Technology can be a big help for the industry. Rising acceptance of peer-to-peer (P2P) networks among youth allows them access to one anothers' hard drives, enabling files to be freely copied or distributed from one computer to another. P2P networks do not use a central server and hence are difficult to track down, disable or prosecute.
For instance, when The Matrix Reloaded was released, pirates used a file-sharing computer programme called BitTorrent that let digital thieves download films for free within three hours of its release.
Rana Gupta, business head, Safenet, explains, "The impact of such incidents on a film's ultimate box-office and DVD performance is hard to gauge, but the longer you can prevent a scenario like this the better the return on investment for a studio."
Earlier this year, Ratatouille, the animated film from Walt Disney's Pixar, made its way online about 10 days before its release. Safenet's MediaSentry services help the studios in infringement management, early leak identification services, and various business intelligence tools to analyse data online.
"MediaSentry enables content producers to track down websites infringing copyrighted data," Gupta says. Simply put, Safenet's proprietary technology gets the digital addresses of those who download illegal files and this information is given to the Internet service providers (ISPs), which can ask the customer to stop.
Image: A poster advertising the movie 'The Matrix: Reloaded' at a cinema in Beijing, China
| Photograph: STR/AFP/Getty Images
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