Posted at 10.16.2018
The target of the following discussion paper is on the Macro Environmental theme of Online Movie Loading and its influence on the consumer behaviour in the global movie industry. The next sources were considered as research materials to bring about the understanding of the prospective influences this change which could thrust upon the industry.
The reason for the following dialogue paper is to understand the new technical progress in the movie industry and it's impact on consumer behaviour. To aid the purpose of this article, both key and secondary data has been taken into consideration. After a books overview of the available resources, the radical changes on consumer behaviour were examined. It was motivated that digital technology have affected the consumers to truly have a inclination on home movies over cinemas.
Over the years, technology of new technology has considered a new move and has brought on a major effect on way of life and behaviour of consumers. The annals of the movie industry will go in the past to 1896, where Thomas A. Edison and Thomas Armat shown the first film on a general population screen in america of America. 
There onwards, they have developed from nickelodeons to videocassettes, DVDs and today to various online movie channels. Popular online Dvd movie and Blu-ray disk rentals services such as Netflix, which offers services such as movie downloading facilities through devices such as Wii, PS3 & X-box, has cultivated a significant effect on consumer behavior complementing the busy schedules of each individual. 
Due to high digital accessibility, most consumers have many choices on browsing the Internet to choose their favorite movies. Furthermore, the current economical situations have increased the cost sensitivity of the consumers. The demand for digital content usage by consumers will be hoisted in the near future that may cause in releasing new technological devices. 
The goal of the following discussion paper is to further understand the increasing tendency of online movie loading and renting in the movie industry and its effect on consumer behavior. A discussion of this nature will gain the movie industry in understanding the type of the impact on consumer behaviour credited to online movie loading.
The appearing theme of online movie streaming and rentals in cooperation with hi-tech devices can make a significant impact on consumer behaviour. To be able to prove these statement a second research was performed by means of a books review through an industry evaluation, the effect on the MESO factor, consumer behaviour, analysis of the main element players in the web movie industry etc.
The principal research completed mostly limited to Sri Lankan consumers (i. e interviews, questionnaire). The sampling was limited by a certain quantity and the supplementary research was generally based on figures available in U. S. A.
In a time of digital progress, it isn't difficult to identify the emerging theme
of Online Movie Streaming and Rentals. Currently, there are a huge selection of websites accessible to consumers to download and stream films at a lesser cost, making it a favorite among consumers in most parts of the planet. Solutions such as Placeshifting, which allows a person with a "broadband Internet connection to have video streams from their home television place or personal video recorder (PVR) forwarded for browsing at any location where they have a computer display and a high-speed Internet connection",  is a significant benefit to people with active schedules outside home. These have triggered a massive effect on the movie industry, which includes created a lot of competition among Movie rental companies and as well as movie theatres. 
According to the report 'Online Films: A Global Strategic Business statement' offered by Global Industry Analysts, the planet online movie market is likely to increase up to $ 4. 44 billions by 2017. The fast increase of movie downloads through the Internet is because wide availability and intro in more advanced broadband facilities with computers consisting of hard disks with a more substantial capacity. Furthermore, key players on the market such as Apple and Netflix have presented Internet ready set-top containers, providing the ability for the consumers to download the preferred films or tv shows with their personal home theatres. 
The growing style in the online movie industry has generated a considerable number of players on the market. The following analysis is based on the main element players that are currently competing among each other.
The movie booking was taken up to a fresh level when Netflix launched their home delivery service to the customers', which created a competitive benefits over many other movie local rental services. Thereafter, Netflix presented the choice of accessing unlimited video loading online to the customers and never have to rent Dvd videos.  They also have agreed upon a $ 1 billion deal with Paramount Pictures, MGM and Lions Gate for his or her content to be put into the assistance.  Netflix just lately announced they would be reducing the amount of Dvd disks mailed out than the entire year before, as there was an 86% increase in the quarterly gains of online movie streaming.  However the company also stated that there is a probability of a considerable increase in the license cost of content to its streaming services by the second quarter. 
VUDU is something where recent films are provided on demand without a monthly membership or deal.  The consumers simply pay a cost of US$ 2/- per movie rented for 02 nights. Regarding to Pogue, 2010 it is a set top package that links to the Internet, which provides a huge selection movies that arrives on the same day the films turn out on Dvd disks.  They just lately developed their system by collaborating with other companies such as LG, Samsung and Mitsubishi, where the same service is made into the TVs and Blu-Ray players. 
