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Premium VOD Launches. Just go with it?

Premium VOD Launches. Just go with it?

Daniel Frankel at The Wrap asks “So what was that big kerfuffle at Cinemacon all about again?” in a quick update about the first weekend of “Premium VOD,” the $30 video-on-demand program that makes Hollywood titles available two months after their theatrical opening. Studios are hoping this creates a new window of home entertainment revenue, but the exhibitors are upset and worry that it will put a major dent in the box office business. One of the inaugural Premium VOD releases, was the Adam Sandler comedy Just Go With It. The film was made available on limited VOD providers this weekend, and Frankel points out that the impact on the theatrical numbers was non-existent:

The data could not be more preliminary and informal, but if the first film released under the new premium VOD plan is any indicator, the new home-viewing window will have little, if any, impact on theatrical exhibition.

Sony Adam Sandler comedy “Just Go With It” — which was made available to DirecTV subscribers Thursday for the viewing price of $29.99 — grossed an estimated $200,000 this weekend playing at 265 locations.

The film dropped 26 percent from its week nine performance, but it also lost 19 percent of its engagements, dropping from 326 locations last weekend to 265.

As Frankel states, the data is fairly informal, and we’re missing one key piece: how successful was the Premium VOD launch? Did anyone bite at the chance to rent the film for $30? Maybe we’ll find out soon.

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