For STX, ‘Greenland’ Is a Major PVOD Hit; for Exhibitors, It’s Yet Another Existential Threat

Have you seen “Greenland”? It seems like almost everyone has: Released December 18 as a Premium VOD title with no domestic theatrical play, the $35 million STX Films title starring Gerard Butler as a father trying to help his family survive planet-destroying comets has ranked at or near the top of the VOD charts ever since.

With good reviews and word of mouth, it spent more than eight weeks at $19.99 and finally became the standard-price $5.99 on February 16 — which saw it rebound on the charts once more.

Whether they track by rentals or revenue, all roads seem to lead to “Greenland.”“Greenland” is not the only film to see this kind of long-term success.

Universal’s “The Croods: A New Age” moved to PVOD after three weeks in theaters and has thrived ever since.

However, that film also benefits from being part of an animated franchise in the content-hungry kids’ market.

“Greenland,” which

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