It’s no surprise Hollywood theorists are thinking outside the box when it comes to release tactics.
Last year’s box office totals dropped $400 million, according to Nielsen Entertainment Data, Inc.
One idea stirring up controversy is the multi-format release of “Bubble.” Academy Award-winning director Steven Soderbergh wrote, produced and directed the low-budget, independent film.
Soderbergh’s film choices have swayed between unconventional indies and big budget smashes, “Sex, Lies and Videotape” and “Ocean’s Eleven,” respectively.
“Bubble” first generated press when Soderbergh reported he would cast nonprofessional actors and film on location in rural Ohio. The $1.6 million film was shot in a mere three weeks on digital video. Centered at a doll factory in a small Ohio town, “Bubble” has generated a handful of favorable reviews.
This kind of film is by no means groundbreaking. Since “Clerks” and “The Blair Witch Project,” filmmakers have consistently capitalized on independent films with lower budgets. Small films released independently often hit a high note with college students.
Sophomore civil engineering major Kyle Michaelsen said he enjoys the occasional indie film.
“I really like some of the independent comedies of the last few years,” Michaelsen said. “The movie ‘Super Troopers’ was hysterical and didn’t need a big star to sell it.”
The revolutionary aspect to the latest Steven Soderbergh experience is not only the content, but its release strategy.
The film was released on a paltry 32 screens last Friday. That same night, cable network HDNet broadcast the film twice. Tuesday, the film was released on DVD, available in all retail stores and Landmark Theaters. This innovative strategy has stirred controversy among many theaters. Fearing a greater decline in attendance, many theaters stressed their refusal to show the film.
Despite this small setback, DVD sales are higher than expected. This may be because audiences, including Bradley students, would rather watch a DVD in the comfort of his or her residence.
“Of course I would rather rent the movie,” Michaelsen said. “Renting it would be so much cheaper and more logical as a college student.”
Freshman elementary education major Nicole Schmidt said she shared similar sentiments.
“Well, I don’t have a car on campus,” Schmidt said. “But I do have a Blockbuster card. For me, it would just be a lot easier.” There has been talk about minimizing the timeframe between theatrical and DVD releases.
However, some students aren’t interested in renting films if the same movie is in theaters.
Freshman AEP major Lisa Sireci said she would prefer to make the trip to the theater.
“It’s a completely different experience,” Sireci said. “Seeing the film on a big screen with amazing sound is important.”
The results of Steven Soderbergh’s latest experiment aren’t fully available. Time will tell if multi-format releasing does indeed sell. “Bubble” is in stores and playing in limited release at Landmark Theaters.
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