"It is not the strongest that survive but those most responsive to change."
How and why do media institutions continue to change?
As with all things, media institutions need to change to be able to survive in our constantly developing world. As we create and update our technology media institutions also need to update to "Get with the times" so to speak as more often than not these technological development's can lead to a new way of making money for the institutions. 
3D technology in cinemas is perhaps one of  the more recent adoptions that film institutions have made. The popularity of 3D in recent years can likely be traced back to Avatar (2009) as it  used a stereoscopic filming style that hadn't been used widely and caused the film to have effects that have received high praise from critics. This film then went on to become the highest grossing film of all time and lead to the popularity of 3D films. Despite its popularity, many view 3D as more of a gimmick than a feature that adds to the film this may be attributed to the way that many films have actually used 3D as more of a gimmick and leading to audiences to become jaded towards it. Another more recent development in film is HFR (Or high frame rate). HFR means that the images shown on screen will be displayed at a higher frame rate than films without, this essentially means that films that use this will look as though it is being animated at a smoother an quicker pace. This allows the film to get rid of the motion blur effect that is often used on films shown at 24fps which means that the film should have higher quality picture. The audience appears to have mixed opinions on this effect as some say that they just get used to it or think it looks better whilst others think that it feels less like a film because of the higher frame rate often citing it as looking like a soap opera. Recently James Cameron announced that he felt as though HFR was the way forward and would be filming the rest of the avatar trilogy using it, this may lead to an increase in its popularity much like with 3D when it was shown in avatar.
Another recent development for media institutions is on the internet. The internet allows media institutions to interact with audience in ways that were not previously possible. Through social media they can target their audience with advertising, both direct and subtle, for their products as they can announce details or post trailers and links to interviews with members of the cast/crew. The audience can usually respond with comments or replies as well giving this form of advertisement a level of interactivity that was previously not done. This allows a form of more direct targeting as people that follow or like the film or product pages are the one that are going to be interested in the product and since the amount of people that use the internet continues to grow the amount of targeted advertising they can do will also increase.