Universal will release movies like Trolls World Tour on-demand for $20 in the U.S. the same day they premiere in theaters following the coronavirus outbreak. This is the latest major development in Hollywood’s ongoing efforts to respond to the global pandemic. Several high-profile movies and TV series have already shut down production in the wake of the coronavirus, with tentpoles like A Quiet Place Part II and Mulan being pulled from release over the next two weeks. Overall, Hollywood is projected to lose billions of dollars in potential revenue from these delays.
In the meantimes, studios are taking steps to offset their losses and provide extra viewing choices for those who’re practicing social distancing and self-quarantining. In direct response to the coronavirus, Disney unveiled Frozen II three months earlier than planned on Disney+ and dropped The Rise of Skywalker on Digital a few days ahead of schedule. Elsewhere, the Agents of SHIELD cast has joined fans in calling for the series’ seventh (and final) season to premiere early, as a way to help fill in the gaps in network programming caused by all the TV production shut-downs. Universal’s move, by comparison, is far more dramatic, and could end up having a significant impact on the ever-shrinking theatrical to home release window in the years to come.
Variety reports Universal will make its films available to watch on home the same day as their global theatrical releases for a 48-hour rental period at a suggested retail price of $19.99 in the U.S., beginning with Trolls World Tour on April 10. Currently-playing Universal releases The Hunt, The Invisible Man, and Emma (from the studio’s Focus Features label) will likewise be released on-demand as soon as this Friday, March 20. Here’s a statement from NBCUniversal CEO Jeff Shell, regarding this decision:
“Universal Pictures has a broad and diverse range of movies with 2020 being no exception. 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. 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.”
As mentioned, Universal’s decision could have a lasting effect that goes beyond the coronavirus outbreak. There aren’t any other big Hollywood studios that’ve tried releasing their tentpoles on-demand the same day they hit theaters; Disney movies don’t begin streaming on Disney+ until well after they’ve released on Blu-ray and DVD, and most films aren’t available on Digital until they’ve played in theaters for a few months. Admittedly, Netflix has streamed its Originals the same day they premiere theatrically in the past, but has recently accommodated theaters by giving them exclusive runs for films like The Irishman and Marriage Story. In other words, if this move proves successful for Universal, it may well have repercussions for how the rest of the industry operates down the line.
However, even in that event, it wouldn’t mean the end of the theatergoing experience as people know it. There will surely be audiences who still want to watch the latest event movie (be it a live-action epic like Mulan or the newest MCU and DCEU installments) on the big screen once the coronavirus situation has settled down, as Shell’s statement points out. Still, when it comes to films like Trolls World Tour, i.e. those that don’t demand to be experienced in a theater, this could be a viable release option for studios in the future. Either way, it seems we’re on the verge of entering a brave new world when it comes to the different ways Hollywood delivers its products to its customers.
Key Release Dates
Trolls 2
Release Date:2020-04-10
