Study Supports The Elimination Of Windowed Movie Releases
from the it's-a-good-thing dept
Although simultaneous releases for DVDs and theaters has been talked about for some time, the movie industry has remained very hesitant to experiment with this model. The movie theater chains, in particular, are the most against the idea, as they fear that a simultaneous release will eat into box office receipts. Of course, as we’ve pointed out several times, if the theaters don’t feel that they can compete with watching a movie at home, then they’re probably in trouble either way. A new study lends support to the idea that movie studios stand to benefit by eliminating windowed releases, as it estimates that their revenue would increase by 16% if they made such a move. It’s a little difficult to fully believe the numbers, since they’re only based on surveys of what movie viewers say they would do, rather than more concrete evidence about what they actually would do. Still, it does support the idea that it’s worth experimenting with further. While it may seem counterintuitive, the more you think about it, the idea makes a lot of sense. Not only is it wise to let viewers see movies in the manner they please, the non-theater channels (rentals, the VOD market) also benefit greatly from the initial marketing push — which isn’t repeated when a movie hits the secondary markets. The survey does predict that theaters themselves would see a decline, but this isn’t a reason to abandon the idea. In fact, it may take such a scenario for theaters to fully realize that their only hope is in increasing the value of their product by creating a better movie watching experiencing.