It can be hard to catch movies while they’re still in the theaters, even for enthusiastic film buffs. If you’re a parent of young children, it’s often tough to book a baby sitter. If you’re single, it might be difficult to find a night on which all your friends are free. Then there’s the hassle of finding parking, standing in line for overpriced concessions, getting good seats, and trying to ignore the chatter of your fellow filmgoers. Of course, such irritants don’t matter to moviephiles who prefer to watch films the way they were meant to be seen — on the big screen. The average viewer, though, might jump at the chance to see a first-run in the comfort of his own home.
We’ll soon find out for sure: Just three weeks after the Ben Stiller-Eddie Murphy action comedy “Tower Heist” opens in theaters Nov. 4, half a million people in Atlanta and Portland, Ore., will have the choice of making the trek or watching it at home.
Comcast bought NBC Universal early this year, and it’s already come up with a creative way to “synergize” the conglomerate. Comcast digital cable subscribers in those two cities will be able to watch the Universal Pictures movie on demand beginning Nov. 25. That’s interesting timing: It’s the day after Thanksgiving, when many families will be gathered, looking for something to relax to after fighting the Black Friday crowds.
Theatergoers often complain about the rising price of movie tickets, but “Heist” won’t be cheap on demand: Subscribers will pay $59.99 for the privilege of watching it at home. Still, if you’ve got a room full of people watching, it could prove economical entertainment.
As you might imagine, theater owners are not happy with the experiment. Cinemark has responded by announcing it will not play “Tower Heist,” directed by heavyweight Brett Ratner, on any of its more 3,800 screens. That would mean millions of dollars potentially lost, both for Cinemark and for Universal.
Cinemark’s threat could get Universal to back down and end the experiment before it begins. But it’s also possible that the test run could become even bigger. Universal is giving other companies the opportunity to offer “Heist” via pay-per-view, so that it can’t be said to favor parent company Comcast.
Perhaps a compromise will be reached. Increased competition for the movie audience can only benefit consumers. Studios might start remembering that both artists and audiences want films given the respect that comes from proper big-screen showings. And cinema owners might realize that customers are more likely to keep coming back when they’re given more options than popcorn that’s marked up, on average, 900 percent.
Kelly Jane Torrance is The Washington Examiner movie critic. Her reviews appear weekly and she can be reached at [email protected].
