Here’s one for the “When will they learn?” file. Universal and its parent company, Comcast, have announced plans to test $59.99 premium video-on-demand for the upcoming Eddie Murphy movie, Tower Heist.
Comcast subscribers in the Portland, Oregon, and Atlanta, Georgia, areas will have the opportunity to watch the action/comedy in their homes three weeks after its theatrical premiere on November 4.
A Universal spokesperson said the following about the new premium VOD price and window:
“The first of its kind, this experiment will allow the two companies to sample consumer appetite for this film in this window at this price while allowing the film to achieve its full potential at the box office,”
Previous attempts to get consumers to rent films for $30 two months after their theatrical release were generally considered failures, and studios wondered if the 60-day window was too long.
Do Hollywood execs really think moving the premium VOD release up by five weeks and doubling the price will work? Would you be willing to shell out $60 to watch a film 21 days after it’s released?
(via The Hollywood Reporter)
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