Back in 2011, Universal revealed plans to allow certain Comcast customers the ability to rent Brett Ratner's Tower Heist three weeks after its theatrical release for $59.99. But that very notion has been under siege for years-not just because of Netflix's inroads into film production but from even Universal itself. Traditionally, theater owners have insisted on a theatrical of about 72 days before a new release becomes available to on-demand platforms. “We hope and believe that people will still go to the movies in theaters where available, but we understand that for people in different areas of the world that is increasingly becoming less possible.” Rather than delaying these films or releasing them into a challenged distribution landscape, we wanted to provide an option for people to view these titles in the home that is both accessible and affordable,” Jeff Shell, NBCUniversal CEO, said in a statement released to the Hollywood trades on Monday. “Universal Pictures has a broad and diverse range of movies with 2020 being no exception. The forthcoming Trolls World Tour, which remains set for theatrical release on April 10 despite theater closing and occupancy restrictions around mass gatherings in a push for social distancing, will also receive a simultaneous digital rollout next month. The company announced plans on Monday to release a number of its newest films-including The Hunt, which stumbled badly over the weekend in its debut frame, and pre-coronavirus hit The Invisible Man-to on-demand services as soon as Friday, with rentals costing consumers $19.99 and lasting for 48 hours. With movie theaters in the New York Tri-State area and Los Angeles closing and total box office reaching previously unheard of lows in the face of the coronavirus pandemic, NBCUniversal has decided to shatter the long-guarded theatrical window, at least for now.
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