This past Friday, Bubble opened nationwide making it the first film to be released simultaneously in the theaters, on DVD, and on TV. As I've mentioned before , Mark Cuban is championing this new concept but unfortunately the reception has been less than stellar by the Hollywood establishment. You can read all about it on Cuban's blog. The biggest theater chains all refused to screen the movie because of the release strategy, and the first weekend's gross was only $73,000.
I haven't had the chance to see it yet but I definitely plan to, not only because the movie sounds interesting, but because I want to support Cuban and Soderbergh and their little experiment. I don't want to rehash all of Cuban's arguments (click over for that) but I will say that personally, I don't see why so many directors have their panties in a bunch. In the LA Times article linked to by Cuban, Jonathan Demme, Tim Burton and M. Night Shyamalan are assuming that collapsing windows will drive theaters out of business and that no one will be able to experience films as the artists who made them orginally intended.
I call shenanigans.
Movie theaters shouldn't be treated like art galleries where only serious fans of film go to view a director's latest work. Most theaters are giant multi-multi plexes that sell a product, no different from the local Wal-Mart. The product they sell is an entertainment experience that happens to include watching a movie. That's why there's food and arcade games and commercials and everything else. It's something to do on a Friday night that gets people out of the house. Theaters aren't competing against specific DVD sales, they're competing against sporting events, TV, video games, shopping, and any other diversion consumers engage in. Watching a movie in a theater with friends, family and even complete strangers on 50 foot screens surrounded by speakers the size of Stonehenge is an experience that will never be replicated at home on DVD.
I, and I know I'm definitely not alone on this, usually divide the movies I want to see into four categories:
1) I can't wait for it, I'm standing in line for an hour outside the theater dying in anticipation
2) I want to see it soon, I'll probably catch it in its second or third week in the theaters
3) I guess I can wait for the DVD
4) If I'm flipping channels and it shows up on HBO, I'll stop and watch it
But there's all those other times, those random Friday and Saturday nights when the wife and I have nothing else to do, and we decide, hey we should go watch a movie, let's see what's playing. Then we'll settle for whatever looks the most interesting or entertaining, get in the car and get going. I'm willing to bet this makes up the vast, vast majority of theater ticket revenues. Notice that a specific movie did not enter the equation. Unless it's a period of time when every movie out looks like absolute crap, we'll end up going anyway. And even when every movie is crap, there are tons of teenagers and even older customers who go just to hang out. This kind of stuff won't go away, the theater experience will always be in demand.
Now say for example there's a Category 1, or even a 2, movie coming up, and I know for whatever reason I won't be able to make it to the theater. Why should I have to wait the 3-6 months it will take for the movie to come out on DVD? Moreover, why should moviemakers, directors included, be deprived of that expanded audience and immediate revenue? I still want to see it as soon as possible, and I wouldn't mind paying a little extra to rent or even buy the DVD. The theaters would of course get a slice of that revenue, after all, they're providing advertising for the DVD whenever they screen the movie. Parents with small children are in this exact situation and they represent a pretty big segment of the movie watching public. If Demme and Shyamalan want to intentionally restrict people from seeing their films, then they're on the right track by supporting the theaters in retaining their precious windows. Everyone has a different category 1 or 2 movie, and there's a market for every film. Hollywood needs to wake up and realize there's alot more money to be made in giving the consumer what he/she wants.
Until then, I urge everyone to visit their local Landmark theater and see Bubble. And if you don't have a local Landmark theater, rent or buy the DVD, BECAUSE YOU CAN!
(One last note, Soderbergh was recently on Fresh Air to talk about Bubble and the new release strategy. In the second part of the show, a columnist from Variety discusses the reaction to the simulteneous release. )
*****
A Category 1 movie is actually right around the corner. On March 3, Dave Chappelle's Bloc Party will finally premier. I've been eagerly awaiting this since September and you better believe I will be waiting in line the first day. And if I had my way, I'd be able to buy the DVD at the same time. Check the trailer . Hilarity and awesome concert footage will ensue.
(TV notes: Chappelle will be on Oprah Friday, February 3 and on Inside the Actor's Studio Sunday, February 12.)
*****
"Time to spit new shit
I'm rocking on this new bit
I'm hot now you'll see
I'll fight you just to get peace
Heavy Weight Wrestler
Fight me in your comforter
Let you be superior
I'm flithy with the fury
London
Quiet down I need to make a sound
New York
Quiet down I need to make a sound
Kingston
Quiet down I need to make a sound
Brazil
Quiet I need to make sound"
--M.I.A. from "Bucky Done Gun"
Posted by sheelpi at February 2, 2006 10:01 PM