Posted by: bburatti | October 11, 2011

Universal Pictures tests instant on demand

Today Universal Pictures announced that for the first time they’ll offer a first run film on VOD simultaneously with the theatrical release. They intend to test this dual platform release in 500,000 homes with Portland one of the two markets. This is a huge change in the traditional pattern of how films are released. Movie theaters are unhappy about it as it threatens their ticket sales. I think it’s finally acknowledging the choices consumers want for instant access in their homes on their own schedule. The VOD price is a little steep, but if you’re paying for four people and snacks at the theater, it’s about the same price.

Is the movie theater as a distribution point doomed to extinction? Will they simply become fond memories like the old drive-in movies?

Here’s the story:

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