TrollsWorldTour will screen at 25 drive-ins across the country this weekend as the animated family film lands simultaneously on home entertainment platforms
, studios for liberally amending longstanding policies. In the past, exhibitors have vocally opposed films playing exclusively in theaters for less than 90 days.
It’s possible that “Trolls World Tour” could be the impetus for a new theatrical model, but industry experts suggest the decision is more likely a unique response to the rare circumstances. For Universal, it’s the chance to offer a film, one that might not have been a theatrical juggernaut, to a captive audience stuck at home.
More recently, some follow-ups to cartoon films geared toward younger audiences haven’t performed to the same level as their predecessors. Universal’s “The Secret Life of Pets 2,” Warner Bros. second “Lego Movie” and Sony’s “Angry Birds 2” each brought in almost 50% less at the box office than the originals. Financially, it might not have made sense for Universal to continue to pump marketing dollars into a film like “Trolls World Tour” given this kind of trajectory for animated sequels.
“Trolls World Tour,” which could benefit from brand recognition among younger audiences, will be available to rent for 48 hours for $19.99. Universal hopes audiences will consider that price tag a bargain, since tickets in urban markets such as New York and Los Angeles can hit nearly $20. And that’s not including the cost of popcorn and soda.
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