It is starting to look like this will go the route of the film version of The Fantasticks. It may sit on the shelf for several years before it suddenly and quietly turns up in a redbox near you.
Well, this pretty much ensures it'll be an iTunes/VOD release with a minuscule theatrical release around the same time to generate alt-paper reviews, blog notice, etc. DVD/BD to likely follow 2-3 months later. (Will be shocked if it goes another way, which I guess it certainly could should Kendrick get a lot of notice for ITW.
Bachelorette and Snowpiercer were two of Radius' recent "big"ish movies that got released that way. Snowpiercer is a Chris Evans sci-fi movie that appeared on iTunes the same time as theaters and still did somewhat well.
"RADiUS is the boutique label of the Weinstein Company (TWC) and the first studio division dedicated to both multi-platform VOD and theatrical distribution. Utilizing both traditional and digital media, RADiUS-TWC brings the highest quality films and other specialty entertainment to a wider audience than ever before."
Weird that this is coming out on Valentine's Day, which is all about love and romance when this movie/musical is all about how one can never be happy and any hopes or dreams or attempts to find happiness are all for naught and you are eventually going to fail in the end. Sounds like a great first date movie to me!
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If I were Weinstein I would push for a major release and market the film as a romantic alternative to the erotic 50 Shades of Grey. The movie was made on a shoe string budget and in he couldn't have paid more than a couple million for the distribution rights. The film will never be a huge romantic drama on the level of The Notebook or The Fault in Our Stars. With its minuscule budget though, it could easily become one of the most profitable films of the year if it grosses only $20million.
I actually think this could do moderately well in a wide release, if they do up a really good TV ad. Like bdn says, it'll never be the next Notebook, but it was made so cheaply even a little money can turn a profit. And people eat up love stories like this, even the not-so-happy ones.
The problem is a major (or even semi-major) release costs a fair amount of money, plus the theaters take a huge cute of ticket sales (less as each week passes). Throwing this out there to TOO many theaters could result in losing a good chunk of money...
With any wide release, you need to spend money to make money. There's no way Radius paid several million for this, especially if it's intended as VOD only. Plus they've screened it for buyers for months with no takers. Anna Kendrick's presence alone is enough for VOD success (see HAPPY CHRISTMAS) and putting this in theaters with such an unconventional concept is an extremely hard sell.
Look at what Radius did with SNOWPIERCER - they potentially left money on the table by not doing a wider theatrical, but the film was huge on VOD. If they had pushed for theatrical, it would have cost more in marketing dollars whereas VOD is pure profit.
And with VOD, the producers/owners get something like 90% of the revenue. (At least with with iTunes; Apple supposedly takes 10% with music and I'd guess similar for movies.) So an impulse rental of $9.99 -- the price for something also in limited theatrical release; usually goes down to $5.99 later -- can be instant revenue with very little advertising.
I (quite genuinely) look forward to another thread of "who's the worst - Cathy or Jamie" when we all get the chance to see this film. Thanks for posting the reviews, everyone!