’It is not the strongest that survive but those most responsive to change.’ How and why do media institutions continue to change?

This statement tells us that the institutions whom are willing to change and variate the media platforms that they use are more likely to be stronger than those whom are reluctant to change and don't keep up with the modern times.
It is important to keep up with the new technology and the new internet sites (social networking) as it allows institutions to advertise their product to a very wide audience and make it available to everyone; for example a film will receive more credit for allowing people to buy and download it online, on DVD and Blu-ray, as more people will see it. Also, film companies need to be aware that more and more people want to be able to download content on their iPad's, iPhone's, iPod's and other recent technology; so they need to adapt the product to be available on those platforms too.
The institutions behind my three films (Knight and Day, The Bourne Legacy and Source Code) have all adapted the way that they advertise and interact with their audience in individual ways. All of the films have official Facebook and Twitter pages to encourage Social Interaction between their audiences and to allow them to leave their opinion about it and therefore directly interact with the film.The Bourne Legacy has adapted the most (This is because it's more of a higher-budgeted film and is a large production) And has also got an official movie website in which advertises the film and features things such as the trailer and how to purchase it. It offers a wide range of ways that you can see the film; on the website it informs you that you can access it on a Blu-Ray combo pack, digital download and DVD which makes it easier for their audience to watch the film on any device that they wish.It also has a twitter feed in the top right corner, showing all of the positive comments that people have said about the film (which according to the uses and gratifications theory, also contributes to social interaction). The Bourne Legacy was only released in the summer of this year, and so it has allowed the institution to stay more up-to-date with their social networking than the other films in my case study. Knight and Day was released in 2010 and Source Code was released in 2011, and since then the popularity of social networking websites has changed dramatically, and also how people interact with the films.
There is evidence to back up the point that the institutions would be more likely to 'survive' if they keep adapt to the time in which their product is produced. This is because audiences are going to be more interested in the film if they can interact with it (This could be seen as a form of advertising - For example if audiences decide to create fansites and parody twitter/facebook accounts then more people will see it and therefore lead to them watching the film) and download it on their chosen device, making it simpler and easier for them to enjoy.