Universal backs lower on 'Tower Heist' PVOD

Universal decided on offering 'Tower Heist' for $60 on premium VOD, just three days following the pic's November. 4 release. Universal has place the brakes on its intend to bow Brett Ratner's "Tower Heist" on PVOD three days after its theatrical release, in reaction to exhibitors' risks of the boycott.The experiment might have permitted Comcast digital customers in Tigard and Atlanta to rent "Tower Heist" when needed for $60 within the Thanksgiving holiday, just three days following the caper, starring Ben Stiller and Eddie Murphy, opened up wide on November 4.Cinemark, which controls about 10% of domestic screens, rapidly responded by saying it wouldn't show the film in the theaters countrywide. Regal and AMC, the country's biggest two exhib chains, hadn't indicated their intentions openly -- but when either had adopted suit, the film would have found itself in serious trouble.The Nation's Association of Theatre Proprietors taken care of immediately Universal's change of heart with gratitude."NATO want to thank Universal for reacting to numerous theater owners' concerns and rescheduling the PVOD test drive it was considering," leader and Boss John Fithian stated inside a statement. "They've been engaged with individual participants about this test, even though it had been something which many theater proprietors couldn't ultimately support, outdoors and collaborative character from the dialogue is appreciated."In the own statement, Universal left open the potential of future early PVOD launches -- actually, the studio indicated the expansion like a "delay (to) its planned premium home video when needed ... experiment.""Universal is constantly on the think that the theater experience along with a PVOD window are business models that may coincide and thrive and that we anticipate dealing with our partners in exhibition to try to experiment in this region later on." Contact Justin Kroll at justin.kroll@variety.com