“They’re in a different business,” said Michael Smith, professor of information technology and marketing at Carnegie Mellon University, on streaming platforms versus traditional theatrical distributors. You may occasionally receive promotional content from the Los Angeles Times. The success of the former is measured by box office receipts and subsequent ancillary revenues, the latter by subscriber growth and Wall Street valuations. In the world of streaming, the idea is to add subscribers and retain them - to keep them coming back for more. The challenge for theatrical movies is to get audiences in the door, to buy a ticket and enjoy the show. was owned by AT&T and set out to put all of its movies on its streaming service at the same time as in theaters. We do not want to do direct-to-streaming movies.” This was a hearty reversal from the strategy when Warner Bros. At CinemaCon in April, Chief Executive David Zaslav said, “We believe in full windowing of the motion pictures. Discovery have changed their attitudes about the divide between the theatrical and streaming after a period of experimentation necessitated in part by the COVID-19 pandemic closing theaters. Want proof of the old adage that timing is everything? Just ask film distributors.Īt a moment when streaming has elevated TV in the cultural conversation and brought countless entertainment options to consumers’ fingertips, movies have faced a much cloudier picture - and the timing of their move from theaters to home video platforms, known as “windowing,” has never been more in flux.Ĭompanies like Warner Bros.
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