In auction theory, a digital goods auction is an auction in which a seller has an unlimited supply of a certain item. A typical example is when a company sells a digital good, such as a movie. The company can create an unlimited number of copies of that movie in a negligible cost. The company's goal is to maximize its profit; to do this, it has to find the optimal price: if the price is too high, only few people will buy the item; if the price is too low, many people will buy but the total revenue will be low. The optimal price of the movie depends on the valuations of the potential consumers - how much each consumer is willing to pay to buy a movie.