The Long Tail Theory

This theory is giving people more unpopular content through the means of the internet because you can afford to either stock more of less wanted items in warehouses, or because the content is virtually there to download and own. This can apply to many different medias such as Films. The way in which the long tail theory can apply here is that you will be able to either find either independant or old films on a website to order and own a copy of, or simly just either stream the film or download a copy. This means that the internet has made the more unpopular products more available to the few people who want them. This was unlike times before the internet were you would rely on the local shop to stock the item in which you want, and the chances of them having a item which wasnt wanted by a lot of people is slim, so the internet provides more availability.
Another example of a media which can use this theory would be music. This is the same again because now because of the internet you can order albums off a website or you could stream or download them. This means that the company's who stock the item can afford to expand their product range into the niche market. By giving people more products to choose from and having a diverse range of items, company's are benefiting from this new method of distribution because it allows them to hit many different target audiences and still aquire their custom.

Graph showing the 'Long Tail' in terms of sales.