An idea that Chuck Tyron brought up that I thought was interesting was the way that digital distribution, such as the Hulu and Netflix Iphone apps, entirely influences the ways that “studios work to redefine the consumption habits of movie audiences”. He explains that the focus is no longer on DVD sales, but rather on digital distribution strategies such as pay-per-view and other strategies that give consumers “temporary” access to a movie that give us that consumer empowered feeling that we love so much. Tyron reports, “According to the Los Angeles Times, DVD sales revenue declined by 7 percent in 2010, continuing a streak of several years in which DVD sales decreased” (page 6). This point made me think of the enormous success the movie The Interview obtained from being released in the format of online rental, rather then being debuted in theatres. The Interview has earned 40 million in Internet rentals (Sony’s most successful digital release) and 11 million in theatres. Obviously, one could argue that the movies success in Internet rentals could be attributed to the publicity it gained through the threats from North Korea coupled with Sony being hacked before the movies release. While this undoubtedly played a role in the movies success, one also has to wonder how well the movie would have done if it were released in theatres first, as tradition would hold. As a person who very seldom goes to the movies, I can say that I probably wouldn’t have watched this movie until it came out on pay-per-view. Not because of the threats from North Korea, and not because I wasn’t interested in the movie, but because I just simply don’t enjoy going to the movies. There are various reasons why I don’t go to the movies, but the main reason is that I’d rather assert control over when I watch a movie and would prefer to do this in the comforts of my own home. For this reason, I am willing to wait a few months until a movie is released in pay-per-view. In a sense, studios have lost their control over my viewing habits, since I now choose not to see a movie in theatres and wait to watch it at home. But because The Interview was so easily accessible, I took the time to watch it. This led me to think about the way movies are traditionally released and how this traditional method may be hindering the potential earnings a movie can make. I wonder if one day it will be the norm for the first release of a movie to be in the form of online rental, rather than in theatres, and if this will increase the profit a movie makes. Theatres are already showing that they are threatened by the implications of digital distribution, as evidenced by efforts to make the theatre more luxurious and comfortable. But can more luxurious theatre seats really curtail the ever-growing implications of digital distribution? Probably not.