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.