This is a movie local rental service available by means of kiosks all over the United States. You can find over 27, 000 kiosks located nationwide generally in most convenient places for consumers such as food markets and convenience retailers. Consumers are able to reserve videos online or through the Redbox i-phone request, rendering it possible to rent on the run. 
A recent announcement created by You Tube proclaiming that they will be increasing their online loading movie hire service by adding 3000 videos in agreement with Common Studios, Sony and Warner Brothers for their films to be rented on site. 
In order to comprehend the impact on consumer behaviour with regards to the topic, it's important to derive it as a thought. According to Schiffman et al, 2001, consumer behaviour is thought as how consumers take action in the functions of seeking, purchasing, using, evaluating and disposing products and services that they be prepared to cause their satisfaction and personal needs.
According to the interview placed with Mr. Bennett Rathnayake, he explained that there is a clear reduction in the number of men and women participating in cinemas in Sri Lanka during the last a decade. [a] He mentioned that online movie streaming has become popular among the younger generation and most viewers are quite comfortable with observing the latest releases online or on Disc alternatively than in the theatre. However, he also explained that is also afflicted by the time considered for a movie to be shown in Sri Lankan cinemas set alongside the time of the worldwide releases.
The impact on consumer behaviour by online movie streaming and rentals can be discussed through the idea Diffusion of Innovation, which is the procedure by which the acceptance associated with an innovation over the time period is multiply by communication to people of a social system.  Not all services or services have the potential to be accepted by consumers. However, the online movie streaming and rentals market has managed to capture a big audience through the next characteristics that contain an affect on the buyer acceptance of new products.
This is the amount to which potential consumers perceive a new product as more advanced than existing substitutes. Consumers have come a long way from heading to a cinema on a Saturday night with friends to basically renting out a movie from Blockbuster and viewing it right at home. The present is becoming even more advanced that they don't have even to go out to hire a movie but receive the DVD sent to their doorstep.
This type of convenient methods were as recently discussed, was made possible by billion money companies such as Netflix where hiring a movie is merely one click away. Most consumers like convenience, which reduces enough time element in making purchasing decisions. For instance, the movies those are for sale to rentals will be displayed online as opposed to a scenario where the consumers need to be disappointed when the required DVD is unavailable in a movie lease store or a kiosk. Also, each one of these Internet services are often accessible in terms of feasibility.
This is the amount to which potential consumers feel a fresh product is consistent using their present needs, worth and techniques. Most consumers are highly literate in technologically advanced devices, which includes led into a extreme change in the life styles and beliefs utilized by them. They constantly utilize on demand amenities such as instant downloading and loading videos on their personal mobiles, i-phones, i-pads, blackberrys etc. that ideally satisfies their needs.
This is the amount to which a new product is difficult to comprehend or use impacts product acceptance. Regarding to Internet use statistics, the number of Internet users on the planet is continuing to grow by 444. 8 % from the year 2000 to 2010.  This may be a clear indicator of the consumers growing from a manual to an electronic era, which includes made them up to date and updated on new systems. Most online movie loading and rentals websites are less sophisticated and easily interpreted by people that has made them admit it in a short time span.
This is the amount to which a new product is with the capacity of being tried on a limited basis. There are various online booking and streaming options available for the customers. For instance, the consumers are in a position to compare the swiftness of which a movie or a video recording can be streamed online, among more than one competitor in the market. Matching to Pouge, 2010 , videos provided by Vudu are much clear than those of Netflix. However, these views can be differed from consumer perceptions and devotion towards each individual's preferences.
This is the degree to which a product's benefits or characteristics can be viewed, imagined, or referred to to potential consumers. Due to the high utilization of Internet advertising, the presence of online movie loading and rentals services are incredibly much high and easily diffused to the consumers.
In addition to the aforementioned factors, the consumers are also cost mindful with regard to entertainment. Affordability plays a significant role generally in most consumers' lives as the cost of living has used a high go up especially following the recent recession condition that affected most elements of the globe. Most consumers searched for alternatives for entrainment and followed to low priced or occasionally free services such as loading and renting films online.
According to Theatrical Reports, but the U. S. / Canada package office produces have increased by 15% in 2010 2010 within the last 5 years, the movie admissions or seat tickets sold have dropped by 5% compared to 2008 level. 
In contrast to these research findings, one may dispute that the exhilaration of going to a cinema and experiencing it on a broad display with a surround sound system cannot be compared to the same over a home movie entertainment system.
