John Sciacca has been on a tear as of late with respect to breaking down the nitty-gritty behind day & date film releases. For those of you who don’t know what day & date is, in a nutshell it refers to the ability to watch the premiere of a film in your home the same day it hits theaters. Simple. Now, John tackles the subject from a rather logical place—price. Only he makes the mistake of asking enthusiasts–you know, people like you and me–what we’re willing to pay for it. An overwhelming majority who took John’s survey replied that they would be willing to pay between $25 and $49 for the privilege of enjoying a day & date release in their home. Fifty-five percent of those surveyed said this.
Fifty-five percent of enthusiasts are bald-faced liars. Allow me to explain.
At $25 to $50 a pop, enthusiasts are basically saying that they want to enjoy premium content in their home for less than what it costs to travel to a specialty location in order to have a premium experience. (Throw out the argument that every theater experience is premium.) The fact that enthusiasts are willing to pay less for more is, well, not shocking at all! Had there been
an option to pay under $25, that would have won. Because enthusiasts want to have their cake and eat it too, as well as be allowed to walk out with the silverware, dishes and linens, if they feel like it.
Asking an enthusiast of anything what they think something is worth, and you’ll get a rather lopsided answer–one that clearly favors the enthusiast and to hell with everything and everyone else. This is why day & date continues to stumble, despite its eventual eventuality. Studios are willing to provide day & date to the one percent, but what industry the world over doesn’t bend over for the one percent?
Truth is, enthusiasts don’t deserve day & date. Sorry. They’ll get it, and sadly they will still find a way to bitch about it too. The current state of content delivery is better than it has ever been, with more choice and quality at our fingertips than ever before. Entertainment is instant . . . and cheap! But say “streaming” to an enthusiast, and brace yourself. Say “UHD Blu-ray and physical media are dead” to an enthusiast, and watch as their head explodes. Say “Netflix is raising its prices $2 a month,” and watch them rage.
So if enthusiasts can’t be happy with what we have currently, what makes us think they will be happy with day & date? It likely will never be cheap enough. And if it is, it won’t be 4K enough, or possess the billion point two billion channels no one has but demands, and so on and so forth. If day & date is to be a reality, it’s coming via streaming, and if you have an issue with streaming, DRM, or what have you now, hang on to your hat ‘cause ain’t no way Disney is letting you watch Endgame without some hefty assurances.
Day & date is coming like a freight train in the night. There is no stopping it. The proof isn’t in the starting of all these cottage businesses pushing expensive players to the one percent; the proof is in the diluting of the time window between theatrical and home video release. In the old days (circa early 2000s and before), the minimum window was 120 to 160 days. That’s four to six months from the last date of theatrical release to when a film was allowed to be put on sale for home viewing. Now, that agreed-upon window is 30 to 45 days. It will be down to 7 to 10 days inside of two years. And at that point, you’ll have day & date.
Andrew Robinson is a photographer and videographer by trade, working on commercial
and branding projects all over the US. He has served as a managing editor and
freelance journalist in the AV space for nearly 20 years, writing technical articles,
product reviews, and guest speaking on behalf of several notable brands at functions
around the world.