An added incentive for exhibitors is the ability to show alternative content such as live special events, sports, pre-show advertising and other digital or video content. Some low-budget films that would normally not have a theatrical release because of distribution costs might be shown in smaller engagements than the typical large release studio pictures. The cost of duplicating a digital "print" is very low, so adding more theaters to a release has a small additional cost to the distributor. Movies that start with a small release could scale to a much larger release quickly if they were sufficiently successful, opening up the possibility that smaller movies could achieve box office success previously out of their reach. Alternate content is also finding a market in 3rd world countries in which the higher costs and quality of DCI equipment are not yet affordable.

One of the main benefits of digital cinema for exhibitors is the ability to show what is termed 'Alternative Content'. This is essentially anything screening in a cinema that isn't a movie, so anything from concert films, to live operas, to sports events.

For exhibitors, this means the chance to attract a new audience to the cinema, and to program events at traditionally quiet times such as midweek evenings.

For audiences, it means the chance to see great events up close and personal, without having to travel hundreds of miles.