The role of women in movie history - Opportunities have improved for women, not only on screen, but in production as well. Nevertheless, stereotypes often persist in screen content. Despite a steady evolution toward more positive roles and the elimination of the most insulting stereotypes of gender or ethnic behavior on screen, most movies continue to show only relatively narrow ranges of behavior and few substantial roles for minority and female actors. Rarely are African American, Hispanic Americans, Asian Americans, or Native Americans portrayed in films outside a small set of social settings, and seldom are women shown in strong or dominant roles. Market structure and movies today - The film industry is still dominated by major studios.
International demand is a major factor today.
Supplying the audience's demand - Distribution is the key factor in making movies. Produce placement is a new form of advertising that relies on subtle cues, such as a star drinking from a can of Coca-Cola. However, since the 1980s, significant indirect advertising income has come from the produce placement system, whereby a product such as Coca-Cola can is clearly discernible in the movie. The videocassette revolution - Introduction of the home VCR revolutionized the movie industry and opened new markets for distribution of films. Because it enables people to watch movies at home at a time of their choice and to record from television, the VCR was originally perceived as a threat to the traditional film industry.