A Brief Overview
The Korean protest against the showing of a movie, called The Interview, is kind of old news now, especially after the tragic events that just unfolded in Paris, France, just a few days ago. Still, I would like to explore how SONY inadvertently explored some new ways of releasing a film…and how they surprisingly recouped most of their production costs (estimated are at around 44million), once they did decide to go through with the Christmas Day release.
On Nov. 24, about a month before its scheduled theatrical release, SONY got seriously hacked. Within a few weeks, SONY announced that it would not release The Interview, even though the Dec. 11 West Coast premiere did take place. Then, right before Christmas, SONY had a change of heart. They would release The Interview both in the theater and through online venues like Google Play and Video on Demand. Though the cinematic showing was limited, the online streaming and downloading of this feature length movie then go forward, as planned.
Some Facts and Figures
As of Jan. 6, the Interview has pulled in 31 million through Video On Demand and another 5 million through its limited theatrical debut. I’m sure the film would have done better at the box office under normal conditions, but right now the film sales must in what can be best called a salvage operation. The film cost only 44 million to make, but add distribution and marketing and now you have a film that runs close to 75 million. And this doesn’t even touch the expenses that were run up, after the SONY Corp. got so badly hacked, for there’s no telling what that cause the entertainment giant.
Has the Interview Enhanced Online Viewing
Even so, there is a definite silver lining in this cloud. And that would be how the enhanced VOD sales, courtesy of a very, ticked off head-of-state in North Korea, saved this movie and perhaps changed the playing field, when marketing a feature length movie. This was happening even before the ‘Interview’ fiasco, but even more than before, producers now must be taking in and discussing how to maximize both types of viewing and sales, when releasing a new movie.
Summing It Up
I’m sure this is big news to Netflix and its upstart challenger, Amazon Prime, who both have tapped into the online streaming market, while completely ignoring (thus far) the virtual reality of showing a full-length movie in a brick-and-mortar movie theater. I can’t help to contemplate that the news that Woody Allen is now in cahoots with Amazon Prime, somehow indicates that dual (theater and online ) releases may in the (near) future plans.