Theater owners have scored a victory in their showdown with Universal over the new Eddie Murphy movie “Tower Heist,” The Baltimore Sun reports.
The movie studio announced that it has canceled plans for an early VOD release for the movie, according to the story. The move came in response to a boycott of the film that appeared to be gathering momentum among exhibitors, as previously reported.
The studio said in a statement: "Universal continues to believe that the theater experience and a PVOD 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."
The plan, which was to be tried out in Portland, Ore., and Atlanta, was to release the movie on premium VOD while it was still in theaters, charging about $60 for the movie rental.