In 2011, video studio Universal Pictures has announced that it will be testing: It will release its new video, Tower Heist, a movie trailer three weeks after its release.
This move ended. The movies got angry. AMC, Regal, and Cinemark he announced that, if Universal had passed the test, he would not have played the video. Punishment, Universal capitated and “tests” have not yet progressed.
Things have changed. Last year, the film was a no-brainer, and the studios were able to do the tests that they have been considering for the past decade. But instead of opening up to a bold new era of home entertainment, this experiment has really shown Hollywood studios that, yes, they still need movies – perhaps if they want to create more blockbusters around the world that pull in more money.
Studio responses to the epidemic vary. Some, who lack popular platforms, have formed alliances with the companies they work with: Paramount sold Coming 2 America on Amazon for $ 125 million; Sony sold Tom Hanks Greyhound on Apple TV + about $ 70 million.
Some have used the plague as an opportunity to broadcast movies from their platform. For example, Disney has released a number of movies on Disney +, including Mulan, Life, and Raya is the Last Dragon. AT&T, owned by Warner Bros., has released a number of such films Wonder Woman 1984 and Godzilla against Kong– instead of a simultaneous exhibition by HBO Max, and plans to continue this in 2021 and Mortal Kombat, Dune, and Matrix 4.
Filmmakers line up to criticize the practice: Denis Villeneuve, director of Dulu, print op-ed in Variety to say that this move indicates “absolutely no love for the movie, ”When Christopher Nolan He said that “some of the most famous filmmakers and filmmakers fell asleep the same night before they thought they were working in a well-known studio and woke up to find that they were working on a very difficult task.”
It’s not hard to see why advertising can be so fun in the studio: If you can show a video directly in people’s homes, you shouldn’t share your profits with movie owners. “The studios have been trying for almost 10 years to do this, but they have not been allowed because the film has boycotted their films if they have done so,” said David Hancock, an Omdia filmmaker. “They’re trying 10 years that they don’t want.”
Although these experiments have yielded different results in different films –Greyhound did well, Raya is the Last Dragon exploded– there has been a clear carrying. Hollywood is still looking for movies, and it needs us to get back to our bands where they are reopening around the world. Omdia’s research shows that the demand for video is worth $ 1 billion in consumer spending worldwide by 2020, which is a small amount compared to the $ 30 billion lost by video immediately.
For large blockbusters, advertising may not be the same as a display area. James Bond’s new video, No Time to Die, is here to learn. The film, distributed by MGM in the United States and Universal around the world, has been repeatedly interrupted by the epidemic. In October 2020, rumor (which MGM denied) began to spread that the studio was buying a video around it to build the $ 600 million platform; no one bought it, explains Hancock, because it was so cheap. It is doubtful whether the promotion would bring in enough money to create blockbusters like Bond, which could be more than $ 1 billion, a good idea.
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