. >> that's why juul says it helps cigarette smokers, altria, owns ikos in the u.s. >> phillip morris.s doesn't sell any products here in the u.s >> thanks, a new market obviously, that even the fda is coming to terms with appreciate it vcery much >>> more companies turn off the tv and movie models on their heads. how the race could create xtother set of billionaires is ne >>> welcome back the content arms race is heating up and with more producers signing 9 figure deals, who will be the first to get that billion dollar paycheck? a lot of people think it could actually be jj abrams. on the cover of "fast company" talking about his future in the industry for more, bring in one of the writers, kasey, associate editor there. >> thank you so much for having me. >> thank you for having me. >> we've seen up to $300 million for ryan murphy at netflix, and then $400 million for greg b burlante but jj abrams, a billion dollar signing who would do it? >> when you look at the trajectory, he's absolutely on track to get even more considering all the things that his production company is doing, so