Those who arrive early to movie theaters will soon be able to see special behind-the-scenes content from multiple upcoming Disney films, including Star Wars: The Last Jedi and Avengers: Infinity War. The theater going experience has continued to evolve over the years, with the rising ticket prices accounting for luxury options for viewers. Reserved seating, membership rewards, and reclining chairs are just a few of the ideas theaters have implemented to continue to keep the experience alive.
However, there has also been a continued push from studios to allow in-home access to films sooner than ever before, with VOD streaming options constantly being discussed. In a world where people want to experience the film and that alone at their own leisure, audience members continue to walk in right until the film begins. Should that continue, they'll be missing some potentially exciting content from the Mouse House.
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THR revealed that Disney has partnered with National Cinemedia's new service Noovie, a new/rebranded pre-show that launches in theaters this Friday, to bring exclusive behind-the-scenes content to moviegoers who arrive several minutes before the previews start rolling. Disney's partnership will begin with the theatrical release of Coco and continue on until June of 2018, at the very least. So what will Disney provide Noovie with to join roughly 20 minutes of pre-movie programming? Behind-the-scenes content from Star Wars: The Last Jedi, Avengers: Infinity War, Black Panther, and more. National Cinemedia CEO Andy England explained the decision for acquiring additional content by saying: "We want to give people a reason to arrive earlier. We want to dial up the entertainment value."
While the rollout plan has not yet been revealed, this special content will be made available to viewers November 22nd. Considering The Last Jedi would be merely a few weeks away from hitting theaters itself, Noovie could reveal further BTS coverage on Rian Johnson's film with footage that is different than the previously released BTS reel. From there on, new BTS material should be rolled out in order of release, so Disney can further hype their projects.
In total, Noovie will debut content for six films. Including those already mentioned, the service will also provide BTS looks at A Wrinkle in Time, The Incredibles 2, and Han Solo. Should this deal continue, then audiences could eventually get packages for Ant-Man & The Wasp, Untitled Avengers, Star Wars 9, and more.
As enticing of a deal as this may be for moviegoers to arrive early to their showings and be a great replacement of games and commercials that are now shown, those who don't arrive early may still have a chance to see the footage eventually. Noovie is also working towards launching a website of their own and partnering with other digital services to release this exclusive content. That said, this content will still debut exclusively in theaters, only going to other platforms after a certain period of time.
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Source: THR
