Simultaneous release
Encyclopedia
Simultaneous Release is the name given to an experimental new method of making movies available to consumers.
Traditionally, movies are released first in cinemas. A DVD release follows some months later. Later still the movie is released through pay-per-view television; then premium cable networks; and finally free-to-air television. This staggered release schedule gives each distribution channel an exclusive "window" in which to profit from the movie.
Simultaneous releasing of a movie removes these windows: the movie is released to cinemas and other channels such as DVD, internet and television, on or around the same date.
This release strategy's chief advantage to consumers is that consumers may choose how and where they will watch the movie.
A key financial benefit for distributors promoting independent movies that have smaller budgets is that they need only spend on one marketing campaign, rather than separate campaigns for each release window.
The chief opposition to simultaneous release comes from cinema owners who expect to be disadvantaged financially from the loss of their exclusive windows. Commenting on simultaneous release in January 2006, John Fithian, president of the National Association of Theater Owners, said "It's the biggest threat to the viability of the cinema industry today."
Opponents of simultaneous release on other grounds include director M. Night Shyamalan
, who believes movies will lose their "magic" if they don't play in cinemas. Shyamalan calls simultaneous release "heartless and soulless and disrespectful." The sentiment was echoed by Peter Brown, the chief executive of AMC Entertainment, who claimed that reducing films to direct-to-video products would amount to "crass commercialism." Exhibitors are especially frightened of this development, as many feared that they would eventually lose their exclusive release windows for more mainstream films such as Harry Potter.
HDTV magnate Mark Cuban
believes that Hollywood’s distribution system requires radical change. He wants to do away with artificial windows so that consumers can buy a movie, as he notes in his blog, “How they want it, when they want it, where they want it.” He argues that movies should be made available simultaneously on cable television, DVD, and in movie theaters, letting consumers decide whether they prefer to see it at home.
Andy Whittaker of Dogwoof Pictures
stated that simultaneous releasing is a natural step for independent movies. This is the only way that entrepreneurs and independents stand a chance to have a shot in an industry run by the studios.
Staggering the release of each movie between the various release formats has been a cash cow for many years, and it might not be easy to dislodge that antiquated model because it is also very lucrative.
Hollywood won't know the impact of simultaneous release until a studio tries it with a big-budget movie, such as a Harry Potter sequel. But those movies do very well in the current window system, so it is unlikely that Warner Bros. would take a chance with one of them. What is likely to be seen instead is a further narrowing of the time between theatrical and DVD releases. That makes cinema owners nervous too, but not as much as simultaneous release.
In January 2006, Bubble
, directed by Steven Soderbergh, followed with a larger near-simultaneous release to cinema and cable television, followed days later by DVD. This experiment was notable as it was helmed by a director of the caliber of Academy Award winner Soderbergh.
In March 2006 The Road to Guantanamo
, directed by Michael Winterbottom, was shown theatrically simultaneously with television and internet download.
and Dogwoof Pictures.
Traditionally, movies are released first in cinemas. A DVD release follows some months later. Later still the movie is released through pay-per-view television; then premium cable networks; and finally free-to-air television. This staggered release schedule gives each distribution channel an exclusive "window" in which to profit from the movie.
Simultaneous releasing of a movie removes these windows: the movie is released to cinemas and other channels such as DVD, internet and television, on or around the same date.
This release strategy's chief advantage to consumers is that consumers may choose how and where they will watch the movie.
A key financial benefit for distributors promoting independent movies that have smaller budgets is that they need only spend on one marketing campaign, rather than separate campaigns for each release window.
The chief opposition to simultaneous release comes from cinema owners who expect to be disadvantaged financially from the loss of their exclusive windows. Commenting on simultaneous release in January 2006, John Fithian, president of the National Association of Theater Owners, said "It's the biggest threat to the viability of the cinema industry today."
Opponents of simultaneous release on other grounds include director M. Night Shyamalan
M. Night Shyamalan
Manoj Nelliyattu Shyamalan,known professionally as M. Night Shyamalan, is an Indian-born American screenwriter, film director, and producer known for making movies with contemporary supernatural plots that climax with a twist ending. He is also known for filming his movies in and around...
