In an effort to test the interest in premium VOD, Universal will release TOWER HEIST on VOD in Portland and Atlanta three weeks after the film is released in theaters, writes The Hollywood Reporter. Comcast digital subscribers in the two areas will be able to rent the film for $59.99.
TOWER HEIST director Brett Ratner was one of directors who voiced his opposition earlier in the year to studios releasing films on VOD 60 days after release for $29.99 via DirecTV. He and others like James Cameron believe the move will destroy the theatrical business by virtually slashing the theatrical window by half. Ratner was not consulted before the decision was made to offer his film up in this trial run.