1. What competitive forces have challenged the movie industry? What problems have these forces created? What changes have these problems caused the movie and television studios to make?
2. Describe the impact of disruptive technology on the companies discussed in this case.
3. How have the movie studios responded to YouTube? What is the goal of the response? What can the movie studios learn from music industry’s dealings with online digital music and copyright infringement?
4. Should motion picture companies continue to use YouTube to promote their new films? Why or why not?
5. Go to YouTube.com and search for videos from your favourite movie or television show. What do you find on the site? Do you see any advertisements attached to the video? Do you feel this way of advertising is effective? Why or why not?