Even when sanity can’t prevail, the almighty dollar still has some clout, it seems. After facing stiff opposition from theater chains over its upcoming plan to release Tower Heist on premium video-on-demand three weeks into its theatrical run, Universal has pulled the plug.
The premium VOD experiment was to be the first of its kind, offering the film to Comcast subscribers for home viewing just a few weeks after theatrical release at the price of $60. Consumers derided the idea and theater owners banded together to threaten a boycott.
From a Universal statement:
“Universal continues to believe that the theater experience and a PVOD window are business models that can coincide and thrive and we look forward to working with our partners in exhibition to find a way to experiment in this area in the future,”
John Fithian, CEO of the National Association of Theater Owners, had a statement of his own:
“NATO would like to thank Universal for responding to various theater owners’ concerns and canceling the PVOD test it was contemplating . . . NATO recognizes that studios need to find new models and opportunities in the home market, and looks forward to distributors and exhibitors working together for their mutual benefit,”
So on the surface, everyone is happy and looking forward to working amicably together in the future. One wonders what went on behind the scenes and how bean counters at Universal finally decided that the idea was a no-go.
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Will we see something similar proposed by Hollywood in the future, Insiders, or do you think the industry has been stung by this experience and will try to shore up its bottom line in another way?
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(via Home Media Magazine)
Even though there are going to be few individuals buying into the $60 “early release” nonsense, this is a no-win for the theater. No matter how few people adopt this, they lose the ticket sales for those that do. I’m sure the studios don’t plan on sharing any revenue with the theater.
No movie is worth $60. Talk about pricing yourself out of a market.
If I had a great desire to be the first to see a movie, I will enjoy it in the theater. If not, I’ll wait until Redbox or Netflix. I laugh when I see the ads stating “we’ve got it before netflix or redbox” because I’ve got so much content to watch, that I can wait for the 28 days to expire.
Hey Hollywood, if you want the consumers to spend more money on your product, give us better quality. Gimmicks such as this “Premium” VOD disaster will not work for your bottom line.
I would think that the “canned” $60 VOD plan would’ve lost the theatres money in the long run…if someone was stupid enough to spend that much money to rent a movie, then they wouldn’t have the money to go to the theatre to watch another movie.
The $60 was cheaper than going to the movie (for a family or group of friends) when you count time, gas, concessions and ticket sales. So I don’t think, in reality, that the $60 is a deal breaker except it is — here’s why.
When we go to the movies we think in terms of per person. We think “Oh, it’s $12 for a ticket” and then we shudder when we get hit with the total for all of the tickets for our group. Then we go in and order popcorn and a soda and then we shudder when we realize that it’s another $85.
If it was marketed right the $60 would work but only for movies that were worth seeing in theaters and “Tower Heist” (read: Pluto Nash 2) doesn’t exactly qualify. Maybe the next Batman or whathaveyou.
They’ll try it again.