Countless studies have investigated the factors that contribute to success in the motion picture industry. Many researchers have identified positive correlations between specific dynamics and successful box office performances. However, few studies have examined the intricacies of these relationships. Marked by a vertically disintegrated market structure the motion picture industry is characterized by a polarization between production and distribution. Through looking at the relationship that exists between these two entities this thesis aims to uncover the potential for a truly integrated system in the future. A qualitative study was conducted to reveal the answers to three major questions surrounding distribution. After speaking to industry professionals the capabilities associated with the “online space” and the possibilities for innovative development were uncovered. The current distribution model is facing many challenges, making it paramount that change be considered in the industry.