Universal Tests the Bounds of Premium On-Demand With 'Trolls' Sequel
"World premiere. Stream from home!" So trumpeted Fandango's homepage on Friday in touting Universal and DreamWorks Animation's Trolls World Tour, which is defying tradition in launching on premium VOD and a smattering of theaters that remain open
Universal is hoping the test will help answer the question of how much consumers are willing to pay to watch a high-profile new movie in the home. The release of almost every other Hollywood spring and early summer title has been delayed amid the novel coronavirus pandemic and resulting theater closures, but Universal opted to stick to Troll's April 10
Beginning Friday, the animated movie was available to rent in the home for $19.99 after the studio decided to break the theatrical window
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