Movie theatres are the conventional and most authentic ways of releasing movies. The advent of Netflix has brought a tad bit of changes in how the entertainment industry works nowadays. But, irrespective of all the VOD platforms, the impact of a theatrical release hits the market with unbound thrust. Unfortunately, some of the renowned film studios are failing to respect the principles of the cinematic world. According to Regal Cinemas (owned by Cineworld), Universal has shown disrespect to the theatrical window. The release of the Trolls World Tour directly on digitally exclusive platforms skipping the theatrical window has raised many questions. Cineworld warned Universal of its desperate actions without paying hit to the customary theatrical release. On the other hand, infuriated AMC theatres decided to bar all the Universal movies for their unapologetic attitude.
Reaching customers directly
The decision of reaching directly to the customers has caused tension and sour relationship between film studios and movie theatres. But, it seems like the Universal haven’t taken the warning much seriously and justified their decision. Jeff Shell, CEO of NBCUniversal, said that the company didn’t consider theatrical release. They directly decided to reach out to the customers through VOD platforms. The consequence of this act might cost beyond prediction during the post-pandemic phase.
Odeon Cinemas, a part of the AMC Company in the United Kingdom has also banned Universal. Movies are supposed to remain within the boundaries of theatres for 90 days. But, Universal bypassing the procedure of movie theatre release streamed it in the digital window. It is natural to growing concern among the film studios due to the shutdown of cinema halls due to the outbreak of COVID-19. But, while the other film studios wanted to negotiate about shortening the time of 90 days, Universal responded differently.
Trolls World Tour made millions without theatres
The other film studios have asked to shorten the period due to the crisis. But, they will be again back to following the normal policies when everything becomes normal. The response of Universal was different though. It is planning to carry out both theatrical release and direct-to-consumer distribution models. They said their action will take courses depending on what is better for the company and its audience.
Universal has got a strong point to make as the recent release of the Trolls World Tour brought almost $100 million in house. And, the company was able to make such a large amount of money without any theatrical release. The film made this much money within the last three weeks through digital sales. It has brought a serious threat to the movie theatres and their existence. The largest cinema chain in the United States, AMC Theatres are standing bereft of any revenue generation currently. Moreover, with people locked up in their houses, Netflix and Disney Plus have turned out to be strong rivals.
Importance of theatrical release
Though the digital era has come upon us, the primitive way of movie screening is still appreciated. The movie theatres have witnessed a lot of changes during the past century. But, that doesn’t mean eradicating the movie theatres from the face of the entertainment industry. And, during this crisis, both the film studios and cinema chain should cooperate and try to maintain peace. Companies are so tensed about the economic condition, that they are making desperate moves.
Universal has said that they believe in the authentic theatrical experience and have no statements on the contrary. But, seeing the great demand and enthusiasm for the movie among the audience, they released it digitally. They also believe that they made the right move and consider it in the future as well. But, with movies going straight to digital platforms, they are losing money and respect.
Other upcoming movies
While AMC banned the Universal, it isn’t only Trolls World Tour that escaped the theatrical release. Scoob, a Warner Bros movie is also being released on video on demand before it is streamed on HBO max. Disney has also moved Artemis Fowl to a Disney Plus exclusive without considering playing it at the theatres. If gradually all the blockbusters get shifted to the digital platform, the cinema chains will be in serious threat.
The biggest upcoming movies during the next couple of years, F9 and the third installment of the Jurassic World franchise have a ray of hope for theatres. But, both of them are Universal movies. So, it would be a loss for the theatres if they don’t allow them for theatrical release.
Annasha Dey is an NIT student, who apart from studying engineering is also a content writer. She has a great interest in photography, writing, reading novels, and travelling as well. She is a foodie who loves socializing and hanging out with her friends. She is also a trained Kathak dancer and a big fashion enthusiast. Dey also loves watching TV series, which includes F.R.I.E.N.D.S. and Big Bang Theory. To be a better writer she prefers to read more