Although the landscape is changing for film production companies, the traditional model is based around making it easy to organize video shoots. Advertising agencies or brands hire commercial film production companies to execute creative scripts once they've been signed off by a client. Usually the scripts are for television commercials, online ads, ads that play in movie theatres and now more than ever, ads for social media.
In the past, companies used to specialized in Broadcast or Online content only.
Now, there are many more hybrid commercial film production companies. Some of them help write scripts, some of them provide creative directors to oversee the ideation, and some of them work beyond the film medium, and produce theatre, PR stunts, VR and AR projects that are non-traditional. Many of these non-traditional mediums has led to the rise of a new term, content studio, that has begun to take rise.