Mark Cuban believes that Hollywood’s distribution system requires radical change. “He wants to do away with artificial windows so that consumers can buy a movie ‘how they want it, when they want it, where they want it.’ He argues that movies should be made available simultaneously on cable television, DVD, and in movie theaters, letting consumers decide whether they prefer to see it at home (even if it means paying a premium for a new release) or in the theater. This is not mere theory.”