Hollywood blockbusters will soon be shown in living rooms within weeks of their box office opening, in a move being strongly opposed by cinema chains.
Film-lovers in the US could watch new releases eight weeks after their cinema debut under video on demand (VoD) plans that seriously threaten the exclusivity enjoyed by cinema chains.
Four of the six Hollywood film studios – Universal, Sony, Warner Bros and Fox – this month begin to offer films to rent on satellite TV for USD 30 for two to three days. Sony's Just Go With It, a comedy featuring Adam Sandler, will make history as one of the first films to be offered on the new on-demand service.
The film industry has been fighting a running battle with cinema owners. They argue that a reduction in their 17-week exclusive window undermines the box-office potential of new releases.
Hollywood insists it is merely sating the appetite of film lovers, while hoping the move could counter internet piracy. Cinema-going threatens to become a thing of the past as video on demand and instant internet downloads offer a more convenient viewing experience.
Despite a boost from 3D films such as Avatar and Toy Story 3, cinema attendance continues to slip across the board. Analysts described the studios' move as a smart one: they can hope to keep as much as 80 percent of revenue from early on-demand screenings, compared with a much smaller share of box office sales.
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