History may remember this past summer’s blockbuster season more as the one when studios successfully shortened the theatrical window by three weeks, rather than as the one in which numerous $200 million tentpole films failed at the box office. Sure, the latter seems to be getting all the press right now, but it’s the former that may prove to have a longer term impact on the industry.
Back in June, Sony and Disney made headlines by announcing they would experiment with streaming movies online while the films were still playing in theatres. Movies like “Django Unchained,” “Wreck-It Ralph” and “Brave” were all available for streaming before their theatrical runs were over. In case you’re wondering why you never saw them on Netflix or your local video-on-demand service, the pilot program took place in South Korea to test market feasibility and adoption. South Korea was a perfect target destination for such a pilot; not only is it the eighth largest film market in the world, it is also the currently the home of the fastest overall Internet connectivity on the planet. Make no mistake, if the trial proves a success, we will see theatrical releases streamed into the home in Europe and the United States.
Amazon, iTunes & DVDs
Much in the way television production companies have turned from traditional cable networks to services such as Netflix with shows like “House of Cards” and “Orange is the New Black”, movie studios have found a way to circumvent the DVD/Blu-Ray distribution chain (and its accompanying restrictions) by releasing films on iTunes and other VOD outlets before physical copies ever hits retail stores.
MacRumors reported in August that Paramount Picture’ “Star Trek Into Darkness” got an early release on iTunes and Amazon weeks before DVD or Blu-Ray. Movie fanatics with beefier ISP connections from providers like HughesNet and Verizon have bandwidth fast enough to watch Blu-Ray quality streams at the click of a button; no buffering required. “Star Trek Into Darkness” is one of the bigger titles to get an early online release and given how successful it’s been, will hardly be the last.