The virus spread throughout the world and forced to close cinemas, theaters, concerts and all kinds of entertainment. The pending premieres were left without rooms in which to be exhibited, forcing the producers to find new ways to get the films to the public. Some choose to save the tapes and others premiere at the same time in cinemas and streaming platforms .
Universal was one of the first to opt for that second option, releasing its films in those cinemas that were kept open and launching them within a few days or at the same time in the Video On Demand (VOD) market . Months later and after this second wave, Universal has reached an agreement with the AMC cinemas.
The agreement establishes that the new releases will go from being on the bill for 90 days to 17 only. The titles of Universal and Focus Features can be seen in theaters for three weekends exclusively , and after this period, make the leap to streaming platforms.
This agreement represents a drastic change in the film industry. The Wall Street Journal confirmed the success of the movie Trolls 2: World Tour , one of the first to skip the exclusivity period in theaters. In just three weeks on VOD, it raised more than its predecessor in the five months it spent on the card.
Faced with this change, AMC protested and threatened to exclude companies that did not give priority to movie theaters, but the figures should not have left him much margin and with this agreement it seems that he has changed his mind.
” The film experience continues to be the cornerstone of our business. The agreement we have forged with AMC is motivated by our collective desire to secure a prosperous future for the film distribution ecosystem, and to optimally meet consumer demands and flexible, “explains Donna Langley , president of the Universal Filmed Entertainment Group. AMC Chief Executive Adam Aron has also celebrated the deal: ” Premium Video On Demand creates added potential to expand the profitability of film studios, which should translate into creating more movies for theaters .”
It remains to be seen whether such strict confinement occurs again as in the second quarter and it is necessary to close the cinemas again, or if we can live with the risk of contagion and open rooms with the appropriate security measures. At the moment, everything points to premieres such as Up to Heaven or An Irresistible Plan at the end of August will comply with this new distribution agreement.