So, it’s definitely old news, but with the success of Universal Pictures releasing TROLLS: WORLD TOUR on digital amidst this pandemic. Universal released a statement that they’d be looking at VOD as part of their premiere strategy, along with the traditional theatrical release.
Safe to say that didn’t go over well with exhibitors.
Most notably, AMC Theatres stating they will ban Universal’s movies moving forward and Regal Cinemas soon following with their own stance on the issue.
Well, Universal is doubling down. Universal seems to be looking to recreate the success of releasing TROLLS on digital with releasing Focus Features’ movie, THE HIGH NOTE, today. The movie was supposed to be released in theatres earlier this month. But with shutdowns across the country, that of course is not a possibility.
But if you’re curious about THE HIGH NOTE, check out the trailer below.
Set in the dazzling world of the LA music scene comes the story of Grace Davis (Tracee Ellis Ross), a superstar whose talent, and ego, have reached unbelievable heights, and Maggie (Dakota Johnson), her overworked personal assistant. While stuck running errands, Maggie still aspires to her childhood dream of becoming a music producer. When Grace’s manager (Ice Cube) presents her with a choice that could alter the course of her career, Maggie and Grace come up with a plan that could change their lives forever.
But what about this battle with studios and exhibitors? Honestly, I empathize with both sides to this. But Universal has stated that they are by no means abandoning their exhibiting partners, but as the landscape is changing, they’ll move forward with strategies that are best for them.
And in this current moment in time, like with THE HIGH NOTE for instance, releasing it in theatres at the moment is not an option.
Though even with studios, as a whole, pushing back big tentpole titles to later in the year, I feel like this is definitely a sign of the times.
Just look at a number of product and industries: Animation has moved from hand-drawn to almost entirely, CGI. Music has moved from tape, to CD, to digital, to the point where the CD section at your local Best Buy is but a shadow of what it once was. The same can be said with home video for movies too. Even with comics, I feel like digital issues are growing with consumers. Additionally, production on comics, artists more and more are drawing digitally and abandoning traditional pen & ink.
Essentially, for theatres, this move is simply a sign of the times. It seems that attendance to theatres has constantly been in decline. Sure, there have been peaks here and there throughout the year, but overall attendance has been low. Because people are opting to stay home.
So, from a purely business perspective, can you blame Universal for exploring and trying to tap into that stay-at-home audience?
For AMC & Regal, I definitely feel you. I know it must feel like a studio partner is abandoning you. But they’ve long since stated that isn’t the case. Personally, I feel like you’ll be around for quite some time. Even if movies are falling into that digital trend, there will always be movies people will want the theatre experience for. But on the subject of banning Universal? Is that a reactionary response? I mean your business model is dependent on content, and they’re a content provider with some heavy franchises. FAST & FURIOUS comes to mind. Dumb movies, but a big draw. It feels like you’ll only be hurting your business by banning Universal releases. And given the current state of the world, with businesses and industries across the board hurting, when you’re allowed to reopen, attendance will still be super low. So rather than banning a partner, how about thinking about how you can work with your partners to adapt in this digital environment?
Just a thought.
But what about you reader, what do you think of all this? Drop your thoughts on the Fuzzybug Facebook Page here.