The early release window, which offers Hollywood content for home consumption while it is still showing at theaters, has been debated for many years. (In fact, I wrote about an enabling FCC ruling last year.) But right now its success is being debated more than ever before. The targeted price point of a premium video-on-demand (VOD) movie – $30–is the center of the debate. The current discussion compares the success of one expensive VOD movie to cheap movie theater tickets. Cinema owners and movie directors have voiced their concerns about the shift in content consumption, with cinema owners noting that it is impossible to reliably predict consumer behavior. If it was that easy, every Hollywood title would be a blockbuster. Early release windows, however, may provide a bit of safety net. I think that it will be an interesting offer for, initially, a small percentage of consumers. While the rate of adoption is questionable, it’s obvious to me that movie theaters won’t disappear any time soon and that electronic distribution will continue to grow. The studios certainly have conducted their own research, and it is evident that they have high enough hopes to shake up the traditional models and to support premium VOD movies. From our recent press briefings and Chicago’s CableNET show, I also see that the media is interested and closely monitoring this topic. But perhaps the most relevant indicator has arisen in our recent discussions with operators. They are evaluating this opportunity very seriously and investing time and resources in the digital watermarking requirement. This may be because even a small uptake by consumers will translate into a relevant chunk of revenue.