Sixty-one fledgling filmmakers fought for top honors in the 2008 "Why It’s Cool to Be a Paul Mitchell Future Professional" video contest. Each Future Professional posted a 3-minute video on YouTube and campaigned hard to get family and friends to vote by viewing and rating the videos. In all, the contest netted 189,919 views. Four grand prize winners received a trip to Los Angeles for a performance of Wicked at the Pantages Theater followed by dinner with Paul Mitchell CEO John Paul DeJoria at his Malibu home, Paul Mitchell Schools Dean and Cofounder Winn Claybaugh, and TV star Fran Drescher.