In the latest twist in “Serena’s” nontraditional distribution plan, the drama, starring Jennifer Lawrence and Bradley Cooper, is available to rent on Google Play, iTunes and Amazon Instant Video three weeks before its theatrical release.
The movie costs $9.99 on Google Play, iTunes and Amazon Instant Video. This is steep compared to the typical $6 charge for a digital rental, but it’s also rare for a movie to be available on streaming services before hitting theaters, much less almost a month in advance.
Pics usually play on iTunes several weeks, if not months, after premiering in theaters, with “The Interview” a recent exception for unprecedented reasons.
“Serena,” directed by Danish helmer Susanne Bier, wrapped in 2012 before finally finding a U.S. distributor last year.
The film, which opens in limited release on March 27, marks the third collaboration between Lawrence and Cooper. They play a husband and wife fighting to save their North Carolina timber empire during the Depression. They will next co-star in “Joy,” their third David O. Russell film together.