tune, make sure people can bloody hear it.
Having come up in the era where movies are only movies if they're released in the theater... I don't know if that holds true anymore. I've been involved in some movies that have gone 'direct-to-video,' and that used to not be a good thing, but now it's different.