In a major speech this morning, the head of the commercial group that represents the role of the Hollywood studios asked for a 45 -day window for all films and marketing that confirms “only in theaters”.
Michel Olieri, United President of United, warned of the increased obsession with expensive large screen formats, and the need for independent theaters to get more independence in scheduling.
“We need a system that recognizes our common goals and does not incite a sector against another in a short -sighted endeavor to obtain an immediate financial return at the expense of success in the long term,” he told the theater owners who gathered in Cinemacon, the largest gathering in the industry in Las Vegas, in repeated statements.
They are windows on everyone and in the air, where the exhibition just closed the first quarter of the rock with Covid in the back vision mirror and a new necessary model.
Oliri said that a 45 -day window should be the basis, “a clear and consistent starting point” because “for most films, the success of the final box office and the demand for the consumer cannot be determined effectively less than a 45 -day window.”
He said that a convincing movie would also do it, and perhaps better, on Pvod in 45 days as in 20. “
“It is a clear and consistent period of uniqueness, with the support of marketing at the level of the country from both distribution and exhibition, necessary for all the films that have been released in the play to be successful. It is the cornerstone of our collective prosperity.”
He pointed to a more powerful theatrical recovery outside the United States in the market, where there are longer windows in place. Luxor windows hitting smaller films are not proportional. “If we continue to shorten the windows, and collect small and medium films, which created the impression that the only reason to go to the theater is the big films, then the same network needed to make these successful films, it will become clear.”
Also key-non-promotion of “see-the-homet” options while the movie is still in theaters. “The home app should not be at home while it is still possible to watch a movie in thousands of theaters throughout the country,” “FOX’s former executive that has also worked in the Motion Picure Association.” A good starting point will be an aggressive return to confirm “only in theaters” across all marketing platforms. ”Windows also reduces the shortest marketing and awareness. Consumers for new films that are dwindling.
He said: “Imagine that marketing in theaters is also essential,” Imagine the positive response, virtually, was designed, and the Green Band classified, as necessary, only before the first trailer, the trailers were 90 seconds, and the exhibition was played between four to six before the movie? “Marketing and guest experience will be better.
An interesting request is for everyone to overcome PLFS, or great excellent coordination screens. The upgrade was a priority as the excellent halls took an impatient share of ticket sales. But it is expensive and still is only a small percentage of the global box office.
“We must continue to invest in the experiences that people want – this includes large screen formats … [but] Investing in large screen formats cannot be at the expense of other halls. So, in our group enthusiasm to enhance large screen experiences, film lovers’ money to believe that the only reason for going to the theater is large screen formats, we destroy the heart of our works. “Keep the theaters clean, vibrant and comfortable is a priority.
Schedule requirements that, for example, lead to the operation of the G or PG family that is running at 10:15 pm on school night. “When the theater owner knows that there is no audience for that, there is no meaning for films, bidders or distributor.”
For independent theaters, the reservation requirements should not extend until the time when the film is exclusively in theaters. If one of the independent players is excited to play a movie, they should be able to confirm it early, so they have the same opportunity that its competitors get to market it enough for their guests.
He said: “Everyone feels the pressure of today’s market-from the largest studios to independents on one screen. But adhering to the norms of the prenatal world or to the temporary adjustments made during that time, threatening the general health of this great industry.”
