The $30 movie rental launches

DirecTV plans to offer on-demand movies just two months after their theatrical release. But the rental is pricey.

By Kim Peterson Apr 19, 2011 1:25PM
Image: Hollywood (© Comstock/SuperStock)Would you pay $30 to rent "Just Go With It," an Adam Sandler movie that critic Richard Roeper calls "a pile of steaming crap"? Me neither.

But that's what DirecTV (DTV) has chosen to launch its premium on-demand video service this week. The service plans to offer movies just two months after their release in theaters, and DirecTV thinks people will pay more money to take advantage of this early window.

The service is set to launch Thursday with "Just Go With It," available for a 48-hour rental, Bloomberg reports. It will reportedly get movies from Universal Pictures, Warner Bros. and Twentieth Century Fox.

Other movies coming in the next few months include "The Adjustment Bureau," "Cedar Rapids" and "Hall Pass," Bloomberg reports.

You can get the service only if you are a DirecTV customer and have an HD tuner with a digital-video recorder.

DirecTV shareholders didn't have much to say about the news. Shares of the company were up less than 1% to $46.06 in midday trading.

Movie theater owners were outraged at word that this service was in the works, fearing that it would siphon business. Customers might give "Hall Pass" a pass, for example, if they know they'll be able to rent it in a couple of months.

Usually theaters get about four months to show a movie before it heads to other sources. Theater owners hinted that they might react strongly to the service, perhaps even choosing to reject any films that would end up in an early rental window.

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