Shelf space in supermarkets for selling DVDs and screens for showing films in multiplexes are limited. Bottleneck's in distribution have distorted our understanding of the market for films and by extension, our culture. Chris Anderson argues that niche products/films have an enormous untapped audience which can now be reached digitally through Web 2.0 and the internet. The digital marketing revolution is upon us - and will bring those who understand it wealth beyond their dreams!
"Selling less of more".
Chris Anderson explains it in this short video.
And here he explains it using the film industry more informally.