Caleb Knowles proposed ideas for a magazine focused on music, gaming, film, or skateboarding. He settled on a film magazine called "Matinee" that would feature advertisements for new films, details on a made-up film including behind-the-scenes images and profiles of the actors and director, action shots from the film, a description of the film's title, genre and plot, and short reviews from critics. The magazine would need models to portray actors, props like microphones and cameras, actual cameras for photographs, and a black screen to serve as the background for promotional images of the fake film.