The streaming release date for Baz Luhrmann’s Elvis may be later than expected. Starring Austin Butler as the titular rock ‘n’ roll crooner, the musical biopic has been a hit at the summer box office. Even though the film has been out for well over a month, Elvis is continuing to rock theaters worldwide. The movie has grossed over $130 million domestically, making it Warner Bros.’ fourth most successful film since the start of the pandemic.
Over the past two years, Warner Bros.’ streaming platform, HBO Max, has been a favorite of cinephiles eager to watch the studio’s new releases without having to make the trek to movie theaters. Thanks to the pandemic, many moviegoers were, and still are hesitant to return to public spaces. To handle these concerns, HBO Max unveiled “Project Popcorn” in 2020, the brainchild of former Warner Media CEO Jason Kilar. Project Popcorn allowed for all of Warner Bros.’ theatrical movies to simultaneously stream “day and date” on HBO Max in 2021, and then on streaming after a 45-day theatrical window in 2022. While the ambitious plan garnered less-than-positive responses from filmmakers, it gave audiences the ability to watch blockbusters like Godzilla vs. Kong and Dune the same day they premiered in theaters — from the comfort of their living rooms.
However, it looks like the era of Project Popcorn is coming to an end. Warner Bros. Discovery’s second-quarter earnings call (via Decider) revealed that those eager to see Elvis on HBO Max might have to wait longer than expected. Elvis will be available to buy and rent on digital platforms for a premium price on August 9, but will not be on HBO Max. Moving forward, the studio will supposedly assess the HBO Max release of theatrical films on a case-by-case basis.
David Zaslav, CEO of the recently merged Warner Bros. Discovery, said the decision to ditch Project Popcorn was purely economical. During the earnings call on Thursday, Zaslav said, “this idea of expensive films going direct-to-streaming, we cannot find an economic case for it. […] We’re making a strategic shift. As part of that, we’ve been out in the town talking about our commitment to the theatrical exhibition and the theatrical window.” It’s not surprising that the company would want to switch back to an all-theatrical release plan as soon as possible, considering filmmakers’ very public outcries about the direct-to-streaming plan to begin with. Warner Bros. also likely wants to maximize its profits by having viewers return to theaters, which undoubtedly earns them more money than HBO Max’s $14.99/month subscription fee.
For now, an exact streaming release date for Elvis has yet to be confirmed. It’s unclear whether or not the studio will choose to keep sending some films to HBO Max after 45 days, or if, from now on, all major upcoming releases will have a longer theatrical release window. Perhaps Warner Bros. is planning on just keeping big office winners like Elvis in theaters longer, which could signal even more changes for the company and its future.
Source: Warner Bros. Discovery (via Decider)