Universal Backs Off 'Tower Heist' Premium VOD Test

Universal has scrubbed intends to make Brett Ratner's action-comedy Tower Heist obtainable in houses only three days after it debuts in theaters on November. 4, following risks by theater proprietors to boycott the film altogether.our editor recommendsBrett Ratner Not Involved with $59.99 VOD 'Tower Heist' TestGiant Theater Chain Cinemark Intends to Boycott Universal's 'Tower Heist' Universal to provide 'Tower Heist' on Early VOD for $59.99 However the studio stessed it'll still pursue premium VOD. "Universal Pictures today introduced that in reaction to some request from theater proprietors, it's made the decision to obstruct its planned premium home video when needed (PVOD) experiment by which Comcast digital customers in Tigard and Atlanta might have had the chance to rent Tower Heist when needed just three days after its theatrical release on November 4, 2011. "Universal is constantly on the think that the theater experience along with a PVOD window are business models that may coincide and thrive and that we anticipate dealing with our partners in exhibition to try to experiment in this region later on," the studio stated inside a statement." The announcement sparked an instantaneous response from National Association of Theater Proprietors leader Boss John Fithian. "NATO want to thank Universal for reacting to numerous theater proprietors' concerns and rescheduling the PVOD test drive it was considering. They've been engaged with individual participants about this test, even though it had been something which many theater proprietors couldn't ultimately support, outdoors and collaborative character from the dialogue is appreciated. NATO sees that galleries must find new models and possibilities in your home market, and appears toward marketers and participants cooperating for his or her mutual benefit," Fithian stated. Related Subjects