DirecTV launches premium video on demand service
Launching today, DirecTV’s premium video on demand service will provide the Adam Sandler movie Just Go With It for home rental less than 70 days after the film’s premier, and before any DVD or Blu-ray Disc release.
The price for such early access will be steep, at $29.99 for a 48-hour time frame. This is high, but may be competitive compared with taking a whole family to the cinemaplex at $10.50 per head.
This is the first time any major studio has allowed a movie to be released for home viewing this soon after playing in theaters. Just Go With It will be followed by Hall Pass, The Adjustment Bureau, and Cedar Rapids. Release dates for those films have not been announced, but may be as soon as 60 days after their theater release debut.
In 2006, under the direction of Mark Cuban, Magnolia Pictures released the Steven Soderbergh film Bubble simultaneously to theaters, cable/satellite and DVD as a pilot to test how such a release would work. A few months later, The Road to Guantanamo was similarly released by Roadside Attractions to theaters, cable and with internet download.