Snake Eyes moves to on-demand release after only 25 days in what could be an increasingly popular move for distributors.

After just 25 days of an expected 45, Paramount has elected to pull the GI Joe spin-off movie Snake Eyes from its exclusive theatrical window in the US and instead make the film available via on-demand services from today. Here in the UK, the film doesn’t release in cinemas until tomorrow, although with poor reviews plus the difficulties that some theatrically-released blockbusters seem to be having in maintaining adequate box office beyond their opening week, we may be seeing the film follow suit here, although that is yet unclear. It certainly hasn’t shown up on digital platforms such as Amazon Prime yet, as it has in the US.

Paramount will likely be bitterly disappointed with the film’s performance given its marketing blitz, which really focused on mobilising fans of the franchise and wider audiences too. However, it seems that a combination of the pandemic factor alongside tepid responses to the film have hurt its box office rather badly, with the film only grossing around $35m from an estimated $90m budget. Plus, that marketing campaign that we mentioned wouldn’t have come cheap either.

The decision to cut short the ‘exclusive’ theatrical window marks an interesting point in the ongoing path that studios and cinemas are navigating, in order to find a workable process to make their respective businesses work. With even ‘successful’, well-reviewed blockbusters like Free Guy or Black Widow making only a fraction of their box office potential in cinemas, studios will continue to look for other ways to leverage earning potential from these releases. More as we hear it…

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