(Christopher Nolan, /FILM)

We don’t know what the story is, we don’t know when the movie will be released and we don’t know who will star, but fans of Christopher Nolan are excited.

Cinematographer Will McCrabb started this buzz-worthy news on his Twitter account, citing that the famed-director has completed a “comprehensive draft” for his next movie. There are no other details. Why does this matter? Aside from the joy this brings to Nolan’s dedicated fan base, it highlights the uniquely relentless attraction to all things involving the practicality-rooted, epically staged director. There are dozens of talented movie directors and celebrities in Hollywood, but the man who directed The Dark Knight trilogy and the mind-benders Memento, Inception and Interstellar has achieved what Apple has earned in the technology sector.

A rumor of simply starting something new (a movie or phone) is equivalent to interest gained from an extensive, tightly-orchestrated marketing campaign.

That’s incredible.

Reaching this point wasn’t easy or quick, but paving this reserved express lane in the bustling, chaotic age of information is a remarkable accomplishment. While endless speculation will follow about what story Nolan’s next project will focus on (stay tuned here), an intriguing tangent to briefly venture off into is how Christopher Nolan and Apple reached this level of fandom and mystery.

In their own way, Nolan and Apple make high-quality, original products with substantial investments that take their consumers seriously. In short, they reward their followers and, in return, their followers reward them. A lasting relationship is built. And this type of bond is transferable in any industry. Once this relationship develops, the benefits are wonderfully powerful.

Apple’s story was and is driven by the personality and mysterious genius of its co-founder Steve Jobs. Christopher Nolan and his cinematic family (wife Emma Thomas and brother Jonathan) write, produce and visually project their genius on the silver screen. At the heart of all this is imaginative storytelling. They present things in ways that make us want to voluntarily escape into their worlds and explore their visions. We immerse ourselves and become part of their story and reality.

Sorry MasterCard, but that’s priceless marketing.