The original idea was to make the film available to 500,000 of its parent company Comcast digital cable subscribers in two markets - Atlanta and Portland. The price to watch the film at home won't come cheap at a whopper of - $59.99. The notion was an experiment and would have Universal watching whether box office receipts fall off in those cities as compared with cities of similar size.
But the decision doesn't mean the idea is dead--the studio stessed it will continue to pursue premium VOD.
"Universal Pictures today announced that in response to a request from theater owners, it has decided to delay its planned premium home video on demand (PVOD) experiment...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"
The announcement was met with an immediate response from NATO president CEO John Fithian.
“NATO would like to thank Universal for responding to various theater owners' concerns and cancelling the PVOD test it was contemplating. They have been engaged with individual exhibitors on this test, and while it was something that many theater owners could not ultimately support, the open and collaborative nature of the dialogue is appreciated. 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," Fithian said.
The price for VOD was TOO HIGH! I personally would save money by just going to the cineplex...
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