Downloads have hit traditional entertainment formats hard, but packagers are fighting back with new effects and innovations, says Catherine DawesrnAt the click of a few buttons you can download music, and even whole films, in digital format on to a computer -doing away with the need for CDs or DVDs and the packaging they come in. But multimedia packagers are used to dealing with rapidly evolving technology. Rather than giving up in the face of the online onslaught, or discounting down to the price of digital editions, packaging is being used to add value. Film studios are demanding packaging that will make consumers want to invest in physical films.
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