In the wake of the Wall Street Journal’s report that Trolls World Tour minted $95M off their domestic PVOD rental in its first 19 days, the National Association of Theatre Owners sent out a s…
to Disney+ — the list grows.
NATO cited a Morning Consult poll, “U.S. adults say the on-demand price range that they’d be willing to pay in-home for a movie currently in theaters is $5 to $8, with the optimum price being $6.” Essentially, the point being that consumers are more price sensitive when considering at-home entertainment during normal times, thus showing the financial upside to an exclusive theatrical release.
NATO also pointed out that transactional video was in secular decline since 2004 with sales and rentals of individual titles in the home dropping from $24.9 billion in 2004 to $9.3 billion last year. Essentially the theatrical shutdown has forced studios to pivot and be experimental with their release strategies, but the question is, in a normal marketplace with theatrical available, who’ll spend extra on an in-home title rental when you’re already shelling out for streaming. Indeed, different times now.
Once exhibition is up and operating, sources say studios will have hard discussions with exhibition to close the window. The expectation is that exhibition would push back with stiffer terms. The conundrum though is: theater chains are going to need product.
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