Par Readies 2 Short-Window Theatricals
another late addtion Dec 1-Paramount announces fast VOD dates for the two films, close after cinema release. See link below.
late addition Oct 27-Paranormal Activity: Ghost Dimension opened to a weak $8.2m for its initial three-day weekend, triggering stories the VOD-theater release is a flop. See story link below
Oct. 18, 2015-Next week will test Paramount Pictures’ theory that horror films with traditional fast playoff in theaters should have short theatrical windows. Paramount’s Paranormal Activity: Ghost Dimension premieres Oct. 23 with a narrow 17-day window to VOD once theater count drops to 300 theaters; Paramount is giving theaters an unspecified portion of its VOD revenue because it’s not using the traditional 90-day-window.
Obviously, Paramount expects a bump up in VOD revenue to offset softer cinema.
A story by Anthony D’Alessandro published in Deadline.com suggests a $20 million opening would have been possible if Ghost
Paramount tests narrows the theatrical runs for two horror films
Dimension didn’t have the short window to VOD. Major circuits Regal, Cinemark and Carmike declined to book the film; only AMC Entertainment and Canada’s Cineplex among the biggie theater chains are showing the movie.
“Indeed, Paramount is expecting $10M-$12M from 1,350 estimated theaters, a booking that’s less than half the number of 2,897 theaters that played the franchise’s previous chapter Paranormal Activity: The Marked Ones which opened to $18.3M in January 2014,” says the Deadline article. “Some rival studios think that Ghost Dimension‘s opening will be even lower, despite the fact the film will have the added benefit of 3D pricing, a first for the series.” Interestingly, track surveys show audience anticipation is higher for the upcoming film with the short theatrical window than at the same point for the prior installment.
“Cinema chains that did sign up include New Orleans-based Southern Theatres, which is among the 10 largest circuits in the U.S., Alamo Drafthouse Cinema, Canada's Landmark Cinemas and upscale exhibitor iPic,” says a Hollywood Reporter article by Pamela McClintock.
Paramount plans the same distribution pattern for Scouts Guide to the Zombie Apocalypse, another horror films that is slated for Oct. 30 premiere. A Wall Street Journal story by Eric Schwartzel says each film cost $15 million to produce, making them cheap by major movie studio standards but in line with major studio horror films.
Horror films typically fade fast because their media savvy youth audience arrives early or not at all for cinema runs. “Movies that appeal purely to the teenage and young adult audience, such as horror/slasher flicks and gross-out comedies, tend to fade quickly because the moviegoers arrive the first weekend,” says the third edition of book Marketing To Moviegoers. “The rough content means such films will not appeal to a broader audience” for a second wind with a new cross-over audience.
Meanwhile, Netflix-distributed African war drama Beasts of No Nation flopped in a narrow theatrical run mounted concurrently with its VOD streaming debut. Beasts was in 31 theaters, where it grossed a paultry $50,699, while also available to Netflix 43 million domestic subscribers--with viewership undisclosed.
Netflix said it was pleased the film for which it paid $12 million got wide circulation. Indeed, Netflix subs in their home probably attached great value to getting a film so quickly.
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