Since 2002, the US movie industry has been a $9-10.5 billion business in domestic box office revenues, with successive record-setting years in 2007, 2008, and 2009. International distribution brought in some 16.6 billion in 2007, $18.1 billion in 2008, and 19.3 billion in 2009 (MPAA 2009). DVD sales are a separate, massive revenue stream: global sales peaked at $23.4 billion in 2007 before dropping to $22.4 billion in 2008 and falling further in 2009. Licensing of movie-related merchandise is a third revenue stream, estimated at roughly $16 billion per year (Oberholzer-Gee and Strumpf 2009). This success is not limited to Hollywood. The Indian movie industry - second in global revenues - has also boomed in recent years and registered 13% growth in 2008, with up to $2.2 billion in box office revenues (seefigure 1.4). Revenues in 2009 dropped slightly to $1.86 billion (Kohi-Khandekar 2010).