Theater Owners Call for Premium VOD Transparency

May 5, 2011 · Posted in M&E Daily, Today's M&E Connections 

From the that’s-for-us-to-know-and-for-you-to-find-out dept.: The National Association of Theater Owners is calling on studios to reveal the number of DirecTV subscribers that are ordering movies from the satellite TV provider’s new premium video-on-demand service.

“What’s an experiment without data?” asks John Fithian, the exhibitor trade group president, in a press release.

The four studios participating in DirecTV’s “Home Premiere” program, which launched April 21, are staying silent on the service’s preliminary results. So is the satcaster. “It’s way too early,” DirecTV’s Derek Chang told The Hollywood Reporter last week, when asked if he could share audience figures for the first Home Premiere title, Sony’s “Just Go With It.”

This week, Home Premiere adds a fourth title: Universal’s “The Adjustment Bureau,” which has earned $61 million after eight weeks in theaters. DirecTV made the announcement on its Twitter page April 29.

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