By the time we launched, we were very comfortable with the way the marketing [settled] in terms of [the share] being about fifty-fifty." Boeing introduced the Max in front of thousands of employees, but relatively few members of the media—more than eight years after the decidedly high-profile unveiling of the Boeing 787 Dreamliner. The difference between the two airplanes' respective rollouts reflected the company's effort to project an all-business approach to producing the first new 737 variant in 19 years, renewing its focus on getting the job done rather than the pomp and ceremony that went along with the Dreamliner's introduction. Accompanied by live music, an assemblage of celebrities and a worldwide video feed, the 787 rolled out with great fanfare on July 8, 2007. But after a series of production problems and delivery delays, Boeing didn't manage to deliver the first Dreamliner to launch customer All Nippon Airways until Sept. 25, 2011.