On March 16, the same day major exhibitors AMC and Cinemark indefinitely shuttered all U.S. locations, NBCUniversal took a step toward collapsing the theatrical window.
The studio said it would release a sequel to its 2017 animated hit Trolls (which grossed $346 million globally) on-demand on April 10.
The price? $19.99. Other major studios mostly haven't followed suit so far, preferring to delay their pricey tentpoles and save them for theatrical release first.
And its unclear whether or not most American consumers will embrace a $20 price point if more theatrical-bound films go directly to on-demand platforms.
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