With COVID-19 shutting down movie theaters, the film industry has had to quickly adjust to new ways of distribution. While some films have indefinitely pushed back their initial theatrical release date, others have pivoted to a VOD premiere with an increased rental rate. Many claim these changes may be temporary; however, the traditional way of distribution has been challenged in recent years and this could be a catalyst for an entirely new model.
Pre-pandemic, most studio films are released in a theater with an exclusive 90-day window before they head to VOD platforms for purchase and for rental. This allows theaters to bring in revenue and be the only place to catch many films, and why major chain theaters like AMC and Regal refuse to play films from studios like Netflix, since many of their films go day and date (in the theater and on their platform on the same day). However, with attendance at the theaters falling and studios looking for non-traditional options, this model was predicted to be reinvented in order for large studios to compete with streaming services and due to the pandemic, it seems to be happening sooner rather than later.
VOD releasing has been the go-to model for many independent and smaller films. This route requires less upfront investment and often gets the film in front of a larger audience. As an entertainment PR firm, Jive has worked on various VOD releases that have found great success in this model. Now with theaters closed, this has basically been the only option.
Just in the last few months, films like Judd Apatow’s THE KING OF STATEN ISLAND and Universal’s TROLLS WORLD TOUR have decided to forego a theatrical release and replace it with a VOD release that costs around $20 per rental for the first few weeks. Many of these studios reported record numbers that either competed with or passed the numbers they would have expected with a theatrical release. These titles serve as successful case studies for what studios can do in a post-COVID world to avoid the stringent exclusivity window put in place by theater chains.
Other films have gotten extremely creative in their approach to distribution. For example, Sundance documentary SPACESHIP EARTH not only went to VOD, but Neon also released the film at drive-in theaters and hosted various pop-up screenings across the country. Another example is from Wavelength Productions and their self distribution strategy consisting of a screening tour across Iowa for their short documentary film THE FOURSOME. They decided to take their doc about four men who have competed in the same golf tournament for over 50 years, to golf courses across Iowa for COVID-safe pop-up screening series. Jive worked with them on designing merchandise, securing press, and various logistics in order to create a well-attended and distinctive experience that is unlike the traditional movie-going norm.
Finding a solution for distribution during these times has opened up the floodgates for new and innovative approaches. If you have a film that’s going to VOD and are needing an entertainment PR agency, feel free to drop us a line: Contact Us.
