Two research firms - Park Associates and Entertainment Technology Center at USC - have released a white paper, How Hollywood Can out-Apple Apple explaining what film moguls need to do if they want to ride the crest of the digital convergence wave.

"Hollywood shouldn't let Apple make all the money, especially since they are the ones making the movies," said John Barrett, director of research at Parks Associates. "Judicious use of free mobile content can help drive ticket and DVD sales."

Park Associates says less than 10 per cent of internet users are willing to purchase films online at current prices, and suggest studios could drive consumer interest simply by dropping prices on downloads.

From the article, "Hollywood urged to learn from Apple," by Jonny Evans

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