Short theatrical release – the fault of pirates?

The BBC reports from the ShoWest convention in Las Vegas, that the length of theatrical release (cinema time before DVD release) is a hot topic in Hollywood right now.  You will remember that Hexed reported here and here about the Odeon chain refusing to take Alice in Wonderland and then the Odeon chain changed their minds after reaching an agreement with Disney.  The action revolved around the length of time Disney wanted the movie to show at cinemas before releasing the DVD.

Speaking at the convention, Michael Lynton, chairman of Sony Pictures Entertainment, said that the industry needed to adapt to ensure that audience demand is met while addressing the problems of piracy:

"It is clear from the changing economic model of our industry that we're going to have to re-evaluate the way in which the current window structure operates.

"To meet audience demand for entertainment when and where they want it, and to keep ahead of the pirates who will fill any void we leave, we've all got to be open to experimenting with new and different windows..."

According to the BBC, 10 years ago the theatrical release was around 6 months.  Now, the average time is 17 weeks.  In the article, a spokesman for Screen Digest suggests that the reason behind the unusually short theatrical release for Alice was two-fold: half term and the impending World Cup, an event that traditionally affects DVD sales although shortened releases in the past have been down to targeting the sales periods for holidays such as Christmas and Easter.  France has a more robust approach to theatrical releases, with legislation in place to ensure 4 months before the film is available for sale.

You might be wondering what all the fuss is about with shortening theatrical releases.  Both Hexed and I have talked about the number of 3D movies which are due to be released in the next few years.  Cinemas have had to adjust to show these films and have introduced new technology to ensure we have the best cinematic experience possible.  This has affected ticket prices as cinemas have to charge more to cover the costs.  If films like Alice are given shorter and shorter releases, this means less revenue for the cinemas, as who will bother going to the cinema when, given a couple of months, they can buy the DVD for less than two tickets.  Of course, this needs to be weighed up against the cost of piracy.  Perhaps the solution is to drive the costs down at cinemas and with DVDs – this would reduce the market for the pirates and lure many people back to cinemas.