The boundaries between cinema and video-on-demand (VoD) in Europe are blurring further, with the parent company of Austria’s Cineplexx exhibitor announcing its Cineplexx2Go VoD service.
While VoD services are already offered by exhibitors such as UK’s Curzon Cinemas (Curzon on Demand) and Landmark’s Magnolia in the US, Cinemaxx is not an exclusively art-house but a major mainstream exhibitor in Central and Eastern Europe – similar to Pathe in Holland and SF in Sweden, who have similar VoD services – though like Curzon/Landmark its parent company also has a film distribution arm. It demonstrates that exhibitors see benefits in multi-platform distribution when it can increase customer loyalty, particularly when tied to ‘super tickets’ and loyalty schemes.
Owned by distributor Constantin Film, Cineplexx (not to be confused with Germany’s independently owned Cineplex) is the largest exhibitor in Austria, as well as having cinema in Italy (in German-speaking Südtirol), Croatia, Serbia, Slovenia, Montenegro, Macedonia and Albania with a total of 280 auditoriums across 36 multiplexes and six traditional cinemas.
Titles available include “Gone Girl”, “Guardians of the Galaxy”, “The Judge”, “Boxtrolls”, “Boyhood” and “Teenage Mutant Ninja Turtles”, with prices set at 3.99 euro (for SD version) and 5.99 euro (for HD) to rent, while download-to-own costs 15.99 euro (SD) and 18.99 euro (HD). Older titles are cheaper, with “Ghostbusters” available for 2.99/4.99 euro to rent for a 48 hour period.
The service is available on smart TVs, gaming consoles, PCs, tablets, smartphones and even Kindles. The aim is for the Cinplexx2Go library to eventually hold over 6,000 titles.