The risk of oblivion looms over the entire digital film industry. While established celluloid preservation practices have fallen by the wayside, in the minds of film producers and other rights owners they have been replaced by a naive vision of the digital as easy, automatic memory. Except for the major studios and global platforms, original works assets that feed the catalog and all future forms of exploitation work are carelessly entrusted to domestic “archives” – basements full of tapes and hard drives that might no longer work – or de facto to post-production labs with no explicit service contract, placing a heavy burden on them in terms of physical space occupied, energy consumed, responsibility for safekeeping. Cloud-based solutions that combine high infrastructural resilience with continuous accessibility offer new approaches to film preservation as a natural extension of production, blending culture and business, heritage and catalog monetization. They can finally free up post labs facilities whilst providing them with new business models and revenue streams.