ATLANTA (AP) – Sony’s “The Interview” has been a hacking target, a punchline and a political lightning rod. Now, with its release online at the same time it debuts in theaters, it has a new role: a test for a new kind of movie release.
“The Interview” stars Seth Rogen and James Franco as journalists tasked by the CIA with killing North Korean leader Kim Jong Un. Its Christmas Day release was canceled by Sony after threats of violence by hackers linked to North Korea. But after an outcry, the release was reinstated in some independent theaters and now, through a few online video services.
Although the circumstances surrounding “The Interview” are unprecedented, experts say the release will be closely watched to see how moviegoers and theater chains react to a simultaneous debut. It’s a challenge to the longstanding practice of “windowing” – opening a movie first in theaters to maximize box-office revenue before making the movie available in other stages of home video, streaming and television.
“I can’t say that this is the future,” said Jeff Bock, senior box office analyst for Exhibitor Relations Co. “For this film, in particular, it works because of the saga that goes along with it. But it’s nice to have a film we can actually use as a guinea pig for a video-on-demand release.”
Sony released “The Interview” Wednesday on a variety of digital platforms – Google Play, YouTube Movies, Microsoft’s Xbox Video and a separate Sony website. It costs $5.99 to rent for 48 hours and $14.99 to purchase. It also will open in more than 300 smaller theaters on Thursday, though major chains are still holding out.