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February 24, 2017 10:00 pm

Studios Push for $50 Early Home Movie Rentals

As many as five major Hollywood studios have been working with cinema owners to shrink the traditional release window and allow consumers to rent movies on-demand in as little as 17 days after they hit theaters, reports Variety. From the article: Warner Bros. and Universal have been the most aggressive in pursuing an arrangement that would see certain movies receive a premium video-on-demand release within weeks of their theatrical premieres, but now other studios are joining the discussions. Twentieth Century Fox has also begun to talk early releases with theater owners, while Sony is having its own separate talks with exhibitors and is trying to devise its own plan. Paramount, which previously did a pilot program with AMC and a few other exhibitors to release "Scouts Guide to the Zombie Apocalypse" and "Paranormal Activity: The Ghost Dimension" on digital platforms early, has continued to seek a similar strategy. Though different studios are exploring different scenarios, the plan that has gathered the most steam would involve offering up movies for $50 a rental some 17 days after their theatrical opening. Those rentals would be available for 48 hours. The latest round of discussions began roughly 18 months ago.

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