The leaders of the Mormon church strongly discourage R-rated content. So, in order to better serve their Mormon clientele, enterprising video stores in Utah started to offer “clean” or edited versions of popular titles like "The Matrix" and "Titanic." Soon the idea took off, and multiple franchises sought to capitalize on brands like Clean Flicks and Flick's Club. Unfortunately, no one consulted the copyright holders. Hollywood power brokers became vocal opponents about having their work re-edited. As quickly as the clean movement blossomed, it started to unravel, with legal threats from Hollywood and accusations among rivals.