Upcoming Film Could Be Litmus Test For Theater And On-Demand Release Strategy

As we all know, movies tend to come in two varieties: in-theater and straight to video. There's a grey area around indie flicks and festivals, but generally it's one of those two. When you think about it, that's a rather old-school and unnecessary limitation. It's in place because for a very long time, home theaters offered poor viewing environments. Nowadays that's not as true, and people spend thousands to replicate that theater feel. So why keep the old model?There have been a few experiments on this front, but one is about to take place that is perhaps the most serious attempt yet to break the release strategy mold. Tower Heist, an action-comedy starring Ben Stiller and Eddie Murphy, will be released to on-demand video just three weeks after its theatrical debut. If it's a success, they can tweak the formula and break the "blockbuster" rut that Hollywood has been in for decades.]]>

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