Rain launches TOD system

Digital cable company offers unit in Brazil

Rain Network, Latin America’s biggest digital cinema operator, will launch a pilot theatrical-on-demand (TOD) system in Brazil in the first quarter.

Rain has already aided the installation of digital projection systems and software theater management systems — allowing digital systems to function — in all of Brazil’s 134 arthouse screens.

It has also begun to access indie and Brazilian movies for screening at these cinemas. Beginning early next year, Rain’s novel TOD will allow moviegoers, grouped in online YouRain Internet film clubs, to recommend what films play when and where over Rain’s digital cinema network.

Virtual cinema club members can also refer wishlists to friends, and, exploiting YouRain’s social networking system, let other people know what films they’re attending.

Rain’s TOD system has the thumbs-up from Brazil’s arthouse exhibitors, Rain chief operating officer Fabio Lima said at the AFM.

Films will be rented from rights holders on a revenue-share model, he added. Digital cinema already eliminates print costs. With Internet networking marketing hot and hip movies, TOD will also slash advertising costs, Lima argued.

According to Lima, digital screens already account for 30% of indie pic B.O. in Brazil. TOD benefits in Brazil from one of the world’s biggest Internet social networking communities and the country’s gross under screening. Brazil has one screen per 90,000 people.

Rain also operates 26 arthouses in the U.S.

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