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The Interview Opens On The Web

Wednesday, December 24th, 2014

Sony suddenly decided to upload The Interview to the web today – after nearly pulling it altogether.

So Sony decides to dump The Interview on Google, XBox and YouTube VOD for $6.99 or so, thus creating the first saturation booking campaign on the web, essentially opening everywhere at once to forestall negative word of mouth. At the same time, however, this undercuts all the independent theaters who plan to open the film tomorrow when the major chains wouldn’t, thus depriving them of some very profitable playdates – most people will simply stay home and watch it.

And, of course, within minutes, literally hundreds of “rips” were uploaded to YouTube, but were almost immediately taken down, with a cheerful announcement that “we’re sorry, but this video has been removed . . .” etc. So this is a public relations coup for Google – a major Hollywood film opening on YouTube, which will drag more eyes there – and a nice “save face” for Sony, in the form of an early Christmas present to viewers – and if it works, we may see less of theaters in the future altogether.

Why go out, when you can stay home and see first run films on your laptop? But I wonder what the theater chains will do if this becomes the new model; they can’t compete against streaming home video using 4D, 3D and huge screens forever. Streaming The Interview, since the major chains won’t touch it, is a really innovative strategy, along with the “art house” break in major cities, as well as small ones – it’s even playing at Lincoln Center in Manhattan. This may be the way all movies are distributed in the future – but you have to admit, this one had one heck of a viral buzz going for it.

It’s an interesting strategy.

About the Author

Wheeler Winston Dixon

Wheeler Winston Dixon, Ryan Professor of Film Studies at the University of Nebraska-Lincoln, is an internationally recognized scholar and writer of film history, theory and criticism. He is the author of thirty books and more than 100 articles on film, and appears regularly in national media outlets discussing film and culture trends. Frame by Frame is a collection of his thoughts on a number of those topics. All comments by Dixon on this blog are his own opinions.

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Wheeler Winston Dixon has been quoted by Fast Company, The New Yorker, The New York Times, the BBC, CNN, The Christian Science Monitor, US News and World Report, The Boston Globe, Entertainment Weekly, The Los Angeles Times, NPR, The PBS Newshour, USA Today and other national media outlets on digital cinema, film and related topics - see the UNL newsroom at for more details.

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