This time, though, there was a plan in place to check the damage. But it meant undertaking one of the riskiest maneuvers in space history.
Movie theatre operators and others in Hollywood had feared a Netflix takeover. It could have meant one of the last major studios - behind titles last year such as Ryan Coogler's Sinners, The Minecraft Movie and One Battle After Another - deserting the cinema.
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They still dominate an industry that is now estimated to be worth billions across the globe. But increasingly, South Korean entertainment is making a play for what analysts believe is a booming market. Now, artificial intelligence (AI) is poking its head round the corner, promising lower costs and more opportunities.