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  3. In "THE RING" , a Hollywood remake of a Japanese horror film, a videotape has a deadly effect on those who watch it. In reality

In "THE RING" , a Hollywood remake of a Japanese horror film, a videotape has a deadly effect on those who watch it. In reality

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问题    In "THE RING" , a Hollywood remake of a Japanese horror film, a videotape has a deadly effect on those who watch it. In reality the opposite is happening; viewers are killing Hollywood’s home-video business. People are rapidly discovering new ways of watching films at home that pose a grave threat to the most profitable part of the film business.
   Americans’ spending on videotapes and discs has dropped by 29% since 2004. Piracy is one reason. Another is the end of the format-replacement cycle; once you have a DVD of "Casablanca" you don’t need another one. But the big reason is the rise of cheap convenient rental outfits like Redbox, which runs kiosks, and Netflix, which streams some films and sends others through the post. The move from buying to renting is undoubtedly a calamity for Hollywood.
   Like music, newspapers and books before it, the film business has been disrupted by innovative, fast-moving distributors whose products have caught on with the public. Tinseltown’s attempts so far to see off the threat have fallen flat, partly because the studios have failed to coordinate their efforts. But if Hollywood moves quickly and boldly, it should be able to disrupt the disrupters.
   Led by Sony, a consortium of studios, technology firms and retailers are working on a new way of distributing digital copies of films. The idea is that consumers will be able to buy the rights to films stored "in the cloud" and stream them to any device. That should make buying more appealing. But it also gives the studios an opportunity to go straight to consumers.
   At the moment Hollywood is a business-to-business industry: it rents films to cinema chains and ships discs to big-box retailers and rental firms. Digital distribution should allow it to become much more consumer-facing. The studios could greatly expand their efforts to sell films directly.
   It will not be easy to take such a radical step. But the trail has been blazed by another medium. Record labels have been hit much harder by piracy and have seen retail outlets disappear. They have been forced to deal directly with consumers. Lady Gaga’s website is run not by the pop star but by Universal Music, which uses it, and the consumer information it collects, to sell directly to her fans. That outfit has become far better at mining consumer data than the film studios. A common refrain in Hollywood is that the film business must not go the way of music. In this sense, at least, it should.
   
Which of the following deadly threatened Hollywood?
选项 A、Network sharing.
B、Content piracy.
C、Digitalized format.
D、Renting model.
答案D
解析 细节题。第二段分析美国电影业利润下滑的原因。第三句指出，更主要的原因是一些低廉、方便的租赁组织的兴起。末句总结指出，这种从购买到租借的转变对好莱坞来讲无疑是一大灾难。由此可见，租赁模式对电影业的冲击最大，D项正确。
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