Baz Lurhmann’s ‘Elvis’ will be available on PVOD from next week 

Baz Lurhmann’s 'Elvis', which is running at the theatres with full force, will start streaming as a Premium Video On Demand (PVOD) on August 9 and will not be available on Warner Bros. Discovery’s HBO Max on the same date. The film will cost $19.99 for a 48-hour rental and $24.99 for purchase. Lurhman had earlier said that the audience would have to wait till "fall" for the film to be available on HBO Max, but the studio did not confirm the same.

In terms of business, 2021 has been a disastrous year for Warner Bros., and the studio said that there will be a 45-day gap between a theatrical release and the debut on the streaming service. Even though ‘The Batman’ had grossed $360 million, it was also handed the same fate by the studio. The film had received a parallel PVOD release for $29.99.

Several factors might have weighed into the 'Elvis' strategy.

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The studios' opting for the PVOD route is a result of their experiencing an immediate financial return in which 80 percent of the revenue is retained after parting with a small carrier-cost deduction. The industry’s collective wisdom on PVOD is that it has a smaller impact on the theatre's generated revenue as compared to streaming. This allows the viewer to watch the film at a cost which is comparable to a month’s subscription fee.

The same is true for Universal movies, which are typically available in theatres and on PVOD after three weekends, which enables the studio to enjoy an extended theatrical run of the film along with its non-theatrical goals as well.

The domestic box office for ‘Elvis’ might reach another $30 million. As ‘To Gun: Maverick’ and a few more are available only for theatre viewing, ‘Elvis’ can be a top pick for home audiences.

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