H3G Italy To Sell Movies 10 Days After Theatrical Release

Hutchison’s Italy operator H3G signed a deal with Eagle Pictures to distribute feature films to mobile phones just 10 days after they premiere in theatres. Customers of the telco will be able to pay $10.50 to download the movie The Interpreter for unlimited viewing for a week. Memoirs of a Geisha will be available as early as December 27…
Eagle Pictures tried to back out of the deal — apparently it didn’t realise it had given H3G the right to sell the movies so early — but a court ruled the contract is valid and must be upheld. “Italian film distributors are predictably pissed. Says Paolo Protti, chief of Anec, Italy’s exhibitors organization: “We absolutely cannot accept that a firstrun movie becomes available on mobile devices 10 days after its release.” He warns that the exhibitors will fight the ruling with all their might.”
It is a bit soon, but I can’t imagine people deciding to forego the cinema experience because they can download the film on their mobile phone — then again, there are suggestions that teenagers would choose a mobile screen instead of a cinema. (via Picturephoning)

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