Although most cinemas are battling to appeal to more moviegoers, new technologies such as 3D videos have attracted a great deal of consumers. At least one 3D movie was viewed by several in three people in the U. S. / Canada this year 2010.  However, 3D looking at is highly correlated by demographic categories where it is more popular among the youngsters when compared to the age group of over 40 years. 
According to the study completed 82% of the individuals mentioned that they down load movies the majority of the time where 7% stated that they watch movies at movie theatres. These were also asked to give out reasons as to the reasons they favor each mode to the other, and 69% of the individuals responded stating that the occurrence of movie released in Sri Lanka are low and by enough time they are simply released the movies are already out on Dvd movie or available online. [Appendix 1] However, these data is only limited by a few number of participants and is also complex to limit to a certain demographical sector.
There are also downfalls to the high regularity of consumers streaming movies online. For instance, unnecessary harmful bugs and viruses can be transmitted through unprotected websites and obtain personal financial information of the consumers leading to installing malware on users' pcs.  It is often came across that cybercrooks advertise on-demand videos where in fact the users are asked to download anti-virus security software that that helps users to download movies automatically without the consent of the user thus resulting in movie admirers to come in contact with unauthorised and unlawful content as well as malvertising and destructive code downloaded with streamed videos. 
The digital breakthroughs have made changes on the market in many means mainly creating a competitive environment among movie rental companies. Most companies such as Blockbuster movie renting and movie theatres have eliminated out of business as Internet has cultivated a change in consumer behavior. Due to online local rental facilities, consumers do not have to worry about letting out a movie from a store and going back it the next morning hours to avoid later payment charges.
However, in response, AMC theatres recently announced that they would be upgrading the MovieWatcher rewards program by updating it in response to the consistent requests by audience for richer rewards.  That is an attempt to draw in more moviegoers to theatres in an environment of videos being widely available through the web and videos-on-demand. It is strongly recommended for the marketers within the industry to follow these types of methods in order to wthhold the moviegoer audience and increase the frequency in conditions of theatre attendance.
More serious concerns have lifted such as copyright issues and during the interview carried out with Mr. Thissa Nagodavithana explained that, although he's in possession of the copyrights of old Sinhala movie broadcasting, most websites that stream videos online illegally uploads pirated copies rendering it difficult to maintain copyrights to them. [b] 
As a proper response, it could be advised for the marketers in the industry to maintain with the new technologies and introduce new products and market launches to be able to adjust to these changes taken place in the movie industry. Furthermore, it's been brought into notice that there's a major cost reduction in using digital technology in movie making alternatively than adding them up in film, which is cheaper to blast, lower and duplicate.  This could be a major gain for theatre owner where piracy has turned into a huge problem in making profits.
Online movie loading and rental tendency has caused radical changes in the movie industry and a major impact on consumer behaviour. A whole lot of competition among key players in the web market had risen making companies such as Blockbuster and cinemas go out of business. For the success of the industry proper reactions should be completed through adapting to new technology and launching new launches. Marketing pros mounted on the industry should adapt to these changes by improving their skills, behaviour and behavior and focus on their audience accordingly.
50/44, 1st Lane,
03. 05. 2011
Chief Seminar Organizer,
Film Industry Meeting 2011,
Dear Sir / Madam,
Online Films & Rentals and its own Effect on Consumer Behaviour
I would like the chance to present a discourse paper on Online Movies & Rentals and its Impact on Consumer Behaviour in your above-mentioned meeting, which is usually to be presented on the 13th of June 2011. I've given below a brief description of the debate paper and its usefulness to your audience.
The constantly changing environment along with scientific breakthroughs in the motion picture industry has altered the consumer behavior triggering a great effect on the theatre industry. Wide option of videos on various varieties such as online movies, online accommodations, Red-box, i- tunes Net-flix etc. has modified the competitive dynamics in the industry.
I have been up to date that the members in of this conference are mounted on the theatre and movie industry and majority will be marketers involved in this sector. Therefore Personally i think that this dialogue paper with all these points would be ideal to be able to raise awareness and introduce ways of countering these changes confronted consequently of consumerism.
Based on this discussion paper, Personally i think that this will be a very significant topic in regards to to the role of modern marketers who are participating in different market sectors. As a result I feel that would be a better learning chance of all involved at your conference.
I think that a discussion newspaper of this dynamics would be relevant in the current context and does apply to any industry facing changes due to consumption habits.
Trust the above mentioned would substantiate the huge benefits to all or any present at your conference to seek and grow knowledge thereby bettering their respective establishments.
Please feel free to contact me for even more clarifications or information with this regard.