Update: Cineworld are also blocking Universal Pictures films too. This is the same chain that withdrew their support of BAFTA because of the eligibility requirements for the film Roma, which had an extremely limited theatrical run (read: not via Cineworld cinemas) before appearing on Netflix.
Once these cretins start blocking Disney, which has been doing the same thing (perhaps even more aggressively than Universal, though they have not said or committed to anything regarding future simultaneous theatrical/VoD releases when cinemas open, with the one exception being the forthcoming Artemis Fowl movie which WILL be streaming only via Disney+) – these cinema chains will effectively be dead.
Fancy seeing the latest James Bond movie at your local AMC Theater (for Americans) or Odeon (for us Brits) when it’s eventually released and cinemas are open once more?
Well, you can’t.
It seems that the CEO of AMC Theaters, Adam Aron, has had a massive temper tantrum over Universal Pictures release of the animated movie, Trolls 2: World Tour on video on demand platforms during the cinema release, with Universal Pictures planning similar launches for future films. Universal wants it to be complementary to a theatrical release, but cinemas such as AMC/Odeon (as well as Cineworld in the UK and Regal Cinemas in the US) are up in arms.
With cinemas already affected by video on demand/streaming platforms, they need all the revenue they can muster, and generally there has been a window of opportunity for new films to be released only in theatres first before it ever hits VoD. But Covid-19 has changed all that. And cinemas are not at all sympathetic to their studio “partners” in this situation.
For me, I’ve always tried to watch new films at the cinema. Nothing beats a really big screen with superior audio. But over the past few years, the experience has not been as good as it could been – with even big chains like the Odeon not really doing much to improve upon it.
The local cinema (Ambassadors) was cheap and cheerful, but the seats were very uncomfortable and everything started to look shabby. So I made the effort to take the train to Guildford and watch films at the local Odeon. But in a move that will undoubtedly help them in the long term (assuming they don’t block film studio releases), Ambassadors started doing major renovation work on the cinema before the Covid-19 pandemic came to be, with plans to open in summer 2020. Meanwhile, Odeon in Guildford was planning to take over the buildings directly next to it, but then withdrew.
With regards to cinema releases being available to rent via the likes of iTunes or Amazon Prime Video at £15.99 for 48 hours access – it’s not something I’ll be doing, but like most things, it’s always good to have a choice. The kind of choices that the movie exhibitors would rather the consumer not have. It’s understandable, of course, but it’s very much a case that one has to adapt or die – something many businesses in this pandemic have had to do.
However, the current window of VoD opportunity is a confusing one. I recently spent £13.99 on the last of the Star Wars Skywalker films on Apple TV, thinking that it’d be some time before it hits Disney+. I was wrong – in less than three weeks since its release on iTunes, Disney+ is going to stream it as part of everybody’s Disney+ subscription. I’m okay with that – in fact, it’s good because hopefully Disney+ will offer the thing in UltraHD whereas the iTunes version is only HD.
Now I have absolutely no idea what DIsney plans to do with the release of Pixar’s Onward. I’ve always enjoyed a good Pixar movie – they’re the US equivalent of Japan’s Studio Ghibli to me – but at the moment we have no idea when the Apple TV release is going ahead, and with that, the Disney+ UK release. And why doesn’t Mr. Aron take exception to Disney and block their films? Because they own 20th Century Fox, Lucasfilm, Marvel, and Pixar as well as their own films. That really would be business suicide.
I think studios are just as unsure of release schedules during this time of pandemic as the cinemas. Nobody knows when the lockdowns will ease. Will there be a resurgence of the virus? Secondary infections? How long before a vaccine is developed and rolled out?
The big problem here is that the studios have spent many tens (if not hundreds) of millions of dollars making these films, only to find there is no avenue in which to release them theatrically SAFELY and start making their money back. Without that return and profit on investment, new films can’t be made. Yes, they want to release them in cinemas, but while people can’t get out to them, the only way forward is video on demand.
And remember, the film industry is HUGE. We’re already seeing VFX companies laying off people in the hundreds or in the case of DNEG in London, asking people to take a three-month pay cut (which, as you can imagine, has not gone down too well).
And that’s why I think AMC/Odeon/Cineworld/Regal are being bloody fools in this argument. If you remove the ability for somebody to watch a movie at their local (or regional) cinema all because you’re so pissed off with them for releasing something during a time when nobody can go anywhere at all, people are simply going to see that film elsewhere. It may be another cinema or video on demand.
What really makes me mad about Mr. Aron’s decision is that AMC Theaters put on a really good film premiere back in 2005 when I went to New York to attend the world premiere of Peter Jackson’s King Kong. The place was buzzing, and everybody had such a great time (and talk about celebrity spotting – it’s not often you get to watch a film in the same theatre as George Lucas who was there with his son). It was a brilliant presentation from AMC and Universal, and it saddens me that Mr. Aron is willing to destroy that relationship because Universal needed to release the film.
Is it the end of the cinema? I don’t think so. But I think there has to be many changes made to the business model. Not only does the price point need to be such that entire families can afford to go more regularly (the various subscription passes go some way to resolve that issue, but perhaps not enough), but content options need to be wide open – not reduced further. More live events on a big screen. More TV shows (yes, really) – why couldn’t I pay something like £40 to watch an entire season of Breaking Bad or Better Call Saul at the highest quality over a period of a few weeks?
In any event, I hope this issue is resolved, otherwise I’m pretty sure we might be saying goodbye to AMC and Odeon as people leave it for other chains or home video.