For Hollywood, ‘we’re not in Kansas anymore’
Pandemic leads shift to hybrid film releases on streaming services
LOS ANGELES — In explaining why Warnermedia had decided to release the much-anticipated big-budget “Wonder Woman 1984” simultaneously in theaters and on the streaming service HBO Max on Christmas Day, the company’s chief executive, Jason Kilar, invoked the classic Hollywood film “The Wizard of Oz.”
“We’re not in Kansas anymore,” Kilar said in a statement.
No longer, he said, would a film’s success be judged solely by the box office revenue it generates in theaters. Instead, it would be measured partly by the number of HBO Max subscribers it is able to attract. And just like Dorothy entering the Technicolor world of Oz, Hollywood feels as if it is stepping into a new era — one with streaming at the center.
The end-of-the-year holiday season usually means that theaters are packed with blockbuster crowd-pleasers, award hopefuls and moviegoers. Not this year. With many theaters shut because of the coronavirus and the ones that are open struggling to attract audiences, many studios have either pushed the release dates of major films into 2021 or created a hybrid model in which the theaters still in operation can show new releases while they are also made available through streaming or ondemand services.
“Wonder Woman 1984” is the most prominent example so far to be released using the hybrid model. But when it appears on HBO Max on Christmas Day, it will join Pixar’s animated “Soul” and Dreamworks Animation’s “The Croods: A New Age” as marquee, holiday-season films that were expected to be box office favorites but are now likely to be primarily seen in people’s living rooms.
For companies that have their own streaming platforms, like Warnermedia and Disney, releasing movies this way is now seen as an opportunity to drive subscriptions. Both companies have
said that the moves will only last through the pandemic, but they also both recently shuffled their executive responsibilities to make it clear that streaming is the new priority. (Disney, for example, now has a central division that decides how its content is distributed, a change in strategy that puts Disney+ at the top of the studio’s priorities.) And audiences may not want studios to go back to the old way of releasing films that gave theaters 90 days of exclusive rights.
“There will be a new normal,” said Jason Squire, editor of “The Movie Business Book” and a professor at the University of Southern California’s School of Cinematic Arts. “Over the years, there has been a lot of tension between theatrical exhibition and studio distribution but not a lot of change. The pandemic has jump-started the change.”
It wasn’t long ago that Hollywood viewed streaming as an unwelcome insurgency. Several years ago, when Netflix began to seriously compete for Oscars, traditionalists scoffed at the thought of bestowing prestigious awards on films that were only nominally released theatrically. (This year, bowing to pandemic reality, the motion picture academy announced that films could skip a theatrical release and be
eligible for Oscar consideration.)
Still, studios have long wanted to shorten the exclusive window given to theaters. Theater chains aggressively lobbied against that, worried that people would be reluctant to buy tickets to a movie they could soon see at home.
The sanctity of the theatrical release was being zealously guarded even after the pandemic lockdowns began. In April, Universal Pictures had a successful video-on-demand release for “Trolls World Tour” and said it would make more movies available that way without an exclusive theatrical run. Adam Aron, chief executive of AMC, the largest theater operator in the world, called the move “categorically unacceptable” and said his company would no longer book any Universal films.
By July, however, the two companies signed a multiyear deal whereby Universal movies would play in AMC theaters for a minimum of 17 days before becoming available in homes through premium video-ondemand, or PVOD in industry parlance. Universal also recently signed similar deals with Cinemark, the third-largest theater chain in North America, and Cineplex, Canada’s top exhibitor, adding the provision that for movies opening to $50 million in
ticket sales, the exclusive theatrical window will stretch to 31 days.
The shortened window means the studio can theoretically spend less on marketing than is typically required when theatrical and home video debuts are three months apart. And studios typically keep 80 percent of premium on-demand revenue, while ticket sales from theatrical releases are split roughly 50-50 between studios and theater companies.
“Our hope is that by putting PVOD into the marketplace, we are improving the economics for the studio and as a result of that there will be more films that will get released theatrically,” said Peter Levinsohn, vice chairman and chief distribution officer for Universal. “The whole goal here is to have more efficiencies in our marketing, keep the films more profitable and stop the films from being sold off” to subscription services like Netflix or Amazon.
Charles Roven, a producer for “Wonder Woman 1984,” said in an interview that he was confident that its release was not a sign of a new long-term strategy.
“There is no question they want to make HBO Max successful, and they should,” he said of Warner Bros. “But to say that this particular thing is what’s going to happen in the future, that would be taking a leap.”
Disney chose to bypass U.S. theaters altogether and release the $200 million “Mulan” on Disney+ in September, charging subscribers $30 on top of their monthly fee to watch the liveaction adaptation of the animated film. Sales were hurt by an outcry over a filming location in China, but Bob Chapek, Disney’s chief executive, told analysts earlier this month that he saw “enough very positive results before that controversy started to know that we’ve got something here in terms of the premier access strategy.”
Disney is planning to send several more big-budget movies to Disney+.
For studios without their own streaming services, the calculus is a bit different. While many opted to postpone their theatrical releases until 2021, others sold off films as a way to recoup some cash. Paramount offloaded “The Trial of the Chicago 7” to Netflix and “Coming to America 2” to Amazon, for example. In a twist, Netflix is currently one of the few studios still sending product to the struggling chains. From now to the end of the year, Netflix will give eight of its films limited theatrical runs before they appear on the service, including potential Oscar contenders such as “Ma Rainey’s Black Bottom” and David Fincher’s “Mank.”
Kilar, Warnermedia’s chief, said in his statement that the pandemic was the main reason to release “Wonder Woman 1984” in theaters and through streaming. But he also noted how the move put the control of how to watch the film firmly in the hands of the audience.
“A little over four million fans in the U.S. enjoyed the first ‘Wonder Woman’ movie on its opening day in 2017,” Kilar wrote. “Is it possible for that to happen again this Christmas with ‘Wonder Woman 1984’ between theaters and HBO Max? We are so excited to find out, doing everything in our power to provide the power of choice to fans.”
Should that work, it’s unlikely things will ever be the same.