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Du, F., J. Gong, Tatiana Sandino, W. Van der Stede, and M. Young. "The Business of Selling Movies." Strategic Finance 89, no. 9 (March 2008): 35–41.

With audiences demanding more movies and filmmakers busy producing ... and distributing them themselves. At first the business world reacted with disdain; "the lunatics have taken charge of ...