News of a disturbing nature – well, disturbing to me, at least – hit recently: that films from certain studios would premiere on VOD just two weeks after theatrical distribution.
Now exhibitors are fighting back. Variety reports that AMC, Cinemark, and Regal are “demanding to know which films will appear on Home Premiere, set to bow on DirecTV and cablers around the end of this month, so that their posters and standees won't bedisplayed, their trailers won't run on screens and distribution terms can be renegotiated.”
Amy Miles of Regal stated that "it is simply not in Regal's best interest to utilize our resources to provide a marketing platform for the release of premium video-on-demand movies”. The box office this year is already down 20%, despite the increasing number of 3D auditoriums. Much of this can be attributed to the recent recession, as well as the spreading of trailers, once a major aspect of watching films at the theater, online.
Exhibitors have to get creative with how they utilize their auditoriums, screening concerts and sports events throughout the week since the Friday-Sunday period is when most venture out to see the latest films.
Even with all of these dilemmas, exhibitors probably will probably decide against not carrying particular films, especially those that scream “blockbuster” (Captain America: The First Avenger, Cars 2, etc.). There are still issues over the price of VOD to consider as well.
In the end, I don’t see Home Premiere taking off quite like some want it to.
How do you feel about Home Premiere?
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