Second , the companies that produce media are learning more about how online distribution fits into their overall revenue strategy. Movies traditionally have been released by the major Hollywood studios (20th Century Fox, Paramount, Sony , Walt Disney , Warner Brothers , and Universal ) Into different markets in a well-defined serial pattern. Movies were first distributed to theaters , which paid a high price for the right to show the movie first . After its initial theater run , the movie might then have been sold to airlines for in flight showings and to premium cable channels such as HBO or Starz. Next, the movie was released on DVD and became available for purchase or rental through retail video stores. Eventually , the movie was sold to broadcast television stations and basic cable channels. This serial release pattern was deigned to provide the movie's creators with the highest revenue obtainable at each point in the life of the product. Media producers released movies in this pattern for years, out of fear that any online distribution might steal sales sales away from one of their traditional outlets. These media producers now are experimenting with alternative distribution strategies. Some are now releasing movies online and on DVD simultaneously. As the number of online content distributors that charge either a subscription or a per-view fee for movies increases , media producers will be more amenable to releasing their product online because they can get paid for it.