P&A is the term used in the entertainment industry to refer to the monies spent on "Prints" and "Advertising". The term "Prints" refers to the media that is shown in theatres. In the past, the prints were on 35mm film. However, today, the vast majority of theaters use digital format that is delivered via a harddrive or by satellite. Although the cost has diminished tremendously, the owners of the digital projectors charge a "virtual print fee" that nears $1,000 to offset the cost of the projectors and maintenance. Each theatre needs at least one print and possibly more depending on how many screens the film is playing on. The term "Advertising" refers to the amount spent on marketing the movie. Most of the advertising money is spent buying ads on TV, radio, newspapers and magazines. However, as social media becomes more prevalent, a larger percentage of marketing money is now being spent on Internet marketing. Additionally, the major studios spend money doing in theatre advertising. The average film spends 50% or more of its direct production cost on P&A. For example, if the film costs $40M, the P&A expense will be $20M or more for such film.