Not much demand yet for premium video-on-demand

The recent public flap between theater owners and studios over premium video-on-demand appears to be much ado about nothing -- at least for now. Initial consumer response has so far been tepid to an experiment by four studios that signed up with DirecTV to offer movie rentals at home for $30 as little as 60 days after theatrical release, executives from three of those studios acknowledged privately because they were not authorized to speak on the record. Beginning in April, the studios - - 20th Century Fox, Sony Pictures, Universal Pictures and Warner Bros. - - began testing so-called premium VOD. They have thus far offered 13 films, ranging from the comedies "Hall Pass" and "Paul" to action films including "Battle: Los Angeles" and "Sucker Punch" and dramas "Water for Elephants" and "The Adjustment Bureau." The pictures became available about two months after they debuted in theaters and one or two months before they were released on DVD. Under their agreements with DirecTV, each of the four studios is expected to provide at least four premium VOD films to the satellite television service by the early fall.

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