Would you pay $20 to rent 'Trolls World Tour'? Universal says it broke digital records

Universal Pictures says 'Trolls World Tour' had a record-breaking digital debut. But what that means for the future of moviegoing is murky.

Buried deep inside the postproduction facilities on the 20th Century Fox lot, beyond where executives decide how best to sharpen Wolverine’s claw and make Alvin sound like a chipmunk, sits a space with a more mysterious purpose.

The new title ranked No. 1 on sales charts for outlets including iTunes, Amazon, Vudu and YouTube throughout the weekend, Universal said. On its first day of release, the movie generated 10 times that of Universal’s next biggest opening day for a normal digital release, according to the company. Universal’s decision to put “Trolls” online and in theaters at the same time angered theater owners who see any move to collapse the so-called theatrical window as a threat to their business model. National Assn. of Theatre Owners President John FithianSome studios have followed Universal’s lead, but in different ways. Paramount Pictures and MRC sold their comedy “The Lovebirds” to Netflix after canceling its theatrical release. Walt Disney Co.

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