LONG TAIL

Chris Anderson - Long Tail 

The theory argues that products in low demand or that have low sales volume can collectively build a better market share than their rivals, or exceed the relatively few current bestsellers and blockbusters, provided the store or distribution channel is large enough.

E.g Anchorman (2004) is nw widely known, but performed poorly in the cinema, however because of web 2.0 in 2004 allowed lots more distribution channels e.g DVD, Amazon, Itunes.

Long tail is only possible through distribution channels available through developments in web and social media.


Wont back down vs Frozen

on itunes the niche biking film outsold the classic film frozen, initial DVD sales of 'wont back down' had been in small volumes but due to itunes being a worldwide channel the film was able to compete at a global level, the marketing was carried out via social media

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