This lowers profits on the movie for the film studio, which in turn reduces the income of film artists and movie technicians (Ahrens 2006). Piracy is both illegal and unethical, as it gives unauthorized access to intellectual property and violates copyright laws. As the Internet crosses geopolitical borders, copyright-protected content is abundantly available online. Consumers have to keep their eyes open for pirated digital content that they may stumble upon involuntarily. If a service offers premium content for ‘free’, it should serve as the first alarm of piracy. The rampant availability of movie content online through illegal sources cannot be overlooked, while there is an impending need for the consumer to learn to differentiate between legal and illegal downloads. Viewing movies through the Internet, albeit needing the user to acquire computer skills and harboring piracy concerns, has the potential to become the preferred mode of entertainment once high-speed Internet connectivity becomes widespread and the costs are worked out between the film studios and service providers. The video quality, convenience, and purchasing options would differ according to the service and opted plan. Amazon’s Video on Demand, CinemaNow, Movieflix, Vongo, and Apple’s iTunes Movie store are some of the popular legitimate movies download services (Muchmore 2007). Downloading movies through the Internet has raised the bar for home entertainment as it provides more choice and complete control to the consumer the absence of advertisements also enhances the viewing experience. Viewing movies over the Internet is steadily gaining popularity, as people have become more technology savvy and digital content providers have streamlined their approach.
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