Chris Anderson- The Long Tail (2006)
This theory argues that products in low demand or that have a low sales volume can collectively build a better market share than their rivals, or exceed the relatively few current bestsellers and blockbusters , provided the store or distribution channel is large enough.
- Anchorman (2004) is now a widely known success, but performed poorly at the box office taking just $5m worldwide and $85m on release.
- However its availability through DVD sales etc. made it a cult success reaching a wider audience.
- Long tail is only possible with the distribution channels available through developments in web and social media (Amazon, iTunes etc.)
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