The significance of the proliferation of hardware and content for institutions and audiences.

A few years ago, cameras were heavy, difficult to use and awkward. Now, it takes less skill to be a film maker, as cameras are lighter, easier to use and go into all sorts of positions and angles. An example of this is a film called "Monster". One man edited all of the film on his laptop in his bedroom and he also created the CGI, and the overall budget was very cheap. This shows that anyone can become a film maker, although their film may not be exhibited, due to the long tail model, where there are limited amounts of cinema screens to exhibit films in the country compared to the amount of new content and subsidiary companies each year. This means that oligopoly trends happen, so that consumers always see the same thing, have little choice and that multi-national companies don't give independent companies a chance to exhibit their films.

 Another example is a film named "Tangerine" (2014). This film won an award, and the film was shot on an IPHONE 5 camera with an attachable lens. The film was edited on a cheap editing site called "Premier Pro". This is another way of demonstrating that films don't always have complicated sophisticated cameras, and is another example showing how anyone can become a film maker.

The amount of people that visit the cinema has dropped over the last few years. This is because many people prefer to download films onto laptops, tablets, phones etc, as they can get them for cheaper in some cases and they can watch the films whenever they want wherever they are, which means that they have a very flexible viewing opportuinity. Also, going to the cinema can get expensive and buying DVD's could get damaged being physical copies, so having them downloaded means that they can pay for it once without it getting damaged.

However, many audiences prefer watching films on a screen, but the amount of 3D TV's in house holds have grown massively over the years, meaning that consumers may prefer to watch films on their flat screen TVs in the comfort of their own home and that it's easier, however many people prefer going to the cinema of the atmosphere, including the quality and sound. Because less people visit the cinema, institutions have to find ways of targeting audiences to go to the cinema, eg. special edition viewings in 3D, gifts to give away etc. When cinemas went from reels to projectors, consumers and institutions benefited, as it was a huge transformation and created fantastic quality.