MCA/Universal Home Video joins the growing list of studios adopting longer pay-per-view windows on homevideo releases. The studio will test a 60-day hold-back on two upcoming titles.
“Heart and Souls” and “Hard Target” will be the first MCA/Universal titles released under the new waiting period.
The move comes on the heels of a study, released by the Video Software Dealers Assn., showing that retailer and studio revenues would increase if longer PPV windows were adopted.
But MCA/Universal said the move was in response to requests from retailers, adding that it is not yet company policy.
“We want to see what impact it has on orders,” said Andrew M. Kairey, senior VP of marketing and sales. “If it is proven that more orders come in, we may go to a 60-day window.”
Kairey believes the 80- to 90-day window in vogue at some studios is “less realistic” than the 60-day hold-back. Kairey does not expect a decision until January.
The homevideo arms of Columbia/TriStar, Warner Bros. and Paramount have established an 80-day PPV waiting period.