Comcast's Studio Shelves $60 VoD Test
The plan was for Comcast to test the pricey early-window concept with cable subscribers in Portland, Ore., and Atlanta, but major movie theater owners, including Cinemark and National Amusements, threatened to boycott the film, set to debut on Nov. 4, amid fears that the early release window would wreak havoc on their business.
It's hard to imagine that very many cable subs, who are already tightening their belts and wringing their hands over high cable bills, would shell out $60 for a movie starring Eddie Murphy and Ben Stiller. In fact, Universal's payback here is a mountain of free publicity for the film in the wake of a little stunt that didn't even happen.
The studio owners may have won this round, but don't expect Universal to give up the fight. The studio said Wednesday it "continues to believe that the theater experience and a PVOD [premium VoD] window are business models that can coincide and thrive and we look forward to working with our partners in exhibition to find a way to experiment in this area in the future."
I suspect that one person who will be interested in seeing how the dust settles on this one is Starz Entertainment LLC founder and cable pioneer John Sie, who predicted about six years ago that movies would, within the span of a decade, premiere on cable and satellite TV. (See The Prescience of John Sie .)
There's still some time for that prediction to come true. He just needs Universal or some other studio to move that premium VoD window up another three weeks and for the theater owners to cool their heels and realize that $60 home movies won't destroy them.
— Jeff Baumgartner, Site Editor, Light Reading Cable