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CEO Urges Studios to Rethink Home Release Messaging
29 Oct
Summary
- CEO suggests delaying home availability announcements boosts moviegoing.
- Transactional sales remain similar regardless of theatrical window length.
- Younger audiences are driving a resurgence in cinema attendance.
Marcus Corp. chairman and CEO Greg Marcus has called on film studios to reconsider their marketing strategies for movies.
He suggests that advertising a film as available at home during its exclusive theatrical run can be detrimental to box office performance. Marcus explained that consumers may see 'available at home' messaging and mistakenly believe the content is free, or decide to wait for it, regardless of the actual rental cost.
Marcus pointed to industry data indicating that the number of customers purchasing films via transactional video on demand (TVOD) remains consistent, irrespective of whether the window is short or extended. He argued that delaying home releases could increase theatrical box office revenue without significantly impacting transactional sales.
Furthermore, Marcus noted a positive development in the film industry: a strong return of younger audiences to cinemas. This trend is viewed as beneficial for the long-term health of the moviegoing business. However, he also expressed a desire to attract older audiences back, suggesting a need for more dramas and comedies to appeal to adult demographics.
