‘Tower Heist’ Shuts Down Early VOD Program

Universal Pictures pulls the plug after theater chains threaten to boycott the upcoming comedy starring Ben Stiller and Eddie Murphy.
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‘Tower Heist’ Shuts Down Early VOD Program

Universal pulls the plug on Tower Heist premium video on demand experimentYesterday, we reported several theater chains were planning to boycott the upcoming comedy Tower Heist, in response to Universal Pictures' "premium home video on demand" experimental platform. The program was to be tested in Portland, Oregon and Atlanta, Georgia, which would enable Comcast customers in those regions to purchase Tower Heist for $59.99, just three weeks after its theatrical release on November 4. Today, Universal Pictures announced they are pulling the plug on this PVOD format. Here's the studio's official statement below.

"Universal Pictures today announced that in response to a request from theater owners, it has decided to delay its planned premium home video on demand (PVOD) experiment in which Comcast digital subscribers in Portland and Atlanta would have had the opportunity to rent Tower Heist on demand just three weeks after its theatrical release on November 4, 2011. Universal continues to believe that the theater experience and a PVOD window are business models that can coincide and thrive and we look forward to working with our partners in exhibition to find a way to experiment in this area in the future."

The National Association of Theater Owners (NATO) also released a statement in response to Universal's decision.

"NATO would like to thank Universal for responding to various theater owners' concerns and cancelling the PVOD test it was contemplating. They have been engaged with individual exhibitors on this test, and while it was something that many theater owners could not ultimately support, the open and collaborative nature of the dialogue is appreciated. NATO recognizes that studios need to find new models and opportunities in the home market, and looks forward to distributors and exhibitors working together for their mutual benefit."

Tower Heist was released November 4th, 2011.

Sources: Universal Pictures, National Association of Theater Owners

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16 comments

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  • XxNickTheFilmCriticXx • 4 years ago

    @thrashnasty190@bawnian-dexeus@Brizzy@fanboy -- You all get my imaginary thumbs up for summing up what I wanted to say.

    reply

    • Brizzy • 4 years ago

      Well done.

      reply

      • fanboy • 4 years ago

        Great victory!

        reply

        • moviegeek • 4 years ago

          @Stansfield I don't think so. This will be a big hit.

          reply

          • ChiRep-1 • 4 years ago

            Okay so lets put this in context, for the price of a movie ticket to see Drive, 50/50, Ides of March, Real Steel, Money Ball and idk Footloose I could watch one likely mediocre film from my couch? Yeah no sh*t this would bust.

            reply

            • felipe-11 • 4 years ago

              I stopped reading after "$59".

              reply

              • incmob • 4 years ago

                dumb move by universal. smart move by universal. But i doubt they totally believe that the two entities can coexist in some form in the future, unless the price drops for VOD. I admit the film has to be special for me to see it, i dont typically see every movie in the theatre, but i can wait 3-6 months to watch on dvd from redbox, for a dollar, instead of the 3 week window to watch it for a staggering 59.99... not rocket science as to how dumb this idea really was, and still is.

                reply

                • Stansfield • 4 years ago

                  it's going to bomb either way.

                  reply

                  • jimthar • 4 years ago

                    and it's still cheaper just to go see it in the damn theater.

                    reply

                    • jimthar • 4 years ago

                      59.99 to buy it on tv 3 weeks after release or 20 bucks to buy it on bluray after it's dvd release. pretty f*cking easy choice if you ask me.

                      reply

                      • slysnide • 4 years ago

                        Damn, no wonder NATO can't get anything accomplished these days. With these pitiful concerns :P

                        reply

                        • ghostman • 4 years ago

                          @bawnian-dexeus I strongly agree :D

                          reply

                          • moviemaniac66 • 4 years ago

                            Good. The VOD thing was a stupid f*cking idea anyways.

                            reply

                            • bawnian-dexeus • 4 years ago

                              The people have spoken

                              reply

                              • thrashnasty190 • 4 years ago

                                Good call.

                                reply

                                • skywise • 4 years ago

                                  Still not sure where i stand on the VOD debate but i admire them for taking a stand. At least they know where they stand.

                                  reply

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