Even taking into account its limited availability, Sony’s “The Interview” was an unremarkable performer at the box office. Over its first four days of release, beginning with the movie-friendly Christmas Day, “The Interview” earned an estimated $2.9 million.
Of course, in evaluating that tally, one could not ignore the fact that the controversial movie was made available on a myriad of streaming services, including YouTube, Google Play, Xbox Live and a standalone SeeTheInterview.com website. Insofar as the streaming option offered a lower price point and a convenient viewing scenario, it surely cannibalized on theater interest.
Per a release from Sony Pictures, the streaming channel played host to a far more significant commercial. Over that same four day duration, the film was either rented or streamed two million times and produced $15 million in revenue.
A strong total based on previous standards for “day-and-date” releases that are simultaneously distributed in theaters (primarily independent ones, as the major chains do not participate in this release format) and via streaming channels, the result might encourage studios to consider the scheme for other higher-profile releases.
By the same token, $15 million–even with more favorable financials–is not a significant haul in the movie business. At present, no data exists to suggest a film with hit potential, let alone blockbuster potential, would be adequately served by this model.
Releasing films like “The Interview” in such a manner does, however, represent a necessary step in beginning to change that status quo.