EXHIBITION
Exhibitors offer a location where audiences can view a motion picture. The basic business model of exhibitors (using movies as the draw and selling concessions to make a profit) has changed little since the time of touring motion picture shows that would set up in town halls and churches. As the popularity of motion pictures expanded, permanent local theaters were established. Studios soon recognized the potential profit in exhibition and thus vertically integrated, allowing control over audiences and capturing these downstream profits. This practice ended in 1948 with the Supreme Court's ruling against the studios in United States" Paramount Pictures.