The new Tom & Jerry film may be the latest with a unique release, potentially being rolled out in both theaters and on the HBO Max streaming service. The movie has the unfortunate luck of being scheduled to come out as the coronavirus pandemic continues to impact the entertainment industry. A day-and-date rollout in both theaters and on streaming services could work for the movie, though evidence of success may be more apparent by the end of December.
The marketing blitz is already on for Tom & Jerry, complete with a float during the Macy's Thanksgiving Day Parade. The first Tom & Jerry trailer was released a couple of weeks ago, showing how the filmmakers managed to blend the animated look of the titular characters with the live-action cast, with features Ken Jeong and Rob Delaney, among others. Tom & Jerry was initially slated to come out in April 2021 before being pushed up to December 2020, but it had since been delayed to March 5, 2021 due to the pandemic.
That delay may not be the last news regarding the film's release. Variety reports that Warner Bros. is considering debuting the movie on HBO Max at the same time as it premieres in the theaters that are open. In all likelihood, the movie would be available simultaneously on the streaming service for a month before it becomes available and exclusive to theaters for the rest of its initial release window. Other movies this is being considered for include Judas and the Black Messiah and The Little Things.
If this release strategy sounds familiar, it's because it would mimic the rollout of Wonder Woman 1984, which is coming to both theaters and HBO Max on Christmas Day. It will remain on HBO Max for subscribers for 31 days before being available only in theaters for the rest of its initial release window. Wonder Woman 1984 will be the first blockbuster movie attempting this particular release strategy, so if it is determined to be successful, Tom & Jerry is more likely to follow suit.
The end of the coronavirus pandemic is not in sight yet, meaning the return to 'normal' for the movie industry - should it ever exist again - is still a ways away. For most movie studios, the plan now is to recoup as much as they can financially while getting finished movies to consumers. Plenty of unique rollouts for movies will continue to be seen over the next several months and it will feel less and less surprising to see releases like the one Tom & Jerry will likely commit to soon.
Source: Variety
