Motion pictures should probably be granted a short headstart in the release process. But it should coincide with the theatrical lifetime of a production of about three to four weeks. Even better, it should be adjusted to the box office life – if a movie performs so well that people keep flocking to cinemas, DVDs should wait. On the contrary, if the movie bombs, it should be given a chance to resurrect online, quickly, sustained by a cheaper but better targeted marketing campaign mostly powered by social networks.

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