Paramount Wants to Change the Way People Watch Movies
Paramount Studios is taking the first step in an experiment of sorts, if when successful, may change the way people will watch movies in the near future. According to reports, Paramount has successfully negotiated with two of the biggest cinema chains in North America, AMC and Cineplex, to take part in this trial run.
The two cinema chains agreed to make two films, namely "Paranormal Activity: The Ghost Dimension" and "Scout's Guide to the Zombie Apocalypse," available via video-on-demand (VOD) just 17 days after the films are shown on fewer than 300 cinemas. This is a peculiar arrangement for exhibitors such as AMC and Cineplex, who would normally insist that a long time should pass between cinema and home viewing. This is based on the assumption that people are "less likely to go to the cinema if a film is available to watch at home."
The rise of paid video streaming services such as Netflix, however, has shortened this time period. Most viewers now expect titles to be available for home viewing faster than usual. Most exhibitors normally see streaming services as a threat on their business.
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According to a report Tech Times, Paramount is offering the two cinema chains a share in the profits for the online purchases of the two films, such as those made on iTunes for the next 90 days. So it guarantees them revenues even if cinema viewership will dwindle.
"Exhibition for the first time was open-minded about evolving our business instead of sticking their heads in the sand and ignoring what is happening around us. This is all about changing the definition of theatrical windows. Instead of starting the countdown from when a movie opens, we are starting from when it ends," Paramount vice chair Rob Moore said in an interview.
The studio is also planning to make the offer to other cinema chains.
This new distribution plan is being tested by Paramount and only time will tell if it will work and whether it can work for bigger, more prominent titles.
