One of the products and services that made a big splash at CineEurope in 2017 was Qube Wire, which was just being launched commercially by its developer, Qube Cinema. Some of the buzz around Qube Wire surely had to do with curiosity; both over what the new offering was all about, and why a company like Qube, which had built its reputation as a digital cinema hardware manufacturer, would build a platform for global theatrical content distribution.