That's tempting when home-video sales have dropped 20% since 2004 (though streaming revenue jumped 45.1% last year from the year before). The US has 40,000 screens; "Why not convert them to retail opportunities for us?" asks a Warner Bros. exec. The video/ticket bundling system appeals to theaters, too, since they wouldn't normally get a slice of video revenue. The odds of "mass audiences" drawn to such deals seem low, writes Erich Schwartzel in the Journal—but Hollywood is ready to experiment.
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