’It is not the strongest that survive but those most responsive to change.’ How and why do media institutions continue to change?

My media case study has been looking at the two films 'Life As We Know It' and 'The Back-Up Plan' through Broadcast, Print and E-Media platforms.
Firstly the media institution for 'Life As We Know It', Warner Bros. Pictures have used a wide variety of social networking during the time the film was in the cinema and being promoted, this included Twitter, Facebook, YouTube and YahooMovies. Warner Bros. have their own institution Twitter account therefore they used this to promote the film and they have also created a Facebook page which is specifically for the film however there is also a page for Warner Bros. Entertainment which has over 1 million 'likes' so this was a large platform for advertisement.  The Back-Up Plan had a much smaller institution with CBS Films who has used Facebook, Twitter, YouTube and YahooMovies as social networking, however they have a much smaller fan base with only just over 1000 likes on Facebook and therefore are aiming at a smaller audience. Both of these films have interviews with the main actors of the cast about the film and this means that a wider audience can access it, especially people of any class so the institution is able to advertise to more people.
These films are now available on DVD however they can also be accessed online or rented through websites such as Netflix and LoveFilm. Both of these films are available online, DVD and Blu Ray which attracts a wider audience as this is a specific type of film product, only available with people who have paid for Blu-ray systems. These also offer behind the scenes and extra information which is unlike what is offered at the cinema so people who are fans will be able to get extra information that is only available on this platform there the institution are going to possibly attract more people, especially if people have waited for the DVD instead of visiting a cinema so that they can get these bonuses.
Also the film 'Life As We Know It' offers a small amount of merchandise in the form of the wallpapers from the official website and trailers and features through iTunes however the Back-Up Plan does not offer this and this could be due to it being a smaller institution who cannot afford to offer this merchandise towards a low budget film.
The film 'Life As We Know It' has used viral marketing through Facebook as this can be shared to other people and also when people 'like' the page it will show up on their news feed which is then shown to people on their friends list so more people can access the page, this works as a cheap marketing scheme for the institution so they don't have to do as much work to get their films promoted. The Back-Up Plan used the same technique however there's was not as successful due to the smaller recognition of the film and institution so they were not able to get a large audience interested.