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Studios test $60 movie rentals for same day as theaters

updated 08:10 pm EDT, Thu October 6, 2011

Universal to trial $60 rental of Tower Heist

Comcast, the parent company of Universal Pictures, is testing a new premium home movie rental concept that will see customers being able to rent a film that is currently screening only in theaters. However, there will be a catch for the privilege - a $60 price tag. The test will center on the new Eddie Murphy and Ben Stiller comedy Tower Heist that is due November 4.

The offer will be available to Comcast's digital cable subscribers who also own a high definition TV and live in Atlanta and Portland, Ore. If these criteria are met, users will be able to rent the movie from November 23 and watch as many times as they like within a 48-hour time frame.

If the trial is successful, it may offer studios a way of countering flagging DVD sales without necessarily affecting box office results. [via Access Atlanta]



By Electronista Staff
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