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Will Streaming Plus Pandemic Kill Theatres? by Karl F. Cohen
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Scene from 'Trolls World Tour', a new straight-to-streaming release from Universal. photo: courtesy Universal
AS ABSURD AS IT MAY SEEM, AMC
Theatre’s CEO, Adam Aron, appears to be freaking out that NBCUniversal released online a family feature that AMC’s chain of theatres was supposed to premiere.
Aron delivered a blistering message to Universal Pictures in late April, saying the world's largest cinema chain will no longer play any of that studio's films. This was in the wake of comments by NBCUniversal’s CEO, Jeff Shell, regarding the on-demand success of “Trolls World Tour” and what it means for the future of movie theatres in the post- pandemic era.
Universal says that “Trolls World Tour” (see trailer) from DreamWorks grossed an estimated $100 million in PVOD (premium video on demand) in its first three weeks in North America, more than enough to put the film on track to profitability, according to the conglomerate. Indeed, that's not far behind the $116 million grossed by the original “Trolls” (2016) in its first three weeks at the 2016 domestic box office, which put it well on its way to topping out at $153.7 million in the U.S. and Canada and nearly $347 million globally.
Universal decided not to wait for a better opening date for the film, but opened it on schedule by going straight to PVOD. AMC no doubt wanted them to wait till theatres reopen, perhaps in the fall.
Shell told The Wall Street Journal, "The results for ‘Trolls World Tour’ have exceeded our expectations and demonstrated the viability of PVOD.” He hopes it will open in theaters once they reopen, but obviously the box office will not be as impressive at that time.
AMC’s first response was that Universal’s plan isn’t acceptable. Universal has decided that, even though AMC is the largest theatre circuit in the world, they will no longer provide them with their products.
I’m not sure how the outcome of this dispute will end. Theatres are expensive to run and, once they reopen, how long will it be before people feel safe going in great numbers again? How many people will prefer watching PVOD at home? Will people want to save money and get minor new releases on PVOD and just see blockbusters in theatres?
Scene from the original 'Trolls' from 2016. photo: courtesy Universal
The big question is: Will the pandemic be the final blow, after VHS in the ‘80s and streaming in the 2000s, to kill off the collective theatrical experience?
“It could be movie theatres will go the way of the Dodo,” Dennis Nyback, who has opened and run movie theatres in New York City. Seattle, Portland and elsewhere, wrote me.
The National Association of Theater Owners says “that while Universal may be pleased with the PVOD results of ‘Trolls World Tour’, this outcome should not be interpreted as a sign of a ‘new normal’ for Hollywood. Universal does not have reason to use unusual circumstances in an unprecedented environment as a springboard to bypass true theatrical releases,” said NATO president John Fithian.
The fight has resulted in a series of articles in the trades. To make matter worse, several other animated features are also going to open soon online.
“Scoob!”, from Warner Bros. and a sequel to their first “Scooby Do” feature, will open May 15th. It will become available both to rent and to buy in the home on that day for $19.99 and $24.99 respectively. The rental period is 48 hours.
In case you are wondering what the “Trolls World Tour” is about, The Hollywood Reporter says it is a silly, psychedelic treatise on modern music full of singing trolls who live in a happy, glittery pop village, tailored for kids and stoners.
The talent behind the scenes includes funk, country, techno, classical, and rock stars. There is also a heavy metal diva voiced by Rachel Bloom. The funk ensemble includes Mary J. Blige, George Clinton, and Anderson Paak. The country stars are Kelly Clarkson, Sam Rockwell, and Flula Borg.
Anthony Ramos (“Hamilton”) leads the techno group, along with classical conductor Gustavo Dudamel, music director of the Los Angeles Symphony, and the violinist Charlyne Yi.
Also playing a rap star is Kenan Thompson, of Saturday Night Live, who voices a talented newborn troll, while Black Sabbath’s Ozzy Osbourne delivers the voice of a decrepit rock king.
Scene from the soon-to-be-released 'Scoob!' from Warner Bros. photo: courtesy Warner Bros
The film makes references to TV material the audience is familiar with including “The Muppets”. Walt Dohn and David P. Smith, co-directors, also threw in lots of visual references from other favorite films, including “Fantasia” (1939), “Yellow Submarine” (1968), and “The Wall” (1982).
“Maybe it’ll be like some of those midnight movies that I grew up with,” Dohn said. “Maybe it’ll find its way into a theatrical experience when this is all over.”
Moreover, maybe theatres will find a way to add to their reinvention, which already often includes luxurious seats and sometimes bar and dining services.
Karl F. Cohen—who decided to add his middle initial to distinguish himself from the Russian Karl Cohen, who tried to assassinate the Czar in the mid-19th century—is an animator, educator and director of the local chapter of the International Animation Society and can be reached .Posted on May 05, 2020 - 08:56 PM