, who believes movies will lose their "magic" if they don't play in cinemas. Shyamalan calls simultaneous release "heartless and soulless and disrespectful." The sentiment was echoed by Peter Brown, the chief executive of AMC Entertainment, who claimed that reducing films to direct-to-video products would amount to "crass commercialism." Exhibitors are especially frightened of this development, as many feared that they would eventually lose their exclusive release windows for more mainstream films such as Harry Potter.
HDTV magnate Mark Cuban
Mark Cuban
Mark Cuban is an American business magnate and investor. He is the owner of the National Basketball Association's Dallas Mavericks, Landmark Theatres, and Magnolia Pictures, and the chairman of the HDTV cable network HDNet....
believes that Hollywood’s distribution system requires radical change. He wants to do away with artificial windows so that consumers can buy a movie, as he notes in his blog, “How they want it, when they want it, where they want it.” He argues that movies should be made available simultaneously on cable television, DVD, and in movie theaters, letting consumers decide whether they prefer to see it at home.
Andy Whittaker of Dogwoof Pictures
Dogwoof pictures
-History:Dogwoof was founded in 2004 by Andy Whittaker and Anna Godas, and originally concentrated on foreign films, including such titles as Don’t Move, Fateless, El Lobo, and Esma’s Secret...
stated that simultaneous releasing is a natural step for independent movies. This is the only way that entrepreneurs and independents stand a chance to have a shot in an industry run by the studios.
Staggering the release of each movie between the various release formats has been a cash cow for many years, and it might not be easy to dislodge that antiquated model because it is also very lucrative.
Hollywood won't know the impact of simultaneous release until a studio tries it with a big-budget movie, such as a Harry Potter sequel. But those movies do very well in the current window system, so it is unlikely that Warner Bros. would take a chance with one of them. What is likely to be seen instead is a further narrowing of the time between theatrical and DVD releases. That makes cinema owners nervous too, but not as much as simultaneous release.
History
In July 2005, UK / US micro budget indie EMR directed by James Erskine & Danny McCullough became the first simultaneous release, released theatrically, to DVD and to the Internet all on the same day. Producer John Lentaigne said: "The filmmakers believe that the choice as to how consumers view films should rest with the consumer and that theatrical, DVD and Internet forms of distribution need not threaten each other, and may indeed be mutually complimentary .”In January 2006, Bubble
Bubble (film)
Bubble is a movie directed by Steven Soderbergh. It was shot on high-definition video and was made for a relatively small budget of $1.6 million. It also featured some unusual production aspects.In traditional terms, the movie has no script...
, directed by Steven Soderbergh, followed with a larger near-simultaneous release to cinema and cable television, followed days later by DVD. This experiment was notable as it was helmed by a director of the caliber of Academy Award winner Soderbergh.
In March 2006 The Road to Guantanamo
The Road to Guantanamo
The Road to Guantanamo, alternatively The Road to Guantánamo, is a British 2006 docudrama directed by Michael Winterbottom and Mat Whitecross about the incarceration of three British detainees at a detainment camp in Guantánamo Bay Naval Base, Cuba...
, directed by Michael Winterbottom, was shown theatrically simultaneously with television and internet download.
Companies
The companies piloting the Simultaneous Release model are Magnolia PicturesMagnolia Pictures
Magnolia Pictures is an American film distributor, and is a holding of 2929 Entertainment, owned by Todd Wagner and Mark Cuban. Magnolia was formed in 2001 by Bill Banowsky and Eamonn Bowles, and specializes in both foreign and independent films....
and Dogwoof Pictures.
Films Released Simultaneously
Films Released Theatrically and on other channels simultaneously include:- EMR (2005)
- BubbleBubble (film)Bubble is a movie directed by Steven Soderbergh. It was shot on high-definition video and was made for a relatively small budget of $1.6 million. It also featured some unusual production aspects.In traditional terms, the movie has no script...
(2006) - The Road to GuantanamoThe Road to GuantanamoThe Road to Guantanamo, alternatively The Road to Guantánamo, is a British 2006 docudrama directed by Michael Winterbottom and Mat Whitecross about the incarceration of three British detainees at a detainment camp in Guantánamo Bay Naval Base, Cuba...
(2006)