This paper proposes that the book, both its form and the book publishing industry that support it can make reference to how the film industry have reacted to technological change since the 1980 's. This can be done in such a way to transform how a book is marketed, published and perhaps read. Epstein (2010) describes how the film industry profited despites its best efforts, from technological advances. The book industry has an opportunity to learn both from the film and record industries using both industries as case studies to support the book's transition to a supporting digital format. There is an opportunity to make the debate not about Kindle versus Ipad, open-source ePub format versus locked down Kindle but about how to use non-linearity, choice vs control, structure and storytelling in a creative fashion. What is the book? It is more than its physical form. It is an experience. Current industry marketing practices, for instance the book review, the audio book, speaking tours all lend themselves to a multimedia approach that can reinforce the position of the book and the reading of the book in today's creative cultural environment
