Because of this, AMC is likely not as worried about a huge chunk of customers seeing PVOD as a deal relative to theaters, assuming the public health crisis of the coronavirus pandemic eventually dissipates. PVOD digital rentals at services like iTunes and Amazon are typically priced at $20 a pop for new releases. The agreement doesn't mean that consumers could wait 17 days and get a standard-priced rental instead of going to a theater, however. It's a dramatic shift for a system that Jeff Bock, the Exhibitor Relations senior media analyst, characterized to Business Insider as "archaic." The previous theatrical window was between two to three months.
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