With nearly five million rentals, the digital release has in three weeks generated more revenue for Universal than the original “Trolls” did during its five-month theatrical run, according to a person familiar with the matter. Its performance has convinced Universal executives that digital releases can be a winning strategy, and may diminish the role of theaters even after the pandemic passes.
Hollywood has had its eye on “Trolls,” which may now offer the best ammunition yet in an industrywide push to change the way movies are released.
For years, studios have debated movie theaters over their requirement to show a movie exclusively for more than two months before screening at home, all while watching Netflix Inc. dominate at-home entertainment. With theaters closed, studios are jumping at the chance to experiment with getting first-run releases into the home sooner.
Join the conversation as a VIP Member