Jan. 12, 2024

The Hybrid Release Conundrum in Film Industry Evolution

As the film industry navigates the evolving landscape shaped by the pandemic, the concept of hybrid release models has emerged, allowing movies to reach audiences both in theatres and through streaming platforms simultaneously. By: Wee Yan Ling

Hybrid release models have been a contentious topic since its advent into the film and TV scene. The practice involves the simultaneous release of films in theatres and on streaming platforms which allows the viewers to choose their preferred mode of consumption. One notable example is Warner Bros.’ decision to release its entire 2021 film slate in theatres and on HBO Max. 

The advantages that hybrid release models bring are influential as they provide flexibility, which allows viewers to experience films in their preferred environment and circumstance. This approach aids in catering to a wider audience as some may prefer streaming over the conventional theatre setting. The success of Dune, has exemplified the benefits of this model after having amassed $400 million from theatres despite its HBO Max release.

However, the hybrid release model is a double edged sword as challenges and concerns arise. Firstly, struggles arise from existing agreements between studios and major box office associations. There is fear surrounding the elimination of exclusive box office releases as this could lead to large theatre chains refusing to carry the movie altogether. The exclusive release window is a monumental aspect of the partnership between studios and box offices as it contributes significantly to the box office revenue.

Concerns regarding the loyalty of actors and industry executives to the silver screen also surfaces as the majority of the industry players prefer to preserve the traditional cinematic experience. This is mainly due to nostalgia, legacy business models and the industry’s power to shape and protect tradition.

Disconnect is most prominent between traditionalists and advocates of innovation when not every studio has a direct-to-consumer streaming service. Hence, third-party streaming platforms are utilised which helps to gain a substantial portion of the movie’s revenue and aids in preventing financial challenges.

One prominent example was when Denis Villeneuve, the director of Dune openly criticised WarnerMedia’s decision to release its 2021 film on HBO Max in conjunction with the theatrical premieres. Villeneuve wrote out his words and said that "with this decision, AT&T has hijacked one of the most respectable and important studios in film history." Villeneuve said that there was "absolutely no love for cinema, nor the audience here. It is all about the survival of a telecom mammoth, one that is currently bearing an astronomical debt of more than $150 billion."

"With HBO Max's launch a failure thus far," Villeneuve wrote. "AT&T decided to sacrifice Warner Bros.' entire 2021 slate in a desperate attempt to grab the audience's attention."

Villeneuve also believes that the franchise won't be able to sustain as it won't have the chance to perform financially in order to be viable and piracy will be a consequence.

As the film industry grapples with the dichotomy of hybrid release models, the clash between innovation and tradition persists. There is no doubt that the model offers flexibility and access, however, the revenue loss, impact on traditional cinema and the loyalty to the silver screen is something crucial to ponder about.

To never miss a story — sign up for Viral Weekly free newsletter to stay up-to-date with compelling TV and Film news and views.

Back to Listing

---