In 1997, Kevin Kelly in Wired Magazine set out twelve rules for the new economy. Rule five was the 'Law of Increasing Returns: Make Virtuous Circles – the idea that you could create positive ripples that self-sustain themselves: as a networked platform becomes useful, it gets users, therefore is more useful, so gets more users, ad infinitum.
The creation of this project was motivated by the struggle producers and distributors have to make a return on their work. With online revenues for films still uncertain, exhibition income is more important than ever, as it remains one market where people are happy to pay for content - and the market is healthy and growing. The music industry has weathered many of the challenges of the digital transition thru a resurgence in festivals, touring and concerts, which overtook sales of singles and albums in 2009, as the biggest earner.
In June 2008 Netribution Ltd got Technology Strategy Board feasibility study investment to explore methods and models to enhance the live experience of film.