The fragility of traditional film industry business models was a focus for debate long before the coronavirus struck. That discussion was sometimes defensive but a part of the film industry was increasingly bullish about new opportunities, notably in the online, mobile and on-demand fields. Some of the most interesting models are not about displacing the ‘traditional’ industry but about uniting the strengths of the Digital Economy with the Experience Economy of cinemas and festivals. They also tend to look beyond national boundaries and use tools to find, engage and mobilise audiences. The Covid shutdown has created some momentum behind these approaches – the question is whether a new reality has been created. Has the crisis generated compelling evidence for new options? Will necessity force change? And what can industry and public support do to speed reform?