Digital technologies are putting new possibilities in the minds of media producers about consumer choice. This can be seen in the development of technologies of 'empowerment' of the audience to take control of their media consumption, and of course for media producers to strengthen or consolidate their market position. Typical technologies might include personal video recorders (PVRs) or podcasting that allow audiences to have their media 'on demand'. One of the latest areas of development in cinema is the 'simultaneous release' in which a film is released in a number of formats at the same time. Steven Soderbergh's film Bubble was recently simultaneously released in digital cinemas, on DVD and on cable television. This is the first of six planned productions to be made on HD video for HDNet Films to be simultaneously released in this way. The time gap between the theatrical release of a film in cinemas and subsequent release on DVD has been closing. Are we witnessing the shift towards the economic power of consumers watching home cinema?