Early in their history "Sesame Street" and the CTW began to look for alternative funding sources and turned to creating products and writing licensing agreements. They became, as Cooney put it, "a multiple-media institution". In 1970, the CTW created a "non-broadcast" division responsible for creating and publishing books and "Sesame Street Magazine". By 2019, the Sesame Workshop had published over 6,500 book titles. The Workshop decided from the start that all materials their licensing program created would "underscore and amplify" the show's curriculum. In 2004, over 68% of "Sesame Street"s revenue came from licenses and products such as toys and clothing. By 2008, the "Sesame Street" Muppets accounted for between $15 million and $17 million per year in licensing and merchandising fees, split between the Sesame Workshop and The Jim Henson Company. By 2019, the Sesame Workshop had over 500 licensing agreements and had produced over 200 hours of home video. There have been two theatrically-released "Sesame Street" movies, "Follow That Bird", released in 1985, and "Elmo in Grouchland", released in 1999. In early 2019, it was announced that a third film, a musical co-starring Anne Hathaway and written and directed by Jonathan Krisel, would be produced. In November 2019, Sesame Street announced a family friendly augmented reality application produced by Weyo in partnership with Sesame Workshop in honor of the show's 50th anniversary. Jim Henson, the creator of the Muppets, owned the trademarks to those characters, and was reluctant to market them at first. He agreed when the CTW promised that the profits from toys, books, computer games, and other products were to be used exclusively to fund the CTW and its outreach efforts. Even though Cooney and the CTW had very little experience with marketing, they demanded complete control over all products and product decisions. Any product line associated with the show had to be educational and inexpensive, and could not be advertised during the show's airings. As Davis reported, "Cooney stressed restraint, prudence, and caution" in their marketing and licensing efforts. Director Jon Stone, talking about the music of "Sesame Street", said: "There was no other sound like it on television". For the first time in children's television, the show's songs fulfilled a specific purpose and supported its curriculum. In order to attract the best composers and lyricists, the CTW allowed songwriters like Joe Raposo, "Sesame Street"s first musical director, to retain the rights to the songs they wrote, which earned them lucrative profits and helped the show sustain public interest.