Since January 22nd, when we first posted our story on Paramount’s direct-to-exhibitor virtual print fee agreement, we have received quite a bit of correspondence on the topic. Some typed out their thoughts in the comments section of the post, (and thank you for that). Many of your emails asked questions about the agreement that we were simply unable to answer as we did not have enough information. So, we felt it would be best to turn to the most qualified person to answer some of these questions; Mark Christiansen, Paramount’s executive vice president for motion picture distribution.
We compiled all of your questions into an email and sent it off to Mr. Christiansen. He was kind enough not only to respond, but also to let us post the VPF agreement for your review. At the time of his response in February, Mr. Christiansen said the feedback he was receiving about the deal was entirely positive and he was happy to report that between 10 and 12 exhibitors had already made commitments to sign the agreement. He understandably declined to state exactly which exhibitors given that details were still being worked out.
You might think some of Mr. Christiansen’s responses are rather brief, though please keep in mind he was answering these questions via email. When necessary we’ll provide our own interpretation of his responses, which are noted as such. Please do not mistake this for Mr. Christiansen’s own opinions or responses.
Celluloid Junkie: Why did Paramount wait until now to put together a VPF they can offer direct to exhibitors? Why not last year or earlier?
Mark Christiansen: DCI compliance testing was not available. We wanted to have a testable specification in place before going directly to exhibitors.