Veronica Mars hits cinema and DVD simultaneously

The movie version of the popular TV series Veronica Mars will hit DVD stands on the same day that it is released in cinemas: March 14th. . The movie has already made history thanks to a record-setting Kick starter campaign, and the simultaneous cinema/DVD release is equally unprecedented.

The film sees the former teenage private eye, played by actress Kristen Bell, pursuing a career in law while living in New York with her boyfriend Piz, played by Chris Lowell.  The DVD/cinema decision marks the first time that one of the six major studios in Hollywood – Warner Bros in this instance – has distributed a film for home viewing and cinema release at the same time.

Cinemas have long insisted on having a ‘theatrical window’ that prevents a film coming out for home viewing until its run in theaters has been over for at least 90 days.  The Wall Street Journal says that the film studio has created an unprecedented arrangement by renting 260 screens from AMC Entertainment Holdings Inc. across the United States and thus the simultaneous releases avoid being seen as violating the normal 90-day policy.

The vice-president of AMC for special and alternative content, Nikkole Denson-Randolph, says that the film’s performance will determine how long the cinema rentals last: “On projects like this, where we know we have a partner with the resources to promote the film and an easily targetable audience, we will rent theaters out,” she claims.