Recently, there was some talk of Brett Ratner’s “Tower Heist” going to VOD three weeks after the movie’s theatrical release. The catch, though, was that the price of the film on VOD would be a whopping $59.99. Now, according to The Hollywood Reporter, Universal has put the VOD experiment on the back-burner due to theaters threatening to boycott the film.
“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 in which Comcast digital subscribers in Portland and Atlanta would have had the opportunity to rent ‘Tower Heist’ on demand just three weeks after its theatrical release on November 4, 2011,” a statement from the studio reads. However, the statement reads, Universal continues to believe in their idea of PVOD and they will look into working with their partners in exhibition to find a way to make the model work.
CEO and President of the National Association of Theater Owners John Fithian issued a response stating the group’s gratitude with Universal cancelling their PVOD experiment. “NATO recognizes that studios need to find new models and opportunities in the home market, and looks forward to distributors working together for their mutual benefit,” said Fithian.
I don’t know who would buy a movie, particularly a film like “Tower Heist,” for $59.99 when even Blu-rays are generally priced at $20. And the whole idea puts movie theaters in a jam, because if the film is going on demand right after it comes to the theaters, what’s the point of going to the theater?
What do you think about this, though? Give your opinions in the comments section below.
