‘Piranha’ Sequel Sees Day-And-Date Release in Theaters, on VOD

June 1, 2012 · Posted in M&E Daily, Today's M&E Connections 

by Terence Keegan

Fans of 2010 horror-comedy film “Piranha” can catch its 3D sequel both in theaters and via video-on-demand today, in a campaign that could stand as another proof-of-concept for day-and-date cross-platform releases.

“Piranha 3DD” premieres June 1 in just 86 theaters (via Box Office Mojo), as Starz Digital Media makes the 3D film available to rent from its video-on-demand platform for just $7.99.

The “Piranha” campaign is more reminiscent of the day-and-date indie film experiments begun by sibling ventures HDNet Films and Magnolia Pictures six years ago than Universal Pictures’ contemplated “premium VOD” test for its “Tower Heist” last fall — the latter which brought exhibitors to the brink of boycotting the wide-release picture (see coverage from October, 2011 at the Los Angeles Times). Still, most major theater chains maintain that day-and-date cross-platform debuts, no matter what the scale, risk destruction of a profitable distribution formula.

VOD availability of theatrical premieres “devalues the content and tells the consumer that the involved movies will never be a big deal,” National Assn. of Theater Owners president John Fithian said in May (via Variety). “Theaters,” Fithian added, “should not be used as mere marketing platforms for home release.”

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