The medium influences the message; how strong this influence is varies. Some will claim that "the medium is the message", often in reference to dark patterns, algorithmic attention addiction, and other such features of this most benighted of eras, as discussed with varying degrees of glee to despair on the Orange Site. Certainly in some cases arguments can be made for the strong form of the medium being the message, though there are weaker (and perhaps less sinister) influences which one may observe in, say, the largest printer a department has to produce a poster with, or regulations on maximum (and minimum!) poster sizes that an organization may set so that bling-bound poster-makers are at less of a disadvantage, and so that nobody with excessive clevers prints a QR code on a postage stamp as their submission.
Regulations and censorship are probably not what some groups want to hear about. Moving on!
The message can sometimes influence the medium; a notable example here is the rumored size of the CD-ROM such that a particular recording of Beethoven's Ninth could fit on one disc. Here one needs a worthwhile message that folks will take pains to accommodate in a new medium. Messages that influence the medium are likely less common than the medium influencing the message; something that works for a stage play that does not fit, say, a movie remake is more likely to be dropped or adapted rather than accommodated. One could simply put the actors on a stage and point a camera at that, but more likely is that the play will be changed to take advantage of mobile cameras, different locations, and so forth. Why have actors pretend to be at the white cliffs of Dover when you can film there? Pretending may cost less, so there is also the economic medium to consider.
Scene III.
The French camp near Dover.
Enter Kent and a Gentleman.
Kent. Why the King of France is so suddenly gone back know you the
reason?
Gent. Something he left imperfect in the state, which since his
coming forth is thought of, which imports to the kingdom so much
fear and danger that his personal return was most required and
necessary.
Or you could build and burn down a castle for that one take like was done in "Ran" by Kurosawa.