In a move that is at once shocking but also entirely unsurprising, Warner Bros. has decided to release its entire 2021 slate on HBO Max in the US concurrently with cinemas during their first respective months.
Seen as a way to combat reduced box office takings from a nation that is still heavily in the grip of the Coronavirus pandemic, the move means that films such as Dune, the fourth Matrix outing, In The Heights and more will play both in cinemas and on the streaming service for 31 days before continuing on exclusively in cinemas ahead of a more normal release on home entertainment outlets. According to all the current reporting on the plan, countries such as the UK, who have more cinemas open, and a better handle on the crisis, will stick to the theatrical-only plan. But Wonder Woman 1984 already has a premium video on demand schedule in place for the UK via Sky, so perhaps we'll also see that deal extended.
"We’re living in unprecedented times which call for creative solutions, including this new initiative for the Warner Bros. Pictures Group," CEO Ann Sarnoff said in a statement. "No one wants films back on the big screen more than we do. We know new content is the lifeblood of theatrical exhibition, but we have to balance this with the reality that most theaters in the US will likely operate at reduced capacity throughout 2021.
"With this unique one-year plan, we can support our partners in exhibition with a steady pipeline of world-class films, while also giving moviegoers who may not have access to theaters or aren’t quite ready to go back to the movies the chance to see our amazing 2021 films. We see it as a win-win for film lovers and exhibitors, and we’re extremely grateful to our filmmaking partners for working with us on this innovative response to these circumstances."
Naturally, this won't sit well with cinema owners, who had been begging studios to get back to business as usual and will see it as cannibalizing their income and as a move to boost HBO Max in the face of competition from Disney and Netflix, among others. It also opens up the films to much greater threat of piracy, as streaming services are notoriously tough to keep secure.
Now we wait and see whether other studios follow suit. Expect this one to keep developing...