But, as Craig mentions, it must have been a hell of an elevator pitch.
I want whoever did it to do all my marketing going forward
I think it's cool the Beatles / Apple Corps let this happen. I mean obviously, it's good for the Beatles legacy, but still companies like that can ask for outrageous licensing fees that kill a project.
One byproduct of the movie: hearing a lot of the songs done only with acoustic guitar or piano reminded me how good the songwriting was. I think sometimes McCartney was overkill, and while the arrangements were often brilliant, they sometimes obscured the elegant simplicity of the songs.