“We enjoyed an incredible turnout over the holiday and will be expanding to more theaters and screens this coming weekend,” Quinn said in a statement. “Ironically, Snowpiercer is a good parallel for film distribution. You’re either at the front or the back of the theatrical pipeline (ed. note: the film is built around a class conflict in a train that circles the ruined planet). Everything is either a limited or a wide theatrical release with zero room for anything innovative or nuanced. So, we at RADiUS decided early on to do something completely different with this release. By truncating Snowpiercer’s theatrical premiere to 2 weeks and then launching VOD this coming Friday on July 11th (yes, for those of you who’ve been asking…it’s really happening!) we’re embracing both the benefits of a platform theatrical, but also the merits of going SUPER WIDE by making it available on more “screens” than any movie this summer. Jeffrey Katzenberg predicted this kind of release might be something we (would) see in 10 years time. The train’s ahead of schedule.”
Subscribe to Deadline Breaking News Alerts and keep your inbox happy.