Superman is now available to rent or buy at home on premium video-on-demand services (PVOD) after just 35 days in theatrical exhibition. The James Gunn blockbuster start to the new DC Universe (DCU) is still playing on well over 2,000 screens domestically and continues to perform with solid longevity, but the decision was made to put it on PVOD after just a month and change.
There are a lot of pieces worth picking apart with the PVOD release schedule of Superman, and I’ll get my beak sharpened in just a bit. However, what I want to really focus on is this weekend’s upcoming box office and how we’ll see if this has any substantial effect on the continuing run of the film with theater-goers.
The Premium Price for Patience
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I always said that I would be willing to pay premium prices to watch a movie like Superman at home while it was also in theaters. I love the theatrical experience (even when it doesn’t love me back) but I’m at a point in my life where there are plenty of new release films I’d prefer to watch in the comfort of my own home. While that instant gratification hasn’t become a part of the consumer landscape, the release window for studio films has become something of a crap shoot.
Many viewers are fine waiting for a movie to become available for home viewing either as a digital rental/purchase or when it gets added to whatever streaming service’s catalog they subscribe to. The problem is that those schedules change from movie to movie, so it can be difficult as a consumer to keep up or even care about keeping track of a particular movie’s eventual home availability.
What does this specifically have to do with Superman? It’s certainly a surprise to see it available at home relatively quickly while it’s still doing solid business in theaters. There are explanations out there, even from James Gunn himself, but this feels like a decision that was in the cards before the movie’s theatrical release.
The Brand Comes First
There is the fact that the next DCU prestige project, Peacemaker Season 2, is a week out from release. Managing some brand consistency and “flow” (yuck) seems to be a part of the strategy with moving Superman to home video so fast. I don’t think that’s the best option available for the movie’s continued success in theaters, but I can see the game being played.
The DCU brand needs to remain ever-present in the minds of the populace and Superman winding down means the next thing needs to wind up. Superman might be a standalone success but its power position is immediately diminished once the next thing needs that marketing space.
I’m willing to bet Superman will do very well on PVOD for the coming future before getting bumped down to regular prices. It’s a popular film and continues to prove so with a steady stream of showings at the movie theater. I actually went and saw Superman in the theater (my review) and I recommend you do the same if you can.
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