As Bushnell heavily marketed the Pizza Time franchise hoping to expand into new markets, the concept began attracting high-profile clients such as Robert L. Brock, best known for his extensive portfolio of Holiday Inn hotels. In 1979, Brock signed a multimillion-dollar franchising agreement with the Pizza Time Theatre Inc., and expected to open as many as 280 Chuck E. Cheese's locations across 16 states in the United States. Shortly thereafter, Brock became concerned about protecting his investment, noticing companies such as Creative Engineering, Inc. (CEI) on the horizon designing more advanced animatronics. He grew concerned that future competitors would emerge with better technology. Bushnell previously reassured Brock at the signing of the franchising agreement that the company's technology would continue to evolve. However, prior to the grand opening of his first location, Brock decided he wanted to void the agreement with Pizza Time, and instead, form a partnership with CEI.