Consider the significance of proliferation in hardware and content for institutions and audiences.

In the film industry, proliferation is always increasing and technology is always getting better, during the production, distribution and exhibition process.

The film "Tangerine" (2014) was all filmed on an IPHONE 5 during the production process, and was even nominated an award. This is an example of cross media convergence, as it shows how a phone can use different devices on it, such as filming devices. It also demonstrates the quality of the camera and phone, as it was used for a professional film. The editing software they used was called "Premier Pro" which is an editing software that anyone can buy/use, not just film makers. The proliferation shows how technology has changed, as cameras years ago were large, heavy and complicated to use. This film shows how anyone can make a film these days, as well as showing that cameras have higher qualities and are smaller and easier to use.

"Dumb and Dumber" was released in 1994 and was a huge hit. In 2014, they decided to create a new film named "Dumb and Dumber To" from "Universal." The vast majority of audiences gave negative feedback. However, during the exhibition process they used an interesting technique to market the film. A few months before Dumb and Dumber To" was released, a popular film named "Lucy" came out. It was about a woman who could use 100% of her brain. The film had very recognizable posters with an image of the girl on the front and "Lucy" in large black letters at the bottom of the poster. The two main actors in "Dumb and Dumber To" (Jim Carrey and Jeff Daniels) posted fake posters onto their Twitter accounts. The posters were pictures of them with their names at the bottom of the page, similarly to the "Lucy" poster. Also, at the bottom of the "Lucy" poster, it said "Imagine what she could do with 100% of her brain." In the "Dumb and Dumber To" poster, it said "Imagine what he could with 1%". Using social media is a great way to exhibit a film as it gets audiences involved. The posters also had hastags # where people get involved with updates from the film.

The film "Monster" was created by someone who made CGI in his bedroom on his laptop, with a rough budget of £5,000. This shows how editing software has evolved into something more with use of cross media convergence.

The film "Street dance 2" (2014) from "Vertigo Films" was released on Blu-Ray, 3D, Box Office and Entertainment One. This is during the exhibition process, which makes it easy for audiences to watch the film on the go wherever they are. It means they can download on their phones, tablets, computers etc. so that they can buy the film once and not have to carry around a physical copy which could get damaged. It also gives them the comfort to watch in their own home and may be cheaper to watch instead of paying for individual tickets at a cinema. However, many people enjoy the cinema experience and may find it a cheaper alternative. This example shows how apps, soundtracks and downloads are popular in this day and age. The problems about this for audiences is piracy.