Theater owners went apeshit. Many chains and independent theaters across the country said they would not play the movie at all if Tower Heist went to VOD so quickly, and in the face of such feelings, Universal today folded up their plans and decided to not go through with the test. But they're not saying never! From their statement:
"Universal continues to believe that the theater experience and a PVOD [Premium Video on Demand] window are business models that can coincide and thrive and we look forward to working with our partners in exhibition to find a way to experiment in this area in the future."
I'm interested in what you guys think about this whole brouhaha. Would PVOD force theaters to improve their exhibition standards and increase the quality of the theater-going experience? Or would it kill the theatrical model for good?