John / August 15th, 2013

After a successful release of the Kirsten Dunst comedy on VoD in the US, ahead of its theatrical release, Lionsgate and Icon adopt day and date strategy for the UK.

Comedy “Bachelorette” is set to become the biggest mainstream feature released simultaneously across UK cinemas, TVOD platforms and download-to-own services.

Released this Friday [Aug 16th] by Lionsgate for Icon Film Distribution, VOD partners include Sky Store, Virgin Movies, Xbox Video, Film Four, BT Vision, Google Play, Blinkbox, Knowhow Movies, Sainsbury’s Entertainment, Dominos, Everything Everywhere (EE) and PlayStation Store.

Lionsgate has hailed the release as a significant first for an indie-major in the UK. While independents have experimented with day-and-date releases on niche titles, some of the larger distributors have been reluctant to close the theatrical window entirely.

Radius-TWC had success in the US with their innovative release of Bachelorette a year ago, when it was released on VOD platforms a month before its theatrical run.

The comedy hit number one on iTunes and became the first ever pre-theatrical release to crack the top five across cable VOD providers. Theatrically, the film opened in the US on $180,000 from around 50 screens at an impressive average of $3,800, and went on to gross approximately $450,000. The film was a bigger hit on the international circuits, taking in more than $9m.

Kirsten Dunst, Isla Fisher and Rebel Wilson are among the cast of the comedy, in which three friends are asked to be bridesmaids at a wedding of a woman they used to ridicule in high school.

Andreas Wiseman, screendaily.com

About time! Better late than never I guess.



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